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Unit 15: Advertising Production
Persuasive techniques in Advertising (Ethos, Pathos, Logos)

Preparation Work
Dylan Murphy
Ethos: Build credibility with endorsement and testimonials

Pathos: Connect to Viewers by Evoking an emotional response
Logos: Create Confidence with statistics sand facts
Ethos persuasive technique that appeals to an audience by highlighting credibility. Advertisement

techniques invoke the superior “character” of a speaker, presenter, writer or a brand.
Ethos examples aim to convince the audience that the advertiser is reliable and ethical. It’s easier to
decide when someone you respect signs off on it. Due to celebrities living high status in our society
so they’re constantly selling products to us. For example, a famous footballer could show his taste in
watches even though he’s known for other reasons his stature validates the product.
The use of celebrity endorsements will build credibility seeing that people are attached to their
favourite celebrity and generally well trusted by their fans. If they use your product it shows their
fans that it is a product worth using. The celebrity could be damaged by a products quality that is
lacking. The use of celebrity endorsements also makes your brand stand out it helps you to
differentiate your brand from its competitors. It could also improve ad recall.
Pathos is persuasive technique that they to convince an audience through emotions. Pathos
advertisement techniques appeal to the senses, memory, nostalgia or shared experience.
A quick way to appeal to a viewer’s emotions would be to portray a cute animal etc. Emotions create
responses and in our increasingly consumer-driven culture for example “adopt this cute puppy
because his owner left him on the side of the street” this would get the viewers emotions rolling and
make them think about it very much more than just a plain and simple advert.
In the Honey Nut Cheerio’s advert, they’re being presented as something you would really enjoy
talking about tasty it is. In the advert the honey is being presented as if it’s just come from the bee
farm itself. Then it goes onto a little kid eating the cereal as well because the advert is most likely
aired in the morning while the family are eating breakfast. The people who made the advert know
for a fact that children would pressure their parents into buying these products for them.
In the British Heart Foundation advert the fact that they’re explaining when you least expect to
happen triggers a lot of people’s emotions because they know time with family members is very
precious to them, they also did this on someone’s wedding day to a very a close family member it
gets people thinking and caring for others in their family if not get them to get themselves checked
out.
The bandwagon technique used in adverts is a don’t miss out and focuses the audience to be in
involved in what’s going on. It gets couples attention by focusing your attention on the person on the
screen “look at your boyfriend now look at me” almost as if he’s aiming it at the boyfriend to go
purchase the product. Even possible ways of thinking and being very insecure about himself an go
buy whatever was being advertised.
In the iPhone x advert it uses logos advertising techniques to appeal to the audience by naming and
listing everything that’s new in the phone or any of the new features and by them doing this it gets
to audience to think or feel as if they’re missing out on new technology and newest equipment out
there. Or they’d make you feel bad about using a certain product because of how it affects the
community or the world for example climate change. They explain getting anything else other than
their product would be bad for the environment and you could be damaging earth etc.
“I cant believe how great this tastes” – one way to get the audiences attention
“its organic” – another way to show its not been processed and its fully natural.

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Unit 15: Advertising Production

Persuasive techniques in Advertising (Ethos, Pathos, Logos)

Ethos: Build credibility with endorsement and testimonials

Ethos persuasive technique that appeals to an audience by highlighting credibility. Advertisement

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