The first type of persuasive technique used is Pathos, which entails emotional appeal. Essentially, using this type of advertisement will require provoking an emotional response from the customer. Occasionally, they are positive emotions that include excitement and enthusiasm to create a good reputation and convince the customer to consume the product; A good illustration is the AXE PEACE make love, not war commercial. The prominent company that makes men’s body sprays, hair care, and deodorant created the product and named it axe peace, and the primary reason was to promote peace. Consequentially, the advertisement illustrates the war situations, with most of them end up being not as they were perceived to be. The pathos advertisement technique is effective in such a way that it ties the emotional part of the audience by using different military situations and illustrating that an individual’s love should be the priority despite challenging moments.
Additionally, the ethos persuasive technique is another advertisement technique that mainly involves the establishment of good credibility or a character of a product; the brand association predominantly does it. Moreover, the techniques laborers to prove the credibility of the product by even using celebrity endorsement. The essence of using a celebrity is that customers would easily want to consume the product not because they want to, but because the celebrity known to them agrees with the product. An excellent example of the Ethos persuasive method used is the Coca-Cola Super Bowl polar bears Commercial 2013. The advert relates to a football team, and when the team triumphs, the bear takes a seep. The ethos technique is effective in the ad because most people are not usually fans of the Super Bowl. Nevertheless, Coca-Cola creates fun using the polar bears, which makes it enjoyable, and eventually, customers consume the product.
Lastly, logos is a persuasive technique used in an advertisement that entails the use of appeal to reason or makes logic. Apparently, the advertisement method is prevalently straightforward as it tells precisely what the product does, how it functions, and what it is used for, which describes the product and how its functions. The logos technique makes the advertisement appealing by using citations of the charts, facts, graphs, and statistics to win customers to consume a product. For example, in 2006, our army adopted the slogan army strong to attract young folks, especially those between eighteen to twenty-five years into the military. The advertisement used most of the local cultures to attract the individuals; it presented the army as an exciting and golden lifetime opportunity. The technique makes the young men identify themselves with the cultures which potentially interest them in joining the military.
Pathos, logos, and ethos techniques are employed in the advertisement of products as they positively impact the sales of a product. Moreover, the methods have a solid persuasive power that attracts potential customers into consuming a product. For example, using these techniques creates a strong feel by pulling the customer in and sparks the need to consume a particular product; it makes the customer actualize the feelings by buying the product. Moreover, other methods provide meaningful statistics about the product, which gives an accurate picture of the customer on why they should consume the product. For example, 4 out of five people are consuming the product. Finally, the persuasive techniques also create credibility in a product by using celebrity endorsement to convince the audience that the product is ideal for consumption. In conclusion, persuasive techniques are crucial in explaining to the customers the product’s existence, the ingredients of the products, and proving to them why they should consume the product by using statistics or health benefits.