For many years, companies have utilized advertising as a useful tool to promote their brands, convey a message, or sell their products. In today’s world, advertisements can be seen almost everywhere from enormous billboards along highways to a diminutive ads on a phone. But not all advertisements are successful. To convey a message, advertisements must contain rhetorical devices such as pathos, logos, and ethos. A good example of how rhetorical devices are used to persuade an audience is the Edward Jones “Nine Days” commercial. This commercial uses rhetoric elements, such as a well-structured narrative, convincing imagery, and logical argumentation, in order to persuade the audience to believe that Edward Jones is the right company to handle their different types of …show more content…
Imagery is defined as "a mental event involving [the] visualization of a concept or relationship" (Burns 71). This means that when people form an image in their heads, they tend visualize themselves in it. It is easier for people to understand a message when a clear picture is created because, “pictures in particular can facilitate information processing,” (Chang 54). In the “Nine Days” commercial, numerous images are used to influence the audience to think about themselves and their financial situations. The commercial begins with the camera zooming into a glass office, symbolizing transparency. It invites the audience to be part of the private meeting the two main characters are about to have. It is important to notice that the location of the meeting is in the client’s office and not in the advisor’s office. This image pretends to indicate the audience that Edward Jones’ clients do not need to look for financial advisors because they would go wherever the client is. This image creates a welcoming atmosphere for future and current
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SINNERS RHETORICAL ANALYSIS ESSAY On July 8th 1741, Jonathan Edwards delivered a sermon to an audience of puritans,Unbelievers and sinners. Edwards persuades the audience to give their lives to God. With the use of metaphor and personification. Edwards is able to deliver a critically acclaimed speech to his audience to convince them to follow the righteous path.
Liberty Mutual creates an ad to persuade viewers to switch to their insurance. The first rhetoric technique used is pathos when Liberty Mutual says, “You totaled your brand new car. Nobody’s hurt, but there will still be pain.” People have either been in an accident and understand the emotions involved, or they have not and worry about what will happen in an accident. The emotional response is fear over the rising payments, and regret over being in an accident.
The Use of Rhetorical Devices in the “Google Home” Super Bowl Commercial Companies and other forms of media strategically use the three rhetorical appeals, ethos, pathos, and logos, to market goods and/or promote ideas. The appeals have been used for centuries are still prevalent in all types of modern day propaganda. If used correctly, ethos, pathos, and logos can be used as clever tactics to engrain information into the brains of consumers. One of the more notable ways that brands use these appeals are commercials. Google, the world’s most famous multinational technology company, used the three appeals to reach success.
Companies are constantly looking for new strategies to leave a lasting impression on their target audience in the ever-changing advertising world. They employ various techniques to do this, including using rhetorical appeals such as ethos, pathos, and logos. Coca-Cola’s "Share a Coke" campaign, which debuted in 2013 and has since grown to be one of the brand's most effective marketing techniques, is one example of a successful marketing campaign that employed similar appeals (Glavey, 2019). These rhetorical arguments were employed by the "Share a Coke" campaign to urge its audience to buy and dispense Coca-Cola goods, nurturing a sense of community and togetherness around the brand. In this paper, I will examine how the "Share a Coke" campaign
By the 1920’s, cars had become a signature in celebrity homes, and was considered a luxury to have. Anyone who had money or wanted to look like they had money, also had a car. In the early years of the automotive industry, when not too many people were interested, appealing to anyone was the goal, trying to increase demand. The automotive industry quickly realized that mostly richer people purchased cars. So how could they appeal to other groups?
These tools are utilized in the commercial for persuading the viewers of its reason, creating an image of credibility surrounding its name, as well as generating an emotional response. “Aristotle’s ‘ingredients for persuasion’ – otherwise known as ‘appeals’ – are known by the names of ethos, pathos, and logos.
The last way the writer persuades the audience to make the commercial effective is through logical reasoning and well-thought-out situations. The writer did not exaggerate advertising. However, the writer used a logical situation that would keep the audience’s attention and allow them to see the product multiple times within the commercial. For example, if the writer of the commercial stood in a room and said buy our Chevy truck there would not be many people interested in the product. However, the writer used a logical situation, a dog and a young boy, to interest the audience and keep them guessing what the commercial is about.
The shapes and colors within the composition cause viewers’ eyes to move in circular, repetitive motions, absorbing and reabsorbing the information. Naturally, audience members will view the “Overton Park” header first and move from left to right across the panels. This eye movement is facilitated by organizational structure, color, and shape. Organizationally, the information follows the normal pattern of textual information in English, top to bottom, left to right. The green gradiates in darkness and intensity from left to right; and the shapes within each of the images stack like backwards “C’s” or cups.
Johnathan Edwards throughout his life time was able to captivate the attention and hearts of his audience with impactful speeches that boasted clever rhetorical devices. Using rhetorical devices to evoke emotional responses from his audience, Johnathan Edwards was able to maintain a potent role in his society throughout the early 1700’s. In “Sinners in the Hands of an Angry God.” Edward’s displayed the potential of rhetorical devices as he delivered his message of fear to the audience in an effective manner. Throughout the sermon Edwards utilized several forms of rhetorical devices including, similes and metaphors, repetition and alliteration, and parallelism.
Advertisement plays a big role in our society and it’s a way of attracting people ‘s attention. For instance, McDonald’s website illustrates a vision of focus, perspectives and colors to approach the audience in a way of selling products only using three methods. These methods are logos, pathos, and ethos. Logos is an argument or form based on a logic, pathos make appeals based on emotions and ethos is the form or appeal of character or credibility. Using these three methods is a way to analysis how McDonalds persuade, inform, and reminder in advertisement.
It is believed that emotional appeal can be the most common and effective rhetorical appeal used in advertising. Authors, Tapan K. Panda and Kamalesh Mishra, elaborated on this in an article titled “Does Emotional Appeal Work in Advertising? the Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude”. They both noted that, “ad-evoked feelings have direct influence on attitudes towards the advertised brand and purchase intention”. By this, the authors are saying that with the help of emotional appeals the ad can directly elicit a certain perception that the audience may now have of the ad.