Module 3 Essays

MODULE 3 ESSAYS
Requirements

1. Channels + Mediums
2. Appeals
3. Advertising Strategies

CHANNELS + MEDIUMS

Channel = how the message is sent.

Example : text message, email, phone call

Medium = form of the message.

Example : verbal, visual, audio

APPEALS

Something that is pleasing to an individual, but more specifically, persuades them to want to do
something.
Example : The shiny toy car appealed to the little boy and so he begged his mother to buy it.

Appeals are various and the appeal(s) used when planning an advertisement or campaign will have to be
applicable to the target audience.

The list of Appeals (as stated by Edlin D. Rochford in her book, Communication Studies) are :
1. Emotional
2. Personal
3. Social
4. Fear
5. Humor
6. Sex
7. Music
8. Scarcity
9. Rational
10. Masculine / Feminine
11. Brand
12. Snob
13. Adventure
14. Less Than Perfect
15. Romance
16. Emotional Words / Sensitivity
17. Youth
18. Endorsement
19. Play On Words
20. Statistics
21. Plain
22. Bandwagon
NOTE : Usually, only 3 are required for the essay.

ADVERTISING STRATEGIES

There are 3:
1. Logos
2. Ethos
3. Pathos

LOGOS

Seeks to appeal to logic and reason by use of statistics and evidence to give full information or facts about
the product.
Example : Buy the new Crest mouthwash because it fights 99.9% of all bacteria and leaves you with
a 24-hour clean feeling in your mouth.

ETHOS

Seeks to appeal to credibility of character by convincing the individual that the sellers of the product are
reliable and trustworthy by employing experts or celebrities.
Example : Katy Perry uses Proactiv, and you should too!

PATHOS

Seeks to appeal to emotion of an individual by evoking an emotional response, be it a positive or negative

one.

Example : Someone enjoying a burger at a restaurant.

Example : A homeless child begging on the side of the street, with the sign "FOR SCHOOL"