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These new ads sell an image that you can adopt to yourself. It builds on people with depth, and it makes you feel better about yourself than you might actually be. You buy the image of tolerance that you want to show the world.

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These past ads sell a product using stereotyped one dimensional characters

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These ads goes the gender bias and stereotypes of the past generation, by portraying differences as positive and empowering. "Run like a girl" suddenly means something good. Being trans doesn't make you any less masculine.

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IN WHAT WAYS CAN COMPARISON AND INTERPRETATION BE TRANSFORMATIVE?

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IN WHAT WAYS CAN COMPARISON AND INTERPRETATION BE TRANSFORMATIVE?

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How does comparing these texts facilitate your understanding of the representation of gender within them?
To what extent does your interaction and interpretation of these texts change / alter your ideas about gender?
What role does advertising play in transforming gender stereotypes?

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Let's talk about adverts:  try to incorporate the following vocabulary into your discussions:
ALLUSION
ETHOS, PATHOS AND LOGOS
IMAGERY
HYPERBOLE
SYMBOLISM

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FEMINISM
STEREOTYPE
GENDER BIAS
SEX / SEXUALITY
GENDER NEUTRAL LANGAUGE
GENDERED LANGUAGE
MINORITY
POWER

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1. Audience / purpose - Who does the text target? What does the author wish to achieve through the text?

2. Content / theme - What is literally ‘happening’ in the text? What is it about? What are the main ideas of the text?

3. Tone / mood - How does the text make you and/or the target audience feel? Describe the atmosphere of the text.

4. Stylistic devices - How does the author use language to convey a sentiment or message? What kinds of linguistic tools does he/she employ?

5. Structure - How is the text organized, literally (i.e. layout/formatting)? What kinds of structural elements of a particular text type do you see?

Ask Jennifer about Camps

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SKILLS RESOURCE:  Ethos, Pathos and Logos in advertising

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SKILLS RESOURCE:  Ethos, Pathos and Logos in advertising

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Effective use boosts sales! Don't forget that sometimes it's selling an idea or stereotype that sells the product most effectively!

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Ethos, Pathos, Logos, Definition

Persuasion in advertising

What are persuasive advertising techniques? They're how you convince a buyer of your product through visuals.

You can thank Aristotle for inventing persuasive advertising techniques. More than 2,000 years ago, he categorized how rhetoric is used in arguments into three groups: ethos, pathos and logos.

This is also known as the the rhetorical triangle.

And we still depend on it today.

Each category invokes a different appeal between speaker and audience.

Ethos calls upon the ethics, or what we'd call the values, of the speaker. Pathos elicits emotions in the audience. Finally, logos puts logic into play by using evidence and facts.

Good persuasive advertising technique is when you balance all three.

But using ethos, pathos and logos in commercials sometimes means featuring one advertising technique prominently.

ETHOS DEFINITION

What is ethos?

Ethos is the persuasive technique that appeals to an audience by highlighting credibility. Ethos advertisement techniques invoke the superior "character" of a speaker, presenter, writer, or brand.

Ethos examples aim to convince the audience that the advertiser is reliable and ethical. It's easier to make a decision when someone you respect signs off on it, right?

This is broadly the function of ethos in commercials.

When an esteemed public figure endorses a product, it validates it to the end consumer.

An ethos advertisement plays off the consumer's respect for a given spokesperson.

Through that respect, the spokesperson appears convincing, authoritative and trustworthy enough to listen to. Of the types of persuasive techniques in advertising, ethos is best used to unlock trust.

USE OF ETHOS IN ADVERTISING

How is ethos used in advertising?

So what does ethos mean?

It's all about credibility. Famous people enjoy a high status in our society. So they're the ones selling products to us -- whether or not they have product-specific expertise.

For example, a recent Infiniti commercial featured Steph Curry. Even though he's not known for his taste in vehicles, his stature validates the product.

This is ethos in commercials at work.

