The Art of Rhetoric Includes Ethos Logos and Pathos
Table of Contents
- Ethos, pathos, and logos
- Ethos
- Pathos
- Logos
- Examples of ethos, pathos, and logos in advertisements
- Thank You Mom – P&Chiliad
- Flex Tape – Flex Seal
- Believe in a Better Mode – Laughing Homo Coffee
- Wiener Stampede – Heinz
- Versatile Stain Remover – OxiClean
- A Mission for Our Oceans – Adidas 10 Parley
- Friends Furever – Android
- BluBlocker Sunglasses – Joe Sugarman
- d-CON Spray – d-CON Spray
- Combination of modes of persuasion in advertisements
- I Can Exercise Meliorate – Gatorade
- The Man Your Man Could Smell Similar – Old Spice
- George Foreman Grill – George Foreman Grill
- Final 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 information technology to be ane of the nigh of import works on persuasion always written.
Many marketers and brands use these modes of persuasion in their advertisement strategies such equally commercials, copies, and scripts to inspire the viewers.
This post volition dig into how advertisements have been using these forms of persuasion cleverly. But before we jump straight into it, let's empathise what these terms really mean.
Ethos, pathos, and logos
Ethos
Ethos is a Greek word that means "character". In persuasive terms, it refers to authority and credibility.
It highlights the credibility and trustworthiness of your argument that can help you persuade your audience to buy your product or service.
Example: As a 3-time Olympic gold medalist, I can assure you that this energy drinkable will improve your fettle and stamina.
Emphasis on being an Olympic gilded medalist showcases the speaker's credibility.
So, many brands partner upwardly with doctors, athletes, and actors to feature in advertisements to endorse their products.
Pathos
Pathos means "suffering", "experience", or "emotion". As 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: One bag of chips tin can bring the whole family together. Tugs on the heartstrings, doesn't it? There you have it, pathos.
Logos
Logos means is an entreatment to logic.
Your audition can be persuaded if you can nowadays a factual argument that details logic and reasoning.
Example: 99% of the doctors recommend this toothpaste.
You can apply statistics, performance metrics, past bear witness, production utility to make a compelling case in your advertizing.
Read more: Rhetoric in Presidential Slogans: Lessons for Video Marketers
Examples of ethos, desolation, and logos in advertisements
Permit's take a await at rhetoric in action in some popular ads so you tin can go some inspiration for yourself.
Thank You Mom – P&Thou
Rhetoric: Pathos
P&One thousand partnered with Wieden+Kennedy to produce the Olympics' advertizing serial, Give thanks You Mom. Information technology began in 2010.
The ad series pays tribute to mothers all around the globe.
Information technology relies on the emotions of dearest and happiness to showcase the dynamics of a parent-child relationship.
Flex Tape – Flex Seal
Rhetoric: Logos
Phil Swift (presenter), the CEO of Flex Seal lays out all of the necessary information about the product that will influence the viewers.
The standout attribute of the ad is its over-the-summit visual demonstration of how useful flex record is in sure situations, such as existence able to patch anything even underwater.
Believe in a Amend Way – Laughing Human Coffee
Rhetoric: Ethos
Laughing Man Java was co-founded by Hugh Jackman. His master thought was to requite back to the java farming community by improving their lives.
The ad shows the brand's credibility and highlights the farms of Colombia where most of Laughing Man Java is produced. The profits are invested back to provide assist to the farmers.
Wiener Stampede – Heinz
Rhetoric: Desolation
David advertising agency created Wiener Stampede for Heinz that debuted at Super Bowl fifty.
Seeing dachshunds dressed as hot dogs fast budgeted their owners who in turn are dressed equally Heinz ketchup bottles is just… centre-warming.
Featuring happy pets in your ads volition always evoke the emotions of happiness and joy.
This is why Wiener Stampede ranked starting time amongst consumers for purchasing intentions.
Read more: Understanding the Role of Pathos in Advertizement
Versatile Stain Remover – OxiClean
Rhetoric: Logos
Billy Mays pitches OxiClean's multipurpose stain remover by cleaning out different products to showroom its quality and practicality.
He became a household 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
Rhetoric: Ethos
Adidas collaborated with Parley and ultramarathon runner Timothy Olson to bring awareness to how plastic waste product is impacting oceans, ecosystems, and littoral 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 appointment, the German sportswear behemothic has recruited over eight million runners and has raised over $ii.5 million in funds for Parley's initiatives
Friends Furever – Android
Rhetoric: Pathos
Friends Furever was created by Droga5 for Android.
When strangers go friends, especially the hirsuite ones, it may catch you by surprise. It tin too cook your eye with delight.
Showing unlikely friendships amongst animals worked really well for Android. It became the most-watched ad when information technology aired.
BluBlocker Sunglasses – Joe Sugarman
Rhetoric: Logos
Joe Sugarman founded BluBlocker Sunglasses in 1986. He's also a historic copywriter in the adland whose straight marketing techniques earned him the prestigious Maxwell Sackheim award.
This infomercial features his interview and testimonials from different clients highlighting the utilities of wearing BluBlocker sunglasses.
d-CON Spray – d-CON Spray
Rhetoric: Ethos
Anybody gets creeped out by cockroaches, and that besides includes the greatest boxer of all time, Muhammad Ali.
Muhammad Ali sheds a light on how d-CON spray tin 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 blended in different forms of rhetoric in their ads.
Allow's take a await.
I Can Do Improve – Gatorade
Rhetoric: Pathos and Ethos
This advertizement is a modern take on the Anything You Can Exercise commercial that featured Michael Jordan and Mia Hamm.
Usain Bolt and Abby Wambach constantly endeavor to one-up each other in different drills through humorous content.
Featuring the fastest man on earth along with a two-time Olympic gilded medalist chugging Gatorade Zero builds the credibility of the energy beverage.
The Man Your Man Could Scent Similar – Old Spice
Rhetoric: Pathos and Logos
Erstwhile Spice teamed up with Wieden+Kennedy to produce this commercial.
Sometimes, showing off the attributes of your products using humor and drama is memorable for the audience.
Theatrics, acting, and script, if done well, can work wonders for your advertisement.
This ad nailed it and bagged a Primetime Emmy Award. It's too been parodied in many films and series.
George Foreman Grill – George Foreman Grill
Rhetoric: Pathos, Logos, and Ethos
You rarely see commercials that are a triple threat. Nosotros tin expect no less from a charming man like George Foreman who uses sense of humour to demonstrate the credibility and key aspects of his grill.
Terminal thoughts
Now that you have gained a substantial amount of knowledge regarding the three modes of persuasion that can be used in advertizement, it is time to sympathise which volition piece of work the best for y'all.
You have to figure out what will appeal to your audition. That is essential in crafting the kind of advertisement that will resonate with your customers.
If yous accept an idea for the video that you think will create a lasting impact on your audience, then driblet our video strategists a line. We'd dear you aid you out!
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Source: https://motioncue.com/examples-of-ethos-pathos-and-logos-in-advertisement/
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