Why it Works
Humans are emotional beings. We formulate our own opinions based on the best information available to us as consumers. We make choices logically, emotionally, and based on perceived character.
These facts, from behavioral and consumer psychology, mean that marketers and advertisers must appeal to ethos, logos, and pathos in order to persuade consumers.
Humans are emotional beings. We formulate our own opinions based on the best information available to us as consumers. We make choices logically, emotionally, and based on perceived character.
These facts, from behavioral and consumer psychology, mean that marketers and advertisers must appeal to ethos, logos, and pathos in order to persuade consumers.
It all goes back to this basic graphic. Persuasion is central to the three rhetorical elements ethos, logos, and pathos. Using all three of these elements, subtly, within advertising allows consumers to identify with, believe in, trust, and feel good about a brand. This motivates them and encourages behavior.
Using these elements effectively produces iconic ads that will be talked about for generations, creating both an ethotic connection with consumers, as well as positive brand image and identity.
Using these elements effectively produces iconic ads that will be talked about for generations, creating both an ethotic connection with consumers, as well as positive brand image and identity.
(IMAGE) Carlson. "Entering The Conversation." : The Process Essay. Blogger, 2013. Web. 01 July 2014. <http://enteringtheconverstation.blogspot.com/2013/06/the-process-essay.html>.
"I'd Like to Buy the World a Coke Commercial - 1971." YouTube. The Coca- Cola Company, 1971. Web. 01 July 2014. <http://www.youtube.com/watch?v=2msbfN81Gm0>.
"I'd Like to Buy the World a Coke Commercial - 1971." YouTube. The Coca- Cola Company, 1971. Web. 01 July 2014. <http://www.youtube.com/watch?v=2msbfN81Gm0>.