Phil Swift (presenter) the CEO of Flex Seal lays out all of the necessary information about the product that will influence viewers. It relies on the emotions of love and happiness to showcase the dynamics of a parent-child relationship. And the campaign pays tribute to mothers all around the globe. P&G partnered with Wieden+Kennedy to produce the Olympics’ ad series, Thank You, Mom. Now let’s take a look at rhetoric in action in some popular ads so you can get some inspiration for yourself.Įxamples of ethos, pathos, and logos in advertisements Read more: Rhetoric in Presidential Slogans: Lessons for Video Marketers You can use statistics, performance metrics, past evidence, and product utility to make a compelling case in your advertisement. Your audience can be persuaded if you can present a factual argument that’s based in reason.Įxample: This durable, pocket-sized, camera is perfect for adventurers on the go. Tugs on the heartstrings, doesn’t it? There you have it, pathos. It allows marketers or advertisers to appeal to people’s emotions and beliefs.Įxample: A bag of chips can bring the whole family together. It’s why many brands partner up with doctors, athletes, and actors to feature in advertisements to endorse their products. It highlights the credibility and trustworthiness of your argument that can help you persuade your audience to buy your product or service.Įxample: As a three-time Olympic gold medalist, I can assure you that this energy drink will improve your fitness and stamina.Įmphasis on being an Olympic gold medalist showcases the speaker’s credibility. But before we begin, let’s take a quick glance at what the terms mean.Įthos refers to authority and credibility. This post will dig into how advertisements have been using these forms of persuasion cleverly. Marketers and advertisers use these modes of persuasion in their campaigns to inspire viewers to take action. These persuasion techniques form the triangle of rhetoric. If you’re passionate about storytelling, you may have heard of ethos, pathos, and logos.
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