LEGO, the world's largest toy manufacturing conglomerate, is fighting for its consumers?! This concept is illustrated in the advertisements used by LEGO. To illustrate, one of the LEGO advertisements introduces the concept of a child with a healthy mind, who does not watch violence and horrible things on television, because he plays with non-violent and harmless LEGO toys. LEGO advertising targets a significant portion of the population, people who have children, such as parents, grandparents and all other relatives. It uses methods of persuasion, noted in Hirschberg's article, such as pathos in images, logos in copy, and ethos showing the company name (1). Overall, the image features a company logo and copy describing the superiority of the product compared to another entertainment TV. First, the advertisement attracts the public's attention with the dark image of a person lying in the street and injecting drugs into his vein. , using “pathos” as a persuasion technique. According to Hirschberg's article, pathos is an effective persuasion technique designed to “…appeal to the audience's emotions” (1). From the first glance, it evokes negative emotions, such as fear of the situation and antipathy towards the person in the photo. According to Hirschberg, “advertisements of this type must first arouse consumer anxiety and then present the product as the solution to the problem” (4). This image works perfectly as a “horror story” that will “arouse consumer anxiety” (4). This image tells the story of a young drug addict. A common story shown on television. Accordingly, by showing this image, the creators of advertisements are trying to draw the public's attention to the consequences of watching TV. It is said that children who look at such images will try to reproduce them. Then, the advertisers...... middle of paper ......n.In conclusion, the LEGO advertisement effectively uses persuasion techniques in its image, evoking negative emotions, using the image of a drug addict person, injecting drugs into his vein. Appealing to people's logic in his copy, and claiming that it is logical that television shows a lot of violent and abominable things, which destroy the psychology of children, so that it is better to play with LEGO than to watch television. In addition, the LEGO brand constitutes a “philosophy” in itself, because it is the best-known brand in the world. Overall, the LEGO ad evokes controversial feelings through its aggressive persuasion. Works Cited1. Hirschberg, S. (1996). The rhetoric of advertising. Essential argumentation strategies. New York: Longman.2. Webuser (2011). “10 Amazing LEGO Facts”. Retrieved February 18, 2001 from http://www.webuser.co.uk/websites/online-fun-blog/websites/393104/10-amazing-lego-facts