Persuasive Techniques in Advertising

Pathos•an emotional appeal to the reader•includes positive or negative emotions•includes sex appeal and attraction to the opposite sex•the ad itself doesn’t show emotion, but it tries to make YOU feel an emotion

Ethos• an appeal to credibility (the ability to believe and trust something)• includes celebrities who use the product• includes “expert” opinions, like doctors or movie critics• includes testimonials from “normal” people who have tried the product• includes the use of a brand name or logo, like the Nike “swoosh”• includes a spokesperson, like the Geico gecko and Flo from Progressive

Logos• an appeal to logic and reason• usually written information• includes graphs and diagrams• includes information about price or how to use the product

On the following pages there will be advertisements. Examine them carefully and then answer the questions. If this packet is completed correctly it will count as evidence.

What is this ad selling?

Does it use pathos, ethos, or logos? Explain your answer.

What is this ad selling?

Is it using pathos, logos, or ethos? Explain.

What is this ad selling?

Is it using pathos, logos, or ethos? Explain.

What is this ad selling?

Is this ad using pathos, ethos, or logos? Explain.

Define bias:

Define propaganda:

Define stereotype:

Ads are also notorious for sending unhealthy or stereotyped messages to people. Ex-amine the following ads/posters and answer the questions completely.

The following poster is a Nazi propaganda poster. It reads: “Jewish Lice--Epidemic Ty-phus.” Typhus was a disease that was spread by lice.

Explain this poster. What is this poster trying to get people to think? Does it use

pathos, ethos, or logos? How do you know?

This is a poster from WWII that was published by the USA.

What is this poster trying to get you to think?

Does it use pathos, ethos, or logos? Explain.

What is this ad selling?

What is the message about women in this ad?

What is this ad selling?

What is the message about women?

The print on this ad reads: “Introducing a television so thin it will give regular TV’s a complex.”What’s the bias or message in this ad?

What is this ad selling?

What has apparently happened to the woman in this ad?

What is this ad selling?

What message does this ad give about men and how men should act?

What is this ad selling?

What message is this giving men about what a man should look like?

What is this ad selling?

What is the message about men and women in this ad?

What is this ad selling?

What is the message or bias in this ad?