Persuasive techniques in advertising are the way that the advertisers use it to convince the consumer to buy their product. In addition, the persuasive strategies contain three categories and they are: Pathos, logos, and ethos.

 

Pathos is an appeal to emotion in both positive and negative ways, which it's a technique that used to affect the consumer feeling and emotion such as: happiness, pain, fear and guilt. Happiness emotions such as: a Coca Cola advertisement, where they showed an image of people having fun and enjoying themselves while drinking Coca Cola. Pain emotions such as: an advertisement for a painkiller by showing a person has a back problem and after using the product the pain goes. Fear and guilt emotions such as: an advertisement for refugee by showing an image of a starving child persuades you to send some money to help them.

 

Logos is an appeal to logic or reason by using evidence and statistics in advertisement to convince the consumer to buy the product by making them understand what this product does. Logos advertisements have straight facts for example: a glass of Florida orange juice contains 75% of your daily Vitamin C needs.

 

Ethos is an appeal to credibility or character, which the advertisement will convince you that this company is more reliable, honest, and credible, so you have to buy their product. And most of the time they use celebrity endorses a product to make it more credibility. For example: involving statistics from reliable experts such as: nine out of ten dentists agree that Crest is the better than any other brand or Americas dieters choose Lean Cuisine.

 

 

Reference:

 

Persuasive Techniques in Advertising. (2016). read write think. Retrieved 1 March 2016, from http://www.readwritethink.org/files/resources/lesson_images/lesson1166/PersuasiveTechniques.pdf