Argumentative Appeals

Argumentative appeals such as Logos, Ethos, and Pathos are ways advertisers capture the attention of possible consumers. Logos is a method of persuading the viewer through deductive reasoning and arguments that the product being sold is the most logical choice. Similarly, Ethos uses the consumers moral and ethical beliefs to prove that the product is a better. Lastly, Pathos is directed at the viewers emotional proses of thinking, these are arguments that are aimed at strong emotions such as anger or elation. These appeals are used in varying degrees in advertising to capture the viewers attention.

The ads that I am analyzing, as I stated above, use Pathos to capture the audiences attention. Children and Ground Zero have strong emotional bases in most peoples minds. All people have been children whether it was ten years ago or when the dinosaurs walked the earth. Most people can remember what it was like to idolize their favorite person and play that they are that person and have the same job. The ad "Spanish Riding School" is used to invoke positive memories from the audience. The ad is less likely to be forgot if it is linked to the viewers strong emotions. Along the same lines, in "Respect" Ground Zero was used to tie the strong patriotic feelings to the brand. By buying Budweiser, you are buying American (or at least that was the case when the ad came out).