Methods/Techniques in Advertising

One category of classification includes Ethos,Pathos and Logos. Ethos advertising generally includes an endorsement of some kind by a reputable source. An example of this would be a celebrity advertising a product. This is a strong tactic because if this celebrity is popular and viewers see them use the product advertised, that implies that the product is good enough for use by the celebrity, and the viewers mentality is if it's good enough for the celebrity, it's good enough for them as well. A pathos advert would be one which stimulates any form of emotional response, an extreme example would be a charity advert to make the viewer sympathize with the cause being advertised and as such, it is possible that the viewer may donate to the charity. Finally, a Logos advert uses statistics and facts, an example would be a toothpaste advert which throws in lots of numbers and percentages (even if they're not strictly correct). These are the main methods in that respect, but many adverts aren't exclusive to one method, they can use multiple methods simultaneously.

Another tactic is lifestyle advertising. Lifestyle brands and advertisements generally advertise and embody the interests, values and opinions of a group of culture. They try to sell a certain style of life to the viewer, for example a coffee capsule advert would try and sell a sophisticated and classy lifestyle, by purchasing the product the brand implies they would be much classier following its use. Another would be a fashion retailer trying to sell a trendy, urban lifestyle via the wearing of the clothes that generally fit in with that lifestyle.