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Argument synthesis is the argument element whose intention is to convince reasonable people to agree to a claim. This study looks at argument synthesis as the…
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Advertising Task Introduction An advertisement is an element of making a commodity appealing in order to coax consumers into buying the product. Argument synthesis is the argument element whose intention is to convince reasonable people to agree to a claim. This study looks at argument synthesis as the principle applied by copywriters in advertisements.
The applications of argument include ‘Logos’, ‘Ethos’ and ‘Pathos’ (Behrens & Rosen, 2011). These are key elements in advertising. Logos is the appeal to reason, ethos is the appeal to ethics and pathos is the appeal to emotion. An advertisement has three chief types of copy; that is, the headline, body copy, and slogans (Bovee et al, 2007).
The headline is the most significant and is usually positioned at the top in broad letters. This is because 80% of readers read the headlines only (Bovee et al, 2007). A typical American comes across more than 500 advertisements daily (Fowles, 2007). Therefore, copywriters must acquire the aptitude to appeal to reason, that is Logos, since the headlines must begin with pieces of evidence, and be able to draw conclusions from the evidence in the headline.
The headline must have Ethical appeal, Ethos. This is a key element for consideration in an advertisement as it examines the integrity of the advertisement. The headline must depict respect to races, religion and the society itself; therefore a copywriter must consider Ethos when designing the headline. It brings the demand for affiliation (Fowles, 2007). Individuals need the feeling of friendship; thus copywriters ensure people feel that they need a product to be accepted in the society.
The headline must have pathos, which is the appeal to emotions. This is the need to aggress (Fowles, 2007). When a reader reads an advertisement with a headline that assures to make them even with their foes, they fall for the product.
The body copy is the second main element of an advertisement, and is graphical; since too many words bore the readers and too little words confuse readers (Bovee, 2007). They are catchy, colourful and complement the headline. The body of the advertisement must appeal to reason (Logos) that is, the reader must remember the picture he/she saw because it has to be reasonable. This is the requirement for aesthetic sensations, like pictures of landscapes and art (Fowles, 2007).
The graphic picture must be ethical that is the argument appeal Ethos. Pictures that are disturbing or those that makes the populace uncomfortable should be shunned. These pictures evoke the feeling of escape which makes people have adventures in their minds that they can not have in reality, since the idea of flight is pleasurable (Fowles, 2007).
The picture on the body of an advertisement must have pathos; the need for emotions. It evokes the guidance needed when a motherly or a fatherly figure is ‘advising’ people to buy a product on the advertisement, the emotions attached to the advertisers by way of comparison to people ensures that they buy the product. The need to nurture is evoked by pictures of a child or an animal (Fowles, 2007).
This is a catchy word that creates awareness of the company, and is like a summary of the whole advertisement (Bovee et al, 2007). The element of Logos must be evident in the slogan; it should be brief and reasonable. It should give out the need to dominate and the need to achieve. A potential buyer needs a reason to read the advertisement (Bovee et al, 2007).
Ethos must be applied in the slogan; it should fit everybody immature and aged comparably. It should give out the need for attention, the feeling of being noticed when a person uses the product like cosmetics (Fowles, 2007). It should give out the need for prominence to ensure people believe that they are gaining a higher social status after purchasing the product.
Like every reason for an advert, Pathos must be applied to the slogan. The brief phrase should carry some emotional attachment to it. It should bring out the need for psychological needs like hunger in the reader, for example, an advertisement of fresh, meaty burgers is suitable during lunch hours.
As discussed above, the argument elements Logos, ethos and pathos, are necessary for an advertisement to be blooming. The advertisement should apply the fifteen appeals of advertisement as they are the final reaction to ensuring the reader buys the product.
Behrens, L. & Rosen, L. J. (2011). Writing and reading across the curriculum.
Bovee, C., Thill, J.V., Dovel, G.P., and Wood. M. B. (2007). Making the Pitch in Print
Advertising. First Year Writing: Writing in the Disciplines. New York: Pearson.
Fowles, J. (2007). Advertisings Fifteen Basic Appeals. First Year Writing: Writing
in the Disciplines. New York: Pearson. Read More
Ethos pathos logos
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