... Two golden arches. An calligraphed D. A mermaid. What do these three, seemingly unrelated things have in common? They’re all logos to a handful of the most recognizable companies in the world. When you think of a company, you think of many things. Their products, their employees, but mainly their logos. This isn’t on account of the other aspects not being important, but the human mind clings to the visual, and a logo is what visually establishes one company from another. Without the involvement of art and design in commerce, companies would be unable to advertise or even make a name—or, in this case, an image—for themselves. This involvement extends far beyond logos, however. Commercials, flyers, and other forms of advertisement implement different forms of art into the supposedly dull corporate world. Designers of all kinds bring their own personal inflections to a company. On one side of the spectrum, you have the graphic designer who sits on their computer, diligently editing images in Photoshop that will soon be broadcasted across nations. On the other, you have the design manager who plans precisely what image a company will present and, as a result, what images will represent them. The smallest tweaks in a logo can change a company’s perception. A simple color palette may be a determinant of how, if, and why we purchase a company’s products. Bright colors such as red and yellow evoke warmth, happiness, and passion. Cool colors such as blue and green can create...
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...THE THREE ADVERTISEMENT RHETORIC 2 The Three Advertisement Rhetoric The three-advertising rhetoric are ethos, pathos, and logos. According to the video, the art of rhetoric is known as persuasive technique in advertising. The goal remains the same no matter where found – bill boards, radio or print media, to convince my audience of my point of view. The aim is to make emotional appeals to trust them, build credibility, and use logic and reasoning to appeal to people. It is important to note that advertisers do not often use all three, but most times, combine two. The Greek philosopher, Aristotle was the first to speak of the three methods below: Ethos is an appeal to ethics, which seeks to convince someone of the character or credibility of the persuader. We tend to believe those who we respect or hold in high esteem as someone worth listening to. In other words, their appearance or say so, establishes the credibility or character of the...
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...Every advertisement is designed to influence its target public to either buy the product being advertised or to at least consider it in a future purchase. In order to persuade the public, the advertisement needs to be appealing, logical and credible. These three means of persuasion are what the Greek philosopher Aristotle called Pathos, Logos, and Ethos. In the advertisement examined in this paper, there's an emphasis on the use of Pathos, which is the way of persuading by appealing to the public's emotion as described in the book Writing Arguments: A Rhetoric With Readings by John D. Ramage and and John C. Bean (81-82). The ad is dominated by a background image that shows a penguin belching fire in an ice land. In the bottom right corner of...
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...The American public was first introduced to Clorox bleach in 1913 and the first television commercial for Clorox was aired in 1957 (TheCloroxCompany). A recent commercial for Clorox uses logos and pathos to sell the product. A young boy carrying a training toilet runs through the house to his mother. He is excited to show her what he did. As she turns around and takes the toilet from him, she realizes the mess he had spilt on the way. He looks at her with an adorable smiling face, proud of what he did. Clorox grabs the attention of users with this commercial because it is logical. Every household uses cleaning products. With this commercial the consumer can relate to a gross spill they have cleaned. Using Clorox is the best way to completely...
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...do a great job of using the three most well-known forms of advertisement, which are ethos, pathos, and logos. Throughout this paper the advertisement and how these three appeals are used will be described. Now let me explain to you how CDF uses ethos, pathos, and logos to attempt to help prevent teen pregnancy in their advertisement. First, let me explain what ethos is. In advertising, ethos is essentially having credibility to what you are advertising. The CDF does a great job of using ethos in this advertisement. For example, the CDF uses a quote at the bottom of the picture that says, “Being a teenager is tough enough. Why make things more difficult by becoming a mother too?” It says this right below the stomach of a pregnant teen girl. Having an obviously pregnant teen in the picture saying this gives it credibility. The opinion of a struggling pregnant teen is much more credible than someone who has not experienced what she has. This advertisement is obviously directed towards teenage girls who are thinking about being sexually active. Using the credibility of the young, pregnant teen helps this advertisement by letting teenage girls know that getting pregnant young is definitely not a smart decision. Many companies and organizations also have been known to use ethos to help make their advertisement more effective. Next, let us talk a little bit about how CDF uses the pathos appeal in...
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...get down played that are serious. The drug that the girl has been using is called Meth, also known as Methamphetamine. Methamphetamine is a synthetic stimulant that affects a human’s central nervous system (Meth Project). Teenagers0 that think drugs are acceptable need to take this photo into consideration and really understand it because drugs are extremely harmful to your body. This Montana Meth PSA uses pathos and a use of color, text, and body language to show the endangerment when students are using illegal drugs. While looking at a PSA color plays a big part because it has to draw the audience attention as best as possible, so teens can understand what they are getting themselves into. “Colors connect to our feelings in a unique and memorable way, which makes them a powerful marketing tool to keep in mind (Color is Important)”. Humans tend to notice color first before they read any type of text in anything because a color is an attention getter. In the Montana Meth PSA, the man that looks to be assisting her is wearing a red flannel. The color red in advertising can come off as danger while viewing certain things (Color Wheel Pro). Red is one of the brightest colors that we know of. That is why that stops signs, fire hydrants, stoplights are red, because the color is able to catch our attention easily. “Brightness refers to the intensity of the color. Warm colors (i.e. red, orange, yellow) lie closest to infrared on the light spectrum. They are aggressive and tend...
