Rhetoric Of Ads

5 Pages 1308 Words

An advertisement’s only purpose is to make the potential consumer buy it’s product. Advertisers have formulated cunning ways to confuse the potential consumer into seeing or hearing things that are not evident. This advertiser’s are so cunning, that their false tactics are not considered lies; and are not legally deemed as false advertisement. Aristotle summed up these facets of persuasion in his ideas of “pathos” (emotion), “logos” (logic), and “ethos” (credibility). There are also a variety of “weasel words” and techniques discovered by Charles A. O’Neil. Magazine advertisements for liquor are perfect examples to illustrate these points.
The “pathos” appeals to the weakest parts of human nature, emotion and feeling. Advertisements have a way of making individuals feel incomplete without their particular product. Others can satisfy subconscious desires of the viewer; such as social acceptance. (Hirchsberg, p465) The advertiser can make one feel as if their product is luxurious and is for the upper class of society. The advertiser can target an older consumer by causing one to reminisce about the “good old days”. (Hirchsberg, p466) They also have the option of gaining the attention of a younger audience by putting a famous pop star in their ad.
The “logos” is the reasoning or intent of the advertiser. What may seem to be in plain language and view actually is not and it is used in this manner for a purpose. The “logos” is essentially the logic behind the “pathos”. This element is the method that the advertisers use to gain the interest of certain types of people. This element is like an unspoken science that these people use to get people to support their product.
The “ethos” is the ethics of the advertisement. “Ethical questions are implicit in every act of persuasion”. (Hirschberg, p469) This Aristotelian element calls on the ideals of morality and principle. The “ethos” de...