ETHOS%20AND%20ADVERTISING

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ETHOS AND ADVERTISING
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• Much of the power of advertising comes not from
  LOGOS a logical appeal to the quality of the
  product,
• But from ETHOS, the appeal based on the character
  of the messenger. In many ads, this works by
  presenting us with a spokesperson we are supposed
  to want to be like, or by implying that the
  people who use the product are a group we would
  want to consider ourselves part of.
• Whats implied is BUY this product then you
  will be like this person (or group) that you
  admire.

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• With each of the following ads, brainstorm in
  your group and ask yourself
• How does this ad use ethos to persuade us to buy
  the product?
• Or, in other words Who is it the ad wants us to
  admire and associate with the product being sold?
  Why is that person (or group) seen as being
  admirable?

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