Meaning in Advertising

Persuasion in AdvertisingWhy study persuasion?

Once you know how the advertisers do it, you will be more aware of why certain products are persuasive.

Why study persuasion?

If you know why you are persuaded by something, you will be able to make a less-biased decision and form your own opinion

So, how do they do it?

There are three basic techniques in persuasion. Those techniques are

Ethos

LogosPathos

Ethos

LogosPathos

Credible / Ethical LogicalEmotional Ethos (credible or ethical appeal)means convincing by the character of the authorwe tend to believe people whom we respectGoal is to convince people you are someone worth listening someone who has authority, someone who is likeable or respected

Ethos includes testimonial

Ethos includes testimonialEthos includes testimonial

testimonialEthos also appeals to fundamental rights

Ethos also appeals to fundamental rightsThis is also testimonialWarning: the next image contains a graphic image that some viewers may find disturbing

Logos (logical or fact-based appeal)means persuading by the use of reasoningUse of statistics is popularFocus on facts, recorded evidence, historical data Can mention studies, surveys

Buzz words (logos words that mean nothing, but sound factual)Examples: pure (pure what? Sounds clean)natural (cancer is technically natural; natural doesnt mean good)freedom, tasty -Er words (ex: better, cleaner, longer, faster) Technically not the best, cleanest, longest, or fastest.

Complete nonsense wordIncludes a fun statistic for logos What exactly is sophistication?

Making claims for natureA sugar filled drink?nature makes people think it is healthy

Statistics make it seem legitimate How do you measure irritating?Less irritating than what? Swallowing glass?Good thing its toasted!

Better means nothingTastes better than what?

Maximum means nothing but sounds really coolPathos (emotional appeal)means persuading by appealing to the audiences emotionsLanguage choice affects the audience's emotional responsecan be positive (ex: love, excitement) or negative (ex: jealousy, hatred)

Pathos can play on fear

Pathos can play on worryPathos can play on sadness

Pathos can play on artistic sensibility

Pathos can play on nostalgia

Pathos can play on a sense of adventure

Pathos can play on desires

Pathos can play on horrorWarning: Graphic video

Pathos can play on disgust

Pathos can play on affection

Pathos can play on humour

This also plays on desire Pathos can play on humourPathos can play on humourLAST ONE!

https://www.youtube.com/watch?v=w8762zEOkSo So, persuasion in advertising? Now you know!And you know what they say