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A public service announcement (PSA) is a message in the public interest disseminated by the media without charge to raise public awareness and change behavior. Oftentimes these messages feature unsettling imagery, ideas or behaviors that are designed to startle or even scare the viewer into understanding the consequences of undergoing a particular harmful action or inaction (such as pictures ...
The power of emotions to influence judgment, including political attitudes, has been recognized since classical antiquity. Aristotle, in his treatise Rhetoric, described emotional arousal as critical to persuasion, "The orator persuades by means of his hearers, when they are roused to emotion by his speech; for the judgments we deliver are not the same when we are influenced by joy or sorrow ...
Transfer is a technique used in propaganda and advertising.Also known as association, this is a technique of projecting positive or negative qualities (praise or blame) of a person, entity, object, or value (an individual, group, organization, nation, patriotism, etc.) to another in order to make the second more acceptable or to discredit it.
For example, this type of advertising is exemplified in large food brands such as Presidents Choice's "Eat Together" campaign (2017), and Coca-Cola's "Open-happiness" campaign (2009). One of the most well-known examples of pathos in advertising is the SPCA commercials with pictures of stray dogs with sad music.
(Connecticut Historical Society; Civil War Collections; Covers.) In the case of radio and television, propaganda can exist on news, current-affairs or talk-show segments, as advertising or public-service announcement "spots" or as long-running advertorials. Propaganda campaigns often follow a strategic transmission pattern to indoctrinate the ...
In general, pathos refers to the use of an emotional appeal. The term "corporate pathos" describes the use of emotional arguments alongside rational explanations for organizations to convince audiences of their given position. [3] The corporate pathos technique is used by businesses facing a crisis and an angry public.
Affect, as a term of rhetoric, is the responsive, emotional feeling that precedes cognition. [1] Affect differs from pathos as described by Aristotle as one of the modes of proof [2] and pathos as described by Jasinski as an emotional appeal [3] because it is “the response we have to things before we label that response with feelings or emotions.” [4]
Shock advertising is designed principally to break through the advertising “clutter” to capture attention and create buzz, and also to attract an audience to a certain brand or bring awareness to a certain public service issue, health issue, or cause (e.g., urging drivers to use their seatbelts, promoting STD prevention, bringing awareness ...