vocab for PATHOS

Question 1

Pathos

Answer 1

Appeals to emotions , persuades others by causing the reader to respond through fear, outrage happiness, sympathy etc

Question 2

Word Choice (tone)

Answer 2

Particular choices in words carry connotations and tones that a company may want to be associated with the product or context of the ad.

Question 3

Anecdotes

Answer 3

Short, personal stories that help illustrate a point.

Question 4

Testimonials

Answer 4

Stories, or anecdotes, about the product from people who have used the product.

Question 5

Analogies

Answer 5

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.

Question 6

Repetition

Answer 6

Advertisers use repetition to really drive home a message and make it memorable. This is often presented visually so look for images and details that are repeated in the ad and also look for repetition in language. Ad campaigns will repeat the slogan and image through many ads in a campaign.

Question 7

Overgeneralization

Answer 7

When claims made about one are made for the whole.

Question 8

Band wagon

Answer 8

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.

Question 9

Hyperbole

Answer 9

Over exaggeration

Question 10

Rhetorical Question

Answer 10

A question where the answer is obvious, can help lead readers to a particular conclusion.

Question 11

Color

Answer 11

Every advertisement uses color to advertise its product. Different colors can evoke different responses in the audience. Blue evokes calmness. Green symbolizes freshness. Red can connote alarm or passion. Here is a good handout with many associations with color.

Question 12

Body language

Answer 12

Consider the posture and body language of the subjects in the advertisement. Certain postures show confidence, seduction, power and compassion so look at body language and how subjects are posed in relation to each other.

Question 13

Typography

Answer 13

The font style used in an advertisement is vital. Ads want to balance visuals and text and they use fonts very deliberately. Pay attention to font color, size, and style when analyzing an ad.

Question 14

Gaze

Answer 14

Subjects in advertisements often look directly at the camera which clearly reaches out confidently to the audience which triggers an emotion in the audience to buy the product. Subjects can also look up which shows confidence or look down which shows confidence.

Question 15

Point of view

Answer 15

This technique takes the audience into the point of view of another person. This is often used in video ads.

Question 16

Association

Answer 16

This is when visuals in the advertisement are associated with certain ideas or values and are then associated with the product.

Question 17

Symbolism

Answer 17

This is a technique that uses objects and ideas that are symbolic and stand for an important concept like love or family.

Question 18

facial expressions

Answer 18

The emotions that are represented on the face of any people/figures in the image.

Question 19

camera angles

Question 20

Lighting

Question 21

Positioning

Question 22

Anthropomorphism

Answer 22

Advertisers also take objects or animals and give them human characteristics. This is common in advertisements and helps entertain us and connect us to the human condition.