The Use of Pathos, Ethos and Logos in Advertising Essay

Nowadays, commercial is becoming a major part of mass media. It does not only try to inform people about the availability and attractiveness of industrial good productions but also contribute to build an awareness of resources and alternatives for customer in daily life. There are thousands of commercials, so to attract customer, advertisers use various kinds on their commercial to make people aware of the firms products, services or brands. Though they use various kinds on the commercial, the main goal of advertising tries to convince customer to buy their products, or do what they want. An excellent commercial will create a deep impression on their customers, or who want to become their customers by using three classical appeals:†¦show more content†¦That scene is impressive because the guy falls down while taking the purse out of her mouth. This commercial prove that by using Close - Up, your teeth will be stronger and healthier; you protect your teeth, they protect yours elf. This commercial is not only attract women, it attracts all people who want to have a healthy teeth. By pointing that scene, this commercial is successful by proving what is the benefit of using Close-Up toothpaste. Another typical commercial that has a great influence to charity of customer is: Tide Loads of Hope. It attacked directly to customer’s charity with the message: littlest things can make a big, big difference. On the commercial, they ask us go to www.tide.com and purchase a Tide Vintage T-Shirt for helping people who get affected by disaster. This commercial appeared after Hurricane Katrina, and Louisiana disaster, and Hurricane Ike. By attacking charity of everybody, this commercial appeal to the viewer’s pathos: by buying a Tide Vintage T-shirt, we together can help people affected disaster by sending Tide’s mobile Laundromat fleet to the location affected by disaster for free service as washing, drying and folding the clothes. Especially, al l profit from this program will support for families affected by disaster, so we buy Tide product not only for cleaning clothes but also for helping disaster victims. Because of the importance of supporting disasters victims, the well-designedShow MoreRelatedUse of Logos, Ethos, and Pathos for Rhetorical Appeal in Advertising1020 Words   |  4 Pagesadvertisements use images to enhance the impact and appeal of logos, ethos, and pathos. One of the most influential advertisements that is frequently shown on television that use these three appeals is the American Society for the Prevention of Cruelty to Animals (ASPCA) commercials that urge viewers to help the organizations by adopting an animal in need, by donating money, by volunteering their time, or a combination thereof. In order to convey their message, these television advertisements use ethos toRead MoreRhetorical Analysis Of Nike s Advertising1079 Words   |  5 PagesName Professor’s Name Course Date Rhetorical Analysis-Nike Advertising Introduction Advertisements have hidden messages, saying and signs that help in attracting the attention of the viewer. The advertisements have different elements that appeal to audience thus promote a stronger message. The ideas of ethos, pathos, and logos help in drawing interest from viewers and make them elicit some feeling about the product advertised. Advertising is intended to entice the viewers through logic, credibilityRead MoreComparison of Two Commercials Essay1552 Words   |  7 Pagesdifferences in the two. Some of these include that the Lexus ad uses predominantly the logos, or logical, appeal whereas the second uses pathos, the emotional appeal, the target audiences for both commercials, and the effectiveness of each. 1. Pathos or logos? 1. VW uses more pathos than Lexus. 1. Humor is effective tactic in advertising. 2. By using humor, advertisers make their product more memorable. 2. Lexus uses more Logos than VW. II. Target audiences. 1. VW targetsRead MoreAnalysis Of Old Spice Ad Analysis1189 Words   |  5 PagesOld Spice† The Man Your Man Could Smell like† Old Spice† The Man Your Man Could Smell Like† was a television advertising campaign that had a handsome, very muscular man and â€Å"Hello, ladies,† says the strapping this handsome man, standing in a towel in a bathroom, as the spot begins. â€Å"Look at your man. Now back at me. Now back at your man. Now back to me. Sadly, he is not me, but if he stopped using ladies’ scented body wash and switched to Old Spice, he could smell like he is me, â€Å"a captivating smileRead MoreBurger King Marketing Analysis1638 Words   |  7 PagesKing’s ethos is completely in the eyes of the customer. On one hand this particular app is going to show the customer the sales, thus saving them money, but on the other hand, one of the first messages Burger King is conveying is for the customer to take time out of their perspective day to download an app that will surely be extremely beneficial to Burger King in terms of tracking customers in the hopes of improving th eir own advertising campaigns. Burger King does successfully establish logos rightRead MoreThe Power of Persuasion in Advertisements Essay1220 Words   |  5 Pageschanges to an old advertisement that he’s seen a thousand times. Ads like that one appeal to the three main techniques that have subliminal messages to viewers. These different techniques have proven to be effective with television watchers. Advertisers use these