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Advertisements. Have you ever wondered how advertisements work? How are simple pictures and videos able to leave such impressions in us? More so, how they are able to influence us into changing our mindsets or committing certain acts.

Firstly, we would need to have an overview of advertisements. Ads (in all forms) and their targeted audience are best represented using the INTERACTIVE MODEL of communication. While it may seem as if it is a one-way communication (from the advertiser to the audience), the fact is that it isn’t. Many overlook the point that viewers of advertisements actually provide feedback through surveys, ratings, and awards. Some of such advertising awards would include the Singapore Outdoor Advertising Awards and the Singapore Advertising Hall of Fame Awards. Additionally, advertisers tend to encode the intended message (in terms of color, shape, body language etc.) for viewers to decode themselves. Very seldom will advertisers explicitly spell out messages such as “buy my product”.

Enough about the model, let’s now look at some samples of print ads. Very often, advertisements are out to persuade us, but through what aspect does this persuasion work?

The following are examples which appeal through PATHOS (emotions):

Children are often portrayed as weak and vulnerable, requiring our concern and protection. Through the use of a child looking towards the viewer, it softens the heart and makes the viewer feel a need to make a contribution fulfill the dreams of illiterate children.

This is a provocative picture with slight sexual connotation. As they say “Sex Sells”…

Something unusual and out of the ordinary, one will definitely feel surprised at first sight. It is this element of surprise that causes viewers to probe further and find out what product is being advertised.


This is the type of ad that is usually used for fashion and cosmetics. Using pictures of celebrities and “perfect” faces, viewers hope they can be the same (as pretty/handsome/cool/etc.). Or in another sense, the use of popular celebrities will prompt crazy fans to purchase the product without any other consideration.

The following are examples which appeal through LOGOS (logic):


The use of concrete descriptions and specifications of the products are extensively used here. Electronics are usually advertised through the use of logos as potential buyers are more focused on the functions and technical specifications.

The following are examples which appeal through ETHOS (authority/character/background of communicator):


If observed carefully, one will be able to spot the organizations’ logo/name in one of the corners of the picture. With that in place, it gives the ad more credibility, making viewers feel more compelled to take action. The use of ethos can most commonly be seen in campaigns concerning ethical/global issues (i.e. global warming, child labour, world hunger).

As we look at the 3 different persuasion appeals, we should not have the misconception that each form of appeal exists in isolation. In reality, these appeals may all be present within the same ad.
Some examples:








After all that’s said, what are your views? Do you agree that ads (and their viewers) are best represented by the interactive model? Any other areas you beg to differ?

What do you think are the appeals behind these ads?