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ETHOS AND ADVERTISING

Explore how advertising relies on ethos, or appeals to character, to persuade consumers. Discover how advertisers use spokespersons and group associations to make their products desirable.

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ETHOS AND ADVERTISING

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  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?

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