The purpose of an advertisement is to capture and persuade the audience to support your message. Marketing, advertising and Public Relation experts must learn about the human mind in order to steal the audience’s attention. With that being said, learning about Aristotle’s appeals is essential for an impactful commercial. As we learning in class, the Greek philosopher, Aristotle, split up the means of persuasion into three sections; Ethos, Pathos and Logos.
Ethos is basically the credibility of the subject. Viewers seem to believe more in commercials if there is a credible object. Someone that knows what they are talking about due to their professional experience. For example, a commercial can contain ethos if there is a celebrity promoting the product.
Also we discussed in class that pathos is the emotion appeal in a message. It is a way of persuasion by capturing the audience’s attention through emotions. Advertisers like to use pathos by using sympathy. A perfect example of pathos in a commercial is the following:
In this commercial, the audience’s attention is captured through pathos. The audience watches the child cry when his mother leaves. Watching a child cry, gives the audience a feeling of sadness and makes them have sympathy for the child. They probably begin to imagine what it would be like to lose a mother due to smoking. This commercial makes the viewer think how smoking kills people and effects poor children who could lose their mother due to it. Using an emotion appeal to a message, is probably the best form of advertisement.
Lastly, we discussed logos in class. This is the appeal to logic. This means it convinces the audience by using logic or reason. Facts, statistics and historical events would be examples of logos used in advertisement.
As you can see, using logos, ethos and pathos is necessary for a commercial and to capture the viewers’ attention.