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The persuasive strategies used by advertisers who want you to buy their product can be divided into three categories: pathos, logos, and ethos & 8230; Pathos : an appeal to emotion. An advertisement using pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi . Other times, advertisers will use negative emotions such as pain: a person having back problems after & 8230;

The following are some more specific strategies that advertisers use. Often, they overlap with the rhetorical strategies above. Avante Garde The suggestion that using this product puts the user ahead of the times . A toy manufacturer encourages kids to be the first on their block to have anew toy . Weasel Words & 8220;Weasel words& 8221;are used to suggest a positive meaning without actually really making any guarantee. Ascientistsays that a diet product might help you to lose weight the way it helped him to lose weight . A dish soap leaves dishes virtually spotless. Magic Ingredients The suggestion that some almost miraculous discovery makes the product exceptionally effective. A pharmaceutical manufacturer describesa special coating that makes their pain reliever less irritating to the stomach than a competitor& 8217;s. Patriotism The suggestion that purchasing this product shows your love of your country. A company brags about its product being made in America. Transfer Positive words, images, and ideas are used to suggest that the product being sold is also positive. A textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth ata sunny seaside setting where there is a cool breeze. Plain Folks The suggestion that the product is a practical product of good value for ordinary people. A cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product .

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