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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 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 behavior using content analysis. Languages of advertising are read between the lines. Used images and colors are also discussed relating to their symbolic meanings. 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 of is influencing 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 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 . 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 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, and p.261).Thus, molding attitude of consumers to fortify economy. From National Newspapers over twelve months for the beginning of the rhetorical study, underlining aboutthe . 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 were in advertise distinction revealed crosswise that UKdifferent banks logicalconsideration (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 detectionPollay 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 sell the months’ issues of seven magazines after their viewers to advertisers. It is applied in abolishingof advertisements replica; the was 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 in 600 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 seemed magazine more advertising common than uses rational more examinedlittering for of instance” political (2002, talk p.on 157). You Tube ads exercised greater use of rational appeals recruitingEnglish, 233 Sweetser, participants & Ancu (2011)from two had 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 mixed illustrations appeals have were usedalso 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 persuasive ethos as number one credible appeal and that was followed by pathos and logos advertising “aims to create liking, preference, conviction,appeals. According and purchase to Kotler of a & product Keller, this or service. Some persuasive advertising uses beingrespectively honest and to the source promising of message. finding was To comparative advertising, which makes an mapthat userspolitical resist discourse being influenced of the social by emotion media explicit comparison of the attributes of involving during election campaigns Samuel- philosopher has categorized the politicians’ Aristotelian expression on persuasivetwo or more appeals brands” as ethos, (2009, pathos, p. 505). and Greeklogos. FacebookAzran, Yarchi and &its Wolfsfeldresponse checkedthroughout Israeli the These Greek words are simply understood 2013 elections movement. It included 5 Israeli in modern English as ethics, and politicians on their Facebook walls during the reasons respectively. Aristotle has described election, and their popularity among their these concepts in his book Rhetoric and followers scrutinizing Aristotelian rhetorical the picture of the useful reasoning that the strategies. The study concluded with that Rhetoric tenders is reasoning as control, or ethos was the most common rhetorical tactic faculty, and we have to the relation they used. On the function frontage, pathos- which could have to reasoning as scholar based appeals involved the most likes (2015). Ethos-asset (Garver, An Appeal 1994). to Credibility Jeon, Franke, Huhmann, & Phelps When we discuss about the persuasive (1999) examined the emotional and rational nature of advertisement, we should never appeals in advertising for South Korea and Thirtythe U.S. ads The were Korean taken ads atwere random taken from from eachfour Ethos is eternity based on the truthfulness issues of five popular Korean magazines: offorget presenter. about theIt always significant appeals role to ofa ethos.clout, the final Korean sample consisted of 600 68 Yoga R Lamichhane sincerity and trustworthiness. “Ethos that the consumer will associate emphasizes the speaker’s credibility and

thewith value the of advertising audience. Makers message” of the (2017, adverts p. fortrustworthiness” a good mediator (Samuel-Azran, should also be Yarchi, right for & create264). Itthose is used types by of advertiser advertisement relatively which to Wolfsfeld, 2015, p.154-55). So, which is right bring emotional connection with consumer. reliability and supports the decision making process.a fine deed As a(Garver, result, the 1994). audience It increases can identify the to connect with advertisements of those right and wrong about the subject presented brandsConsequently which thehave consumer emotional is and more rational likely there. Advertising should always be guided by ethics. The ethos of has view to that extent the advertising behavior, appealprinciples captures and information the attention (Rizwan, of consumer Pirzada, judgment and performance must have a set toSohail, products Nadeem, and & Murid,services. 2013). It Emotionalgenerates psychological attraction relating to natural happening and the reality of life and Action. of ethicalLaw and principles enforcement of high-quality of law sometimes behavior Advertising looks for entire consumers into (Danciu, 2014). and that lacking creates space for ethics. always appealing to emotions and common Ethicsbecome generates insufficient a tokind guide of belief human on action the acquiring definite goods and services. It is trustworthiness of the speaker and the The prime aim of this advertisement audience is motivated to follow the idea issensibilities to extend (Bolatito, their market. 2012). To achieve this delivered by him with credible effects. It is goal emotionally, the language is be keenly politically understood that the purpose of designed to touch the emotions of consumers. advert is wholly ethical and comparatively It is very effective for getting people’s

