PERSUASIVE TECHNIQUES IN ADVERTISING

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Presentation transcript:

PERSUASIVE TECHNIQUES IN ADVERTISING

The persuasive strategies used by advertisers who want you to buy their product can be divided into three categories: PATHOS LOGOS ETHOS CATEGORIES

PATHOS is an appeal to EMOTIONS.

An advertisement using pathos will attempt to evoke an emotional response in the CONSUMER.

What’s the emotion? PATHOS

What’s the emotion? PATHOS

What’s the emotion? PATHOS

LOGOS is an appeal to LOGIC or REASON.

An advertisement using logos will give you the EVIDENCE and STATISTICS you need to fully understand what the product does. LOGOS

The logos of an advertisement will be the “STRAIGHT FACTS” about the product.

What is the evidence or statistics? LOGOS

What is the evidence or statistics? LOGOS

What is the evidence or statistics? LOGOS

ETHOS is an appeal to CREDIBILITY or CHARACTER.

An advertisement using ethos will try to convince you that the company is more RELIABLE, HONEST, and CREDIBLE; therefore, you should buy its product. ETHOS

Ethos often involves statistics from reliable EXPERTS.

Who is the expert? ETHOS

Who is the expert? ETHOS

Who is the expert? ETHOS