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Essay / Research Paper Abstract
This 4 page paper examines a diet Pepsi advertisement from the perspective of ethos, pathos and logos to assess the way it appeals to credibility, emotion and logic in the content. The bibliography cites 3 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEethospep.rtf
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Unformatted sample text from the term paper:
to purchase it. The role of advertising is to develop the market, informing the potential buyers that the product or service being sold exists and giving them a motivation to
make a purchase (Kotler, 2003). For some products a need will already exist, all the advertisement needs to do is show the consumer why their product meets their need, for
other products there may also be the requirement to create the need. If we look at a brand such as Pepsi, where there is a high level of brand recognition,
the brand has remained a constant second to Coca-Cola, but the recent marketing may be seen as trying to change the image and appeal to the younger under thirty years
of age market to establish a longer term loyalty by appealing to a range of emotions and desires. In this paper we will look at the Diet Pepsi truck
advertisement and argue that this is not trying to sell the product directly, it is trying to compete by selling an idea and perception that will appeal to the target
market by creating an association with a particular type of desirable lifestyle. The advertisement there is a very scenic beginning with a car broken down in the dessert
and a well known star in a tuxedo (P Diddy) on the way to an awards ceremony. The truck stops and takes the stranded star to the red carpet where
the truck is seen as a fashion statement. The trucks are shown as then being used by a range of stars, keys being given to valets to park and even
holding parties inside. If we look at the way the advertisement appeals we can consider the strengths and the weaknesses. In terms of ethos this appears to be very
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