To achieve the persuasion, ethics establishes role in advert carrying emotion, information thefree goodfrom semantictrustworthy trouble characters (Boulton, and 1968). it is andattention. meaning Color to manipulate also significantly the consumers plays its always affected by the reputation of speaker to production. Since the late 1800’s scholars as well as moral principles followed by the have been revising the ways that can characters. So it is a moral philosophy too. In the is a tremendously fundamental feature for which status, maximuma person mentallyamount andof capital emotionally is invested (Hayko, in trustworthiness and achievement thrive on form2010). of Soadvertising in this modernin different era media. of business,

Logos- An Appeal to Reason (Singh, 2014). Pathos- An Appeal to Emotion With the degree of intensity of ethics and Advertisements are moreover driven by emotions, logic encourages audience to emotion as well. It is a call to the audiences’ think critically about what is presented sentiment with and . there. It directly appeals to our intellect. In uncooked and normal human emotions, but however logos were observed as massively theFor emotions Garver (1994), of people these and emotionsmotivate to are feel not is Encyclopedia of Rhetoric, Sloane (2001) vital here rather than reading and listening. It touches a nerve full of feelings and moves factsinfluential and instatistics. experience “Logos and object refers as well.to logic So, consumers to do intended action. Nicolini, it is always supported by information, figures, “Emotional appeals generate positive or negative based appeals often using and figures” Cassia, & Bellotto identified that (Samuel-Azran, Yarchi, & Wolfsfeld, 2015, p. 154). It is scientific approach and it increases The Role of Aristotelian Appeals ……… 69 ethics of the presented subject matter. texts from journalism, political speeches, Logic is used to differentiate one product and among other applications. and service from other too. The rational faculty is used by receivers and makers of the advertising to differentiate competitor’s anthropology,Subsequently, history,the methods and linguistics were taken to upmove by other field including psychology, sociology, consumerproducts (Rizwan,with skill Pirzada,to select Sohail,the good Nadeem option other to their desired direction (Krippendorff, avoiding& Murid, another2013). Theunnecessary Rational appealone. One guides has Methodology2012). to be so watchful while dealing with it that it can be confusing and misleading sometime. It descriptive research design. Aristotle in is also understood as drug which has positive RhetoricThis had study offered is chiefly the three based modes on theof persuasive appeals: ethos, pathos and The Logos gives the comprehensive logos. Based on this trinity, the present reasons.and negative In logicalconsequences. appeal, fact, data and study discusses the role of these three information are presented in advertisement appeals in advertising behavior, especially in in consistent manner. It, using logos, gives newspaper. How advertisement developers consumers the proof about how the product works. The logos of an advertisement the behavior of consumers to use their can be the direct facts about the products productstake advantage and services of this is trinitythe major to influence concern and services. Logical appeal is very of this study. Basically, as secondary data, straightforward and drags audience to think nine representative color print adverts about the services and products. Advertising from two English newspapers of Nepal, The agencies should be aware while producing Himalayan Times and Republica of 15 and 16 February 2017 are conveniently selected and responsible for signing up methodical and dominant contents of these advertizing are logicalthe resources ideas that for would influencing be organized other in andfor further interpreted here with the references of ethos, logos and pathos which individually or collectively manipulate the consumer hunting the advertising objectives (Coker behavior. goal& One, to persuade2012). By themeans consumer of such to persuasive purchase. These selected samples have been Sometimeappeals, the in the advertisers name of the fulfill awareness, their major they interpreted using content analysis. Hence indirectly manipulate the psyche and way of content analysis is the process of generating thinking. meaning completing the course from While transferring the meaning in the text to context. Along with the process of communication process, these three appeals work simultaneously in advertising. Any that content analysis is a method used by appeal here as a component of this trinity researchersinvestigation, to identify, Krippendorff classify, (2012) and categorize argues adds some strength to other appeals, too. trends within the content of communication; At past also, during the Second World whether by text, speech, images, or by video. War many government agencies were busy to In content analysis, a minute study of the analyze the contents of mass communication components of communication is conducted to detect propaganda of their opponents ranging from content to context as well. and design parallel propaganda to counter It studies summarizes and interprets the them using such Aristotelian appeals. body of communication. It is developed by Until the end of the Second World War, this communication specialists to study their method was widely used in the study of dilemmas which is used in history, literature 70 Yoga R Lamichhane law, anthropology marketing, and commercial are adopted by newspaper advertising. Advertising, being a mass promotion strategy of the particular products or services, analysismatters asas well. a means More specifically,of gathering Montabon, data in consists of credible, emotional and logical Sroufe, & Narasimhan identify that “content information and ideas to be communicated to make the content effective. Customers operations management quite rare” (2006 simply recognize these messages, but their p. 1001-2) but in other business disciplines, capability to interpret and give opinion it has been firmly established as a major to the advertisers depends on their level marketingmethodological it is used tool. to Among assess various the fields forms of of participation, attention, character management, most notably, in the field of sensitivity and social values, with a variety of text data, such as advertisements (Howard advertising, customer needs basic literacy Conceptual& Kerin, 2006). Framework relatedof other to issues rhetoric (Mogaji, as well. 2016).Parallel So the newspaper to this The study discusses the usefulness of advertising behavior should discuss these ethical, emotional and logical appeals which appeals as shown in the framework.