three techniques to target a certain audience. Demographics play a large role in aiding businesses with the adequate information to convince the viewers. The main demographics include gender, age, culture, race, and location. These are just aRead MoreEthos Pathos And Logos Essay871 Words   |  4 Pages Ethos, Pathos, and Logos in Media Rough Draft What is the purpose of an argument? What is the point in arguing with someone? Well the point in argument is to inform, persuade, or to make decisions about the past, present, or future. An argument is not going back and forth just saying†yes it is† or no it is not†. In an argument you use logos by trying to convince the debater that something is right or wrong by giving logical reasons. Pathos in a argument you play the other persons emotion on themselvesRead More2.08 body paragraph Essay1613 Words   |  7 Pagesthe ad use  logos? How does the ad use  pathos? How does the ad use  ethos? Does the ad seem effective to you?   Explain your reasoning. Your favorite   electronic device   The video uses logos by saying that the IPhone 4s has 8 megapixels and all new optics which makes it more than the leading competition.         The video uses pathos by saying siri is an amazing assistant that listens to you and understands you when you need her.         The video uses ethos because it explains that it uses theRead MoreAristotle, The Greatest Thinkers Of All Times Essay1197 Words   |  5 Pagescategorized into three sections which are, the appeal of emotion, the appeal to reason and the appeal to one’s character. Aristotle calls them Ethos, in which is used to describe the ideas and beliefs that characterize the community, Logos in which using logical arguments, scientific method and proof to persuade and Pathos, is a purpose of presentation, advertising and pity for persuasion. Furthermore, these aspects can also be found in outside sources such as advertisements, medias and people tryingRead MoreHow Persuasion Is The Most Important Aspect Of Advertising988 Words   |  4 Pages Persuasion is the most important aspect of advertising. The elements used to persuade audiences are known as ethos, logos, and pathos. Ethos establishes credibility or authority, pathos evokes emotions, and logos appeals to logic. In advertising, pathos is the most common appeal. The advertisement selected for this analysis is designed to target smokers through the use of ethos, pathos, and logos. In the Quit.org commercial, pathos is the most present of the three appeals. The effectiveness of

An Overview of Political Conservatism

‘An Inspector Calls’ †Coursework Creatvie Writing Free Essays

Dear Mr Priestley, I have chosen to stage your play, ‘An Inspector Calls’ as I found it very appealing. The setting of the play was really attractive as it was written at the end of the Second World War. People wanted to entertain themselves after so much tension and stress during the War. We will write a custom essay sample on ‘An Inspector Calls’ – Coursework Creatvie Writing or any similar topic only for you Order Now So a play based on life 30 years ago was perfect. However, this play did more than just entertain. It is a thought-provoking play which encourages people to think about society and responsibility. The audience in 1945 would have just experienced a terrible Second World War, with great loss and destruction. They would also be aware of the First World War which was an earlier catastrophe. The fact that the play was set in 1912 before the First World War, means that the audience have additional knowledge of the world, unlike the Birlings. As you have used the theme of responsibility, it reminded me that we all have responsibilities in our lives. There are still people who are going to war without realising the consequences and the effects on lives of innocent people. There are still people in the world today who are starving while people who are extremely rich and getting richer by the minute take no note of the poor. There are people around us who are peddling drugs without thinking of its effect on countless children and members of the society. Throughout the play, the words ‘responsible’ and ‘responsibility’ are used by almost all the characters in the play at some point or the other. Each member of the family has a different attitude towards responsibility. There is a contrastive pair when Mr Birling’s responsibility towards Eva is uncaring, brutal and miserly while his son, Eric’s responsibility towards Eva is caring but naà ¯Ã‚ ¿Ã‚ ½ve and selfish in a way. There is a similarity between Mrs Birling and Shelia. Mrs Birling and Sheila’s responsibility to Eva is somewhat similar as they both share and accept their guilt on Eva’s death. In real life, we all have different attitudes to responsibility for our parents, family, friends, work and school. In your play, you as the playwright, encourage people to seize the opportunity at the end of the war and give them a chance to build a better, more caring society. For example, just before the Inspector walks in to the Birling household unexpectedly, he creates a dramatic effect by his statement and the use of dramatic irony shocks the audience. The dramatic irony is Mr Birling who states that the Titanic will not sink (which actually famously sunk on its maiden voyage) and there will never be a World War as he states but actually the audience of 1945 had been through two World Wars â€Å"the world’s developing so fast that it’ll make