Australia Post

Advertising can be found in print, audio or visual media such as magazines, websites, radio, cinema and television.

Essentially, however, they will use pathos, ethos or logos to persaude us to buy, consume or use their product. This is a concept you are already familiar with. View the video attached below for a summary of this

pathos, ethos and logos in advertising

When we read, hear or view commercials and advertisements, the advertisers want to convince us that if we buy, use or consume their products good things will happen to us. For example, if we use their deodorant, girls will flock to us, if we use their fragrance, boys will give us flowers, if we use their product we will have a happy, safe, hygienic or loving home, if we buy this car we will be cool even if we aren’t or we will stand out from the crowd when driving this car or it will satisfy our every need. These are what we call appeals – appeals to our needs, our wants, our desires, convincing us that without this product we are lacking something important in life.

Watch this current Camry motor car advertisement

calling all the heroes

1. what product is being advertised?
2. How is the product shown and what features of the product are demonstrated
3. what song is being played – what is the key phrase and why is this the song chosen to play
4. What is the slogan of this advertisement – what does it mean
5. How are these people walking – why?
6. What do these people do that is seen as cool?
7. What appeal is this commercial using to persuade us?
8. Is this commercial using pathos, ethos or logos – why?
9. What is this commercial suggesting to us?

Here is a list of 15 basic appeals advertisers will use to persaude you to buy or do something. You can read the full article at:

Advertising’s 15 Basic Appeals: adapted from “Mass advertising as social forecast” by Jib Fowles

The desire to belong – we desire friends and we don’t want to lose friends so we see commercials emphasising products that hlep us fit in. Food and drink ads show hip young adults enjoying a product and ignoring the individual who chooses the less popular product. Medical products show consensus by indicating the number of medical professionals who support the product. For example, a cold medicine ad may say, “Eight out of 10 doctors recommend this product” to show product effectiveness. Automobile dealers and cellphone providers give sales and user statistics to indicate why their product is the more preferred. This type of message says buy this product because everyone does. If done correctly, the consumer will purchase the product.

The desire to nurture or look after something– we see pets and children and our desire to care for them and love them kicks in such as puppies and toilet rolls

The desire for guidance – a father or mother figure can appeal to your desire for someone to care for you, so you won’t have to worry. Betty Crocker is a good example.

The desire to be successful and achieve something – its about being a winner

The desire to dominate something or someone- the power we lack is what we can look for in a commercial

The desire to be admired and respected; to have high social status. Tasteful china and classic diamonds offer this potential.

The desire for attention– we want people to notice us; we want to be looked at. Cosmetics are a natural for this approach.

The desire to stand out and be seen as an individual- expensive high quality items

The desire for adventure– the idea of escape is pleasurable

The desire to feel safe, comfortable and free from threats, to be secure is the appeal of many insurance and bank ads as well as cleaning products

The desire to own beautiful things – beauty attracts us

The desire to satisfy our curiosity through information – numbers and diagrams make our choices seem scientific

The desire for a bargain -appeals to your wallet – cheap, half price, 2 for 1

The desire for sex appeal links a beautiful/handsome female/male to the product such as fragrance products which use sex appeal to convey romance to women by indicating the use of the product will help her find the man of her dreams. Generally done by showing the woman spraying the fragrance and then capturing the attention of an attractive male who passes her on the street.

The desire to satisfy basic needs such as sleeping, eating and drinking

Other basic appeals are

1. Fear

Advertisers use fear appeals to promote an immediate behavior change such as eating healthier, good personal hygience, driving safely or not smoking.

2. Humor

Humor is used to make consumers laugh and create an emotional link with the product. Humour aids our ability to remember the product-or at least the advertisement. Humorous ads work best with established and commonly purchased products such as cellphones, fast food and alcoholic beverages.

3. Logic

The use of facts and logic gives consumers evidence about the benefits of using the product and gives proof of these benefits. It concetnrates on product featrues abd costs.

The 10 primary wants of people

1. To feel safe and secure.
This is one of the strongest motivating forces in our lives.

2. To feel comfortable.
We are attracted to what makes us feel good, and this is often what is most comfortable and easy

3. To be cared for and connected to others.
It is human nature to want to feel that someone cares for us, that we have friends and that people enjoy our company. This is one of the key wants social networks such as Twitter, Facebook and MySpace meet.

4. To be desired by others.
Some believe that all human motivation comes down to wanting to be desired by others.

5. To be free to do what we want.
The desire to be free is such a dominant human want that, time after time, we have given our lives to satisfy it. s.

6. To grow and become more.
Our brains are conditioned from childhood to grow and learn.

7. To serve others and give back.
We tend to feel good when we are making others feel good, unselfishly focusing on others. This want competes against many of our other more self-focused wants.

8. To be surprised and excited.
What almost always gets through is what surprises and excites us. Stimuli that could potentially cause ecstasy or anxiety are the first things to grab our attention

9. To believe there is a higher purpose.
We deeply want to believe there is a higher purpose and because we so deeply want to believe, anything that can possibly support this belief is powerfully motivating.

10. To feel that they matter.
This is our greatest want -to be worthy of attention, affection and love-to know we matter.

a collection of 70 creative advertisements

Table groups magazine task

Each group has a magazine assigned to them and need to do the following tasks in the Google survey

1. Count up the number of full page advertisements and the number of pages and show the number of advertisement pages as a percentage

2. Count up all the advertisements as a total number of pages – e.g 2 half page ads = 1 page – and show this as a percentage

3. List the products advertised – is there a theme or type and why might this magazine advertise these?

4. Try and find 3 similar full page advertisements. For each advertisement describe them in terms of their of layout, language, structures and features, appeals and emotions

5. Create a group report on the use of advertising in your magazine, who the advertisements are aimed at and why they are in this magazine, the types of appeals referred to and how the advertisers use pathos, ethos and logos.

6. Create your own advertisement that would be suitable for inclusion in your magazine. For this exercise your group needs to explain to the class the reasoning behind the advertisement you created – this is your concept brief. Why advertise this product in this particular magazine, who is your market audience why do you think the advertisement will sell the product, what appeals did you use and why, what graphic techniques are a feature of your particular advertisement etc?

6. Present your report and your advertisement to the class using a PowerPoint to show any advertisement, including your own, that you refer to – (take photos of them if necessary).

Skip to toolbar