Notes

Ethos - Credibility
Logos - Logic
Pothos - Emotion

Humour: By making the audience laugh, advertisers can get people to associate positive human emotions with a product.

Repetition: Not the most subtle of techniques, but can be very effective.

Slogan: A set of repeated words that distinguish a brand.

Reward: Can be physical or psychological.

Punishment: This is often done quite subtly, suggesting to an audience that if you don't own a particular product you will in some way suffer.

Bandwagon: Advertisers will sometimes appeal to the individual's desire to be popular and well liked. Usually in these ads, the product will look more appealing because so many people in the ad are engaging themselves while using the product.

Experts: By enlisting a (paid) 'expert' to sell the product can give can give a brand credibility. This can include endorsement.

Emotional Appeal: Símílar to humour, this is when advertisers seek to associate positive emotions.

Testimonial: The 'man on the street' (vox pop) can also give credibility to a brand.