Independent Variables Dependent Variable

Data Analysis and Interpretation ethos. The information in the advertisement, These conveniently selected samples are given by a dentist becomes logical. As an expert on the subject, the voice of this relating to ethos, pathos and logos. This advertising psychologically motivates to processdeeply observedforegrounds and how briefly these appeals interpreted are these working to stimulate costumer. Language, cause a sensation in your teeth?’ as headline follow. The rhetorical question- ‘Do images and colors are also considered here. enforces consumer to response positively that ice-cream, tea and cold drinks really

Do these cause sensation? plays emotional game with audience. The To promote Sensodyne Toothpaste, an image advertisercause sensation. claims it Theas its rhetorical ‘Number-1’product question of a doctor is used here with white coat with a reference to a research conducted in including identity. The made by India to earn credibility. There is little doctor creates utmost value in society. The in the argument related to research because advertiser seems to have the idea that health it lacks evidences. Excluding this criticism, care professionals like doctors obtain higher this advertising has incorporated all three degree of credibility and it contributes for appeals. The Role of Aristotelian Appeals ……… 71

Fig. 1: Sensodyne Are you insured? and collective decision. Major features of policies are listed in points to communicate the advertisement developed by Nepal Life to consumers fairly. The one window service InsuranceUsing rhetorical Company question- tries ‘Areto convince you insured?’ that as claimed serves a motivation to buy policies which avoid unnecessary hurdles. Projecting makes this advert conversational. An image a card, a lady assures hundred present ofit (insurance)a nuclear family really is insures. portrayed The here question and bumper bonuses of the sum assured to make it has social, psychological and personal it reasonable but small letter approx at top interpretations. This setting appeals to confuses audiences. Psychologically, the think for themselves as well as for next generation emotionally. The picture of the between lines, tells that no one can be insured family indicates as a vehicle of responsibility withoutprevious insurance. rhetorical question, while reading

Fig.2: Nepal Life Insurance 72 Yoga R Lamichhane

Ncell- for All With youth marketing strategies, catchy and This advertisement of Ncell has been lucrative features of Ncell are beautifully published relating to admired social presented. Rich purple color text box has network- Facebook. Associating oneself with been used to relay information clearly popular social site is a strategy of Ncell to be indicating the color endorsed by the well-liked. Four young guys seem so excited company to make the brand more easily to get such Facebook in Ncell at no cost. The recognizable and recalled to the customer alliterative words ‘Free’ and ‘Facebook’ are besides showing ‘Facebook’ in its as usual also contributing for music which simply trademark. Audiences could be little skeptical captures the emotion of audience. The about the proposed service that even by major slogan – ‘Internet for all’ sounds like paying people are failing to get better service, fundamental right of people. The word how can consumer get such services without ‘free’ deserves major attraction. It is simply paying single penny. The advertisement is designed targeting youth emotions who keep also unspoken about the catch up links which themselves busy in virtual communication. are so vital in new-media.

