The Importance Of Emotions In Advertising

Thus, by creating appeals to logos, pathos, and ethos, companies use advertisements as powerful persuasive tools. This can be done through the careful selection of color, imagery, narration, design, and layout, to name a few significant elements. When used correctly, these rhetorical strategies can make the difference between whether a product or idea is embraced or rejected by the

This advertisement was clearly designed to conjure a response from its audience, which are both smokers and non-smokers alike. In the non-smoking audience, the image will either increase their distaste of smoking and its negative health effects, or they will be unconcerned because it has little or no effect on them or their lives. The audience it would appeal most to is the people who vehemently oppose cigarettes and smoking. People like this may believe that anti-smoking ads will reach smokers and somehow convince them to quit, but this is probably not the case. To smokers, the image will be a reminder of the harm they are doing to their bodies. But for the most part, they will likely be indifferent to the image because they already know it’s bad for their health, and will continue to smoke because they are either addicted or are just apathetic to the situation. They may even find ads such as this obnoxious and unoriginal because they feel as if it’s repetitive and a personal attack on them and their views and habits. Because smoking is seen as such a bad thing in U.S. society, they may detach themselves from advertisements that contradict what they believe is okay.

Advertisers all have one goal in common, that is an ad that is catching to a consumer’s attention. In today’s fast paced society there are so many selling products and charities. As I exam the advertisement for the American Society for the Prevention of Cruelty for Animals (ASPCA), I will show how they use the pathos, ethos, and logos – also known as Aristotle’s Theory of Persuasion.

Advertisements are all over the place. Whether they are on the Internet, billboards, or in a magazine, there is no way of escaping them. They all have their target audience who the specifically created the ad for. In this ad, it targets mainly non-smokers and even smokers. The advertisement we are looking at is a woman’s mouth. Her mouth is slightly open and the inside is swallowed by a black hole. Her bright red lipstick grabs your attention. What disgusts you is her teeth. Her teeth have been replaced with vulgar. Cigarette buds. The advertisement utilizes the three rhetorical appeals of logos, ethos, and pathos through its image and implied meanings. Through this, the image is able to convey a vividsense of disgust and promote awareness.

There are three main techniques that a company may use when creating an ad. The first one is called pathos. This is the use of imagery or text to try and appeal to the human emotion. This ad uses pathos by relating the use of a cigarette to a gun. This is targeted at huma.n emotion by asking if smoking is worth your life. The ad doesn't blatantly ask the question but guns are dangerous weapons and if played with could result in the end of someone's life. This pathos is used very effectively because for most cases when confronting a smoker throwing statistics at them won't encourage them to stop smoking, but when relating it to death it can be very powerful and

In a day, the average American sees thousands of ads, the world is covered in them. Be it on TV, in the daily newspaper or on the shopping cart one picks up at the grocery store, exposure to these ads is inescapable. Most are these ads are harmless, wanting only to catch the attention of potential customers and invest them in their product. The companies make use use of pathos ( for example the Budweiser commercials with the puppy and horse), logos (the Geico “15 minutes could save you 15% or more…”), or ethos (Jamie Fox using his iPhone 6s in Apple’s latest ads) to sell their product. Some companies, however, employ extreme tactics to stand out. They create ads that target human’s natural inclination to use sex and violence. More often

The message quickly lets the viewer know that their habit cost more than just a few dollars and their personal health. It can also affect the health of people who have never smoked. This lack of empathy can stem, not from malice, but from

In today's age, advertisements are found in almost every situation. These advertisements are found in a multitude of different places, including places such as billboards, newspapers, and on the television. Advertisements are most successful if they incorporate ethos, pathos, and logos into the message they are trying to present. Ethos is the credibility of an advertisement, pathos is the emotional appeal of an advertisement, and logos is the logic found in the advertisement. This paper will show the similarities and differences in pathos, logos, and ethos found in two separate Budweiser advertisements.

Advertisements are a part of our everyday lives and we encounter thousands every day on television, in newspapers, on the radio, on the internet. Advertisements use three basic tricks to persuade the people as listed by Aristotle: Ethos, Pathos, and Logos. Ethos is an appeal to ethics, and it is used to convince the viewer of the credibility. Pathos is an appeal to emotion and is used to convince the viewer by creating an emotional response. Logos is an appeal to logic and is used to persuade the viewer by logic. An advertisement may use one, two or a combination of all three. They have the power to persuade us into buying things that we might or might not want. Not every advertisement aims at materialistic things. Some advertisements want to educate us on a persistent issue, some might want to raise awareness and even aid funding, some try to remind us of important events that might be taking place in our county. The advertising agencies try to be as creative as possible in order to grab utmost attention. But sometimes, in doing so, they end up hurting sentiments of a community of people. I will discuss one such advertisement in my journal below.

Cigerettes cause cancer, they suppress immune functions, they wrinkle skin, and they can also can cause gum diease. These are all researchable facts about how smoking can affect an individual. By including these facts in the advertisment the Stamp Out Smoking marketers are taking a ethical appoarch. By including facts in the advertisment it makes the ad more crediable. Crediability is extremely important whne advertising anything; if viewers do not believe they can trust you they will be less inclined to take ads seriously. It is always essential to establish crediabilty when

In a lot of smoking advertisements that want their audience to stop smoking, the advertisement authors use pathos to persuade the audience to quit smoking or at least cutback. The smoking advertisements are more pathos-driven because it persuades the audience more by showing the emotional factors and how smoking could cause a lot of harm to someone. In a lot of advertisements to stop someone from smoking, the advertisements show the effects smoking has on both people who smoke and people who do not smoke. The audience for smoking advertisements are not just smokers, but are also those whose lives have been effected by a smoker. Authors bring up the effects smoking has by sometimes including a smoker that has been physically harmed, not only on the inside but also on the outside. By showing the outside physical harm, the audience is persuaded more to not smoke because they can actually see

Many companies sway a consumer’s mindset by using emotional advertising. This type of advertising pulls at the consumer’s heartstrings and makes them act quickly without thinking critically. Strong images are used often in emotional advertising, as they provide a

In this advertisement, it shows a man making a gun shaped form with his hand with a gun as the shadow. The wording included is smoking kills in bold letters and a fact that states that about 106,000 people in the UK die each year due to smoking. I believe this advertisement appeals to people that believe smoking is harmful and also to people who are smoking but are thinking about quitting. It does not appeal to people who believe smoking is just a regular activity to do when they are bored because they just believe that it is another advertisement to scare them and encourage them to quit. I believe this advertisement deals with logos and pathos. It deals with logos because it uses the fact that over a thousand people die each year in the UK

In addition to graphic imagery, many anti-tobacco campaigns contain smoking cues, such as images of lit cigarettes, as well.  On the surface, this combination appears as though it would effectively influence audiences and curb smoking using fear tactics and conditioning. While these ads may be effective at preventing people from beginning to smoke, according to Clayton, Leshner, Bolls, and Thorson (2009), this attempt at conditioning smokers to associate smoking with graphic imagery is ineffective and can even backfire and push individuals to react defensively and go smoke. Although some level of negativity is required to incite behavior change in anti-tobacco content (Clayton, Leshner, Bolls, and Thorson, 2009), examining how individuals process mediated content can provide insight into how negative intensity can be effectively presented.

Anti-smoke campaigns and websites don’t always work as we would like to think they do. We all have seen the ads and bill boards. They display sad scenes and can be slightly