An advertisement’s only purpose is to make the potential consumer buy it’s product. Advertisers have formulated cunning ways to confuse the potential consumer into seeing or hearing things that are not evident. This advertiser’s are so cunning, that their false tactics are not considered lies; and are not legally deemed as false advertisement. Aristotle summed up these facets of persuasion in his ideas of “pathos” (emotion), “logos” (logic), and “ethos” (credibility). There are also a variety of “weasel words” and techniques discovered by Charles A. O’Neil. Magazine advertisements for liquor are perfect examples to illustrate these points.
The “pathos” appeals to the weakest parts of human nature, emotion and feeling. Advertisements have a way of making individuals feel incomplete without their particular product. Others can satisfy subconscious desires of the viewer; such as social acceptance. (Hirchsberg, p465) The advertiser can make one feel as if their product is luxurious and is for the upper class of society. The advertiser can target an older consumer by causing one to reminisce about the “good old days”. (Hirchsberg, p466) They also have the option of gaining the attention of a younger au
Companies should always desire to and have the right to depict their products in the best possible way. But everything they say and show consumers should be based on fact and fact alone. They should not make their product seem flawless or make look as if no one can live with out it. There is no product on the market important enough to be described with such much power, that it put one up a level on the social totem pole or bridge the gap between the generations. Products as well as all other forms of persuasion should not be clouded by useless and vague language, but stated simply and factually.
dience by putting a famous pop star in their ad.
The second magazine advertisement is by “Christian Brothers” brandy. The name of the brandy itself gives it a wholesome and welcoming feel. The background is a simple wood-grain. This wood-grain image gives it a common feel, as if it is universal. The other background image is of older people dancing at a party with two dancers in the center dancing in the center. Having a party makes sense; people usually associate a party with alcohol. The main focus of the picture is a man in well- groomed, modern attire dancing in front of the other image. The man dancing by himself has more of a contemporary feel. Automatically the “pathos” draws on the emotion of having a good time at a social event. So with the imagery alone we see two era’s of people having a good time dancing with this brand of brandy. “Flowing with the flavor generation after generation” is the heading of the ad. The “logos” of the ad is to obviously appeal to a younger hip and older mature drinking consumer. They are attempting to appeal to the older people who can reminisce about the popular clothes that where once fashionable in the picture or the popular dances of the era. They attempting to appeal to the younger audiences by depicted the younger hip dancer having a good time with a drink in his hand.
Example Essays Home
