Advertising Techniques

Tuesday 30th October 2018:

• Advertising is a way of persuading customers to buy the product/service.
• Creates a demand for a product or even a brand of product or series of product
• Informs potential customers of the products functions and features
• Its existence needs to be made known to the public so people are aware op the product.

Ethos:

• An appeal to credibility or character
• People that are advertising are credible and honest
• Do what they say they are going to do
• Try to convince you they are a reliable company who you can trust
• Often uses statistics from professionals to convince you further and so that you trust them more
• Often use celebrities to advertise the product to convince people to use/buy it

Pathos:

• An appeal to emotion
• Guilt us into doing something e.g. giving money to people in third world countries
• Attempt to evoke an emotional response in the consumer
• Can also be positive emotions, such as happiness in a Pepsi advert
• Negative emotions such as someone in pain after using a bad mattress and having to buy a new one
• Also include fear and guilt

Logos:

• To appeal to logic or reason
• Advertisement using logos will give the evidence and statistics that you need to fully understand what the product is
• Give you the straight facts of the products