Elements of persuasion in Navratna ad

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Birla Institute of Management Technology (BIMTECH)

The document analyzes the elements of persuasion used in an advertisement for Navratna Oil by Emami Ltd. It discusses the ethos of using Amitabh Bachchan to promote the trusted Ayurvedic brand. It examines how the advertisement aims to create a feeling of pathos through its relaxing music and portrayal of relief from stress. Finally, it outlines the logos of the product's herbal properties and popularity as a solution for multiple issues, appealing to social proof as it is used by millions of people.

Education

ELEMENTS OF PERSUASION
IN ADVERTISEMENT
UTKARSH SINGHAL
20DM232

• Product of Emami Ltd.
• Oil launched in 1974
• Ad campaign started from March, 2018
• Portrayal of a barber offering relaxing champi

ETHOS
• Amitabh Bachchan
• Navratna Oil
• Song used is similar to a popular old Bollywood song

PATHOS
• Tension, depression and anxiety
• Background music is enjoyful
• Overall flow is going in positive and
cheerful way
• Feeling of relaxation

LOGOS
• Ayurvedic and herbal properties
• One solution for many problems
• Millions of people are using

PRINCIPLES SHOWN IN AD
COMMITMENT
• Properties of the Oil
• Helps to rejuvenate
SOCIAL PROOF
• Used by millions of people
AUTHORITY
• Product advertised by Amitabh
Bachchan is already a style
statement for public
LIKING
• Fan following of Amitabh Bachchan
• Song used resembles to an old
Bollywood song

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Elements of persuasion in Navratna ad

1. ELEMENTS OF PERSUASION IN ADVERTISEMENT UTKARSH SINGHAL 20DM232

2. • Product of Emami Ltd. • Oil launched in 1974 • Ad campaign started from March, 2018 • Portrayal of a barber offering relaxing champi

5. ETHOS • Amitabh Bachchan • Navratna Oil • Song used is similar to a popular old Bollywood song

6. PATHOS • Tension, depression and anxiety • Background music is enjoyful • Overall flow is going in positive and cheerful way • Feeling of relaxation

7. LOGOS • Ayurvedic and herbal properties • One solution for many problems • Millions of people are using

9. PRINCIPLES SHOWN IN AD COMMITMENT • Properties of the Oil • Helps to rejuvenate SOCIAL PROOF • Used by millions of people AUTHORITY • Product advertised by Amitabh Bachchan is already a style statement for public LIKING • Fan following of Amitabh Bachchan • Song used resembles to an old Bollywood song

Elements of persuasion in Navratna ad

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Elements of persuasion in Navratna ad