IndexPlot of advertisingConceptsEthosPathosLogosInartistic evidenceConclusionPerformed by Media Dynamics publishing, an adult will be exposed to almost 600-625 advertisements from different sources in a day. (Media Matters, 2007) According to the study by Bauer and Greyser, only 76 advertisements were noticed. (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, a Greek philosopher, persuasion is based on three modes of proof which are ethos, pathos and logos. Artistic proof is still the fundamental modality or topic; since inartistic evidence does not speak for itself, so combine evidence to create a persuasive argument. Accordingly, this assignment is a rhetorical analysis of two advertisements to discuss how the persuader uses these modalities to persuade his audience. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Advertisement Plot This is an advertisement for Lipton Pakistan-The Citizens Foundation partnership to provide free education to 10 TCF schools. A child, "Chotu", works at a local stall as child labor and cannot go to school like other children his age, then a man appears at the stall and helps Chotu attend school. The advertisement wants the public to recognize the fact that many children are exploited as child labor. Lipton advertising tries to convince the emotional, sentimental, sensitive or perceptive audience. This type of audience is easily convinced by using the pathos that brings their emotions into the advertisement. The second advertisement is published by Turkish Airline. This ad can be seen as a game, the game consists of three contestants and a referee. The goal is to get the referee on your side. In this case, the referee is a child who looks 10-12 years old, he chooses what he wants whether to receive an autograph from Lionel Messi, an autograph from Kobe Bryant or ice cream from the flight attendant where he represents Turkish Airways as a Total . Finally, without thinking twice, he chooses the ice cream from the flight attendant. The main goal of this advertisement is to try to convince the public, which in this case is anyone who flies with Turkish Airlines, to consider them the best of the best. On the other hand, Turkish airlines' advertising tries to convince those who believe in something thanks to their credibility and reliability. So when a public figure or professional with qualifications is depicted in the advertisement, that audience will effectively believe it. ConceptsEthosEthos is the appeal to the ethics and credibility of the persuader, which is the first element in the theory of persuasion, and refers to the character of the speakers or persuaders. In addition to character, nonverbal messages such as physical appearance, reputation, and the way messages are delivered are included (Demidorgen, 2010, p.192). At the end of the first advertisement, it shows Unilever company number, which I want Pakistanis to get a missed call and let's give free education to children. From this point onwards, Unilever is credible to Pakistanis because it tries to influence the policies of the Pakistani government and raise public awareness on national issues and find solutions hastily, and has been successful on many occasions, as stated by Shazia Syed , president and CEO of Unilever Pakistan ( Baig, 2017). At the end of the advertisement, it shows the number of the Unilever company, which wants Pakistanis to get a missed call and give free education to children. In Turkish airline advertising, the use of ethics which is to convince the audience by invitationthe world famous athletes that are Kobe Bryant and Lionel Messi. In other words, the target audience believes in this product and Turkish Airlines only because Kobe Bryant and Lionel Messi are in this commercial. Both have credibility to convince the public because they are famous athletes. Pathos Aristotle's pathos is psychological charm, which is based on the emotionality of the recipient. Furthermore, the tone or atmosphere of the speech is also one of the appeals to the will of the audience (Demidorgen, 2010, p.192). To persuade the audience, the advertisement begins with Chotu envying other children who go to school while he is stuck washing dishes and serving tea. On the other hand, the Chotu boy in the advertisement is a representation of all the other "Chotus" who have to work to integrate their respective families. In Pakistan, the vast majority of exploited children believe that their work is essential to help their family (Haider and Qureshi, 2016, p.5). The pathos is also supported by the background sound, which the scene transforms into a young man inspired by the lyrics that says "Someone will stand up for me, someone will step forward to help" who gets motivated and moves 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 only accept receiving technical education if it is free (Haider and Qureshi, 2016, p.7). However, there is no pathos in the Turkish Airlines advertisement. Because this advertisement serves to persuade the public that the airlines' service is the best of the best. They should not use emotional appeals to attract the audience. LogosLogos is defined by the ability to reason or allow the audience to process information in a logical manner guided indirectly by persuaders, for example by providing syllogistic arguments to gain consensus. public trust. From the Lipton advertisement, Chotu said that the local stall is his school, the plates are books, and the ladle he uses to stir the tea is also his pen. From this statement, viewers can understand that Chotu wants to go to school like others in his age group. If he could attend school, he would have no such imagination. So, they should know that he wants to go to school instead of working at the local stall, which could be due to financial difficulties of the family or the fact that he is the son of the stall owner, and is expected to continue the family business, therefore it becomes child labor (Haider and Qureshi, 2016, p.3). The use of the logos used in the second advertisement is the one used between the characters in the film who 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 portrayed the real competitive situation between companies using another fun shooting method. Another logo in the advertisement is the hidden position of Kobe Bryant and Lionel Messi featuring "black" and "white", to logically bring out the competitiveness between American and African-American society. Inartistic Proof For inartistic proof in the first advertisement, it shows that more than 40% of children in Pakistan do not have access to education. According to the National Secretariat of Child Rights Movement 2016, statistics showed that over 12.5 million children in Pakistan are involved in child labor. The other fact in this advertisement is about the “Be Awake to What Really Matters” campaign by Lipton and The Citizens Foundation which aims to eliminate child labor from today's society, especially in Pakistan, and make a change in their lives. Please note: this is just an example. Get a document now.