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...Aristotle’s three methods of persuasion Ethos, Logos, and Pathos have remained constant throughout the years. As Ethos appeals to the audience’s moral compass and character, Pathos appeals to their emotions, and Logos appeals the logic of the individual in order to jointly make an impression on each reader. These three methods of persuasion have remained throughout the evolution of advertising, and with the impact they allow advertisements to make, they will continue to be a constant aspect of advertising in the future. This Post It advertisement is a humorous appeal to the everyday reader. The average person, young or old, cannot wait for the weekend and the adventures that come along with it. This particular aspect of those adventures deal with the morning after releasing all of that weekday angst. That awkward moment when you wake up and want to know what happened, where it happened, and who with. Whether they had a one night stand or simply were too inebriated to remember a new friend’s name, everyone has had an awkward moment like this pictured above. The note attached to the woman’s forehead seems to be the key to avoid such an awkward situation and being a bad host. This advertisement implies that with Post It notes in hand, the reader will not have to worry about seeming like a bad person and that if unavoidable, these notes will help to aid whatever situation comes their way. The advertisement also uses Pathos to exploit each reader’s emotions. The embarrassment, shame...
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...Christopher G. Lee Northwood University Abstract * Advertising is the art of persuasion. There are various different ways that Advertisers can hook the consumer into wanting to buy their products, whether they need it or not. They use the three basic appeals in advertising, which are Ethos, Pathos, and Logos, to confine the mind of the consumer. The Toyota Rav4 ad focuses on the appeal of Pathos to attract the consumer into buying their product. The use of humor within the commercial softens the audience’s feelings to make the commercial more appealing. The appeals of Ethos and Logos are scarcely used throughout the ad, frankly because they didn’t need to. Toyota is a loyal and trusted company that has been around since 1937, and consumers are familiar with that. The Art of Persuasion Advertising and Advertisements are both tactics that advertisers and marketers use to entice customers in order to maximize their profit. Both Advertisers and Marketers have come about various ways to attract us, the consumer, into buying products that we need, and even products that we don’t need. They do this by creating instances that touch us as humans. Advertisements make us feel the urge to buy things based on the natural human emotion, our judgment between right and wrong, and whether or not something makes sense or not. These three attributes are also known as Pathos, Ethos, and Logos, which come from the Greek philosopher...
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...Advertisements are meant to convince the viewer of an idea that they are trying to portray. They do this by using ethos, pathos, and logos. Ethos is an appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader. Pathos is an appeal to emotion and is a way of convincing an audience of an argument by creating an emotional response. Logos is an appeal to logic and is a way of persuading an audience by reason. These techniques are used to convince the viewer of what the author is trying to convince them of. The goal of the advertiser is to persuade the reader or viewer into participating in their cause like the World Food Programme. These programs will try to persuade and do the best they can to...
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...Dan Madden Engl 202d Company Profile 9/16/14 In 1954 David Edgerton and James McLamore purchased a fledgling burger shop that could not seem to make a name for itself, called Insta-Burger King. Immediately the two new owners renamed the establishment Burger King. For the first few years Burger King struggled to compete with their competitors, namely McDonalds, but slowly started to gain more and more popularity. If a person were to fast forward to today, they would see that Burger King is not only competing in the fast food industry, but also on the New York Stock Exchange at approximately thirty one dollars a share. As a company that is constantly in McDonald’s shadow, it is extremely interesting to examine how a perpetual runner up stays afloat. From footholds in foreign markets, to creating enticing limited time offers, to even acquiring Tim Hortons, Burger King has brought out all the stops. Lately, however, Burger King has moved its attention to breaking even farther into a more hip youthful market. Ever since losing a lot of business due to a large scale campaign in which Burger King tried to market unhealthy caloric food to attract more male customers, Burger King has struggled to regain its’ popularity in the youth market. Today, however, they have deployed many ads aimed at this market, and have even revamped their website to incorporate an extremely youthful vibe. To further explain this, a closer examination of Burger King’s homepage, Facebook page, and a new...
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...Rhetorical Analysis Essay My argument about direct-to-consumer advertising of prescription drugs is that, it should be changed to something better. My reasons for making this argument is that Elizabeth Almasi and Randall Staffords showed a lot pathos and logos but did not show any ethos. Peter Mansfield argues about replacing the DTCA with something new also showing a solution to the problem. Richard Kravitz uses a lot of all three pathos, logos, and ethos, in his argument about regulating it. Some background about the debate on whether the DTCA should be banned, regulated, or changed is which one is going to be beneficial for the public. The first viewpoint, Elizabeth Almasi and Randall Staffords, shows that advertising prescription medicines could trigger a placebo effect. The effect is serious given that one-third of patients reported that the had relief from coughs, headaches, depressions while given a placebo. There are two models that explain the placebo phenomenon, the first model classical conditioning which is a learning process that occurs when two stimuli are repeatedly paired. “According to this theory, prior experiences with effective medical treatments “condition” the patient to associate pills, syringes, and authoritative medical options with imminent pain relief, eliciting a response similar to the active agent” (Almasi 107). Second...
