Table of ContentsAdvertising ScenarioConceptsEthosPathosLogosInartistic EvidenceConclusionFollowing the Media Dynamics publication, an adult will expose almost 600 to 625 advertisements from different sources in a day. (Media Matters, 2007) So, according to Bauer and Greyser's study, the number of advertisements noticed by people is only 76. (Bauer/Greyser; 1964) In the advertising industry, it is very important to take root on the basis of persuasion. Based on the Rhetorical thesis of Aristotle, Greek philosopher, persuasion is based on three modes of proof which are ethos, pathos and logos. Artistic proof remains the fundamental mode or argument; because non-artistic evidence does not speak for itself, which is why it combines the evidence to create a convincing argument. Therefore, this assignment is a rhetorical analysis of two advertisements to discuss how persuaders use these modes to persuade their audiences. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the original essay Advertisement Storyline This is an advertisement of Lipton Pakistan-The Citizens Foundation partnership to provide free education to 10 TCF schools. A child, "Chotu", works in a local stall and is unable to go to school like other children his age, then a man appears at the stable and helps Chotu go to school. The advert wants the public to recognize the fact that many children are exploited in child labor. Lipton advertising attempts to convince an emotional, sentimental, sensitive or perceptual audience. This type of audience is easily convinced by using pathos which brings emotion into the advertisement. The second advertisement is published by Turkish Airlines. This advertisement can be considered a game, with the game consisting of three competitors and a referee. The goal is for them to get the referee on their side. In this case the referee is a child of 10 to 12 years old, he chooses what he wants, whether it is getting an autograph of Lionel Messi, an autograph of Kobe Bryant or the ice of the flight attendant where he represents Turkish Airways as a member. entire. Finally, he chose the stewardess's ice cream without thinking once. The main objective of this advertisement is to try to convince the public, which in this case is everyone who travels with Turkish Airlines, and consider them the best of the best. On the other hand, Turkish Airlines advertising tries to convince those who are realistic and believe in something because of its credibility and reliability. So when the advert features a public figure or a trained professional, the audience will actually believe it. ConceptsEthosEthos is the appeal to the ethics and credibility of the persuader, which is the first element of persuasion theory, and it refers to the character of the speakers or persuaders. Besides character, nonverbal messages are included, such as physical appearance, reputation, and the way messages are delivered (Demidorgen, 2010, p.192). At the end of the first advertisement it says the number of the Unilever company, which I want Pakistanis to receive a missed call and provide free education to children. From this point on, Unilever has credibility in the eyes of Pakistanis because it tries to influence Pakistani government policies, raise awareness about national issues, and find solutions in a hurry, and it has succeeded many times, as said Shazia Syed, Chief Executive Officer, Unilever Pakistan ( Baig, 2017). At the end of the advertisement, the number of theUnilever company, which wants Pakistanis to receive a missed call and provide free education to children. In Turkish Airlines advertising, the use of a philosophy of convincing the public by inviting them to world-famous athletes Kobe Bryant and Lionel Messi. In other words, the target audience believes in this product and Turkish Airlines just because Kobe Bryant and Lionel Messi are in this ad. Both have the credibility to convince the public because they are renowned athletes. PathosAristotle proposes psychological attractions to pathos, which are based on the emotionality of the receiver. Furthermore, the tone or mood of the speech also appeals to the will of the audience (Demidorgen, 2010, p.192). To persuade the audience, the ad begins with Chotu envying the other children who go to school while he is stuck washing dishes and serving tea. On the other hand, the Chotu child in the advertisement is a representation of all the other 'Chotu' who have to work to support their respective families. In Pakistan, a large majority of working children believe that their work is essential to supporting their families (Haider and Qureshi, 2016, p.5). Pathos also supported by the background sound, as the scene turns to a young man inspired by the words "Will anyone stand up for me, will anyone come forward to help" which motivates him and move forward to help the child. As more and more children are forced to work due to growing poverty, the public will show sympathy for child labor as they will agree to pursue technical education only if it is free (Haider and Qureshi, 2016 , p.7). However, there is no pathos invoked in the Turkish Airlines ad. Because this advertisement aims to persuade the public that the airlines' service is the best of the best. They don't need to use emotional appeals to attract the audience. LogosLogos is defined by the ability to reason or enable the audience to process information in a logical manner that is guided indirectly by persuaders, for example by providing syllogistic arguments to gain attention. public confidence. According to the Lipton advertisement, Chotu said that the local stall is his school, the dishes are books, and the ladle he uses to stir the tea is his pen. From this statement, viewers can tell that Chotu wants to go to school like others in her age group. If he could go to school, he wouldn't have such an imagination. Then they should know that he wants to go to school instead of working at the local stall, which could either be due to the family's financial difficulties or the fact that he is the stall owner's child, and he is expected to continue the family business. he therefore becomes a working child (Haider and Qureshi, 2016, p.3). The use of logos used in the second advertisement is the one used between the characters in the film which are Kobe Bryant and Lionel Messi. Knowing that they don't want to lose and that they will compete until they win. This is a logical thing that should not be abandoned at any time. He described the real situation of competition between companies using another method of funny plans. Another logo in the advertisement is the hidden position of Kobe Bryant and Lionel Messi which present "black" and "white", to logically highlight the competitiveness between American and African-American society. Inartistic EvidenceFor the inartistic evidence in the first ad, show that more than 40% of children in Pakistan do not have access to education. According to the National Secretariat of the Movement for the Rights of the Child 2016,.