Using Ethos, Pathos and Logos in Advertisements Essay

951 Words 4 Pages
Using Ethos, Pathos and Logos in Advertisements

An advertisement is a form of public writing in which the author uses writing strategies as a way to catch the attention of a reader and to persuade that reader to purchase what he or she is promoting. In order to create an effective advertisement, the author relies on the product’s credibility, uses reasons to convince the reader to buy what he/she is promoting, and attempts to appeal to the reader based on emotion. A way in which this can be achieved is through using three components of writing known as ethos, pathos and logos. As an example to illustrate how these strategies can be used as an effective method of persuasion, I have chosen to analyze an advertisement produced by a
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In the bottom right corner of the ad, the author uses a leather patch with the word "Texas" inscribed on it. The author makes an attempt to represent not only quality, but also pride. This is a way of convincing the audience that Texas is considered a highly respectable place. Once the author has formed the first step of persuasion through credibility, his next attempt is to convince the audience furthermore by appealing to the reasoning of the people who are reading it.

With an intended audience in mind, the author makes an attempt to appeal to that audience through reasoning. This can be accomplished through a category of writing called logos, which is presented within the text of the advertisement. The author gives many reasons why the reader should consider Texas their destination of choice. For example, he states, "Texas has more unique experiences to offer you than you ever imagined" (McCALL p. 87). By making this statement, the author is emphasizing that Texas is not only a nice vacation spot, but is also different: What you experience here, you cannot experience anywhere else. In addition, he presents a specific example of Antonio’s romantic river to support a claim that Texas would be the perfect place for a couple seeking a romantic getaway. The author attempts to inspire the reader once again when he says, "The sounds of laughter and the sweet

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