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Transcript
Persuasive/Advertising Appeals • Means of gaining attention, breaking through the clutter • Keep persuasive goals in mind • Some ads very creative but ineffective Persuasive Appeals- LOGOS • Price, value • Very typical selling point for local ads • EX- Car Ads • Informational/rational • Facts about the product • List of benefits • EX- Tooth Whitening products Persuasive Appeals- ETHOS • Demonstration • Show audience how product works • Infomercials • EX: Fitness gear •Testimonial •Client speaks of product benefits • EX: Jared of Subway Persuasive Appeals- ETHOS • Celebrity Endorsement • Tie product image to famous person • EX- MJ & Jackie Chan for Hanes Persuasive Appeals- PATHOS • Emotion/sentimental • Inflated emotions related to the product • EX- Hallmark, Humane Society • Fear • Scare audience away from the product or behavior, or toward it • EX: Baldness, hair restoration Persuasive Appeals- PATHOS • Humor • Associate humor with product image • Often memorable, not always effective • EX- Chick Fila Cows
