ETHOS AND ADVERTISING

 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.

 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?

 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

 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?)

 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