HA3 task 1

Adverts use a technique by Aristotle called the arts of rhetorics, it contains three terms, Ethos, Pathos and Logos and are used for persuasion and all 3 have different meanings.

Ethos

Ethos refers to the charecter or the credibilty of the product being advertised. An example of Ethos is celebrity endorsments withing advertising, This has big advantages because if the celeberaty is well liked the target audience is more likely to buy the product because they like the celebrity.

Pathos

Pathos refers to the emotional side of advertising and is used to appeal to the audience. Using pathos withing adverts is a way of trying to attempt to get a emotional recation from the target audience. Most of the time it is trying to gain a positive emotinal response such as attraction. Although it can be used to get a negative reaction such as when fairtrade food is advertised it makes you feel sorry for the farmers ect, but making you feel if you buy the product you have made a difference.

Logos

Logos are arguably the best advertising technique as you can instantly identify a brand such as coca cola.

There are many examples of different techniques used to sell many different types of products. Some advertss may only use one type of technique how ever it is not uncommon for more than one to be used.

Here are some of the techniques that are used:

• Brand/Character
• Direct Response offers
• Emotional Imagery And Music
• Reasons why
• Exaggeration
• Sex
• Problem / Solution
• Demographic Positioning
• Testimonials
• Symbolic Expressions
• Employees in ads

The coca cola advert is a great example of a coca cola using there world famous logo to advetise there brand and it has also become famous for its christmas advert using santa claus as the main logo for that season.

An example of companys using there employees in adverts is this B&Q advert featuring many employees. Companys do this because they feel like the consumers can rust there staff and can releate to them.

Exaggeration is used in many adverts a great example of this is lynx which is basically saying if you use there product you will instantly attract women no matter what you look like.

I have found that most adverts containting emotional music and imagery are mainly charity ased adverts with distressing images of starving children such as this advert for save the children. The oint of this is to get peple to feel bad and to make them feel like they can make a difference.

Adverts showing demographics for the company are probally one of the bests ways to sell a product, if you can prove with numbers that your product is better than any other on the market then you will have a huge advantage over the competititors.