The primary types of persuasive advertising are known as pathos, logos, and ethos. These represent emotion, logic, and credibility, respectively. In addition to these core principals, these advertising methods will often use the construction of need, the desire for strong social status, and loaded words to attract customers.
An ad that appeals to pathos can be geared to affect emotions in both positive and negative ways. It can show individuals improving their lives because of the product or suffering because they did not purchase the item. This type of advertising frequently works by invoking fear, guilt, or longing.
The logos method of persuasive advertising uses data to draw interest to a product. For example, a seller may attempt to win over new customers by saying exactly how many times better a certain product is compared to the competition. This kind of advertising may also use statistics, health information, and other similar data to make a sale.
Ethos is a method of advertising by which the company attempts to build trust in themselves and the quality of the product. This is frequently accomplished by presenting expert or celebrity endorsements. The reputation of the spokesperson is meant to reflect upon the company, thus raising their profile as well.
Persuasive advertising techniques are also often used to make consumers feel like they need a particular product. There are several classic needs that are typically targeted, such as the desire for self-actualization, love, and shelter. This is one of the most popular forms of advertising.
Another technique is to make the consumer feel that ownership of a certain product will increase their social standing. This method works in two ways: it can be used to encourage a consumer to be part of the crowd or to help to distinguish an individual from everyone else. Overall, it is a method which uses the power of external factors to inspire the consumer to act.
Loaded images and words may also be used to persuade a consumer to buy a product. One of the most common ways this technique is used is to show images of attractive, wealthy, or otherwise desirable people in an ad. Loaded words are evocative and often meaningless phrases that are meant to inspire consumers with positive imagery like “virtually spotless” and “all natural ingredients.” This can be one of the least direct techniques as it is often meant to create a certain mood, rather than to make a direct pitch.