war impossible if we do not adopt your message of responsibility to each other†. I loved the ending of the play. The ending leaves the audience on a cliff-hanger. Just when the family had started to feel that there had been no inspector coming to speak to them about a suicide, the final telephone call is heard and announces that a real inspector is on his way to ask questions about a young girl’s suicide. The tension comes back flooding in. It is a surprising final twist. I was inspired to produce my own version of the play after having seen the National Theatre Production of ‘An Inspector Calls’. I particularly liked the use of music because it created an effective atmosphere. I also liked the use of lighting because it is very attractive; the lighting involves the audience into the play. There are two dramatic devices used in this version: One is the setting; the setting is a dramatic device as you have described the key setting such as Mr Birling’s house in detail. The house opens up like a doll’s house, we can hear the voices of the actors inside which creates an eeriness. The Inspector is in the street outside speaking, with children walking around as though they were homeless. The Inspector was dressed up in dark suit with an overcoat. Lighting also makes an effect as it reflects the mood of the play. In my production of ‘An Inspector Calls’, some of the ideas I will be using are as follows: a proscenium stage (I developed this idea from the very first act of the play where the stage directions mentioned the rising of curtains.); I will also use different background music for entrances of key characters, such as the Inspector who may be accompanied by sombre and heavy sounds of the organ and Mrs Birling’s entry may be with a light piano with a chirping sound. My use of music will reinforce the message of the play by drawing attention when responsibility or society is being discussed. Spotlights will only be used in underlining the significance of the entrances of key characters. I have realised that the Inspector’s final speech in the play is one of the most important moments in the play because this speech contains a wide range of rhetorical techniques which include: the use of contrastive pairs; the rhythm of language for example, the length of sentences, the effects of pauses. These techniques forces the characters in the play as well as the audience who are watching the play to rethink their understanding of major issues like responsibility, truth and inclusiveness of all members of the society. As we are not alone in society, we have to think of the other members of the society with sympathy and compassion. He reminds everyone about the importance of responsibility and society. To direct the Inspector’s final speech, I will start off with the argument between Mr. Birling, his wife and Eric about who is really responsible for Eva Smith’s death. Tension will rise by the effect of dramatic background music. Next, halfway through the argument, the Inspector says â€Å"STOP!† really loudly as if he is commanding everyone present like a director and the background music will stop. Then, slowly, he will start his final speech. When the Inspector says â€Å"One Eva Smith has gone – but there are millions†, he will use one finger to enhance the uniqueness of Eva and to include everyone he will open up his arms when he says â€Å"millions†. When he says â€Å"but there are millions and millions and millions of Eva Smiths and John Smiths still left with us†, he should open and merge his arms in a gesture to include everyone in the audience. By using repetition, he is showing the vast amount of people that will need help at some point in their lives. When he says, â€Å"their hopes and fears, their suffering and chance of happiness†, we hear â€Å"their† as a repetitive word. â€Å"†¦with their lives, their hopes and fears, their suffering and chance of happiness†, makes up a rhythm of the sentence by using â€Å"their†¦Ã¢â‚¬ . This rhythm is effective because â€Å"their† is being repetitive. The phrase is an oxymoron because there are words that seem to be the opposite of each other and is also a contrastive pair as we see â€Å"hopes and fears† connect with â€Å"suffering and chance of happiness†. The phrases are powerful and memorable because they help involve the audience by using â€Å"hopes and fears† and â€Å"suffering and chance of happiness†. Next, when he says â€Å"We don’t live alone. We are members of one body. We are responsible for each other†, he would give a dismissal look at the Birlings when he says â€Å"We don’t live alone† and he point his finger at the family to say that â€Å"We are members of one body. We are responsible for each other†. The word â€Å"We† indicates that the Inspector is talking positively about society, responsibility and caring for others. Here we have an important listing of three things emphasising how nobody should be alone but be together, caring and being cared for. â€Å"We† and â€Å"Millions† being repeated here and are two of the key words in this speech. The Inspector wants to show us that we have to responsible for each other and care for others in society. The use of â€Å"I† in the sentence, â€Å"And I tell you†¦Ã¢â‚¬  makes the audience feel the Inspector is sincere. There are negative moments in the speech as well: â€Å"then they will be taught in fire and blood and anguish.† indicates that the Inspector is talking negatively about the Birlings’ as they only care about themselves and not for others around them, which makes the Birlings’ selfish and rude. â€Å"Fire and blood and anguish† also makes a list of three things, a rhetorical technique which makes the speech both appealing and memorable. I would like to invite you to see my production. Thank you for taking the time to read my letter. Yours sincerely, Your name How to cite ‘An Inspector Calls’ – Coursework Creatvie Writing, Papers