Example of ethos in commercials: Steph Curry in a recent spot for Infiniti.

Ethos rhetoric is also invoked to tie a brand to fundamental rights.

Brands build trust with their audience when they stand with an important cause. Anheuser-Busch illustrated this in their recent "Born the Hard Way" spot.

This spot focuses on the origin story of Anheuser-Busch's founders.

It shows Busch's turbulent immigration from Germany to St. Louis, and speaks to the importance of immigration and multiculturalism.

This is how ethos rhetoric is used in advertising.

Of the many types of persuasive advertising techniques in advertising, ethos is best for playing up the strength of a brand or spokesperson's character.

ETHOS EXAMPLE IN COMMERCIALS

Ethos Advert Case Study

If you want a really strong example of Ethos that also has a pretty funny meta quality to it, check out the shot list for this Heineken spot. See how many times they use foreground elements and OTS shots in this spot:

This Heineken commercial shows famous actor Benicio Del Toro at the bar enjoying a Heineken. Benicio chats about how both he, and Heineken, are world famous and instantly recognizable.

Then, a pair of goofy tourists spot him in the bar, and they call out for him to pose for a photo, but... they actually think he's Antonio Banderas.

Ethos Example in Heineken Commercial

This commercial not only uses ethos as a way to tie the celebrity of Benicio to the celebrity of Heineken, but it uses humor and the bold faced usage of ethos to make fun of the brand, people, and fame.

THE "PLAIN FOLKS" PERSUASIVE ADVERTISING TECHNIQUE

How is "Plain Folks" used in ads?

Ethos rhetoric often employs imagery of everyday, ordinary people.

Known as the Plain Folks persuasive advertising technique, in this approach a spokesperson or brand appears as an Average Joe to feel common and sensible. In doing so, they appear concerned and cut from the same cloth as you.

This approach is very common in political ads. Consider the "Family Strong" ad from Hillary Clinton's 2016 presidential campaign.

Ethos Examples: Hillary Clinton underscores the "Plain Folks" definition in her campaign videos.

Despite her status and wealth, Clinton draws on imagery of her family and upbringing to make her feel more relatable. In this way, "Plain" folks is propaganda and also a logical fallacy.

But it's also an effective and persuasive advertising technique.

Of the types of persuasive techniques in advertising, Plain Folks aligns your brand with the values of the everyday consumer.

Pathos DEFINITION

What is pathos?

Pathos is persuasive technique that try to convince an audience through emotions. Pathos advertisement techniques appeal to the senses, memory, nostalgia, or shared experience. Pathos examples pull at the heartstrings and make the audience feel.

A quick way to appeal to a viewer's emotions? A cute animal. A devastated family. A love story. Overcoming great odds. An inspirational song and imagery. A good zinger.

Emotions create responses and, in our increasingly consumer-driven culture, the response is to buy something. Pathos appeals to an audience's basic emotions like joy, fear, and envy. All are easily triggered in many ways.

So what is pathos?

Well, it's a model enjoying a refreshing Coke. Or a frustrated infomercial character desperate for a better remedy. And "tired" of the "same old blah-blah-blah."

The many different pathos advertisement examples not only evoke your feelings but anticipate your responses too. If you want to explore pathos in advertising, language is the best place to start.

Why?

Because the words we hear and read trigger specific feelings. Positive words conjure feelings of love, excitement and wonder.

Look at how General Mills and Cheerios achieved this in their "Good Goes Round" campaign.

We see sunshine, smiles and bright colors while we hear the words "good goes around."

It invites positivity and encourages us to associate Cheerios accordingly.

On the other hand, pathos advertisements can also employ unpleasant emotions like fear and worry just as effectively.

Pathos examples: this somber pathos advertisement says don't let heart disease happen to you.

This ad by the British Heart Foundation underscores the dangers of heart disease. As the spot unfolds, you start to realize that the narrator suddenly died at her sister's wedding.

Her tragic story encourages you to not let it happen to you.

