Analysis Of An Anti-Smoking Ad

Persuasion is a huge industry in our society better known as the advertising business. Aristotle a great philosopher in history gave the art of persuasion three categories ethos, pathos, and logos. The three categories have to do with three different methods of persuasion used in advertisement. In this anti-smoking ad the advertisers used ethos, pathos, and logos to try and persuade the public not to smoke.



Ethos means that the advertisement is trying to gain credibility. For example in this advertisement, they have a note from the surgeon general. Having a note from, a creditable source, makes this advertisement more believable to the public.

Pathos means that the advertisement is using emotional appeal to persuade the public. For example in this advertisement. Having the casket, shows people that they can die from cigarettes. The casket can also make people remember loved ones who have died from cigarettes. Death is a good way to make people emotional and dissuade them from smoking cigarettes. Another smart way the advertisers used pathos is when they say, "New crush-proof box." That was smart because the advertisers used a joke to lure the public in, so after the public chuckles they could get the deeper meaning in the picture.

Logos is when they use logic to persuade the public. For example in this advertisement they used the amount of tar, nicotine, and other poisonous ingredients to show the public what exactly they would be putting in their body, if they smoked cigarettes. This method would help dissuade the public of smoking because it would show them that logically it would not be wise to smoke.

In conclusion, If your goal is to master the art of persuasion then, learn to use these three methods.