The Art of Persuasion

Have you ever wondered what tactics are used to advertise products to the public? All advertisement and marketing companies use the same persuasive methods discovered by Aristotle. Aristotle determined that there are three modes of persuasion: ethos, logos, and pathos. Advertisements now use these three persuasive methods to effectively advertise their products to the public.

In order for companies to sell their product or brand to the public, they must make a connection with their audience. Ethos can be used to make a connection by identifying the ethics or credibility of a product or company. Credibility allows the audience to trust whatever the product may be or what the ad is trying to sell. Logos persuades the audience by appealing to logic or reason. Companies or Ads may include evidence in order to convince their audience and strengthen their claim. Lastly, pathos is used in order to evoke emotion from their audience, whether good or bad. The audience will feel a connection to the ad if they are emotionally invested in it.

All modes of persuasion are used in advertising to make a lasting connection with their audience. The next time an ad grabs your attention check to see what modes of persuasion it uses to appeal to you.