Communism (2628 words) Essay Example For Students

Communism (2628 words) Essay CommunismCommunism-The Ideal Society? Society is flawed. There are critical imbalances in it that are causing much of humanity to suffer. I suppose that this would be the driving force behind humanity’s relentless search to plan and create a perfect society. An essential part of having an unflawed society would be having a perfect government. Throughout history, we have always strived to find different types of governments that would work more efficiently and more fairly for the greater good of masses. Needless to say, communism is not often revered as an â€Å"ideal† form of government. There is almost a unanimous sense of hatred that is emitted from all non-communist countries when the topic of communism is brought up. Many countries and societies have enacted communism and some still uphold it to this day. This very controversial issue of communism strikes a major chord in people who have lived under it. Though I am no advocate of communism, I’d like to bring about the question of whether there maybe the possibility that there are benefits to this system of government. In, The Communist Manifesto, Karl Marx is reacting to the quest for an ideal society by describing his vision of a perfectly balanced society, a communist society. Simply put, a communist society is one where all property is held in common. No one person has more than the other, but rather everyone shares in the fruits of their labors. Marx is writing of this society because, he believes it to be the best form of society possible. He believes that communism creates the correct balance between the needs of the individual, and the needs of society. He also believes that sometimes violence is necessary to reach the state of communism. This paper will reflect upon these two topics: the relationship of the individual and society, and the issue of violence, as each is portrayed in the manifesto. Before embarking upon these topics, it is necessary to establish a baseline from which to view these ideas. It is important to realize that in everything, humans view things from their own cultural perspective, thereby possibly distorting or misinterpreting work or idea. Marx mentions that, Your very ideas are but the outgrowth of the conditions of your bourgeois production and bourgeois property, just as your jurisprudence is but the will of your class made into a law for all, a will, whose essential character and direction are determined by the economical conditions of existence of your class (Marx 37). With this in mind, some perspective on the society of that time is vital. During Marx’s time the industrial revolution was taking place. There was a massive movement away from small farms, businesses operated out of homes, and small shops on the corner. Instead, machines were mass-producing products in giant factories, with underpaid workers. No longer did people need to have individual skills. It was only necessary that they could keep the machines going, and do small, repetitive work. The lower working class could no longer search for a tolerable existence in their own pursuits. They were lowered to working inhumane hours in these factories. This widened the rift between the upper and lower class-called bourgeois and proletariat, respectively-until they were essentially two different worlds. The bourgeois, a tiny portion of the population, has the majority of the wealth. Meanwhile the proletariat, the huge majority, has nothing. It is with this background that Marx begins. First, the topic of the individual and society will be discussed. This topic in itself can be broken down even further. First, the flaws with the current system in respect to the bourgeois and proletariat will be shown, thereby revealing the problems in the relationship between individual and society. Secondly, the way that communism addresses these issues, and the rights of the individual, as seen through the manifesto. Quite clearly, Marx is concerned with the organization of society. He sees that the majority of society, that is, the proletariat, exist in sub-human conditions. Marx also sees that the bourgeoisie has a disproportionate abundance of property and power, and that because of what they are, they abuse it. He writes of how the current situation with the bourgeoisie and proletariat developed. The history of all hitherto existing society is the history of class struggles (Marx 41). There have always been struggles between two classes, an upper and lower class. However, Marx speaks of the current order saying, It has but established new classes, new conditions of oppression, new forms of struggle in place of the old ones. Our epoch, the epoch of the bourgeoisie, possesses, however, this distinctive feature: it has simplified the class antagonisms. Society as a whole is more and more splitting up into two great hostile camps, into two great classes directly facing each other: Bourgeoisie and Proletariat (Marx 42). The very nature of the bourgeoisie causes it