Task 3 Advertising
Techniques
The Art of Rhetoric was written by Aristotle, the Greek
philosopher, which included the three terms, Ethos, Pathos and Logos. Which
were techniques people would use to appeal to the audience.
Ethos is the way to manipulate the audience’s trust in
certain authority figures and use that to their advantage, for example by using
someone who has already got the audiences trust to persuade the audience.
Pathos is the way you can manipulate people’s emotions to
get what you want, for example by making someone feel guilty will make them
want to help more, which is what a lot of charity adverts use.
Logos is the use of facts and figures which support the
message will help the audience believe in the message. For example by using
scientific facts or figures makes the message far more believable because there
is evidence or proof.