What is the role of rhetoric in advertising?

In the world flooded with advertising everywhere from the Internet to the dentist's office, it is important that advertisers and consumers educate themselves about the role of rhetoric in advertising. An intelligent consumer may avoid being cheated on integral purchases and advertisers can come up with ethical ways to sell their products or services, understanding various rhetorical strategies. One of the good ways to examine the rhetoric in advertising is in terms of three categories of convincing Aristotle techniques Aristotle Aristotle: Logos or Logic; ethos or ethics; and pathos or emotions.

Aristotle's own favorite form of rhetoric was logo or logical appeal. In its terms it means introducing a clear and direct argument that is without contradictions or logical mistakes. In modern advertising, however, the logo more often concerns facts or statistics that seek to persuade consumers that this particular product is an objectively best choice - that a more tone lawn, the most effective fuel small car, the lowest fat withSalad dressing, etc., its type. When presenting this type of ad, the customer should explore the product to make sure that the demands do not ignore other relevant information, such as the sugar or sodium content in the dressing of the salad that claims to be low fat.

Another type of rhetoric in advertising is ethos or refers to an ethical permanent or technical expertise of a speaking person. This style of rhetoric is often seen in political commercials where a politician could be presented as consistent in his statements and deeds-unlike the opposition, which could be presented as a wicked or liar. The consumer presented with this type of advertising should consider how relevant the moral position of the candidate for the position and justice of the attack on Oponents. Ethos may also refer to the appeal of professional testimony, for example by approved a professional runner. ConsumeL should remember that in the face of this type of rhetoric, that the person that testifies is probably paid and therefore may not have a completely unbiased opinion on the product.

The most common type of rhetoric in advertising is pathos or appeal to emotions. This can take many different forms, from funny to jerky. Any advertising that claims that the product is "best for your family" or contains a photo that has been softened around the edges is almost guaranteed as a challenge to emotions. Advertising that contains a wide -eyed puppy for sale of a product that has nothing to do with dogs, also draws on pathos. Emotional attraction tends to create stronger, longer -term memories than other types of advertising rhetoric, making it a highly effective marketing strategy. Should customers be careful that they will not be swept by emotions and led to decide to buy that are not objectively good for them.