Fig.3: Ncell - Internet for all

Mega 12- 12 strategies to provoke credibility, reliability The commercial of Mega Bank clearly and trustworthiness among consumers. The straight facts presented here make the faced by almost banks. Even ‘A’ class bank ad more logical. Consumers remember the likeindicates Mega thehas contemporaryto offer such liquiditymega crisis celebrities, and then they are encouraged to rate. Sport and entertainment celebrities are use services. The number 12, with its brand used to promote the services as marketing colors, is repeated here and because of this, The Role of Aristotelian Appeals ……… 73 it sounds louder and bigger in number. It is linguistic feature to motivate audience. The an emotional game. A famous cricketer Paras expressive gesture is another positive feature Khadka Priyanka Karki are to guide someone to this advert. Even in small introduced here as celebrity endorsement to space, the advertisement incorporated more make the and claim filmy convincing. actress Exposing offer, information. But, there is also the extended Karki welcomes customers. In the same way, space for persuasion because of the presence Khadka guides consumers to his mega interest of celebrities and facts. rate. Code mixing is another noticeable

Fig.4: Mega Bank Really Real short worn by her stands for purity. It appeals It is clearly noticeable in the juicy picture that to credibility that white color is allied with the advertisement of Real Juice has exploited given by name itself linguistically. It is the Buy Two and Get Something Free. The words mattermedical of field. sentiment- The flavor ‘What’s of originality in a name?’ is also ‘free’a popular and form‘offer’ of make sales anypromotion purchaser technique excited - and attentive to that. But, while thinking critically, a common consumer becomes skeptical and calculates that they are not getting something precious after buying two packs of Real. The word ‘attractive’ is used with freely offered glass with purchase of two packs of Real but in practical ground it is neither attractive nor costly. The background orange color is widened everywhere for the indicationof the advert of freshness,is really thirst , quenching. positivity The and intellect and makes the environment emotional. It is interpreted as too. in the ads, who is ready to drink a glass of juice,The presence motivates of any the audiencecalm and to confident drink it withlady in his/her life. As celebrity endorsement, theher toEverester recollect and such actress Nisha and Karki boldly presents herself in white shirt. This white Fig. 5: Real Juice 74 Yoga R Lamichhane

Come Alive with Liril appeal sensation. The packaging of the soap In this case, a sexy lady in glamorous as shown in the advertisement is of yellow costume is excitingly playing in blue water color, generally indicating freshness. The fall forgetting whole world. Here, she is advertiser is trying to associate the purity of exposed more than product itself. The water to the originality of product too. soap- Liril is associated with beauty of her as well as the beauty of nature. In nature, greenery and the word ‘freshness’ have connection.she seems satisfiedThe beautiful with image it. This of projectedthe lady, evergreen environment and her glamorous outlook are working simultaneously to make any audience emotional and appeals to try it. Female audience dreams to be like her and male undergoes passionately about the strength of the products she uses. The advertising has used complex neuromarketing strategy that makes product more appealing psychologically using sexy environment. Advertiser seems aware about bethe detected phrase thatby critical ‘sex sells’. audience Objectification which is pervasiveand commodification here. This ofhighly female arousing body canred of taboo for the people of certain age and advertising technique could be the matter Fig.6: Liril Beyondcultural group. Imagination Anyway, it is adequate to Can any product exist beyond human imagination? But such claim is made by Sama Printer in this advertising. To show logics, the advertisement comes Alone with the list of 35 services. Sama has also used the slogan- ‘We print beyond imagination’ as verbal branding to make costumers emotional. The colorful ball of single eye of unknown human is like the rich printing result of itself. It also seems as hawk eye which is always guided to its target. It is popularly said that eye is window to soul. Similarly this passionate eye could be the path to enter to the multiple features of it. We can perceive it as an eye contact to list of varieties makes the ad convincing. The attractivecostumers outlook as a symbol of the of confidence,advertise is too.enough The to grab the attention of any viewers and enforces to ask- Does it really print beyond imagination? Fig. 7: Sama Printer The Role of Aristotelian Appeals ……… 75

SAMSUNG Galaxy C- 9 emotional. The repetition of the word ‘Big’ This commercial advert of Samsung Galaxy C9 stands for emphasis. The parallel structure of Pro has used the sense of adventure invention the phrases used to describe the features of and exploration distinctively touching the the upcoming mobile phone is utilized to gain cognitive part of the customers logically. On attention. It contributes for cohesion and the one hand, this adventurous picture is arguments which become reasonable. Data Galaxy related to screen, speed, camera and capacity 9 Pro and on the other hand, it convinces also add much for logical reasoning. Call for thattelling the about life will the be picture full of quality fun, adventure of pre-booking touches the sentiments of the and action after being the user of it. It is consumers with the implied message that the product might not be available in market for it is original, catchy, thought provoking and a longer time. difficult to catch the angle of the advert but

