Ethos in advertising

Ethos in advertising.An ethos is a persuasive technique that emphasizes credibility to appeal to an audience. Advertising techniques based on ethos emphasize a speaker's, presenter's, writer's, or brand's superior "character." Examples of ethos try to convince the audience that the advertiser is trustworthy and ethical. Aristotle used the word ethos to describe a person's character or personality in ancient Greece. The rhetorical triangle, which Aristotle developed two thousand years ago, is still used by college professors to teach students how to create persuasive arguments. Advertising still uses ethos, logos, and pathos, knowing that a delicate balance must be achieved between them. In addition to the appeals, marketing experts and organizations that bestow industry awards determine what is "good" or "great" at persuasion - in other words, what is effective. Business owners have known that one of the best ways to inject ethos into their messages is to rely on celebrities to deliver the messages for them since the early days of television – when products were put into the hands of well-known people and promoted by them for the first time. Christa Kettlewell writes in her research for Clemson University that for an advertisement to have an effective ethos, the celebrity endorser must convey morality, goodwill, and practical sense. A well-known celebrity endorser can provide customers with confidence in the quality of the product, which is one of the main reasons celebrity endorsements are used in advertising." https://pcweb.info/ethos-in-advertising/?lang=en