Advertising Appeals

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Types of Advertising Appeals

Ethos: An appeal to credibility or character. It will try to convince you the company is reliable, honest and credible and that their product should be bought. An example of where this is used is in the Garnier adverts where popular celebrities such as Holly Willoughby and Davina McCall are used to give the product a positive look.

Pathos: An appeal to our emotions. It will try to evoke emotion in the audience such as happiness or sadness. This technique is often used in charity appeals such as Water Aid or The Salvation Army.

Logos: An appeal to logic or reason. It will give you the evidence and statistics you need to fully understand the product. An example of where this is used is in the Colgate adverts where they will give you facts such as that the toothpaste includes a "professional whitening ingredient".

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