Activity: Pretend You’re a Marketer
1. Create an ad based on emotion. Use rhetoric containing emotive force. (Note: Rhetoric frequently involves language that contains emotive force and affects what others believe without actually providing logical reasons for a claim.)
Look at Plutchik’s Wheel of Emotion below and decide which emotional chords you would like to tap into.
Aristotle called this type of proof Pathos.
Using slanters and imagery, come up with an ad that evokes those emotions. Research has shown that the emotions tied to viral content are:
2. Create a logic-based ad. (Don’t use “bells-and-whistley” rhetorical devices.) Aristotle called this type of proof Logos.
Use the Kissmetrics formula of crafting a value proposition that is clear, credible, and concise, you can adopt one of the 4 templates from Kissmetrics for your product or company.
- Option 1: Highlight the key benefit of working with you
- Option 2: Tell readers which problem you help them avoid
- Option 3: Simply state what you do
- Option 4: Target a specific group of customers
This article advises “Create a simple and clear statement. Skip word play. Cut puns.”
3. Create an ad that focuses on the credentials or expertise of the inventor of your product. Aristotle called this type of proof Ethos.