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...Commercials and Reasoning In 2015, roughly more than $540 billion in spending was on advertising. (Sabastian, 2015) Yes, that is billion with a B! Every bit of advertising uses some sort of persuasion or argument in order to get the consumer to spend money on their product. Some use logos, or reasoning. Others use ethos or the authority argument. Still, others use pathos or the emotional triggers in us. Successful advertisements grip our memories with a combination of all three. I have taken three of my most memorable commercials to illustrate this. One is from Sears entitled “Shop Your Way-Squirrel Revolt,” (Shop Your Way-Squirrel Revolt, 2013) the other is from Friskies called “Dear Kitten, Regarding the Dog.” (BuzzFeed, 2014) The final one is by the ASPCA called “Sarah Mclachlan SPCA Commercial.” (Sarah McLachlan SPCA Commercial, 2008) Why These Commercials The reason that I picked the squirrel commercial is how they stepped out of the box, so to speak. Who can resist an adorable little woodland creature like a squirrel? The way that the advertisement shows that they can be trained to cut coupons is fantastic. They seem to be working away in a little squirrel office/coffee table. I chose the second commercial because it has to be my favorite of all time. It touches you. It shows an older cat educating a kitten on how to behave, specifically in regards to the dog. This commercial exemplifies so many things that speak to me personally. Once again, the animal...
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...Coco-Cola Vintage Ad Elizabeth Hamilton Professor Smith Devry University March 28, 2014 Coco-Cola Vintage Ad Throughout its history Coco-Cola has always managed to use advertising as a powerful tool to create that special atmosphere in the minds of consumers that differentiates Coco-Cola from just some generic cola. In the past it was also extremely effective in advertising its product gaining a lot of market share and getting to the top of the market in terms of sales. The essay analyzes a vintage advertisement according to the rhetorical appeals of logos, ethos, and pathos and notes that Coco-Cola effectively uses appeals to authority, logic and emotions to make Coke a lifestyle, not just a drink. The vintage ad analyzed in the essay is a print ad that features the title Coco-Cola and the following text “Is a delightful palatable healthful beverage. It relives fatigue and is indispensable for business and professional men, students, wheelmen, athletes. It relieves mental and physical exhaustion. Is the favorite drink for ladies when thirsty, weary, despondent… Sold in bottles and at soda fountains for 5 cents. Newest refreshing drink in the world”. Clearly, the ad has many claims that nowadays would be consider illegal, inappropriate and simply false, yet back in the days, it was an example of what marketing was about : selling it at all cost even if it meant lying to the consumers. Although, to be fair, many other things, like heroine, morphine, cocaine and LSD were...
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...at selling the product and picking up strong support along the way. Nike products are seen everywhere whether it be the actual product or an advertisement which means Nike is doing something right. Nike as a company is able to hold a strong ethos and a popular warrant in advertising their products. The Nike slogans appeal to a wide audience variety, and Nike’s appeal to one’s emotions through pathos may be the strongest aspect. The Nike Company has proven themselves well over the years with supporters such as Michael Jordan, LeBron James, and Kobe Bryant. All three of those names are applied to highly paid NBA basketball stars that everyone has at least heard of. Having supporters such as famous athletes gives Nike a strong ethos in their campaign because if the highest paid athletes are using Nike products, then the logical thinking is that Nike must be the best. For example, in a television commercial that aired in 2007, Nike gathered a variety of athletes such as Roger Federer, Rafael Nadal, Wayne Rooney, LeBron James and others supporting their product. In this commercial, having those star athletes all supporting and promoting the Nike Company gives Nike an exponentially stronger ethos when advertising to the audience. Plus, the audience will believe a...
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...man dressed in a suit and tie with a jet pack on his back flies through the sky on his way to work or an important meeting. An androgynous figure of what could be his spouse waves good bye to him from the balcony of a very large, architecturally modern, 3 story glass and steal beamed home. In the foreground of the ad is the star of the show; an icy blue Hyundai Sonata Hybrid. The Sonata Hybrid sits on a drive way bed of tiny peat gravel with a border of stone. Coupled with the statement, “New thinking for new possibilities,” and the image that accompanies it, there leaves little room for doubt that the ad for the Sonata Hybrid by Hyundai was designed specifically to appeal to the reader’s pathos and ethos, while the use of logos in this ad is questionable. Hyundai is relying on our pathos, or sympathies, for the well-being of the planet in this Earth conscious, eco-friendly, age of the 21st century. The overall intent of this pictorial image is to play to our presumed understanding that we are now living in the modern age of hybrid vehicles. The advertiser expects us to accept the fact that it will not be long before we will all be flying off to work with our jet packs and using our hybrid vehicles only for trips with the family or other groups of people. But, for now, if we care anything for the environment, the very least we can do is...
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