Use of Logos, Ethos, and Pathos for Rhetorical Appeal in Advertising

Many ASPCA advertisements use a combination of different appeals to recruit people, specifically pet owners, to donate to their important cause, which is saving and rescuing endangered, neglected, and abused animals. The many different strategies that the ASPCA advertisements use are ethos, pathos, logos, warm colors, a scene of a loving environment, images of animals in pain and hurting, and a reward if their target audience does decide to help their cause. I think that this is an effective advertisement due to all of the strategies that they do use.

With the location and the community near the ad out of the way, the rhetorical appeals can better be explained. Those being logos, ethos, and pathos. To begin with, logos, or logic, tries to appeal to the intellect and mind of the target audience that they are trying to reach. In the case of this specific ad, the logic of this ad seems quite direct. In that if you prefer to eat chicken, you should visit Chick-fil-A, instead of the alternatives. Which in the case of this ad, it is almost a blunt statement. Since it directly tells the viewer to, eat more chicken. The next rhetorical appeal would be ethos, or appealing to ethics. Which tries to convince you that the author behind the ad is credible and an authority on the topic in question. In

In class, we have discussed rhetoric, discourse communities, and the importance of properly conveying a point. While my professor, Mr. Larry D. Huff, does not seem to believe in the “rhetorical triangle,” we have had successful discussions on the ways we can prove a point using ethos, pathos, and logos. I successfully joined a discourse community and learned its respective ethos, pathos and logos. My sophomore year of high school, I auditioned and was accepted to the theatre department of The High School for Performing and Visual Arts and joined a discourse community which changed my life. The bumper sticker stretches across the entire back window of my car. Regardless, I am proud to have it for what it represents. This essay will explain the importance behind my sticker.

The three rhetorical appeals are: logos, pathos, and ethos. Logos is a rhetorical appeal that affects the way you think and look at something. Logos is used for trying to logically persuade someone into something by reason. Ethos is a rhetorical appeal that convincing someone with ethics to feel a certain way about their character and abilities. Ethos is making one’s credibility apparent, in order to convince someone of something. Pathos is the rhetorical appeal that affects the audience’s emotions. This is what makes a person feel like they should buy something.

In Rhetoric, Aristotle identifies one rhetorical appeal, the emotional appeal, as "awakening emotion in the audience so as to induce them to make the judgment desired” (Book 2.1.2–3). The appeal to emotion as described by Aristotle is used to persuade the audience by developing emotions in them that support a final argument. Emotions or emotional connections to certain ideas can serve to sway the opinion of the audience. The emotional appeals that a writer uses can take many forms from subtle word choice to straightforward comparisons. Writer Eric Schlosser uses an appeal to emotion in his essay where he describes the modern technique of marketing to children. Schlosser evaluates how pervasive advertising directed at children has become in

Visual rhetoric is the persuasion through images that appeal to the audience's pathos, logos, and ethos. The magnitude of seriousness about a problem could be depicted through images, such as a polar bear suffering due to global warming affecting their environment. Through these type of images, the reader emotion is stirred and they will understand that action need to be taken to save these polar bears. On the other hand, often times the argument (logos) that is shown may not be as persuasive to some people who can't be persuaded through their emotions (pathos). Therefore rendering the argument and image ineffective, in which case the artist will have to try a different perspective that strike the viewer's value so that they may understand

In order to complement the montage of pathetic puppies, their situation must be explained- why they’re there, how often this happens, and what the next step is. This is all explained in between the short clips using a simple format: black screen with white words in a simple font that appear to get closer. The effect of this is alarm in the viewer by focusing on the stark reality of the animal’s lives. The tradeoff between shots of the sad cats and dogs and the distressing facts lead up to the climax of the commercial with Sarah McLachlan speaking about the mission of this shelter. She explains the sad stories behind each of the animals and presents a simple solution: these animals are in trouble and you can help them by donating. It is as easy to comprehend as cause and effect, which makes it easier for the audience to donate since it takes out unnecessary comprehensive

Persuasive Case Study Analysis In the United States, there is a great ideological debate afoot regarding the vaccination of children.   In the 2015 editorial “I'm Coming Out... as Pro-Vaccine” parenting culture writer JJ Keith outlines various points of view regarding vaccines. While Keith’s agenda in the writings is expressly to defend and encourage the practice vaccinating children, the author also attempts to acknowledge, address, and rebuke the concerns of “anti-vaxers” (para. 11).

