1 / 13

ETHOS AND ADVERTISING

ETHOS AND ADVERTISING. Much of the power of advertising comes not from LOGOS – a logical appeal to the quality of the product,

eells
Download Presentation

ETHOS AND ADVERTISING

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. ETHOS AND ADVERTISING

  2. Much of the power of advertising comes not from LOGOS – a logical appeal to the quality of the product, • But from ETHOS, the appeal based on the character of the messenger. In many ads, this works by presenting us with a spokesperson we are supposed to want to be like, or by implying that the people who use the product are a group we would want to consider ourselves part of. • What’s implied is: BUY this product; then you will be like this person (or group) that you admire.

  3. With each of the following ads, brainstorm in your group and ask yourself: • How does this ad use ethos to persuade us to buy the product? • Or, in other words: Who is it the ad wants us to admire and associate with the product being sold? Why is that person (or group) seen as being admirable?

  4. Great dresser • Looks rich • Looks fresh • Looking directly in your face (confident, honest, serious) • Shoes matching his clothing • Looking with a question in his eyes • Elegant and clean-cut • Popular • In good shape • His money goes to people who need it • Great b-ball player/6 time MVP • One earring

  5. Glamorous • High class/snob appeal • Light and fluffy • Sexy • Royalty – the queen is in the picture – buying class • Clothing • Perfume • Everyone wants to be Barbie • Popular • Be fancy/elegant/sexy • They have other name brands • Fantasy world • You would look like a doll • You’d feel like a model • Even their bags are fancy • Anorexic (maybe?)

  6. The fruit makes it seem she is juicy • Legs are shiny • Good looking/sexy/beautiful • Stands out • High heels in bowling alley, who does that? • Apple represents her body • Old people in the background, she is the only young one • Natural look • You want to eat it up – apple – temptation – Adam and Eve • Legs strongly show/nice legs • Confidence • Flawless • Fresh • Smooth skin • Smells good

More Related