How advertisement uses the rhetorical appeals. How are ethos, pathos, and logos used in the advertisement

 

(1) Ethos (disposition or character) calls upon the ethics, or what we'd call the values, of the speaker. It also refers to stated credibility or an authoritative stance on a subject. Advertising using ethos is when you are trying to convince a consumer that your company is more credible, reliable, and trustworthy than the others around. This would help to make the consumer buy from you and patronize your stores. Ethos often uses celebrity endorsements, factual statements, and real-life examples to certify their prominence about the product or services my you advertise.

(2) Pathos (emotion or passion) elicits emotions in the audience. Pathos is all about audience manipulation. It is important to make sure that you gather emotional responses from all your viewers. This can be positive or negative in aspect but each has to pop. Let's use an ad for acid reflux as an example. We see people showing pain, but medicine makes them better.

(3) Logos (argument or discourse) puts logic into play by using evidence and facts. An advertisement using logos will give you the evidence and statistics you need to understand what the product can do for you. It also shows how can it make your life even better than it was before you used it. The facts used here should be the "straight facts." things like "You get 100% of your vitamin D from a glass of milk," or "an hour of play helps prevent childhood obesity."

Thus, good persuasive advertising technique is when you balance all three.

PS. I hope that this would help you a lot with your studies. If you have further questions, please leave a message under the comment section. Thank you and have a great day!