Advertising
, Definition
Advertising
Any paid for persuasive communication that uses mass media to promote a need-
I satisfying product to target market
Motivate
I '
Sell product/
Paid for, not free
an action Specific group
/ Radio, social media service
Purpose
Attract people to store/site
Increase awareness about brand/product
Increase positive attitude towards brand
Reassure customers they made a good choice purchasing a product
Create interest, increase revenue
Modes of persuasion
Ethos, pathos, logos
Ethos Pathos Logos
Appeals to ethics Appeals to emotions Appeals to logic
Through trust Plays on emotions Persuade by reason
Use well know figures Duty appeal Fear appeal
Celebrity endorsement Sex appeal Green appeal
Advertising Appeals
Work through use of pathos
Address a need or desire
Bargain appeal, desire to save Snob appeal, desire to be social elite
Beauty appeal, need look beautiful Sex appeal, desire to be desirable
Duty appeal, sense of responsibility Green appeal, environmental responsibility
Endorsement appeal, need to be like celebrity Humor appeal, need to laugh
Fear appeal, need to protect Current events appeal
, Definition
Advertising
Any paid for persuasive communication that uses mass media to promote a need-
I satisfying product to target market
Motivate
I '
Sell product/
Paid for, not free
an action Specific group
/ Radio, social media service
Purpose
Attract people to store/site
Increase awareness about brand/product
Increase positive attitude towards brand
Reassure customers they made a good choice purchasing a product
Create interest, increase revenue
Modes of persuasion
Ethos, pathos, logos
Ethos Pathos Logos
Appeals to ethics Appeals to emotions Appeals to logic
Through trust Plays on emotions Persuade by reason
Use well know figures Duty appeal Fear appeal
Celebrity endorsement Sex appeal Green appeal
Advertising Appeals
Work through use of pathos
Address a need or desire
Bargain appeal, desire to save Snob appeal, desire to be social elite
Beauty appeal, need look beautiful Sex appeal, desire to be desirable
Duty appeal, sense of responsibility Green appeal, environmental responsibility
Endorsement appeal, need to be like celebrity Humor appeal, need to laugh
Fear appeal, need to protect Current events appeal
