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The Role of Aristotelian Appeals in Influencing Consumer Behavior

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The Role of Aristotelian Appeals in Influencing Consumer Behavior The Role of Aristotelian Appeals in Influencing Consumer Behavior Yog Raj Lamichhane School of Business Faculty of Management Studies, Pokhara University [email protected] Abstract: The purpose of this paper is to identify the effects of some representative print advertisements on consumer, relating to Aristotelian appeals- ethos, logos and pathos individually or simultaneously. How advertisers utilized this trinity to concern of this study. For this, nine print advertisements which were published in two Englishinfluence newspapers the behavior of Nepalof consumers are studied. to use These their adverts products are and conveniently services is taken the major from the Republica and The Himalayan Times of 15 and 16 February 2017. It accomplishes the intense assessment and yawning interpretation of the entire selected samples to expose the newspaper advertising behavior using content analysis. Languages of advertising are read between the lines. Used images and colors are also discussed relating to their symbolic meanings. Marketing strategies like free offer, buy one get one free, discounts, celebrity endorsement, expert opinion, sex appeals, etc are highly exercised to craft credibility, sentiment and reason to move audience and seeming common concepts and objects are transferred into highly desirable services and products. Maximum advertisers are so mindful to merge language, image and color according to their nature of product and service keeping literate audience in mind. So, behaviorthe study whilenotifies making the consumers advertisement. about Amonghow they this are trinity being of influenced ethos, pathos by Aristotelian and logos, emotionappeals andis observed equips advertisersalmost unavoidable with tool and and the process emotion of isinfluencing also contributive consumer to make ethos and logos more effective. Nevertheless it seems as black sheep, but the appropriate amalgamation of ethos, pathos and logos appears successful. Keywords: Introduction Appeals, Ethos, Pathos, Logos, Influenceto establish and connectivity Advertising. between communicators Advertising is a form of persuasive and non- and receivers. These receivers as consumers are personal communication which is generally paid geographically scattered in different locations but to encourage products and services by means the advertisement goes there through different mass media to manipulate them. There is regular evidence was found dates back to 3000s BC. encounter with different forms of advertising of diverse media. Though the first advertizing in numerous means of mass communication. print in 1472, in order to sell a prayer book. The The advertising is a communication to the professionBut, “the first of advertisementadvertising begun in English in the went United into largest number of people about the products and services of business houses. It bridges persuasion has been immense ongoing mysteries seller and consumer by creating positive or ofStates rhetoric in 1841” and (Hayko, interrelated 2010, to p. various79). In advertising, disciplines negative impression to different situations. Materialistic public are basically manipulated by (Sloane,Journal 2001). of Development Advertisement and is Socialalways Engineeringexpected Volume 3 | Number 1 | December 2017, 65-78 ISSN 2382-5332 © School of Development and Social Engineering, Pokhara University 66 Yoga R Lamichhane advertisement in manipulating people’s strongest Like all environments its impact may be profound needs and greatest terror to persuade them to buy the favored goods and services in this capitalistic Summarycertainly beyond of the the obvious”Literature (1986, Review p. 24). market capitalizes everything and transfers The impact of rational and emotional appeals peopleworld (Kannerto consumer & Soule, only. 2004). In this way, any on children’s mind-set related to public service Advertising, being a form of marketing declaration that encouraged consumption fruits communication, always persuades its consumers and vegetables has been studied by Nicolini, to use the products and services negatively or positively. “The manipulation in marketing has legally from the parents of 133 children. Using become an issue which accompanies the daily life Cassia, & Bellotto (2017) getting the free consent discussion children’s perception of emotional advertisement more persuasive, there exist the andquestionnaire rational appeals and semi-structured in social advertisements focus group was manipulativeof the consumers” components (Danciu, as 2014, well p. as 31). information To make studied during school hours at a primary school in which are primarily intended to communicate. of the consumer using various manipulative andVerona, rational Italy. Theas key results components from the quantitativein the fondness and picturesThe advertiser and arguments.hits to influence Advertisements the judgment are towardsqualitative an phases advertisement met, reflecting even that within emotional them intended to draw attention, alter manner and to emotional part appeared to be the unsurpassed. the overall transforming process to consumer to understand the types of advertisement fromrule our business behavior perspective, (Pollay, 1986). advertising While evaluating includes appeals Mogaji the (2016) banks hasare used presenting content toanalysis their extremely positive result which strengthens the consumers. Their perceptions of these economy despite the fact that in any advertising creatively designed and emotionally appealing advertisements communications based on newspaper every person is converted to consumer (Kanner advertisements werein UKevaluated. banks’ Intending marketing to & Soule, 2004). In the world of economy it is also expose marketing communication strategies, “adefined properly as a designed catalyst forsocial business advertisement (Coker & could One, that content analysis of the advertisements have2012). important In some cases effects related on disseminating to social advertizing useful information, changing or preventing unhealthy and semi-structured interviews of the banks habits and adopting good practices in children” associatedof the UK basedto the banksimplied in theconnotation newspaper in those advertisements which were being in this transforming process, advertisement successful means to shift the customers to creates(Nicolini, positive Cassia, effects & Bellotto, by shaping 2017, andp.261).Thus, molding attitude of consumers to fortify economy. From National Newspapers over twelve months for the beginning of the rhetorical study, underlining aboutthe brands. the emotional Analyzing appeals the content offered of nine by theUK philosophy of persuasion has been a focus of used to employ emotional appeals much but This relationship is further exposed with therebanks werein advertise distinction revealed crosswise that UKdifferent banks logicalconsideration evidences (Sloane, in 2001).this paper connecting bank groups .In addition, customers identify Aristotelian appeals as rhetoric to peruse the these emotional appeals presented by the customer using content analysis. Severe analysis banks in their advertisements, but it does not make any change of heart. They were intended meaning and impacts which generally unenthusiastic to discover other banks based demandsof advertising hardship. requires In this for regard, the detection Pollay argues of the “It on just advertisements. Rather than those is ironic that it is advertising’s very omnipresence things, they were more likely to depend on that contributes to its being taken for granted. advice from family members and contacts. The Role of Aristotelian Appeals ……… 67 different advertisements. The U.S. sample newspapers and magazines sell readers to advertisersSlade (2002)as commercial explained televisions that sellthe months’ issues of seven magazines after their viewers to advertisers. It is applied in abolishingof advertisements replica; thewas U.S. taken sample across consisted five case of Web sites and in any form of mass Media in market. Using persuasive appeals, magazine advertisements shows that advertisements are intended to force people emotionalof 403 ads. appeals Content predominate analysis of in600 headlines, Korean to assimilate a message, and then act on it. but rational appeals are more common Slade studied about the nature of advertising overall and in the illustrations. Compared stated that “usually it is a call to buy, but it to results from 403 U.S. advertisements, might also be a call to vote in a particular way, or to change behavior or attitudes: to stop emotional appeals. As a result, emotional appealsKorean seemedmagazine more advertising common thanuses rational more examinedlittering for of instance” political (2002, talk p.on 157). You Tube ads exercised greater use of rational appeals recruitingEnglish, 233Sweetser, participants & Ancu (2011)from twohad appeals in headlines but Korean magazine Southeastern schools particularly in two more emotional appeals than are found in states of UAS. The viral political videos in U.S.in totality. advertising, Korean and mixedillustrations appeals have were used also the month of the presidential election of 2008 were studied regarding persuasive ads for non-durables and the U.S. emphasized appeals which were approximately 3 min emotioncommon. in Where, ads for Korea services. used emotion more in long. However the study was focused only Advertising as a form of persuasive on Southwestern universities and it revealed discourse is heavily loaded with
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