The heart of all advertising is persuasion. And the modes of persuasion don't just help people advertise. They help people sell ideas. They help people sell TV shows, movies... even themselves. Bottom line: If you want to succeed on any level in entertainment you need to be a master of the modes of persuasion. Today, in this post, we're going to get you to that level of mastery. The first step can be broken down into three words: ethos pathos, and logos. So what do these words mean, and why does everyone in advertising talk about them? Let's get started.Aristotle in Advertising Most of the storytelling we deal with harkens back to Aristotle's "Poetics." It was the building block for drama and became a must-read for anyone interested in crafting their own plays, movies, televisions shows, and now advertisements. As advertising leans more and more on storytelling, "Poetics" has become even more important today. In "Poetics," Aristotle said: Of the modes of persuasion furnished by the spoken word there are three kinds. The first kind depends on the personal character of the speaker; the second on putting the audience into a certain frame of mind; the third on the proof, or apparent proof, provided by the words of the speech itself. But what were the three modes of persuasion Aristotle found? The Three Modes of Persuasion Ethos (ἦθος—disposition or character)Pathos (πάθος—emotion or passion)Logos (λόγος—argument or discourse) These modes are referred to as ethical strategies or rhetorical appeals. They're based...
Published By: NoFilmSchool - Thursday, 18 April