Mia, I do agree with your reasoning behind the incorporation and significance of different rhetorical appeals when it comes to a variety of technical communication forms. However, I do believe that "each appeal is as important as the others" despite the heavy use of a single one in a form of technical communication ("Reading: Rhetorical Triangle"). In your example focusing upon art, it is apparent that the rhetorical appeal of pathos is used to emotional grasp the viewer and "establish a 'relationship' with an audience' since art is often regarded by artists as a method to express themselves to the world. However, as viewers and appreciators of art there are often times that we do look upon the artist's appeal to ethos to determine the validity

Rhetoric is the art of using language to persuade an audience. Writers and speakers often use rhetoric appeals. Aristotelian Rhetoric appeals are used in arguments to support claims and counter opposing arguments. Rhetoric used four different approaches to capture its audience’s attention: pathos, logos, and ethos. Pathos bases its appeal on provoking strong emotion from an audience. Ethos builds its appeal based on good moral character of the writer or speaker and relies on good sense and good will to influence its audience. Logos persuades its audience through the use of deductive and inductive reasoning. The kiaros approach requires a combination of creating and recognizing the right time and right place for making the argument in the first place. All of these appeals are important tools, and can be used together or apart to persuade an audience.

They add the books to help get a better understanding of the message. The ad is using logos and ethos because it talks about how doctors say it’s #1 recommended. The other reason why it's logos is because it uses facts. The age range they’re trying to reach is people ages 40 and older, male and females in america that have eye problems.

According to The University Writing Center of Texas A&M University, rhetoric is the study of how speakers and writers use words to influence an audience. A rhetorical analysis is an essay that breaks a work of non-fiction into parts and then explains how the parts work together to create a certain effect, whether to persuade, entertain or inform. Also, you can conduct a rhetorical analysis of a primarily visual argument such as an advertisement or a cartoon, which we are doing with the anti-animal abuse advertisements.  A rhetorical analysis should explore the rhetorician’s goals, the tools (or techniques) used, examples of those techniques, and the effectiveness of those techniques. By me writing a rhetorical analysis on animal abuse, I am not saying whether or not I agree with the argument. Instead, I am discussing how the rhetorician makes that argument and whether or not the approach used is successful ("University Writing Center"

Have you ever had felt like your fingers are weak? Well Finger Flexors can help with that. Finger Flexors are used by many musicians around the world. They help strengthen finger muscles so that musicians are able to play or learn their instruments with ease. New musicians’ fingers get exhausted from playing their instruments for a length of time. Our company has produced Finger Flexors to improve the endurance of your fingers in order to play long pieces of music with ease. All ages of musicians can use Finger Flexors to improve their performance levels. Our company uses ethos, pathos, logos, and rhetorical devices to make sure learning musicians believe that they will be 100 percent confident with our product.

As indicated by V.K.Reddy on Scribd (2012), “Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them. The message conveyed through advertising appeals influences the purchasing decisions of consumers”. Therefore, by identifying the advertising appeals, the specific wants or needs of customers will be reached effectively. The advertisement is blended between Rational appeals accorded to William.F.A, Michael.F.W and Christian Arens’s the broad category of appeals (2011, p.342), and Music appeals is mentioned by V.K.Reddy on Scribd (2012)

Abstract: With the development of social economy, advertising has become increasingly deep into people’s daily life. Advertising English as a special purpose, has its distinct characteristics in the use of language. The language should be concise, accurate as well as artistic. This paper will analyze the lexical characteristics, Syntactic features and rhetorical features of advertising English.