Page 136 - TX_Marketing 2_M1_v2

Instead, she should use font, background color, and general layout and formatting

to give her presentation continuity.

Case Study 2: Persuasion Methods

Person X creates a poster that has a picture of attractive people laughing and

drinking at a party. The scene is covered in confetti and it appears that everyone is
having a good time. At the bottom of the poster it reads, "Let the Good Times Role!"

and it has the logo of a prominent builder’s new development.

The builder specializes in converting downtown industrial buildings into trendy lofts

for ‘party’ singles.

Which of the following statements about Person X's poster is TRUE?

It is utilizing ethos as a means of persuading you to buy a downtown loft.

It is utilizing pathos as a means of persuading you to buy a downtown loft.
It is utilizing logos as a means of persuading you to buy a downtown loft.

It is not trying to persuade you of anything.

Feedback:

The poster is using pathos as a means to persuade you to buy a downtown loft and,
specifically, in that builder’s loft project. (This example is very similar to one that we

previously examined.) While it's easy to think of pathos as just "tugging at your heart

strings," remember: anytime someone wants to persuade you by associating
emotions with an argument that person is using pathos! In this case, Person X wants

us to associate fun with living downtown in a loft project that ‘appears’ to have

‘swinging-singles’. Associations like this are very common in advertisements.

TX Marketing II: Negotiation Techniques 135