Effective Effective AdvertisementsAdvertisements

Sometimes it’s what we don’t see that catches our attention.

Persuasive Strategy #1Persuasive Strategy #1Pathos: an appeal to emotionPathos: an appeal to emotion

Evokes an emotional response in the consumerPositive: people drinking soda by a poolNegative: a bad back with the wrong mattress

Can include emotions such as fear or guilt

Persuasive Strategy#2Persuasive Strategy#2Logos: an appeal to logic or Logos: an appeal to logic or

reasonreason

Gives you evidence or statistics you need to fully understand what the product does.

Gives you “straight facts”Giving the percentage of calcium in orange

juice

Persuasive Strategy #3Persuasive Strategy #3Ethos: an appeal to credibility or Ethos: an appeal to credibility or

character character

Will convince you that one company is more reliable or credible than another; therefore, you should buy its product.

Involves statistics from experts9 out of 10 people choose one toothpaste over

another.

Visual AppealVisual Appeal

Color choice

Placement

Layout

Overall aesthetic appeal

Icons and Hidden Items in Icons and Hidden Items in Advertisements:Advertisements:

Warrants as the root of Warrants as the root of the appealthe appeal

Piano Forest Advertisement

The forest also resembles the keys of a piano

Horror Films Logo

Very creative!

Yoga Australia Logo

The woman makes the outline of Australia with her body

The Hartford Whalers

Notice the H?

Fed Ex Logo

Their hidden arrow indicates that they keep moving.

Heartbeats Logo

Two musical notes are bent to create a heart and headphones.

Toblerone Box

The Bear is Switzerland’s national animal.

Eight Logo

Very creative use of the name.

The arrow indicates they have everything from A to Z.

Skittles Wrapper

An accident?

Palmolive AdvertisementPalmolive Advertisement

Notice the hands?

KFC Advertisement

Notice the lettuce?