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The Importance of Persuasion
The six principles of persuasion
The six principles of persuasion
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I. INTRODUCTION When companies want to encourage customers to trust or buy their products, they prefer to use distinct types of rhetoric to try and convey their messages. One of the many types of rhetorical appeals is called ethos which uses the character to state the ideology or principles that describe a community, country, or ideology. An ad for Olay face product uses this exact appeal. In this said ad, the actress Kajol Mukherjee is the primary focus; she covers around 1/3rd of the page, and the picture is mostly of her face. Her face is right side turn and very charming. Opposite of her face side is the Olay logo in big letters. Below her chin, towards the right, there is a small balance presenting a picture of the said Olay total effects product with seven different other Olay products. Directly in front of her side face is a quote from Kajol with certain words saying, “Get the benefit of 7 products in 1 bottle?” II. …show more content…
CONTEXT AND DESCRIPTION OF ADVERTISEMENT • The advertisement published in 2013 when Kajol Mukherjee became the new face of Olay’s brand. • The ad printed in Olay’s brochure, and the target audience was women who were aged 30 to 55 facing age wrinkles. • The Olay Company was born in 1952 and is still running successfully to this day. In 2013, after years of widespread research and growth, Olay launched its most comprehensive and revolutionary offer yet, which apparently was customized solutions all based on your particular face structure. “If you know the face you have, Olay will give you the face you want. III. ANALYSIS OF RHETORICAL APPEALS • With the high big number 7 image represents seven different Olay products features. Turn wrinkle face into glowing smooth. Face so healthy it shines. This logical appeal would be an example of reasoning. • Olay total effects message itself represents a better choice to customers. This distinct appeal shows character
(ethos) • Kajol’s face in this poster is full of makeup and show off in a charming way. Her eyes glare into the camera with a tremendous amount of depth and make her look incredibly powerful and in control. This appeal gives women emotion. IV. CONCLUSION In this ad, Olay targets women ranging from ages of 30 to 55 and uses rhetorical strategies that will appeal to them emotionally and logically. Olay’s product is saying that if you don’t use it, then you won’t be as beautiful as you can be, or feel the best you possibly can. They later back up the advertisement with scientific tests results, interviews with skin and face specialists, and endorsements from celebrities who use their products (Katrina Kaif, Kajol Mukherjee, and more). There is a reason why Olay is considered the best face and skin product all over the world, and most would say it’s because of their perfect advertisements. V. URL https://www.bing.com/images/search?view=detailV2&ccid=MKFuKMbm&id=97DBE541F737CD2B5885B53FDBD6E7DF53364F9A&thid=OIP.MKFuKMbmcyFfjflHnHdL0QFBDC&q=olay+products+ads&simid=608014950782078333&selectedindex=37&mode=overlay&first=1
Soon after launch on January 28th, 1986, the space shuttle Challenger broke apart and shattered the nation. The tragedy was on the hearts and minds of the nation and President Ronald Reagan. President Reagan addressed the county, commemorating the men and woman whose lives were lost and offering hope to Americans and future exploration. Reagan begins his speech by getting on the same level as the audience by showing empathy and attempting to remind us that this was the job of the crew. He proceeds with using his credibility to promise future space travel. Ultimately, his attempt to appeal to the audience’s emotions made his argument much stronger. Reagan effectively addresses the public about the tragedy while comforting, acknowledging, honoring and motivating his audience all in an effort to move the mood from grief to hope for future exploration.
Advertisements often employ many different methods of persuading a potential consumer. The vast majority of persuasive methods can be classified into three modes. These modes are ethos, pathos, and logos. Ethos makes an appeal of character or personality. Pathos makes an appeal to the emotions. And logos appeals to reason or logic. This fascinating system of classification, first invented by Aristotle, remains valid even today. Let's explore how this system can be applied to a modern magazine advertisement.
When viewing this advertisement, one can say it is effective in a way by using the tactics of ethos and pathos. Moreover, relating back to our common struggle with acne in comparison to a well-known celebrity, Adam Levine. Adam was trying to make it seem as if he went through the same phase any normal non-famous teenager would experience. Thus, this advertisement was effective in persuading the viewers who endeavor with acne and wish to stop being held back form living their life into buying Proactiv’s
The Aveeno Absolutely Ageless ad features and attractive famous woman who has blonde hair and blue eyes. She has her nails done and has a very big ring on her finger. She has on what looks like a very soft white sweater. The
In the art of persuasion, there is something that complements the use of ethos and pathos. Any company could make a commercial with high credibility and strong emotional connection, but it needs to sound logical to convince the customers. Neutrogena’s commercial use very well ethos and pathos but does it sounds logical? According to YourDictionary logos are the logic and rational argument. The main argument of the Neutrogena Wave Sonic is that cleans your skin better than your hands alone. To people that have been using different acne treatments, it sounds logical. First, the Neutrogena Wave Sonic produces circular movements that help the circulation of your skin and help the cleanser to go deeper into the customer’s pores. Moreover, the product avoids all the mess that involves using your hands. The commercial use ethos pathos and logos very effectively to convince the audience.
