Advertising

What is advertising?
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When a product us manufactured, its existence needs to be made known to the general public

Advertising appeals
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Advertising appeals are communication strategies that marketing and advertising professionals use to grab attention and persuade people to buy or act.

In rhetorical theory the idea of an 'appeal' dates back to Aristotle.

Ethos : an appeal to credibility or character
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An advertisement using ethos will try to convince you that the company in the more reliable, honest and credible.

Ethos often involves statistics from reliable experts, such as nine out of ten dentists agrees that crest is the better than other brand.

Pathos : an appeal to emotion
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Evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness : an image of people enjoying themselves while drinking coke.

Other times advertisers will use negative emotions such as pain : a person having back problems after buying the 'wrong' mattress.

Logos : an appeal to logic or reason
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An advertisement using logos will give the evidence and statistics you need to fully understand what the product does.

The logos of an advertisement will be the "straight facts" about the product : one glass of Florida orange juice contains 75% of you daily vitamin C needs.