Vocab for Ethos Flashcards
Expert opinions
Sometimes writers will use the opinion of experts to give further weight to their argument.
Testimonials
Stories, or anecdotes, about the product from people who have used the product.
Analogies
Analogy is a comparison between two things. Analogies function to describe or explain one thing by examining its similarities with another thing. The two things may be very dissimilar and the analogy forces the reader or listener to understand the connection between them. Many common literary devices are examples of analogy, such as metaphor, simile, allegory, parable, and exemplification.
Word Choice
Particular choices in words carry connotations and tones that a company may want to be associated with the product or context of the ad.
Overgeneralization
When claims made about one are made for the whole.
Bandwagon
The term bandwagon applies to a common effect in which someone adopts a trend or belief because the majority of people already seem to have adopted it. Certain beliefs and trends become more popular as they spread because everyone wants to “hop on the bandwagon.” Though we’re all familiar with the spread of trends in popular culture, the bandwagon effect can also produce a fallacy in reasoning when someone does or thinks something just because everyone else is doing it.
Rhetorical Question
A question where the answer is obvious, can help lead readers to a particular conclusion.
Association
This is when visuals in the advertisement are associated with certain ideas or values and are then associated with the product.
Storytelling
Advertisers often tell a narrative that can connect directly to their product. This story can show us people in real situations and help sell their product. Look for ways that the visuals tell a story.
Anecdotes
Short, personal stories that help illustrate a point.
