1 / 13

Understanding Ethos in Advertising

Explore how the power of advertising relies on ethos - the appeal based on the character of the messenger - to persuade consumers. Examine how ads present spokespersons or groups to influence our purchasing decisions and shape our perceptions. Analyze various ads to uncover the use of ethos in convincing us to buy products and associate with admired figures or groups.

terri
Télécharger la présentation

Understanding Ethos in Advertising

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. ETHOS AND ADVERTISING

  2. Much of the power of advertising comes not from LOGOS – a logical appeal to the quality of the product, • But from ETHOS, the appeal based on the character of the messenger. In many ads, this works by presenting us with a spokesperson we are supposed to want to be like, or by implying that the people who use the product are a group we would want to consider ourselves part of. • What’s implied is: BUY this product; then you will be like this person (or group) that you admire.

  3. With each of the following ads, brainstorm in your group and ask yourself: • How does this ad use ethos to persuade us to buy the product? • Or, in other words: Who is it the ad wants us to admire and associate with the product being sold? Why is that person (or group) seen as being admirable?

More Related