Dieting and diet products are a huge part of the advertising market. In most women’s magazines you will find several different ads for all sorts of diet products. In the March 2013 issue of Woman’s Day magazine there were four different ads for diet aids and products. The primary appeal used in most advertising is an emotional one but most also use ethos and logos as well. In the following essay we’ll examine the different diet ads and the type of appeals each use to convince the public to buy and use the product.
In the full page ad for Sensa, a diet product you shake onto your food, the title itself calls attention to the page with a bold print logo and bright green and red backgrounds. Hints of the green color then follow to highlight other important points of the advertisement. Using ethos the ad utilizes a testimonial by a customer to relate to the target audience which in this instance is apparently moms who are overweight and having trouble losing weight. The customer begins by telling the reader that she is back to her pre-baby weight and how happy this makes her. The advertisement seems to be playing on most women’s insecurities about their bodies and their weight especially after pregnancy. The advertisement almost resembles a magazine article in its style and the story continues with how hard it was to lose weight and how this person understands the hardships associated with being overweight. This is an example of using pathos or emotion to highlight the struggle many women have known when trying to lose pounds and failing. Ethos is also used with the introduction of the doctor who developed Sensa. The ad tells us that he is a “neurologist” and that he is “one of the world’s leading experts on smell and taste.” (Sensa) It seems apparent that this is to make the reader aware of the credentials of the inventor so that they may feel more comfortable about buying the product. An example of logos used in the ad comes in the logical steps used in losing...
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