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Pathos, Logos, And Ethos In Advertising

618 words - 2 pages

What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.
For example, to make people aware that breast cancer can affect even young women, thefaceofbreastcancer.com printed a poster portraying the faces of fifty different women all under the age of 41 who have been diagnosed with breast cancer. The words “Your sister,” “You,” “Your friend,” are highlighted sporadically throughout the poster. The phrase “Have a lump or pain? Regardless of age, CHECK IT OUT NOW!” is also highlighted in the midst of all the women’s faces. This particular poster was composed to appeal to the audience’s pathos. Any one of the faces on the poster could be the mother, wife, sister or daughter of the viewers, thus bringing forth certain emotions of concern for either themselves or their loved ones. This poster urges the importance of getting examined early so the risk of breast cancer greatly diminishes.
One anti-smoking poster shows merely a pair of hands holding a revolver. Instead of bullets the hands are using cigarettes to load the weapon. Listed in small print on one side of the poster are numerous conditions that may be related to smoking, such as fatal heart attacks, emphysema, cancer, and gum disease. The phrase “Smoking kills… so why bother starting” is printed in large font at the...

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