Effective Language Use in Advertising in the Most Visible Online Stores: 2 Case Studies

Abstract: Text and pictures can be used to deliver information in advertisements. Thus, this study attempts to identify the criteria of effective text and visual use in two of the most visible online stores. Text use is analysed by using the persuasion techniques from The Art of Rhetoric (ethos, logos and pathos) and visual use is analysed by using content analysis. The findings have shown that both online stores indeed have been using all the effective elements in their advertisements. Ethos is used by using arguments and question and answers. Logos is built through celebrity endorsement, award winner reputation, organizations’ stamp and approval and quality manufacturing practices. Pathos is shown through the use of positive and enticing words. Visually, both stores provide big pictures, action pictures, picture with zoom in feature, pictures with end products as well as providing more than one picture for a product in their advertisements.