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    Persuasive Techniques in Advertising

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    Priscila Pereira
    The document discusses three persuasive techniques used in advertising - ethos, pathos, and logos. Ethos is an appeal to credibility, using reliable experts or celebrity endorsements to convince the audience of a product's reliability. Pathos is an appeal to emotion, trying to evoke positive or negative emotional responses. Logos is an appeal to logic or reason, using evidence, statistics, or facts about a product. Some examples given employ pathos by showing a child with bug bites, ethos through Tiger Woods endorsing Nike, and logos with claims about Sprite Zero's sugar content or Tide's washing capacity.

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    Persuasive Techniques in Advertising

    Uploaded by

    Priscila Pereira
    88 views2 pages
    The document discusses three persuasive techniques used in advertising - ethos, pathos, and logos. Ethos is an appeal to credibility, using reliable experts or celebrity endorsements to convince the audience of a product's reliability. Pathos is an appeal to emotion, trying to evoke positive or negative emotional responses. Logos is an appeal to logic or reason, using evidence, statistics, or facts about a product. Some examples given employ pathos by showing a child with bug bites, ethos through Tiger Woods endorsing Nike, and logos with claims about Sprite Zero's sugar content or Tide's washing capacity.

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    The document discusses three persuasive techniques used in advertising - ethos, pathos, and logos. Ethos is an appeal to credibility, using reliable experts or celebrity endorsements to convince the audience of a product's reliability. Pathos is an appeal to emotion, trying to evoke positive or negative emotional responses. Logos is an appeal to logic or reason, using evidence, statistics, or facts about a product. Some examples given employ pathos by showing a child with bug bites, ethos through Tiger Woods endorsing Nike, and logos with claims about Sprite Zero's sugar content or Tide's washing capacity.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    88 views2 pages

    Persuasive Techniques in Advertising

    Uploaded by

    Priscila Pereira
    The document discusses three persuasive techniques used in advertising - ethos, pathos, and logos. Ethos is an appeal to credibility, using reliable experts or celebrity endorsements to convince the audience of a product's reliability. Pathos is an appeal to emotion, trying to evoke positive or negative emotional responses. Logos is an appeal to logic or reason, using evidence, statistics, or facts about a product. Some examples given employ pathos by showing a child with bug bites, ethos through Tiger Woods endorsing Nike, and logos with claims about Sprite Zero's sugar content or Tide's washing capacity.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    PERSUASIVE TECHNIQUES IN ADVERTISING

    1. Watch the video. What are ethos, logos and pathos?


    https://www.youtube.com/watch?v=wc1TrKIzAJM
    Ethos: /is/
    Pathos: /pes/
    Logos: /ls/
    2. Match the names of the techniques with their definitions.

    a) an appeal to emotion, an attempt to evoke either


    ETHOS

    positive

    or

    negative

    emotional

    response

    in

    the

    consumer
    PATHOS

    b) an appeal to logic or reason; gives you the evidence


    and statistics, "straight facts" about the product
    c) an appeal to credibility or character; will try to

    LOGOS

    convince you that the company is more reliable;


    involves endorsement from reliable experts

    3. Which techniques are used in the following examples?


    1. A child is shown covered in bug bites after using an inferior bug spray.
    2. Tiger Woods endorses Nike.
    3. Sprite Zero is 100% sugar-free.
    4. A 32-oz. bottle of Tide holds enough to wash 32 loads.
    5. A commercial shows an image of a happy couple riding in a Corvette.
    6. Cardiologists recommend Ecotrin more than any other brand of aspirin.
    7. Advil Liquid-Gels provide up to 8 hours of continuous pain relief.
    8. Miley Cyrus appears in Oreo advertisements.
    9. People who need more energy drink Red Bull Energy Drink.
    10. A magazine ad shows people smiling while smoking cigarettes.
    4. Find examples of these techniques in every day commercials and share
    the examples.

    5. What other techniques are commonly used in advertising? What images


    are popular?

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