The advertisement under review is a flyer promoting healthcare services provided by Aster Clinic. The intended audience of this advertisement is the general public, namely, potential patients of Aster Clinic. The target audience is potential patients because the advertisement demonstrates the pictures of physicians and the scenes of interactions between patients and physicians. It may also be assumed that the advertisement targets patients from different countries because the clinic specifies that it cares for the well-being of people “worldwide.”
The dominant persuasive appeal in this advertisement is ethos or an appeal to authority. Ethos involves self-representation, which means that a company tries to persuade the target audience with its knowledge and expertise in the field in which it operates (Romanova & Smirnova, 2019). The main appeal used in the advertising under review is ethos because it shows the photos of professionals working in the clinic and claims that Aster cares for the well-being of “millions of patients worldwide,” which proves its expertise in the healthcare field. The secondary appeal is pathos, or appeal to emotions. It is especially evident in the small middle photo at the bottom of the flyer, in which a doctor kindly speaks with her patients.
The persuasion used in this advertisement seems to be effective. This is because the images of the clinic and physicians, along with the claim about the organization’s millions of patients, persuade the target audience of its trustworthiness of Aster. It should be noted that the advertisement has little textual information, so the audience cannot learn useful facts about this organization to become more confident in its expertise. However, a lack of text can be attributed to the format of the advertisement.
Reference
Romanova, I. D., & Smirnova, I. V. (2019). Persuasive techniques in advertising. Training, Language and Culture, 3(2), 55-70. Web.