Ethos, pathos, and logos are three rhetorical devices that are often used in communication and argumentation. Ethos refers to the credibility or trustworthiness of the speaker or writer, pathos refers to the emotional appeal of the message, and logos refers to the logical appeal of the argument. In this essay, we will explore some examples of how these devices are used in commercial advertisements.
One example of ethos in a commercial is a spokesperson who is an expert in a particular field. For example, a commercial for a new type of home security system might feature a former FBI agent discussing the features and benefits of the system. The use of a former FBI agent as a spokesperson establishes the credibility of the product, as the viewer is more likely to trust the opinion of someone who has professional experience in security.
Pathos is often used in commercials to appeal to the viewer's emotions. For example, a commercial for a charity might feature a heart-wrenching story about a child in need, in an attempt to tug at the viewer's heartstrings and encourage them to donate. This type of emotional appeal can be very effective at convincing viewers to take action.
Logos is used to appeal to the viewer's sense of reason and logic. For example, a commercial for a new car might feature a list of technical specifications and safety features, in an attempt to convince the viewer that the car is the best choice based on its performance and reliability. By presenting the viewer with logical and factual information, the advertisement is trying to appeal to the viewer's sense of reason and convince them that the product is the best option.
In conclusion, ethos, pathos, and logos are important rhetorical devices that are often used in commercial advertisements to appeal to the viewer's sense of credibility, emotions, and logic. By understanding these devices, viewers can be more critical of the messages they see in advertisements and make more informed decisions about the products and services being marketed to them.
Persuasive Techniques in Advertising
They require craft, research, and mountains of creativity. What does ethos mean to viewers? Which part of the structure has more shots? And I think, too, that I could say that in my years of public life, that I welcome this kind of examination because people have got to know whether or not their president is a crook. Check out this video for a rundown of all three techniques. Although ancient rhetoric is most commonly associated with the ancient Greeks and Romans, early examples of rhetoric date all the way back to ancient Akkadian writings in Mesopotamia. Why Do Writers Use Logos? By identifying and defining function or purpose, we sharpen our understanding of form. The makers of the commercial are trying to get the audience to feel sad that these animals have not yet found a home.
This is the way a speaker appeals to the audience through notions of time. Related Concepts Errors in rhetorical appeals are. Maybe that child will be one of the 1. Making inspiring ads is no easy task. Learn about ethos, pathos, and logos. Formal persuasion in ancient China. Aristotle put forth that all arguments, living beings, and objects have a function or purpose.
What Is Logos? Definition and Examples of Logos in Literature
The best way to do this is by creating something tangible to visually present your ideas to your clients. It cuts through cultural barriers and hits the viewer on a gut level. What might happen if things continue the way they are going? However, some may be more appropriate for one audience over another. This allows you to create creative combinations that make your inspirational ad come to life. Someone mentioned in one of the posts that TV streams do not include commercials.
Aristotle identifies four major rhetorical appeals: ethos credibility , logos logic , pathos emotion , and Kairos time. You can think of them functioning together to form a single thesis. She created me, and when she was done we broke up in a formal sense, but she kept calling me. It is also considered to be the appropriate or opportune time for a speaker to insert herself into a conversation or discourse, using the three appeals listed above. In these societies, discourse occurred almost exclusively in the public sphere, so learning the art of effective, convincing speaking was essential for public orators, legal experts, politicians, philosophers, generals, and educators. Or you want to buy a new car, so you do research to find which has the best gas mileage based on studies. You trust your friend, so you decide to try the diet based on ethos.
Be assertive, get noticed, grab viewers, and make them open their eyes. What else can you do to achieve this? See how many times they use foreground elements and OTS shots in this spot: This commercial not only uses ethos as a way to tie the celebrity of Benicio to the celebrity of Heineken, but it uses humor and the bold faced usage of ethos to make fun of the brand, people, and fame. Have you ever heard of LeBron James? All of them work together to persuade you to do something, whether that's to buy something, do something, or feel something. As Aristotle specifies in his definition of the term, logos can be "proof, or apparent proof. For example, "Nine out of ten dentists choose Crest," suggests that the dentists are credible experts ethos , and also includes a statistic logos. It would sound nutty to think that until the seventeenth century there was no gravity. This is the way a speaker appeals to the audience through practicality and hard evidence.
All the activities here work well for my IB students studying Language and Mass Communication. Next, the telos train keeps chugging. No, you killed him nevertheless, and with even greater eagerness. Share that the goal of this activity will be to examine how advertisers skillfully use multiple strategies to persuade their audiences. Two ideas about the same topic that can be worked out to a logical conclusion, but the conclusions contradict each other. Have students share their responses with a partner and check for understanding by conducting a brief discussion of the examples. They are undoubtedly aware that these ads have a specific purpose: to sell something to them.
Start by asking Aristotle. What information will most likely result in the action I want to bring about? The degree to which characters use logos-driven arguments can also provide important insight into their personalities and motives. What about on a Steadicam or using a drone? Advertisements, academic papers, and even tweets may use these three appeals. The Greek word for 'energy' that was used by Aristotle in reference to the force or vigor of expression in writing or speech. Overall, thank you for giving me such great ideas! How to create motivational commercials How to shot list your inspiring ad So, you have the perfect idea for your inspiring advertisement. Amidst the adversity of the pandemic, many advertisers found an opportunity to encourage consumers to push in through the hardship. The lesson will culminate in the production of an advertisement in one of several various forms of media, intended for a specific demographic.
But if you start with a genuine message and a firm understanding of how advertising techniques work, you can naturally stir up emotional responses from your audience. Definition and Examples of Ethos in Classical Rhetoric. I have said that the projector is a bit cocksure. Reality star and model Kendall Jenner pitches Pepsi in this ethos advertisement that aims to capture a cultural zeitgeist. Now for another telos commercial example, this time for a Super Bowl ad.