A Figurative Ad :: Advertising Media Essays

A Figurative Ad Advertisements display many examples of ethos, pathos, and logos. Many ads use celebrities and direct emotional appeals toward their audience. The ad I will be talking about is a figure skater endorsing a watch and demonstrating ethos and pathos. Overall, the advertisement is useful and effective when displaying ethos and pathos. Envision a one page advertisement that has enough information to understand what product is being sold. The first thing to draw attention to the eyes is the division of color. The top third of the ad has a black background and the bottom is a white/gray color. In the black part of the ad are a woman’s head and hands. She is looking in to your line of vision and it is clear she is holding her hands up in front of her body but, they appear to be behind because her head is turned toward whoever is looking at the ad. Then, I was drawn to look at the small print underneath her face and the words ‘Sasha Cohen, champion figure skater’ are found. It turns out that the woman in the ad is Sasha Cohen, a famous figure skater. The next part of the advertisement is underneath the black portion containing Sasha Cohen and it shows a watch and lettering. On the page, this watch is so big; it is bigger than the skater’s head. The watch is gold and silver colored with some diamonds on the rim. Clearly this watch is expensive and fashionable. After viewing Sasha Cohen and the watch, the eyes are drawn to read about the product. Beside the watch in the same very small black print used below Sasha Cohen, it says ‘ECO-DRIVE Riva.’ To get a full understanding of the product you have to look at a column of words found on the right side of the ad. In this order, are printed the words ‘UNSTOPPABLE.’ Below that in black and less bold words is ‘SASHA COHEN IS. So is her citizen Eco-Drive.’ ‘Fueled by light, it never needs a battery.’ ‘IT’S UNSTOPPABLE. Just like the people who wear it.’ All these groups of sentences are put together on the ad a nd appear vertically as you read. Then below, you see a symbol of the Citizen Eco-Drive watch and the name below and below that contact information. Now that you have the main visual of the ad, I will explain why this ad demonstrates both ethos and pathos.