Producers use many different techniques in advertising in order to get the readers attentions and play on their emotions ad desires. There are three terms that a Greek philosopher Aristotle created Ethos, Pathos and Logos.
Ethos – This means being convincing. We usually believe those who we respect. Therefore in advertising, if we see somebody we respect advertising a product, we are more likely to buy it. For example, if there is a dentist advertising toothpaste, you are more likely to want to buy that brand as you think, “If it’s good enough for them, it is good enough for me.” It makes the advert easier for the audience to relate to and trust.
Pathos – The means persuading your audience by appealing to their emotions. The choice of language used is important as it will more likely to get the audience involved. For instance, charity adverts usually use the word “You” a lot, which makes the viewer, think they’re being directly addressed.
Logos – This uses more facts, figures ad data to grab the attention of the audience. They will say things like “95% of people preferred… to …” It helps the viewer’s rationalize their decisions on the facts such as money they could save etc.
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