Fig.8: Samsung Galaxy

Australian Expo -2017 in the absence of exact fee for the classes. The advertising of Australian Educational Organizers are clearly mentioned. And, there Expo- 2017 in figure 9 is designed properly. is the provision of online registration as an It has incorporated maximum verbal outline of . Appropriate information including logo, barcode and descriptions and enough information make picture to make the message reliable. In the the advert fair and sincere to generate world of marketing the word ‘Free’ is one of trustworthiness. The advertisement is highly the most powerful words and the word ‘Free’ informative but emotional and manipulative is thoughtfully utilized to notify only the ‘free in the sense that it is also able to grab the attention of teenagers who always dream discount in IELTS and TOEFL preparation about abroad study. The advert deals classesentry’ therebut it in does expo. not They declare also claimthe exact 50% intrinsically to magnetize the unemployed fee. It is emotional but failure to be logical youth who is in search of opportunities. 76 Yoga R Lamichhane

Fig.9: Australian Expo

Conclusion audience in mind. These ads are made by The apparent motive of all advertisements allocating enough space to think and rethink is to transfer the seeming common concepts before interpretations. Popular but cheap and goods into extremely desirable services marketing strategies like free offer, buy one and commodities. After the analysis of these get one free and discount are so common to advertisements, there is the revelation that draw the attention of the audience directly. no advertisement is designed apart from Gorgeous and sexy bodies are exposed as persuasive appeals completely. Almost all complex neuromarketing strategy. The role ads are so conscious to merge language, of such sexy body seems successful to draw image and color according to their nature the attention of both male and female. Sex of product and service to play with the sells there. Celebrity endorsement and sexual sentiment of the costumers keeping literate appeals are highly practiced in different ads The Role of Aristotelian Appeals ……… 77 to motivate emotionally. Theoretical and Applied Economics , 19- 34. used to strengthen credibility and enhance Garver, Eugene. Aristotle's Rhetoric: An Art of reasoning.Hence There expert is from the adequatetotal capitalization fields are Character. Chicago: University of Chicago of beauty and knowledge of the deployed Press, 1994. characters to construct the argument of business houses more authentic and on society: A literary review. Hohonu, 8, Hayko,79-82. G. (2010). Effects of advertising planned to drag the audience for critical thinking.credible. Some Rhetorical symbolic questions pictures which are alsoare the scope of reference price advertising Howard, D.J. & Kerin, RA (2006). Broadening used in the different advertising also call shopping involvement. J Marketing 70: consumer to contemplate upon the concept research:185–204 A field study of consumer used by them. The enchantment of youth towards virtual communication is addressed in the advertising in form of free offer and Jeon,magazine W., Franke, advertising: G. R., Huhmann, A content B.analysis A., & teenagers’ fascination for abroad study is Phelps,and cross-cultural J. (1999). Appealscomparison. in Korean Asia supported in the name of free entry as well Pacific Journal of Management, 16 as discounts. Sometime interpretation is 249-258. being highly subjective when vague images (2), are associated with ambiguous statements. Even among common trinity of ethos, pathos English,examination K., Sweetser, of K. D.,persuasion & Ancu, M. appeals(2011). YouTube-ificationin viral video. American of political Behavioral talk: An and logos, emotion is almost all-pervading Scientist, 55 and the same sensation is also contributing for ethos and logos. Some advertisements Globalization,(6), corporate733-748. culture, and Kanner,freedom. A. D., American & Soule, R. Psychological G. (2004). argumentation process and failure to guide Association , 49-67. towardsare being evidences.fallacious inThough the deficiency it seems of validrare, Content Analysis: An only the proper combination of ethos, pathos Introduction to Its Methodology rd and logos is being successful among these Krippendorff,Thousand K. Oaks, (2012). CA: Sage. advertisements. (3 Ed.) Management. New Jersey, US: Pearson References Kotler,Education. P. & Keller, K. L. (2012). Marketing

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