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Persuasion in Advertising

Understand and utilize emotional appeals - pathos, ethos, logos - in advertising to engage specific audiences effectively. Learn how to sift fact from opinion in ads and analyze their messaging to create impact.

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Persuasion in Advertising

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  1. Persuasion in Advertising

  2. Using language to advantage • Gardener/ landscape engineer • Used car/ previously owned car • Cheap/ inexpensive • Stout/fat • Perspire/sweat • Old age home/ retirement community • Restroom/ toilet • Defense department/war department

  3. Janitor/ custodian • Privacy/ isolation

  4. Identifying and Appealing to Audiences • Most advertisements have a specific audience in mind. • To understand tone, strategies, content, and language, you must identify the target audience. • For example: Target audience- College Students. Flyer on bulletin board in dorm: • “Why you should be a Socialist” • Large banner for Bud Lite

  5. Emotional Appeals • When analyzing emotional appeals, judge whether the emotions raised- anger, sympathy, fear, envy, joy, or love, advance the claims offered.

  6. Pathos • Definition- The quality of something that makes a person feel sad, depressed, sympathetic, etc. Appeals to emotions, beliefs, higher emotions • Examples in advertising- • An ad for drunk driving showing a formally beautiful girl and how she is disfigured by a drunk driving accident. The language in the ad- “Not everyone dies from drunk driving”.

  7. Ethos • Definition- Appealing to a certain culture, philosophy, or nation. The sense YOU (the author) gives as being competent, fair, in authority. • Examples in advertising: • Ads for college • Ads for political campaigns • Ads for school board

  8. Logos • Definition- Arguments based on logic • You will have to decide if the argument makes a plausible claim and offers good reasons for you to believe it. • Relies heavily on data and information from sources. • 1. facts • 2. case studies • 3. experiments • 4. anecdotes

  9. Discuss the appeals • Picture the following magazine ad: “Christmas, Hanukkah, birthdays- Stone Soup is a gift that brings hours of enjoyment, not just on the day it is received but throughout the year. Stone Soap’s stories, poems, and illustrations are all by children. It’s the perfect gift for creative 8-13 year olds.”

  10. Enthymeme Enthymeme-an argument that assumes the truth of one or more premises and therefore omits them from the logical sequence. Syllogism-(Aristotle) a kind of logical reasoning from beliefs and statements. Pattern has three parts; a major premise, a minor premise, and a conclusion.

  11. Examples: • All humans are mortal • Socrates is a human • Therefore Socrates is mortal • All U.S. citizens who are single, under 65 years old, and earn more than $7,200 a year must file a federal income tax return. • Jody McGillicutty is a single U.S. citizen under 65 who earned #7,300 last year. • Therefore, Jody McGillicutty must file a federal income tax return.

  12. Examples continues • Women are wise • Kate is a woman. • Therefor, Kate is wise If major premise is arguable-perhaps all women are not wise.

  13. Example • In his book, High and Mighty, Keith Bradsher labels the sports utility vehicle “ the world’s most dangerous vehicle.” He points out that the Ford Explorer gets 14 miles to a gallon of gas, less than half what the average new automobile in Japan gets. He notes that the Chevy Suburban emits 7.3 times more air pollution that the average automobile. He reports how in traffic accidents, “SUV’…slide over cars’ bumpers and sturdy door sills, slamming into passenger compartments” of smaller vehicles.

  14. Analyzing An advertisement • Who is the intended audience? • Which media is used for this visual text? Images only? Words and images? Graphs? Charts? • What is the message of the text? • What overall impression does the visual text create in you? • What is the tone of the ad? • What is your eye drawn to first? • What is the use of color in the ad? • What type of appeals are used?

  15. Sifting Fact From Opinion • Robert Stempel, chairman of General Motors, earned $2.8 million in salary and other sorts of compensation last year. This year he announced the downsizing of the company, the closing of twenty-one plants, the loss of 74,000 jobs. He did not announce a cut in his own pay or any high-level firings. On the contrary, the very men who have run GM into the ground are being retained, and we can guess, well rewarded.

  16. Your average top-level executive brought home less than $150,000. On the other hand they make a terrific car. Americans look on with both dismay and anger as things get worse in this country but corporate pay goes up and up. How can Stempel get more than $2 million a year for presiding over the ruination of a once-great company? The answer is that these corporate executives are being judged by their buddies and peers who see nothing wrong in outrageous salaries and no connection between those salaries and

  17. The layoffs the same company is often announcing.

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