Pathos, Logos, and Ethos
"By using our product, you could POSSIBLY lose up to ten pounds in a week."
Weasel Words
When an ad suggests a positive meaning without actually really making any guarantee.
Weasel Words
"Be the first kid in school to wear the new 'wheelie' shoes!"
Avante Garde
The suggestion that the use of the product puts the consumer ahead of the times.
Avante Garde
Everyone has gone out to buy the new iPhone. Don't be the only one without it.
Bandwagon
The suggestion that you are the only one not doing something or buying a specific product.
Bandwagon
"Buy a donut with your hot chocolate for just an extra .99!"
Bribery
"Purchase an entree and get bottomless soup or salad!"
Bribery
When an ad attempts to get you to purchase something by offering an extra item for free or a discounted price.
Bribery
"Here at Mustang Motors, we care about our customers and do what is best for you!"
Ethos
"John Cena drinks our Protein shakes! So should you!"
Ethos
"Nationwide is on your side!"
Ethos
A commercial of former NFL QB Terry Bradshaw explaining how much weight he lost on Nutrisystem.
Ethos
A commercial with former NFL QB Brett Favre explaining how he wears nothing other than Levi Jeans.
Ethos
An ad explaining how cardiologists suggest that using a specific exercise machine decreases the chances of heart disease.
Ethos
Justin Bieber doing a commercial for Axe hair products.
Ethos
Persuasive technique that attempts to show character and credibility, oftentimes using experts or entertainers.
Ethos
Peyton Manning in a Papa John's commercial advertising a large 1 topping pizza for $7.99
Ethos
"No more buying hangers that break easily. The new rubber hanger is more durable than anything else."
Logos
"You can improve your golf swing when you buy our newly enhanced golf clubs."
Logos
"You can lose up to 20 pounds in a month when following a specific diet."
Logos
"You can save 15% or more on car insurance when going with Geico."
Logos
An ad that shows how people learn a foreign language in a year when they use a specific product.
Logos
An ad that shows the amount of money an average consumer saves when buying a specific product.
Logos
Persuasive technique that attempts to use logic or reason to persuade you.
Logos
"Our newly discovered material stops zippers from getting jammed!"
Magic Ingredients
The suggestion that some almost miraculous discovery makes the product exceptionally effective.
Magic Ingredients
"I was a two star athlete in high school...until I was struck by a drunk driver. Give up the keys!"
Pathos
"There are sick children all over the world who need your help!"
Pathos
"These dogs have been malnourished and beaten. Your local SPCA needs your support!"
Pathos
A commercial about how animals are in need of a home.
Pathos
A young child with cancer asking viewers to donate just a few dollars a month to a children's hospital.
Pathos
An ad showing an athlete smiling while drinking Gatorade.
Pathos
An ad showing an injured bicyclist asking drivers to be careful and share the road.
Pathos
Persuasive technique that attempts to tug at your emotions.
Pathos
"American made, American used, American approved!"
Patriotism
The suggestion that purchasing a specific brand shows that you love your country.
Patriotism
An ad showing all of the richest people enjoying this expensive brand of sparkling water.
Snob Appeal
The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle.
Snob Appeal
An ad showing people wearing a pair of athletic sunglasses while playing football in the yard, making one believe that these must be perfect for active activities.
Transfer
Positive words, images, and ideas are used to suggest that the product being sold is also positive.
Transfer