Where do you encounter advertising Which types of

Where do you encounter advertising? Which types of advertisements stick in your head? What makes these advertisements memorable? Do you think advertisements have an effect on your personal interests?

§Pathos- An appeal to emotion §Logos- An appeal to logic or reasoning §Ethos- An appeal to crediblity or character

§ An advertisement using pathos will attempt to evoke an emotional response in the consumer. § Sometimes, it is a positive emotion such as happiness. § EXAMPLE: A group of people enjoying a picnic while eating fried chicken would be an example of pathos. § Other times, advertisers will use negative emotions such as pain. § A person having back problems from sitting in the wrong kind of chair would be an example. § Pathos can also include emotions such as fear and guilt. Think about the commercials where abandoned and abused animals are featured.

§An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. §For example, Lysol gets rid of 99% of all germs including the flu virus.

§ An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product. § Ethos often involves statistics from reliable experts § EXAMPLE: Weight Watchers tries to get you to join by using celebrities and other credible people to share their weight loss stories.

§Pathos, logos, and ethos are not always separate entities and may often overlap with one another.

§ A print ad showing famous people drinking milk: § Ethos § Tiger Woods endorses Nike § Ethos § Tylenol offers 8 hours of pain relief § Logos § A Magazine ad shows people smiling while riding in a jeep. § Pathos § Coke Zero is 100% sugar free § Logos

§ Advertisers will use demographics in order to appeal to a certain group of people. Programming and advertising are marketed to specific groups. § This allows them to narrow their market or “target” an audience. § Examples gender, race, age, economic status, religion, level of education, region of the country, ect

§ Avante Garde - Be the first to have something § Weasel Words- guaranteeing something kind of § Magic Ingredients- Something add that no competitor has § Patriotism- You will be more American. § Transfer- Using positive images to show the product as positive. § Plain Folks- Product is for ordinary people § Snob Appeal- The product is luxurious and glamorous § Bribery- Offers something extra § Bandwagon- It is a trend. Everyone else is doing it.