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Advertising and Rhetorical Modes of Persuasion

Advertising is not only a design; it is a set of visual hierarchy, psychology, copywriting, marketing, and words. Advertising is an art.

To make a catchy and effective advertising, experts resort to a variety of tricks, focusing on an infinite number of aspects, ranging from the slogan, and ending with the emotional context of their offspring. There are a lot of tricks aimed at the perception of advertising from a psychological point of view.

Three classes of rhetorical modes were defined by an ancient Greek philosopher Aristotle. Initially, they were used for a public speech, but today they are actively applied in advertising as well. These three techniques include pathos, logos, and ethos.

Pathos means passion, suffering, excitement, etc. It persuades the public by invoking various emotions, both positive and negative, like fear, anxiety, empathy, affection, love, hate, etc.

Ethos means nature, character, spiritual warehouse, etc. Ethos represents a technique of involving in advertising public entities, such as Hollywood stars, players, figures of science, culture, and so on. On a subconscious level, audience is inclined to trust the utterances of such people, and without knowing it, choose products advertised by them, despite the clear understanding of the fact that it is a marketing ploy.

Logos means a thought, a sense, a plan, a concept, a word, etc. It is used in advertising by bringing facts, logical arguments or statistics. The main emphasis is on facts, observations, historical information, and evidence. Using physics and statistics involves extensive research, made in connection with the release of the product, which makes the information in advertising more confident. The words on the banner as Research Has Shown That... also has a certain impact on the viewer, associating with the seriousness and scale of the work, which also allows advertising to look more authoritarian.

As you can see, these three tricks of rhetorical modes produce quite a noticeable effect on the public, due to the fact that they can be accompanied with the effective photos, slogans and design. These and other aspects determine the effectiveness of advertising.

Thus, it is recommended to select the material for advertising using all three the rhetoric modes so as to strengthen the credibility of all three modes, which will help further articulate the correct position and defend it. It is necessary to introduce a logical sequence of reasoning in the advertising; arguments should be based on moral principles and appeal to the emotions of the audience.

Advertising is not only a design; it is a set of visual hierarchy, psychology, copywriting, marketing, and words. Advertising is an art.

To make a catchy and effective advertising, experts resort to a variety of tricks, focusing on an infinite number of aspects, ranging from the slogan, and ending with the emotional context of their offspring.

Assignment ID
100000728
Type
CREATED ON
29 July 2016
COMPLETED ON
1 August 2016
Price
$10
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