Ethos, Pathos, Logos
"He is a forensics and ballistics expert for the federal government - if anyone's qualified to determine the murder weapon, it's him."
What is ethos?
It uses something disliked or feared by the audience (like stained teeth, body odor, or home security) to promote a solution. Advertisements use fear to sell us products or services that claim to prevent or fix the problem. For example, the image of someone's whitened teeth may have the tagline, "Look at the difference when you use White 2.0!"
What is fear appeal?
Used in reference to an activity, cause, etc. that is currently fashionable or popular and attracting increasing support.
What is bandwagon?
Using words like amazing and incredible make products seem really exciting. They also help to make the product more desirable, however it doesn't give any particular details about the product.
What are purr words?
a group of people defined by certain demographics and behavior
What is target audience?
"Ladies and gentlemen of the jury: we have not only the fingerprints, the lack of an alibi, a clear motive, and an expressed desire to commit the robbery… We also have video of the suspect breaking in. The case could not be more open and shut."
What is logos?
Advertisers often show people testifying about the value or quality of a product, or endorsing an idea. They can be experts, celebrities, or plain folks.
What are testimonials?
to tell someone what they should do, and give them the motivation to do so. A lot of people remember to tell people what they should do, but they forget the why part of that equation.
What is call to action appeal?
Compares three or more nouns.
What are superlative adjectives?
By using them, the advertising agency says you too can look that good or be that happy if you use their product.
Who are beautiful people?
"There's no price that can be placed on peace of mind. Our advanced security systems will protect the well-being of your family so that you can sleep soundly at night."
What is pathos?
Where writers use fear, anger, or joy to sway their readers. This is strongly connected to the mood of the piece.
What is emotional appeal?
Also known as association, this is a technique of projecting positive or negative qualities (praise or blame) of a person, entity, object, or value (an individual, group, organization, nation, patriotism, etc.) to another in order to make the second more acceptable or to discredit it.
What is transfer?
When we talk about two things, we can "compare" them. We can see if they are the same or different. Perhaps they are the same in some ways and different in other ways. We can use this to describe the differences.
What are comparative adjectives?
The use of scientists, doctors, professors, or other professionals to lend credibility to the product, service or idea being sold.
Who are experts?
"Private demand for the product has tapered off for the past three years, and this year's sales figures are at an all-time low. It's time to research other options."
What is logos?
Many advertisements use humor because it grabs our attention. Advertisers hope that we remember the good feelings of the product or service and will therefore select to purchase the product or service in the store. The "Eat More Chicken" advertisements by Chick-fil-A are good examples of this.
What is humor appeal?
A consensus amongst advertisers holds that you must expose a potential consumer to an advertisement campaign several times before she becomes aware and starts to form an opinion about a product or service.
What is repetition?
The language of advertisements is full of intensifiers, including superlatives, exaggerations, comparatives, and many other ways to hype the product.
What is intensity?
This persuasive technique works because we may believe a “regular person” more than an intellectual or highly paid celebrity.
Who are plain folks?
"You'll make the right decision because you have something that not many people do: you have heart."
What is pathos?
This involves short and direct sales messages. Usually it claims what makes a product or service unique or better. Consumers don't have to interpret the message. It removes any opportunity for confusion. Consider an advertisement that has the people wearing expensive jewelry and designer clothes perched on luxury vehicles. Would it make the product or service that was advertised automatically seem to be high-end?
What is explicit appeal?
This technique tries to make the product or service seem as if by purchasing or using it that they are part of an elite group or that it will elevate their status. For example, "Buy Starbucks or nothing! Compromise leaves a really bad aftertaste" could be a tagline illustrating the appeal of their product or service. Remember advertisers are appealing to your desire to improve your social group.
What is snob appeal?
"As a doctor, I am qualified to tell you that this course of treatment will likely generate the best results."
What is ethos?
Similar to beautiful people, they are used to endorse a product or service.
Who are celebrities?