to grow in size and power while the proletariat shrinks. Therefore the rift between the two is increased. Marx goes on to describe how this situation came about, with the industrial revolution and other factors. Modern industry has established the world-market, for which the discovery of America paved the way. This market has given an immense development to commerce, navigation, and communication by land. This development has, in its turn, reacted on the extension of industry; and in proportion as industry, commerce, navigation, railways extended, in the same proportion the bourgeoisie developed, increased its capital, and pushed into the background every class handed down from the Middle Ages. Censorship In The U.S.A Essay Marx has two things to say on this subject. First, violence in and of itself is not a good thing. Second, it may at times be necessary to achieve a greater good. First, lets establish Marxs position that violence in general should be avoided. Marx speaks of constant upheaval and violence in several places. â€Å"†¦oppressor and oppressed, stood in constant opposition to one another, carried on an uninterrupted, now hidden, now open fight, a fight that each time ended, either in a revolutionary re-constitution of society at large, or in the common ruin of the contending classes (Marx 45). Constant opposition, or violence results in the destruction of both forces, according to Marx. Constant upheaval and violence is not a good thing, it is detrimental to both the individual and society. However, in order to institute communism, (which is the greatest good according to Marx) a revolution is necessary. Revolution does not necessarily mean violence. However, in this case violence will be difficult to avoid, and Marx states that violence may be necessary. Marx wrote several passages regarding this. What is being described here is clearly nothing less than a revolution, a complete reversal in thought and society. Marx describes the first step in this revolution. We have seen above, that the first step in the revolution by the working class, is to raise the proletariat to the position of ruling class, to win the battle of democracy (Marx 64). So it is clear that the first step is to raise the proletariat to the ruling class, but how is this done? Marx writes that †¦we traced the more or less veiled civil war, raging within existing society, up to the point where that war breaks out into open revolution, and where the violent overthrow of the bourgeoisie lays the foundation for the sway of the proletariat (Marx 56). He speaks directly of violence when he says that, If the proletariat during its contest with the bourgeoisie is compelled, by the force of circumstances, to organize itself as a class, if, by means of a revolution, it makes itself the ruling class, and, as such, sweeps away by force the old condition of production†¦ (Marx 75). If the proletariat is forced to violence, then violence should be taken, because it is for the greater good. Marx puts it all together in one final statement. In short, the Communists everywhere support every revolutionary movement against the existing social and political order of things. (Marx 86). Putting things back into perspective again, it is vital to realize that this violence should be short lived, and only continue until the proletariat is in position to make some changes to society. Marx uses terms like ‘despotic inroads, ‘necessitate, and ‘unavoidable to describe the necessary violence. Violent acts are terrible things in and of themselves, but must be used at times for a greater good. However, in his ideal society, once communism has been reached there will be no more violence. History has shown and proven over and over again that communism is far from any concept of an â€Å"ideal† society. The demonstrations in Tienamen square and the Vietnam war are obvious examples that people who live in communism are not happy. Marx was not alive to witness either one of these occurrences (Internet source). After all this, however, it is clear that Marx makes some rather remarkable assumptions regarding human nature. First, he believes that it is inevitable that the proletariat will realize that things are not as they should be, and that something needs to be done about it. Secondly, he believes that people will know the correct amount of violence necessary to achieve their goals, and will not exceed that. Finally, he assumes that once the state of communism is reached, that there will be no dissenters that will try to take advantage of the situation and raise themselves up. The rule of Stalin and Lenin are good examples of people taking an opportunity to exploit and oppress. The idea of communism would appear to be just that, an idea, an ideal. It may not necessarily be bad to try to approach it, but because human nature is necessarily flawed in all likelihood communism will never be reached in full. However, even with all of this, the idea of communism has some good to it. Clearly it caused some reform in the area of capitalism, toning it down from what it was during the time of Marx. It has helped by acting as a mirror in which it is possible to see where society is making mistakes, and where a new balance must be struck between the needs of the individual, and the needs of society. Even an idea such as communism which may not be fully applicable can still have, and has had, a profound effect on future society and humankind. Politics Essays