LOGOS, ETHOS, PATHOS.

Adverts use these three techniques to try and appeal to potential customers:

Logos: appeals to credibility, ethics and logic (using statistics, diagrams).

Ethos: uses a person (celeb in the field of the advert, expert (scientist) of the field).

Pathos: appeals to emotions (facial expressions, persuades audience to feel an emotion).

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Below are two examples of each technique with how and why they work individually:

Logos:

7UP ensures to consumers that their drinks are now 100% natural, the percentage gives confidence in the health benefits of the drink. This would make parents, for example, feel more encouraged to give the beverage for their children.

This advert uses

big

bold

text to grab the attention of the audience, the statistics also are incredibly high - 3 our of 4 medical experts recommending one single product. This advert uses both the logos and ethos techniques.

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Ethos:

The first advert uses ethos as it features the celebrity duo Ant and Dec, even though their fame does not come from finance or banking. This tactic shows that the company are relying on their audience to know who the duo are and like them enough to engage.

Calvin Klein has a very well known USP of using incredibly toned celebrities as their advert covers. They do this so that the average person feels like they can be closely linked to their favourite celeb and look as great as they do in the adverts. Also, the ads give a semi realistic example of how their consumers would look in terms of they are shown in product compared to the Ant and Dec advert where the celebrities don't do anything financial based in the picture.

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Pathos:

This is an advert for behaviour manipulation rather than enticing a potential consumer to the product. It encourages the audience to think about the consequences of drink driving: the dangers. The simplicity is what grabs the attentions, the correlation between car accidents and the mechanical leg uses a comparison which is easy for the driver to understand.

The above is an advert from a magazine which means which means it needs something simple yet eye catching to gain the attention of the readers. JD Williams took this approach by using ethos by showing how happy the model is while she is wearing the clothes, this is to persuade the reader that this is how they will feel if / when they wear the company's clothes.