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Effectiveness

Effectiveness. How well does the advertisement communicate its central message to the target market? How well do the various features of the advertisement work? All effective? All ineffective? Mix of effective and ineffective? One or two paragraphs. Persuasive Appeals.

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Effectiveness

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  1. Effectiveness • How well does the advertisement communicate its central message to the target market? • How well do the various features of the advertisement work? • All effective? • All ineffective? • Mix of effective and ineffective? • One or two paragraphs.

  2. Persuasive Appeals • Logical Appeal (logos)—persuading through reason and logic • Emotional Appeal (pathos)—persuading through emotions or feelings • Ethical Appeal (ethos)—persuading through presentation of character

  3. Logical Appeal Examples Real Examples—instances that have actually occurred Invented Instances—fictitious instances created by writer or advertiser Analogies—comparisons pointing out several resemblances between two rather different things Potential Fallacy: False analogy

  4. Testimony • The citation of authorities • Potential Fallacy: False Authority Statistics • Numerical data • Potential Misuse: Inaccurate use or misinterpretation; Statistics of Small Numbers Fallacy

  5. Emotional Appeal • Emotional Appeal (pathos)—persuading through emotions or feelings • Pity, fear, anger, desire, jealousy, pride • Legitimate if it is relevant, honest, balanced • Potential Fallacy: Ad Misericordiam (appeal to pity)

  6. Ethical Appeal • Ethical Appeal (ethos)—persuading through presentation of character • Established through tone (informed, intelligent, benevolent, honest, etc.) and reputation • Potential Fallacies: Ad Hominem (argument against the man), False Authority

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