Rhetorical Techniques Used In Advertising

Every single day we are being influenced by the things we see around us. Advertisements surround our daily lives popping up everywhere we look from the radio, to bill boards, and television. Companies use different persuasion techniques to get us to purchase products or sway us toward one thing or another. Advertisement use rhetorical appeals such as the techniques of pathos, ethos, and logos to help grab your attention and interest you. Although some advertisements are for the companies own personal gain other ads exist to raise awareness for the greater good of everyone.
Drinking and driving is a serious problem that results in thousands of deaths each year. As the government is trying to make the public aware of this and discourage it,

They target your emotions, make them appear professional and credible as well as give you the facts on the issue. The first thing you see watching this ad is drivers swerving recklessly on the road, their cars filled with alcohol. This is clearly the technique pathos being used because seeing these dangerous intoxicated drivers immediately makes you think of the horrible stories you have heard and how irresponsible it is, playing into your emotions and grabbing your attention. While interviewing my cousin who is a junior here at the University of Kentucky I asked her how the commercial made her feel “It immediately makes me think back to an accident that happened with a peer of mine in high school. He was driving home from the movies and got hit on the driver’s side from a drunk driver that blew flew a red light.” (Spahn). I think this interview helped show how commercials like this can trigger emotional memories that a lot of people have and it helps make the issue of drunk driving more real and important. Not only that but you could sit down and show almost everyone this commercial and the vast majority of people would immediately be able to relate and have a personal connection with this horrible