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Persuasive Techniques in Advertising

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the art of rhetoric persuasive techniques in advertising persuasive techniques appear in a variety of media from high school debate to a built-in add on a mobile app to a brightly-lit billboard on Street regardless of the mode of communication the goal often Remains the Same convince the audience of your point of you that point of you maybe political informative or is simply hey by this product instead of that one authors of a written persuasive essay use similar strategies they make emotional appeals build Willoughby and trust and use logic and reason all to convince the reader that their perspective is believable and true Greek philosopher Aristotle use three terms describe these rhetorical strategies pay those Logos and Ethos not every advertisement will use all three of these techniques but most use at least two to persuade the consumer to invest in a product or idea will first start by taking a look at advertisements that feature pesos argument using pesos will attempt to evoke an emotional response in the audience before we get into advertising let's Envision this as a persuasive essay imagine that you failed a math test because your school strict anti cell phone policy kept you from using your calculator app or that your sister gives birth to your baby nephew but you have no idea because your teacher won't let you check your text messages notice how this essay attempts to evoke to emotions the fear of failure anxiety of missing out on important news in order to persuade you  now let's take a look at how this could work in advertising  Dirty Santa play ads want you to associate happiness or fun with their product  in fact with a Happy Meal it's right there in the name  these food your dad's have a pretty good idea of how you can satisfy your hunger have your next Burger with a side of awesome the one-of-a-kind creamy blend of Sweden Miracle Whip and proud of it some ads attempt to tug at the heartstrings what's a more effective way to sell goo showing you how to look up a recipe for meatloaf or Anna wake me up in 1 hour how touching one of the most obvious uses of pesos is the claim that a product can make you more attractive such as in this ad for Axe Body Spray advertisers also know that you have an investment in your own health so you can have your shifts and eat well too Sun products promise to provide relief from pain stops before it gets worse  nothing works faster new fast acting Advil to help others avoid pain  I can't watch this one this move on the second persuasive technique will talk about his logos logos is a logical appeal an argument using logos uses Rick and reason to persuade the audience  logos uses statistics fax what a product does how much it costs simple logic information  notice the reference to very specific statistics in this excerpt from a student essay  place of shown that student G increases by an average of 1.2 points per semester when schools lift the ban on cell phone usage is commercial for koshy what's in it notice the fine print the Dell website contains nutrition facts and Hammer toothpaste commercial shares what the product does and adds a little website information for you also does Lexus hybrid commercial contain details and statistics per gallon have saved nearly 300 million gallons of gas are up to 90% recycled and achy plant-based materials and are on their sixth generation of Technology the final persuasive technique will examine is ethos ethos is an appeal to credibility in argument using ethos attempts to convince the audience that the creator of the message can be trusted and let's look at a sample of persuasive writing and see how this connects  notice that the author here is attempting to establish your credibility by proving that we can trust her this is my fourth year as a student at Madison High School I've been the president of National Honor Society captain of the technology committee and very active in show choir ethos in advertising is often demonstrated by the use of experts to establish credibility  this vintage ad lets us know that trust Pepto-Bismol so you should too yes and actual Hospital test prove the Pepto Bismol work where soda and alkalizer fail website assures us that Tylenol is doctor recommended  but of course the experts don't always get it right sometimes the experts in an advertisement are real people giving real testimonials that's real cat urine and we've gathered a group of cat owners to see what they smell I don't smell the breeze tells us that real people not actors and experience how their product works flowers everywhere impressive Febreze air effects eliminate tough odors for good sometimes ethos in an advertisement doesn't come from real people or experts it comes from celebrities  simply associating a celebrity with the product can convince to make that choice Tim Tebow doesn't design cell phones Robin Williams doesn't make snicker bars and Taylor Swift might not even drink diet but they're simple presents and advertising is meant to persuade you a good night sleep and evina it's time to get this party started  things are annoying so we got rid of them new Hanes underwear Pathos Logos and Ethos defined by Aristotle over 2000 years ago and still found in all modes of persuasion

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Persuasive Techniques in Advertising

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