You will write an analysis of an advertisement.
Choose a vintage ad that you can analyze based on its rhetorical appeals (ethos, logos, pathos). One thing: Please make sure that your chosen ad is appropriate for classroom use and the workplace.
Give examples of the rhetorical appeals (ethos, logos, or pathos) in the advertisement.===
Tell us about the ad you chose: name the product and the year the ad was published.
Remember that the goal of advertising is to make you spend your money on products and services. Does the ad motivate you to buy the product or service?
How does the ad use ethos, pathos, or logos to make you desire the product?
Ethos relies on the credibility or the authority of the ad itself (“I’m not a doctor, but I play one on TV.”);
Pathos is an appeal to your emotions (“Coke adds life.”);
Logos is an appeal to your intellect (Ads that show great gas mileage numbers for a car appeal to your intelligence—they imply that you have the brains to buy the most efficient vehicle.).
What elements create ethos, pathos, or logos in the ad that you chose? Discuss 2-3 elements that work to create the rhetorical appeal (ethos, logos, pathos) that you detect. Some elements you might analyze are
The use of colors
The appearance of people in the ad or their expressions
The way the product is photographed or displayed
Words used in the ad
Here is some advice. In your discussion:
1) Avoid summarizing the ad—let’s not look at the ad and describe it. Keep in mind that this is not a description paper.
2) Avoid talking about your experience with the product or service depicted in the ad. Keep in mind that this is not a testimonial paper.
Make sure that you are writing about how the ad makes you want to spend your money on a product or service. Ethos, pathos, logos…
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