Health Promotion Advertisement Research & Review Minimum of 1 source (online graphic) Instructions Part 1: Research & Review Search online to find a medi

Health Promotion Advertisement Research & Review Minimum of 1 source (online graphic)

Instructions

Part 1: Research & Review
Search online to find a medical, health facility, or communal-health advertisement. Medical advertisements might include drugs (prescription or over the counter), treatments, or medical devices. You might also find an ad for a local health facility. Alternatively, you can find an ad promoting a communal health topic, like drunk-driving, homelessness, or properly buckling children in car seats.

Part 2: Application
Dissect your chosen ad based on the 4 appeals from this week’s lesson: logos, pathos, ethos, and Kairos.

Attempt to find an example of each in your ad, and explain how each appeal tries to persuade the audience.
If an appeal is missing, then discuss how its absence effects the ad’s overall persuasion.
Finally, present your overall assessment of the ad’s effectiveness. Along with the sources for arguable claims, there are four types of persuasive
appeals used in writing and in speaking:
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Reason (logos)
Authority (ethos)
Emotion (pathos)
Setting (kairos)
Logos
Aristotle’s preferred means of persuasion was through the appeal to logos, or logic.
Appeals to reason emphasize facts or evidence. Writers use logical statements and
examples as support and evidence. According to our text,
Aristotle maintains that part of an arguer’s appeal to his or her audience lies in the
logic of the argument and the quality of the support provided. Even the most credible
of writer’s will not move a thoughtful audience with inadequate evidence or sloppy
reasoning. (Seyler & Brizee, 2018, p. 67).
As the authors note, a logical approach considers both the evidence and the
organization of the argument. What on the cereal box might be considered an example
of logos? Generally, when it comes to children’s advertising logos is reserved for the
parents. So what on the box would appeal to the parents’ sense of logic? An appeal to
nutrition perhaps? Economical reasoning?
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Ethos
Appeals to authority emphasize the practical or ethical dimensions of an issue. Writers
invoke their expertise or that of the experts they cite and rely on the reader to trust their
authority on the subject. This is the appeal to and of credibility. As Seyler and Brizee
(2018) discuss in Chapter 3, the argument is only as appealing as the arguer. If the
arguer is discredited, then the argument will fail as well.
When it comes to advertising, ethos tends to depend on the brand name. What does the
brand name on that box of children’s cereal represent? Role models might also be
considered a form of established credibility or ethos
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Pathos
Appeals to emotion emphasize the feelings that are associated with an issue and are
particularly powerful when they draw on fear or anger or promise greater happiness.
Writers draw out emotions believing that creating the desired emotion will convince the
audience of the argument. As our textbook notes, Aristotle named this appeal to
emotion pathos, Greek for “passion” and “suffering” (Seyler & Brizee, 2018, p. 67).
Several elements play into the development of pathos, but understanding audience is
key. For example, using fear tactics to gather an audiences’ attention might backfire if it
puts the audience on the defensive.
In advertising, pathos has the widest range because consumers can be persuaded
through sensory details (colors, fonts, sounds, taste, etc.). Food advertising towards
children, in particular, tends to apply this appeal the most. How might the box of cereal
appeal to children using pathos?
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Kairos
Appeals to emotion emphasize the feelings that are associated with an issue and are
particularly powerful when they draw on fear or anger or promise greater happiness.
Writers draw out emotions believing that creating the desired emotion will convince the
audience of the argument. As our textbook notes, Aristotle named this appeal to
emotion pathos, Greek for “passion” and “suffering” (Seyler & Brizee, 2018, p. 67).
Several elements play into the development of pathos, but understanding audience is
key. For example, using fear tactics to gather an audiences’ attention might backfire if it
puts the audience on the defensive.
In advertising, pathos has the widest range because consumers can be persuaded
through sensory details (colors, fonts, sounds, taste, etc.). Food advertising towards
children, in particular, tends to apply this appeal the most. How might the box of cereal
appeal to children using pathos?

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