HA3 Task 3 - Advertising Techniques

Aristotle, the Greek philosopher (384 - 322) identified three terms within his work, The Art of Rhetoric:

Ethos Pathos and Logos are all means of persuading others to take a particular point of view.

Ethos

Ethos is an appeal to ethics and it is a means of convincing someone of the character or credibility of the persuader.

Pathos

Pathos is an appeal to emotion, this is a way of convincing an audience of an argument by creating an emotional response. 

Logos

Logos is an appeal to logic, this is a way of persuading an audience by reason.

Advertising techniques are the tools you use to:

• Attract attention
• Engage minds
• Trigger emotions
• Change what people think

This leads to sale or votes or clicks.

For marketers, creative techniques can turn prospects into buyers.

Techniques can be sorted into:

• Persuasive
• Dramatic
• Positioning
• Engagement
• Direct response
• Branding