English- Advertisement assessment

Ethos

Using someone famous as a persuasive advertising technique

What is a possible effect of using Ethos on an audience?

Establishes credibility

Pathos

Using emotional appeal to as a persuasive technique

What is a possible effect of using Pathos on an audience?

Evokes strong emotions, connects with the audience

Logos

Uses logic and reason as a persuasive technique

What is a possible effect of using Logos on an audience?

Appeals to the audience’s sense of reason and logic

Example(s) of Ethos

Doctor recommending a treatment, athlete in a sports ad, celebrity brand ambassador

Example(s) of Pathos

Sad animal rescue footage, heartwarming family reunions, fear-based safety warnings

Example(s) of Logos

99% success rate (statistics), peer-reviewed data, logical cost-benefit analysis

Persuasive techniques in an ad

Ethos, Pathos, Logos

Visual advertising techniques

Colour scheme, rule of thirds, illustrations/images, layout/composition, font/typography, background, logo, photos (camera angles, focus, lighting), connotations/visual semantics, symbolism

What is colour scheme, and how can it be used in an advertisement?

Colour scheme is using a strategic selection of colours to evoke specific emotions or influence perception.

What is the rule of thirds, and how can it be used in an advertisement?