Pathos examples: BMW warns against drinking and driving in this pathos advertisement example.

PaTHOS EXAMPLE IN COMMERCIALS

Pathos advert case study

If you want a really strong example of pathos is an advertisement, check out this shot list from a particularly emotional Zillow spot. Notice how the shots on the son are often singles and medium close-ups:

This Zillow commercial shows a father and son who have just suffered the terrible loss of their wife/mother. The father tries to cheer his son up by finding a new home, one preferably near the boy's grandparents.

The son seems disinterested, but then the father finds his son and the family dog looking up at the stars, one of which is particularly bright. The son decides that the star is his mother, looking down on him.

That gives the father an idea:

Pathos example in Zillow Commercial

The father searches on Zillow, finds a home, and buys it. We then learn that the home is not only close to the grandparents, but it also has a skylight in the son's room, allowing him to see his Mother's star at night.

This commercial uses the emotions of the father, the son, the grandparents, and of course the viewer to suggest that Zillow is the type of website that can balm grief through its functionality.

USE OF PATHOS IN ADVERTISING

The appeal of pathos in advertising

Sex appeal is of course also hugely successful among the pathos advertising techniques. Open any Cosmopolitan magazine and you'll find scantily clad models, muscular men and sexual innuendo.

Although the common expression "sex sells" has been debated, sexually provocative ads do leave a lasting impression. Mr. Clean, for example, spiced up their eponymous mascot for comedic effect.

Pathos Examples: This Mr. Clean pathos advertisement gave their mascot a sexy upgrade.

Their brawny Mr. Clean upgrade wears tight clothes and turns mopping the floor into something more... sensual?

Humor, patriotism and snob appeal are also all common in pathos advertisement examples. The pathos definition even extends to nostalgia and the strategic use of music in ads.

Pathos Examples: The pathos definition extends to evoking emotions with music ... even *NSYNC

THE BANDWAGON ADVERTISING TECHNIQUE

What is the "bandwagon advertising"?

"Bandwagon advertising" is commonly categorized under pathos advertisement examples. While it may sound unfamiliar, you're probably pretty familiar with it.

It creates that impression that using certain product will put you on the "winning team". It adheres to the pathos definition because it plays off your fear... of being left out.

Old Spice used this in their "The Man Your Man Could Smell Like" spot.

In its comical way, it puts pressure on men to smell as good as the Old Spice Guy. Like the "Plain Folks" technique, Bandwagon advertising is a very popular form of propaganda.

Of the persuasive advertising techniques, "Bandwagon" puts your brand on the right side of popular opinion. Remember the "Be like Mike" Ads?

LOGOS DEFINITION

What is logos?

Logos is the persuasive technique that aims to convince an audience by using logic and reason. Also called "the logical appeal," logos examples in advertisement include the citation of statistics, facts, charts, and graphs.

Ever told someone to "listen to reason" during an argument? This is what logos does. The best logos advertisement examples are when a speaker appeals to logic.

Statistics, surveys, facts, and historical data can make a product seem like a more reasonable decision. Whether the data is sound or not is another story...

LOGOS EXAMPLE IN COMMERCIALS

Logos advert case study

If you want a really strong example of logos is an advertisement, check out this shot list from a recent Nissan Commercial. You'll notice how the angles and shot size change when the "ProPilot" system clicks on:

This Nissan commercial shows a daughter and father driving on a highway. The daughter is about to drive past some scary construction, but then the father uses his sage like wisdom to instruct her to turn on the "ProPilot" system that Nissan now features in their cars.

Once the daughter does this, we see a Star Wars battle scene playing out in front of out eyes, and she becomes so distracted that she begin to veer off the road... but guess what? The "ProPilot" system saves her by auto-correcting the trajectory of the car based on the sensor system.

So how is this logos? Well, the commercial places the daughter in a relatively common situation and uses the machine logic behind having a guided system in the car to keep your distracted children safe.

