Analysis of Ethos, Pathos and Logos in Advertisements / Identification and Explanation for Fallacies - Assignment Example

? Assignments and 2 Assignment Analysis of Ethos, Pathos and Logos in Advertisements Advertisement Omega Watch Celebrity Advertisements The use of celebrities in advertisements was capitalized by Omega Watch that was endorsed by both John F. Kennedy (JFK) and George Clooney . In JFK’s advertisement, the image of JFK was at the center with a quote “We choose to go to the moon” at the left hand top portion in gold all capital font and underneath lies Omega Speedmaster, also in gold font. The color and size of the font are smaller compared to the image that generally consumed the whole advertisement. The figure of the Omega watch is strategically placed at the right side lower portion to provide balance and match to the slogans used. This advertisement uses ethos through the character of JFK, which was enough to incite credibility. On the other hand, George Clooney’s image was shown on the left portion of the ads with the figure of the Omega watch at the right side; “George Clooney’s choice” was the slogan shown just above the watch in relatively smaller white font, as compared to the Omega brand name also in white font. Again, the advertisement used the ethos appeal through the celebrity status of Clooney as an ambassador of goodwill, known to support various charity events. Advertisement 2: Today’s Crest. A Major Reversal for Tooth Decay. The advertisement used logos or logical appeal through the use of solid reasoning and appropriate evidence exhibited from the breakthrough research, expert testimony of the dentist, provision of scientific explanation and conclusive proof on a before and after use of the product. The fonts used were highly effective in eliciting the needed attention (use of large bold black font in the heading and sub-headings). Likewise, the personality used as the focal point of the advertisement is supposedly an expert on this field and dressed in a highly professional manner. The presence of this image adds ethical appeal (ethos) through the character exuded by the professional. The images in the ads are all instrumental to logically prove that the new Crest formula is most effective in reversing tooth decay. The advertisement also used pathos through the use of a child at the right hand bottom portion holding a ‘dental check-up’ card. Children are effective in appealing to the emotions of the audience as they generate appeals for caring and support. As such, it signifies that they would benefit most from the product as indicated by the statement “Even if your youngster has the start of tooth decay right now, today’s Crest can help!” (Crest Toothpaste Advertisement, n.d., par.1 ). Advertisement 3: Joe Chemo Advertisement This advertisment uses the image of Joe Camel, known as the popular smoking icon. Dressed in hospital gown, apparently on the way to chemotherapy, the message supposedly relays the danger of smoking at it evidently leads to cancer. Aside from the large font of the name Joe Chemo, the relatively small fonts of the warning at the right bottom side of the advertisement reads: “The surgeon general warns that cigarettes are sold by corporations who don’t care of you live or die” . This is supposed to make a mockery for cigarette companies that generally these warnings in their cigarette ads. As such, the advertisement uses pathos to appeal to the emotions of the viewers to warn them of the dangers of smoking. However, this advertisement is not very effective to viewers who are not so familiar with Joe Camel as the smoking icon. The message is not explicit but the word ‘chemo’ and the figure in ‘hospital gown’ carrying a dextrose along a hospital hall is convincing enough. Therefore, it actually aimes to use ethos through the character exemplified by Joe Camel, but does not appeal universally as only some viewers pertaining to a generation and a particular culture who knows Joe Camel. References Crest Toothpaste Advertisement. (n.d.). Retrieved from http://3.bp.blogspot.com/_L8BTRutV0uk/SfROSxkRqAI/AAAAAAAAKbk/mWHKyMzmpDM/s1600-h/Crest+Toothpaste+Ad+1984.jpg Joe Chemo Ads. (n.d.). Retrieved from http://www.joechemo.org/digital/JoeChemoWalking.jpg The Pop History Dig. (2009). "JFK, Pitchman?". Retrieved from http://www.pophistorydig.com/?tag=omega-watch-celebrity-advertising Assignment 2: Identification and Explanation for Fallacies a). Idaho passed a strict gun-control law, and crime there decreased. Therefore, gun-control laws should be implemented everywhere because they decrease crime. This statement is a fallacy under making hasty generalizations. According to the reading material on "Distinguishing reasonable arguments", misusing inductive reasoning could lead to making hasty generalizations as evident from the above statement. It initially indicated that the state of Idaho passes a strict gun-control law, which could be contributory to a decrease in crime. It should be observed that this statement used only a small sample of the entire population of the United States; and that the law was only partially contributory to the decrease in crime in that area. Other factors like increase efforts from law enforcement, community action, intensified education, etc. could have also contributed to the decline in crime rates. As such, the effect on Idaho could be recommended in other areas in the United States, but could not be conclusively indicated as effectively decreasing crime. b). People who are against capital punishment believe that the lives of convicted murderers are more important than the lives of the police and prison guards who protect us. But, obviously, since the lives of those who protect us are of the greatest value, no one should oppose capital punishment. This statement is fallacious because of flaws in deductive reasoning where the conclusion does not logically flow from the premises. The initial premise is that: according to people who are against capital punishment, the lives of convicted murderers are more important than the lives of the police and prison guards who protect us. The second statement: the lives of those who protect us are of the greatest value is already contestable since other people would aver that lives in general (regardless of occupation: those protecting us or those convicted) are all important. The third statement: no one should oppose capital punishment is clearly out of line and is not supportive of the original premise. c). "I think that the use of marijuana as a medical treatment shouldn't even be considered. If we make drugs legal in a few cases, then we might eventually have to completely legalize them - which is even crazier than Proposition 215. If we want to help people out by letting them do illegal things, then let's just get rid of all our laws." - letter to editor of Newsweek, November 11, 1996. This statement is fallacious due to erroneous weighing of options, oversimplification and providing non-sequiturs. The options being weighed are as follows: (1) using marijuana as a medical treatment; or (2) legalizing marijuana or drugs, in general. However, the subsequent statements make conclusions that are out of line: “if we want to help people out by letting them do illegal things” is already out of the context because helping people does not necessarily mean that we have to allow them to do illegal things which is also making oversimplification of arguments (post hoc). Finally, the conclusion, “let’s just get rid of all our laws” is evidently erroneous as it does not follow the original premise and line of argument. The original premise only talks of the use of marijuana as medical treatment being weighed for legalization, so it does not necessarily follow and does not make any sense that by considering its legalization, we should get rid of all laws. Reference Author. (Date). “Evaluating Arguments—Distinguishing between Reasonable and Fallacious Tactics.” Book Title. Publisher. Read More