Most advertisements, whether directly or indirectly, use persuasion. Some try to persuade consumers to buy a product. Others, persuade people to stop or start a practice such as anti-drug and "got milk" advertisements. In order to do this persuading, advertisement designers use the three forms of persuasion: ethos, logos, and pathos. One ad that uses all three forms of persuasion is this ad for Triumph motorcycles. The first persuasive technique that can be found in this add is ethos, an appeal to credibility or character. The most obvious example of this is the use of the Star Wars saga to try to grab attention from consumers. The top of the ad says "The Empire Strikes Back" which is also the name of the fifth movie in the Star Wars saga. The comparison of Triumph to the Empire from Star Wars also invokes thoughts of strength and power in the mind of consumers. Another play on Star Wars is seen in the first line of text: "Not all that long ago..." This is a play on the famous opening text from Star Wars that says "A long time ago..." These uses of ethos are what drew me to the ad, so they obviously worked. The second paragraph of text shows that Cycle Canada magazine called the motorcycles "sublime." Ethos tries to create credibility, and the ad is saying that if Cycle Canada, a credible publication (in Canada), likes these bikes, consumers should like them too. The text also tells consumers that Formula One technology, such as that used in race cars, influences the building of each bike. After all, who doesn't secretly love race cars?
Logos, or logical appeal, is clearly seen in the text below the photographs in the advertisement. The whole first paragraph speaks of the great benefits and bonuses that are included in each motorcycle. The ad tells consumers that each Triumph motorcycle is "crafted in the world's most modern motorcycle factory in the English midlands." Plus, "each Triumph is backed by a full two-year unlimited mileage warranty." The Formula One technology and hand craftsmanship are also facts about the bikes that could convince a consumer to buy a Triumph. All of these great facts about the motorcycles and the company make them seem more desirable.
Finally, pathos is used. Pathos appeals to the emotions of consumers. This ad is designed to make consumers feel excited about Triumph motorcycles. All of the photographs show riders in all black going very fast. The angles at which the pictures are taken make the scenes look fun and even a little daring. Besides the photographs, the text can also appeal to emotions. Talk of "traditional hand craftsmanship" remind consumers that they generally trust such craftsmanship. In the second paragraph, each motorcycle pictured is briefly described. The Daytona 955i is compared to a tactical fighter. The Speed Triple is said to have "the pugnacious attitude of an English bulldog." These comparisons make consumers want a Triumph because tactical fighters are cool and English bulldogs are too. Motorcycles that can be compared to these objects must be cool as well. Plus, the comparisons and the rest of the text has a sense of wit and humor. This makes consumers laugh and like Triumph even more.
By using all three forms of persuasion, the ad has proven to be successful.. Each persuasive technique is balanced by the others so that the advertisement is appealing and pleasing to consumers. This ad makes Triumph motorcycles seem cool and desirable, thus the advertisement has done well.