In 1729, Jonathan Swift published a pamphlet called “A Modest Proposal”. It is a satirical piece that described a radical and humorous proposal to a very serious problem. The problem Swift was attacking was the poverty and state of destitution that Ireland was in at the time. Swift wanted to bring attention to the seriousness of the problem and does so by satirically proposing to eat the babies of poor families in order to rid Ireland of poverty. Clearly, this proposal is not to be taken seriously, but merely to prompt others to work to better the state of the nation. Swift hoped to reach not only the people of Ireland who he was calling to action, but the British, who were oppressing the poor. He writes with contempt for those who are oppressing the Irish and also dissatisfaction with the people in Ireland themselves to be oppressed.
Pollan’s article provides a solid base to the conversation, defining what to do in order to eat healthy. Holding this concept of eating healthy, Joe Pinsker in “Why So Many Rich Kids Come to Enjoy the Taste of Healthier Foods” enters into the conversation and questions the connection of difference in families’ income and how healthy children eat (129-132). He argues that how much families earn largely affect how healthy children eat — income is one of the most important factors preventing people from eating healthy (129-132). In his article, Pinsker utilizes a study done by Caitlin Daniel to illustrate that level of income does affect children’s diet (130). In Daniel’s research, among 75 Boston-area parents, those rich families value children’s healthy diet more than food wasted when children refused to accept those healthier but
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.
Finally, the ad makes use of various rhetorical devices. The ad lists the advantages for the beauty from the inside out. In this ad the art of persuasion is very strong. The sparkling faces give energy and firm determination of getting something out of it, generating a strong belief of benefiting from this dietary supplement. In the ad, the picture with three females illustrates the feeling of happiness and confidence on their faces, which attracts others audiences as well as promoting the emotionally pleasant
TOcean Skin produces an advertisement to advertise for its skin care product, called Speedy miracle deep ocean water essence in 2017. The commercial is indeed like a short movie, as it narrates a story of an unattractive girl, who is looking for a good healthy skin. The ad cleverly twists at the end to show that this girl can simply stay home and use Ocean Skin’s product to have perfect physical appearances. Moreover, the brand name is in the capital, with the letter “C” is decorated as a water drop, which is creative and eye-catching. The commercial also uses a man to guide a girl to achieve a perfect skin, instead of using a woman. This is gender discrimination, which indicates that males are controlled that they know exactly how to solve
Advertisement is a form of communication that is intended to persuade consumers or a target audience to purchase or to accept the ideas, products or services. In this advertising, Axe uses the power of persuasion, such as attractive women, style, and images which are the key ideas to the product and fragrance to conjure the consumers’ behavior of the perceived images of the product. Axe was originally created in France in 1983 by a company named Unilever and sold in the United States in 2002, and is now the leader of men’s grooming markets. The brand is focused toward gender and the age of the customer. Its market strategy is aimed at males from their teens to their twenties appealing to a new life style product that would increase their luck with the ladies. Axe deodorant ads gives you the apparent need to smell and feel good, but the means of feeling good is mainly through increased sex appeal. This ad assumes that all males buy deodorant solely for the purpose of getting women, and if you do certain things, like buy this product, then all women will be all over you.
The Namath ad relies on the deeply entrenched and prescribed values associated with each gender, and without the near universal understanding of masculine and feminine roles the ad would cease to make sense. The poignancy of the ad is made by displacement of character, gender, biological sex. When the ad starts at the toes of Namath (the model) the scenario is set for another image enhancing commercial for a woman’s product, but when Namath’s face appears on camera as the main and only spokesperson for the product there is an initial sense of shock and surprise that makes the message of the ad and the cognitions of the viewer converge and coalesce.
Advertisements are created with a purpose of selling emotions to its viewers, not just merchandise. An idea that allures consumers can be seen on Levi’s website from their road wear collection published in January of 2011. This specific image was named “Open Road” for reasons made obvious from the ad itself. A white convertible full of three friends and their belongings wiz by on a desolate desert road. A vast and wild desert terrain meet up with the cloudy blue-sky hundreds of miles in the distance. The passenger who was meant for the rear of the car, now has one knee on the windshield facing the road ahead. What Levi’s is trying to sell is a lifestyle that is meant to be sought out and found, targeting an audience ready for the next step. Levi’s visualizes this feeling as its ad successfully fulfills its purpose through open layout, symbolic imagery and creative use of words.
The advertisement depicts two attractive females snorting a seemingly expensive article of clothing. One girl is indulged in the act, while the other’s disoriented and vulnerable gaze addresses the audience. The body language portrays desperate
Creating a creative advertisement that stands out from the crowd is essential for any company’s growth. A common communication strategy is for companies to break through competitive clutter in order to shape consumers attitude and intentions. A creative ad is able to catch the attention of onlookers with the added wow factor. Interest in an ad is influenced by surprise, information and benefits. Comforts fabric softener ad (See appendix 1), is a great example of this as the ad displays a perfect visual for their product with an added touch of humor to draw potential customers attention to the ad. Their ad clearly conveys the message of their product without the need of a