Army Advertisements: The Coupling of Pathos and Logos

There are numerous types of advertisements, ranging from magazine ads to television ads. Because the means of communication are different, the structure and presentation of the ads varies greatly. In magazine ads, the advertiser is essentially limited to certain means of communicating his or her beliefs. He or she must incorporate images and text in a balanced manner to convey the message or argument. However, this limitation forces them to select the most appropriate images and phrases. Furthermore, a magazine ad must instantly capture the customer's attention or else it has failed and the page will be turned. A specific advertisement found in a gaming magazine is about joining the Army. Though on the surface the ad suggests that it is "army strong" to make the most of life, there is a deeper message. This underlying message is that joining the Army is an honorable act that will yield a strong willed character that will be successful in life. This message is subtlety conveyed through the extensive use of pathos and logos, but is also weakened by the generality of the statements used.