Business Communication and Academic Writing - Myassignmenthelp.Com

Question: Discuss about the Business Communication and Academic Writing. Answer: Rhetoric appeals are majorly three factors associated with the art of persuasion in advertising. Aristotle defined three elements of persuasion to the audiences, ethos, pathos and logos. Advertisers use the strategies to persuade the consumers to purchase their products and these strategies are categorised into three subdivisions, pathos, ethos and logos (Wysocki Lynch, 2017). Ethos means credible appeal to ethics and credibility of the speakers. The ethical appeal also means convincing the audiences by the character of the speakers (Weiss, 2015). The audiences of the advertisement tend to believe to the persons whom they respect. The advertisers need to project an impression to the audiences that this message or the speaker is worth listening to. In order to develop an ethos, language must be appropriate to subject and audience. The presentation of the message of the advertisement should be restrained, fair-minded and sincere. In the ethos, the diction is appropriate and the speakers use correct syntax and grammar. Pathos appeals to emotion of the audience and advertisement using pathos may attempt to provoke an emotional response among the consumers (Bharadwaj, 2017). This emotion can be positively related to happiness and advertisers also use the negative emotion of pain in the advertisement. Pathos in the advertisements also includes emotions of guilt and fear. In order to appeal to emotion, advertisers use vivid and concrete language and they provide emotional examples. The description in the advertisement is vivid and language becomes figurative. The words used in pathos message have connotative meaning. Logos appeal to the audiences using logic and reasoning. The advertisers use logos to provide the evidence and statistics that make understand the audiences about what the products or service can do. The logos of a message are the straight facts about any products (Hoefer Green, 2016). Logos advertisement has abstract language using precise words of choice. It can also use factual data and quotation. In modern business communication, advertisers use persuasive words and facts to allure the consumers to buy their services and products. Ethos includes testimonials and advertisers use celebrity faces to persuade the consumers to buy their products and services (Ramage, Bean Johnson, 2015). In many occurrences, advertisers use ethos to persuade the people in signing a petition, buying a service and doing business with them. In toothpaste advertising, Colgate uses the testimony of dentists and doctors that recommend the products to use their desired customers. Ethos refers to the reputation of the speakers and the advertisers also try to establish the goodwill of any celebrity to reassure the audience to purchase their products. Ethos appeals to fundamental rights when a celebrity protests against using fur coat because animals are killed to make the fur coat products. In recent times, business organisations give advertisements provoking the emotion of the consumers. Positive and happy emotion is used in Pepsi drink when they claim people enjoy themselves while drinking Pepsi. On the contrary, negative emotion is used in shampoo advertisements when a wife does not welcome her husband because the husband has dandruff on his shoulder. Advertisers use pathos to play on sadness and pathos also plays on artistic sensibility and nostalgia. Nestle has been using nostalgia sentiment to sell their noodles claiming it will remind the audiences of their mothers. Coca-Cola uses pathos to play on the sense of adventure and Burger King uses pathos to play on desire. Logos in an advertisement must sound factual and it must convey actual buzz words. In many of the advertisements, advertisers use the words like pure', natural' and freedom', however, technically these words mean nothing but jugglery. In many of the advertisements, advertisers include a fun statistic to enhance the factor of logos. As opined by White (2016), statistics make the message legitimate. In detergent powder advertisement, Tide uses the word more white' than other brands. Technically, this is complete nonsense and gimmick that attracts the customers. Some advertisements show the word like sophistication, however, it depends on the mentality of the audiences how they perceive the concept of sophistication. Fruit juice makers advertise and claim that it is natural to drink. It provides false hope to the people that nature makes people think that this drink is healthy. In advertisements of Pepsi, the advertisers claim that it tastes maximum, however, technically maximum means n othing and it uses to sounds good and catchy. In todays digital age, advertisements have become more expressive and vivid as advertisements are doing in many forms. Additionally, digital advertisements are seen more as it is less costly and firms are using these to promote their products through online marketing and social media marketing. This type of marketing gives the instant result to the firms and it helps to circulate the news faster (Wysocki Lynch, 2017). Logos seems to be most widely accepted, promoted as it emphasises on logical appeal. Logos effects on customers cognitive and rational choices. Moreover, logos come across as un-rhetorical and it never eliminates the persuasive effect of logical appeal. In addition, in case of ethos, it defines logical outcomes and the customers perception of the credibility. There are many factors that are associated with credibility like speech, body gesture, tone, speaking style and trustworthiness of the brands. The effect of ethos on audiences is related to demonstrate speakers re liability, respect and competence. Ethos evokes trust for the audiences as well as values and ideas. Finally, pathos in advertisements is like everyday experiences of emotions. Successful use of emotional appeal can affect the trial outcomes and it does not have a connection to logic and emotion. Pathos evokes an emotional response from the audiences and advertisers use pathos to encourage identification with the subject of the message. It has been observed that ethos, logos and pathos exist in today's world of business communication also and the level of existence is higher in digital communication age. Logos help more to the advertisers to reach to the customers easily with facts and figures. Today's generation believes in statistics and it is not easy to make fool of the educated customers in a digital age when the facts and information are in hand of the customers. Reference Bharadwaj, A. V. (2017). Constructing Communication Strategy Templates for Managerial Persuasion and Argumentation Cases.International Journal of Marketing Business Communication,6(1), 34-45 Hoefer, R. L., Green, S. E. (2016). A rhetorical model of institutional decision making: The role of rhetoric in the formation and change of legitimacy judgments.Academy of Management Review,41(1), 130-150. Ramage, J. D., Bean, J. C., Johnson, J. (2015).Writing Arguments: A rhetoric with readings. Sydney: Pearson. Tran, B. (2016). Ethos, Pathos, and Logos of Doing Business Abroad: Geert Hofstede's Five Dimensions of National Culture on Transcultural Marketing. InInternational Business: Concepts, Methodologies, Tools, and Applications, 5(4), 1601-1626 Weiss, J. N. (2015). From Aristotle to Sadat: A Short Strategic Persuasion Framework for Negotiators.Negotiation Journal,31(3), 211-222. White, M. S. (2016). Culture Propels the Intersection of Ethos, Pathos, and Logos with Innovation and Entrepreneurship.Journal of Systemics,14(3), 1-6. Wysocki, A. F., Lynch, D. A. (2017).Compose, design, advocate. Sydney: Pearson.