Examples Of Ethos In Advertising

Television advertisements have been a part of pop culture for years, these quick minute long clips gain the popularity of its viewers through humor, shock, or simply good salesmanship. The ShamWow infomercial has become one the most well known television ads in America. Its popularity came from its snappy dialogue, believable offer, and enthusiastic spokesman. But what made this infomercial so successful? Today I will be analyzing how the ineffective use of the appeals of ethos and kairos, and the highly effective appeal of logos and pathos effect the audience in the ShamWow commercial.

Ethos, the appeal to credibility. There are many examples of ethos in this ad; one of them would be the use of doctors in the advertisement. During the commercial, the audience sees the doctors conducting research,

Although, it is also persuading the audience by the choice of words that may attract customers by building the credibility of the trustworthy ad. Where the result is to persuade the argument of males winning another famous contest. Perhaps, individuals may look at this and instantly buy the product to challenge the opposite gender and/or to look better. Therefore, the establishment of the successfully effectiveness of ethos help the males participants feel the connection of confidence that the campaign is establishing by using this rhetorical appeal.

The world wide media uses Ethos in commercials and ads by showing ads that play on the emotion of the reader.Examples of these types of ads are the “Quit smoking” advertisements because they show the effects of a long time smoker and the reason the may have died in the future.There Are Many examples of this on tv because almost everyone in the world has a tv and watches it all ofthe time. The last example of how media ties into emotion is the commercial of the animal rescue advertisement where they tell you that a lot of animals die in kennels from abuse every day and that you need to send money to help them rescue the abused animals from bad homes.

The second rhetorical appeal, ethos, also has an effect on the message behind the image. Kelly Ashcraft is the creator of the image used in the advertisement, she is by no means a well-known photographer except within her own circle and people who may have seen her work online. However, the audience is able to conclude several things about her character and credibility through this image. The audience can surmise that Ashcraft is trying to inspire a healthier way of living in viewers because of her choice to create an anti-smoking image. However, with ominous smoking images such as hers, it gives the impression that the image creator holds smokers in a negative light as people, not just the smoking aspect of their lives. At least, to smokers

The World Health Organization is a very reliable source for medical knowledge and shows the immense danger that driving can be. This makes the reader believe the advertisement and persuade them to take even more caution when driving. Another use of ethos is that it makes the Frontier Post, which is the publisher of the article, makes them seem more virtuous. This may make the reader, after taking the driving into consideration, pick up a copy of the newspaper. A person viewing this ad will be more likely to view the Frontier Post in a positive sense, due to the fact that the ad really doesn’t have anything directly connected with the Frontier Post.

Have you ever wondered what type of advertising is most effective? Well if you have, you are about to find out. In the following paragraphs there will be three examples of why using ethos is the best at persuading people to buy a product.

Taking a loan to pay for a place to stay and some land to plot (farm) radishes

For one thing, when ethos is used in advertisement the audience is persuaded based on credibility or believability. Aristotle believed that enthymemes are the very body and substance of

A magazine advertisement, probably doesn’t seem like much to any reader, but that one advertisement about the latest fancy new gadget or a popular shampoo has the power to influence. This seemingly magical power of influence does not just mean that the advertisement will make the reader automatically want to purchase any given product that is advertised, this influence can make the reader not want to buy something, like in the graphic tobacco advertisements that strive to scare into the readers the dangerous outcomes of tobacco. Occasionally an advertisement for a charity will make it a point to tell a story that makes the reader consider taking out their wallet and donate to their cause. The particular advertisement that I selected comes from the February 2017 issue of Alternative Press Magazine and is focused on persuading readers to consider purchasing an acoustic guitar from their company and what makes them better or different from other manufacturers, through use of appeals and grabbing the reader's attention even a subtle yet effective manner.

The emotional appeal in this advertisement is established through fear. The Real Cost Company doesn’t choose to completely establish ethos because they want their message to be from an undefined source and not from a named company. Also, their company name is more like a message and not a logo. This advertisement uses factual information to to appeal to a person’s sense of logic.

Every day across the country we are subjected to constant advertisement and sponsorships, all trying to win our approval and support. While all advertisements try to accomplish a similar goal, each advertisement encompasses slightly different tactics and ideas. The largest difference in almost all advertisements is not the product that they are trying to sell, or the organization they desire support for, but the different emotional and logical appeals they individually make with consumers. Both very different, emotional claims, often known as claims of pathos, attempt to connect to human emotions and fulfill some fundamental human need and desire. Similarly, logical, claims attempt to woo the interests of consumers with the use of fact and

I learned about ethos from the reading materials and advertisement. Which I learned that advertisers know we are searching for an honest product to spend our money on. So they use doctors, celebrities, or anyone who the public will listen to and buy their product because they are credible. I have seen those type of advertisement, especially with skincare. But I never knew that it had a special name for it.

consumers. Ethical appeal means the author convinces the audience of his credibility or character. In the commercial the narrator act as the ethos, as he portrays himself, his language, and image. The author also uses pathos because he connects the emotional side of the audience by sympathizing with them and relating to being tired after a long day of shopping. Predominantly, the use of logos appeal is presented by explaining what to logically do after a long day. There are many stylistic devices demonstrated throughout this commercial, though some were more obvious than others. Anaphora is

To understand how advertisers attempt to influence audiences to promote a certain idea or purchase a specific item, an explanation of the rhetorical devices used would be helpful. For that reason, the emotional appeal, pathos, focuses on invoking an audiences’ emotions using elements such as humor, sympathy, hatred, or fear (Lunsford and Ruszkiewicz 28). In addition, ethos, the character appeal, intends to persuade an audience by establishing authority and credibility (Lunsford and Ruszkiewicz 40). While there are more rhetorical devices, ethos and pathos are the two that are prevalent in both advertisement videos. Both seem to attempt to gain trust and invoke the audience to partake in a specific action.