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

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Summary
The use of celebrities in advertisements was capitalized by Omega Watch that was endorsed by both John F. Kennedy 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. …
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Analysis of Ethos, Pathos and Logos in Advertisements / Identification and Explanation for Fallacies

Download file to see previous pages... 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 A ...Download file to see next pagesRead More
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