Now... is it logical that this Star Wars homage suggests the daughter reach out to use the force by using a guided machine? Of course not! That's the opposite of what Luke does in the movie. Is it logical for your kid to be scared of driving past construction at 40mph? Of course not!

Is there anything in this spot that is logical? The basic fact that young drivers get distracted, and the Nissan "ProPilot" system might just save their lives one day, well that is how you use logic to sell cars.

LOGOS TECHNIQUES

How is logos being used in advertising?

Technology advertisements use logos because their goal is to showcase cool new features. Consider the example of logos in Apple's advertisement for the iPhone X:

In logos rhetoric, you have to the sell best reasons to buy your product.

How does Apple do that?

They have their new innovative features pop out at you. From durable glass to Face ID software. It effectively asks you why you would choose any phone but iPhone. Logos often use buzzwords to sell the product.

What's a great example of this?

Food companies capitalizing on the rising demand for healthy choices.

Logos Examples: I Can't Believe It's Not Butter underscore organic and vegan offerings

This I Can't Believe It's Not Butter ad hinges on the two words "organic" and "vegan" to prove the point that they're "made with the goodness of plants." Of the types of persuasive techniques in advertising, logos will build your brand as the most logical, functional and helpful option.

Up Next

Wrapping up ethos, pathos, logos

When browsing the many types of persuasive techniques in advertising, consider what your user needs from you. Then ideate on which technique can best fulfill that need.

As you've seen in these ethos, pathos and logos ads, the brand should guide how the persuasive advertising techniques are deployed. What is the company known for? What does it stand for?

Hopefully you've found a few striking examples to inspire you. If so, create a free moodboard to capture the look and feel you're going for. And be sure to let us know your thoughts in the comments below!

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The Definitive Guide to Ethos, Pathos and Logos

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Ethos, pathos and logos are techniques of persuasion that form the rhetorical triangle. Ethos is employed to convince by offering credibility. Pathos is about evoking an emotional response in viewers. Logos is appealing to logic by use of verifiable data.

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SKILLS RESOURCE:  Visual Literacy in advertising

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SKILLS RESOURCE:  Visual Literacy in advertising

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A handy website to brush up you visual literary skills.

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Advertisements combine visual and written language for commercial purposes.
Don't forget to address both language techniques and visual techniques when analysing (or rationalising) how meaning is conveyed. You must know the metalanguage of both elements.
ETHOS-
The perceived credibility of the author/creator/ product
LOGOS
The logical appeals of the author/ creator/ product designed to influence the responder/ consumer
PATHOS
The emotional appeals of the author/ creator/ product designed to influence the responder/ consumer
Many advertisements use In the digitally manipulated image on the right, the juxtaposition of a man with the face of a fish exaggerates the effect of climate change to evoke an emotional reaction from its audience.
Photographs and images created for commercial purposes aim to attract attention, develop interest and persuade the audience. Print advertisements are ideal for exploring familiar visual texts as they develop understanding of the language of visual elements, the aesthetics of visual texts, and the constructed nature of these texts as social products.
Advertisers create images for a product to target a particular audience then use the image as the main idea or feeling they want to associate with the product. The photograph, illustration or graphic must catch or arouse the interest of the audience.

juxtaposition to create interest and desire in the audience. Advertisers often place the product next to visual objects to create a desire in the viewer.

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Many visual texts use Representation and Stereotypes
representation to portray people, places or events. Composers use a range of conventions and choose visual texts to represent groups, ideas and popular objects to make connections with the audience.
Representations can range from a colour or icon to depict branding and product image to sophisticated layering of ideas about cultural and political issues.

Stereotyping is a representation based on the typical or commonly held idea of the subject. Stereotyping can be a way for the audience to identify familiar subjects and ideas. Advertisers will use familiar visual images and product images in sophisticated campaigns involving TV, online and social media to build brand recognition.

