Table of Contents
- Ethos, pathos, and logos
- Examples of ethos, pathos, and logos in advertisements
- Thank You Mom – P&G
- Flex Record – Flex Seal
- Believe in a Better Fashion – Laughing Man Coffee
- Wiener Stampede – Heinz
- Versatile Stain Remover – OxiClean
- A Mission for Our Oceans – Adidas x Parley
- Friends Furever – Android
- BluBlocker Sunglasses – Joe Sugarman
- d-CON Spray – d-CON Spray
- Combination of modes of persuasion in advertisements
- I Can Practise Meliorate – Gatorade
- The Man Your Man Could Odour Similar – Old Spice
- George Foreman Grill – George Foreman Grill
- Terminal thoughts
If you’re passionate about storytelling, you may have heard of ethos, pathos, and logos. These persuasion techniques form the triangle of rhetoric.
Aristotle pioneered these concepts in his treatise
Rhetoric, and many consider it to be one of the almost important works on persuasion ever written.
Many marketers and brands use these modes of persuasion in their advertisement strategies such as commercials, copies, and scripts to inspire the viewers.
This post will dig into how advertisements have been using these forms of persuasion cleverly. Simply before nosotros leap straight into information technology, let’due south sympathize what these terms really mean.
Ethos, pathos, and logos
Ethos is a Greek word that means “character”. In persuasive terms, information technology refers to authority and credibility.
Information technology highlights the credibility and trustworthiness of your statement that can help you lot persuade your audience to buy your product or service.
Example: As a three-time Olympic gold medalist, I can assure yous that this energy drink will improve your fitness and stamina.
Emphasis on being an Olympic gold medalist showcases the speaker’southward credibility.
And then, many brands partner upward with doctors, athletes, and actors to feature in advertisements to endorse their products.
Pathos means “suffering”, “experience”, or “emotion”. Equally a rhetoric, it refers to emotions and feelings in persuasive terminology.
This technique lets marketers or advertisers play on the emotions, fears, and beliefs of the audience.
Instance: I pocketbook of chips tin bring the whole family together. Tugs on the heartstrings, doesn’t it? There yous accept it, pathos.
Logos means is an appeal to logic.
Your audience can be persuaded if yous tin can present a factual argument that details logic and reasoning.
Example: 99% of the doctors recommend this toothpaste.
You tin use statistics, performance metrics, past show, production utility to make a compelling example in your advertisement.
Read more: Rhetoric in Presidential Slogans: Lessons for Video Marketers
Examples of ethos, pathos, and logos in advertisements
Let’s take a await at rhetoric in action in some popular ads so you lot can become some inspiration for yourself.
Thank You Mom
P&G partnered with Wieden+Kennedy to produce the Olympics’ ad series,
Thank you Mom. It began in 2010.
The advertising series pays tribute to mothers all around the globe.
Information technology relies on the emotions of beloved and happiness to showcase the dynamics of a parent-child relationship.
– Flex Seal
Phil Swift (presenter), the CEO of Flex Seal lays out all of the necessary information about the production that volition influence the viewers.
The standout aspect of the ad is its over-the-top visual sit-in of how useful flex record is in certain situations, such equally being able to patch anything even underwater.
Believe in a Better Way
– Laughing Human being Java
Laughing Man Coffee was co-founded by Hugh Jackman. His main thought was to give back to the java farming community by improving their lives.
The advertizement shows the brand’s brownie and highlights the farms of Colombia where near of Laughing Human Coffee is produced. The profits are invested back to provide aid to the farmers.
David advert bureau created Wiener Stampede for Heinz that debuted at Super Bowl 50.
Seeing dachshunds dressed as hot dogs fast approaching their owners who in turn are dressed as Heinz ketchup bottles is merely… heart-warming.
Featuring happy pets in your ads will always evoke the emotions of happiness and joy.
This is why
ranked first among consumers for purchasing intentions.
Read more: Understanding the Role of Desolation in Advertising
Versatile Stain Remover
Billy Mays pitches OxiClean’s multipurpose stain remover by cleaning out different products to showroom its quality and practicality.
He became a household proper name during the 90s for infomercials. It was reported that he and his business organization partner generated over $1 billion in sales.
A Mission for Our Oceans
– Adidas x Parley
Adidas collaborated with Parley and ultramarathon runner Timothy Olson to bring awareness to how plastic waste material is impacting oceans, ecosystems, and coastal communities.
This ad is a promo for the series that shows how Adidas is reusing plastic waste to create new shoes for athletes to bring credibility to their new cause.
To date, the German language sportswear behemothic has recruited over eight million runners and has raised over $2.v one thousand thousand in funds for Parley’south initiatives
was created by Droga5 for Android.
When strangers go friends, especially the hirsuite ones, it may catch you by surprise. It can also melt your eye with delight.
Showing unlikely friendships among animals worked really well for Android. Information technology became the most-watched ad when it aired.
– Joe Sugarman
Joe Sugarman founded BluBlocker Sunglasses in 1986. He’s as well a celebrated copywriter in the adland whose directly marketing techniques earned him the prestigious Maxwell Sackheim accolade.
This infomercial features his interview and testimonials from different clients highlighting the utilities of wearing BluBlocker sunglasses.
– d-CON Spray
Everyone gets creeped out by cockroaches, and that also includes the greatest boxer of all fourth dimension, Muhammad Ali.
Muhammad Ali sheds a light on how d-CON spray can clear out a room full of cockroaches.
Combination of modes of persuasion in advertisements
There are quite a few examples that show how brands have composite in dissimilar forms of rhetoric in their ads.
Let’s take a wait.
I Tin Do Amend
Rhetoric: Pathos and Ethos
This ad is a modern have on the
Anything Yous Tin can Do
commercial that featured Michael Hashemite kingdom of jordan and Mia Hamm.
Usain Bolt and Abby Wambach constantly try to one-upwardly each other in different drills through humorous content.
Featuring the fastest man on earth along with a 2-fourth dimension Olympic gold medalist chugging Gatorade Goose egg builds the credibility of the free energy potable.
The Man Your Man Could Olfactory property Like
– One-time Spice
Rhetoric: Pathos and Logos
One-time Spice teamed up with Wieden+Kennedy to produce this commercial.
Sometimes, showing off the attributes of your products using humour and drama is memorable for the audience.
Theatrics, acting, and script, if washed well, can work wonders for your advertisement.
This ad nailed information technology and bagged a Primetime Emmy Award. It’s also been parodied in many films and serial.
George Foreman Grill
– George Foreman Grill
Rhetoric: Desolation, Logos, and Ethos
You lot rarely meet commercials that are a triple threat. We tin wait no less from a charming man like George Foreman who uses humor to demonstrate the brownie and key aspects of his grill.
At present that you lot accept gained a substantial corporeality of knowledge regarding the iii modes of persuasion that can exist used in advertisement, it is time to understand which volition work the best for yous.
Y’all have to effigy out what volition appeal to your audience. That is essential in crafting the kind of advert that will resonate with your customers.
If you have an idea for the video that you lot think will create a lasting impact on your audience, and then drop our video strategists a line. We’d dear yous help you out!
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Describe How a Sneaker Advertisement Might Employ Pathos