Defining argumentative appeals (Logos, Ethos, and Pathos).
1. The text defines Logos as the "logical argument; an appeal to reason". In other words this would be the reason why you should be interested in the product (or idea) the ad is selling. Logos is also the point of the ad. It is giving a good argument as to why you need this product (or idea). It also provides the color, text, dialog, and sound in the ad to get your attention.
2. The text defines Ethos as the "ethical argument; an appeal based on the rhetor's (ethical) character". In other words would it be ethical for you to spend a certain amount of money (or time and effort) on the product (or idea) the ad is selling.
3. The text defines Pathos as the "emotional argument; an appeal to the emotions of the audience". In other words how would buying (or agreeing with) the product (or idea) make you feel.
If I were to choose the Nissan Cube ad I would be able to use all three argumentitive appeals. The Logos of this ad would be- do I (the audience) need this car and why would I need this car. I would explain in detail how the ad touches on this with the use of the people in the ad, and how they behave because they have the Nissan Cube. I would also talk about how the song in the ad grabs the audience's attention. The Ethos would be - should I spend the money needed to buy this Nissan Cube and if I do would it benefit me and the company selling (Nissan) in a positive way. The Pathos would be- how would I feel if I were to buy the Cube. The ad plays on all three of these on the use of music, slogan, actors, and vision.
If I were to choose the "Super Freak" Visa ad I would only be able to use two argumentative appeals. The ad mostly uses Logos and Pathos. The ad uses Logos by getting your attention by the singing and dancing. Then by using Pathos the ad is all about showing how people are nothing but happy because they use Visa. The people are singing and dancing and they make it seem that if you (the audience) were to use Visa you would be happy enough to sing and dance too.
(Links to both ads are in the post below this one, "English Assign#2 Corrected")
Think about ethos as the rhetor (be they a writer, director, ad salesperson) selling not so much the product as themselves. Ethos is in play, for example in the Nissan ad in that the company is selling not only the car but also the company's coolness.
ReplyDeleteThink about logos as selling you something (be it a car or an idea) using logic. For example, the Visa card could have used appeals to your logic like the fact that their cards are 85% safe or offer card protection from identity theft. Instead, the commerical used pathos - an appeal to you through emotions (in this case humor and excitement as seen in the music).
These are tricky concepts, but think of it as different approaches to the same end.
Selling a car:
Ethos (our car company is better than other companies)
Pathos (buy this car because it will let you have fun, excitement, sex appeal, etc)
Logos (this car has great gas mileage, has 100,000 mile warranty, shown to perform best by car and driver).
Let me know if you have questions, but I think you're on the right track.
It is true that you will have more to describe about the Nissan ad, but you could argue that the Visa company is losing viewers by not including Ethos. You could also discuses how not using ethos is affecting the add.
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