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'Hi Honey, I'm home!': A stereotypical family

Advertisers know that 70% of people will not actually read the copy of an advertisement. So, they try to make sure that anyone who does READ the copy of an ad is " to buy, to use, to go to, to try out their product. This is the overall purpose of the language used in an Ad-to persuade the reader. The specific purpose depends on each ad (to buy THAT product, use THAT service) It is in the copy of an Ad where the full power of persuasive and emotive language is unleashed on YOU-the reader.
Ads vary in their use of persuasive language from the Poetic (like poetry) to the Journalistic (like the news/feature articles).

YOU, YOU, YOU-and only YOU!
Advertisers know that almost everyone is the same-people are most interested in themselves first ( self-interest ), and then family and friends. The c opy in Ads focuses on the self-interest of the reader. The most common pronoun in Ads is YOU (the second person pronoun). The word you will appear almost all the time. No other pronouns-- I, me, they, mine, we will get much use.
This technique (using YOU almost always) works on the reader's self interest. Advertisers try to cash in on human (and consumer) selfishness.
Advertisers try to make the reader (YOU) feel what its like to be there -to let the reader experience what it is like to use the product, get the benefits from using the product (more popular, slimmer, stronger, sexier). Then maybe when YOU are shopping, YOU will be compelled to buy, to use, to try.

). Advertising aims at The target audience is the specific group of people the creators of the advertisement hope to reach. They are the consumers of the product or service being advertised.Audience influences product placement, timeslots, and the visual imagery used.
Purpose refers to the recent creating text such as entertaining, informing, persuading or for profit ( making money mass market appeal by manipulating and exploiting the needs and desires of the target market.
THE ADVERTISING PITCH
An advertising pitch describes the proposals of an advertising agency to promote a product or service. The pitch states the objectives for the campaign and describes how the campaign will deliver its intended results. Companies request advertising pitches so that they can select the most suitable proposal from a number of advertising agencies.

THE TARGET AUDIENCE ​
Different people experience The same media message differently. Age, education, occupation, cultural background, personal beliefs and experiences affect the way each person responds to a media message.
the Target
COMPOSITION
Composition refers to the way the whole text has been put together and the arrangement of elements within a visual text (sometimes referred to as layout). For example, by using images, borders and various features.

What is the visual text?

Type: advertisement, magazine cover, poster, news photograph

Mode: paper, electronic, billboard

Source: print or electronic publication

Main purpose: inform, persuade, entertain

Subject matter: What is it about?

Audience: Who is the targeted or intended audience?

Date: When was the text composed?

Composer(s): news photographer, creative director, graphic designer

Context: personal, social, historical, cultural, workplace

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How is the visual text constructed?
Why did the composer construct the visual text this way?

What choices did the composer make, and why?

What tone and style elements are used, and why?

How do the visual elements relate to the target audience? - structure, form, appropriate, intertextuality, movement

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Advertisements combine visual and written language for commercial purposes. Don't forget to address both language techniques and visual techniques when analysing (or rationalising) how meaning is...

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Campbells Soup Ad Featuring Trevor Heins

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SKILLS RESOURCE: Use of allusion in advertising

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SKILLS RESOURCE: Use of allusion in advertising

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Examples of how allusion is used to create meaning and depth in adverts

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Comment on the representation of men.
What does this advert say about women and asian culture?

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We Believe: The Best Men Can Be | Gillette (Jan 2019)

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We Believe: The Best Men Can Be | Gillette (Jan 2019)

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We Believe: The Best Men Can Be | Gillette (Short Film)

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Gillette ad: Dad helps transgender son (May 2019)

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Gillette ad: Dad helps transgender son (May 2019)

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Dad helps transgender son shave face for first time in new Gillette ad

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The new series of Axe adverts
How does this advert challenge the male stereotype?
What are other possible representations regarding male / female gender stereotypes?
Can it be considered all inclusive or does is their an explicit intention to set a new male stereotype and supress old ideas?

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AXE ICE CHILLIN' - TINGLE-ICIOUS BUBBLES #BATHSCULINITY