Everywhere we go, advertisement is constantly in front of us. Whether it may be in the form of commercials or pictures on T.V, the web, the office, or at school, there is no way around it. The reason why they appear so often in our everyday lives, is because companies and businesses heavily rely on them to “catch” consumers into buying their products. But what are the techniques to make an ad that can draw people’s attention? Find out here:
The key to a successful advertisement that draws people toward their company is to construct an ad that appeals to the audience in a way so that people will continue to spread the word and talk about it. An advertisers goal is to make their ad memorable. Make the audience REMEMBER what they just saw. Make it so awe inspiring that they will keep on talking about it. That is what draws people to your product and that is what makes an ad successful. But HOW does one make it memorable?
The key to creating a memorable ad is to appeal to the audience. Now how do we do that? The answer is to address all three rhetoric appeals : Ethos, Logos, and Pathos.
An ad appealing to ethos will attempt to convince the credibility of the product/company. It is important to build a connection with the audience so that they can trust you and your product. That is the reason why companies hire celebrities to feature in their ads. A company’s hope is that the celebrity can draw to the millions of people. It will make people ponder into thinking about buying the product. Let’s take Icy Hot as an example. Hiring Shaq to represent the company will have people pondering, “Hmmm…if a superstar athlete like Shaq recommends it, then it must be really good”. Appealing to ethos gives the product more reliable; therefore everyone should buy, especially basketball fans.
Appealing to Logos offers facts, statistics, or details about the product to the audience. Just like ethos, it builds more reliability by backing up the product with facts. A good example of this would the Verizon commercial. It showed a comparison between Verizon and AT&T by using a map to portray that its company had more coverage.
Appealing to Pathos will attempt to rub an emotional feel to the audience. The purpose is to evoke an audience’s emotion. Such examples can be seen from Anti-Smoking commercials like this:
By featuring a women showing the physical effects that smoking had done to her appeals to the viewers’s emotional senses. Its intention is to make readers think, “Oh man look at the what smoking had done to her life. I better avoid smoking if I don’t want to be like her.”.
All in all, a successful ad is one that makes it memorable for the audience. But to make it memorable, you must appeal to the three tools: Ethos, Logos, and Pathos. Learn these three rhetorical appeals and apply to your own advertisements.