Ethos, Pathos, and Logos are terms coined by Aristotle and are referred to as the three artistic proofs. The use of Ethos is the art of convincing potential customers that the advertisement is credible. Pathos, on the other hand, is the art of convincing potential customers by appealing to their emotions. Last but not least, Logos is the art of convincing potential customers by the use of logic or reason. The two popular gum brands, 5 Gum and Orbit, are well known for their often funny and entertaining ads that capture viewers attention. The effective use of Ethos, Pathos, and Logos is substantial in creating an effective advertisement. The use of Ethos is the attempt of convincing a person that an advertisement is a credible and pertinent source of information. The 5 Gum advertisement uses words such as intensifying and stimulate in an attempt to convince the viewer that the ad is worth reading by using interesting words. The Orbit advertisement uses a …show more content…
The 5 Gum advertisement has a clever use of Logos. In the ads icy text the words continually get less and less transparent, which makes it seem that the longer the word s crawl across the page, the more intense the cold becomes. The letters become so cold that they eventually crack and bursts due to extreme cold and if the viewer thinks about the significance they will realize that this is most likely intended to a direct connection to the flavor of the gum. The gradually decreasing temperature of the words is directly related to the flavor of the gum getting better as the customer chews. Even the name of the gum, Aspect, is a nod to the flavor getting better as a customer chews. The Orbit advertisement uses little Logos. The ad does not directly say what it means. The ad makes the reader think about what it is trying to say, which is if a customer chew Orbit gum then the customer will have nice, white
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In March of 2007 Wrigley released the new gum called 5 Gum. What made this gum distinctive and flashy were the commercials, even though the actual product was similar to other types of gum on the market. Like all advertisements, the commercials used ethos, pathos, and logos. Portraying pathos, the advertisements were dark, loud, and mysterious. Also, using ethos, the set of commercials for all of the flavors are reminiscent of a dystopian Willy Wonka inspired testing facility, they left the consumer wanting to see more of the world and share it with others.
The logos part took place at the beginning and at the end of the commercial. The logos part was the part that got you to buy their product. The logos part also said about how many people use it in the U.S alone. They said more about it than just that though.
Pathos, or the evoking of emotion, is used less so than the other rhetorical appeals. The ad can evoke adoration for the lifestyle of the upper class, through the visual of the man driving the car, as well as the description, giving them reason to buy the product. Ethos is seen the most out of the three appeals, making the company itself appear reliable, trustworthy, fancy, and simple. The simplicity of the ad doesn’t allow the audience to make any negative connotations with the company. Allowing its image to be genuine and dependable.
For many years, companies have utilized advertising as a useful tool to promote their brands, convey a message, or sell their products. In today’s world, advertisements can be seen almost everywhere from enormous billboards along highways to a diminutive ads on a phone. But not all advertisements are successful. To convey a message, advertisements must contain rhetorical devices such as pathos, logos, and ethos. A good example of how rhetorical devices are used to persuade an audience is the Edward Jones “Nine Days” commercial.
For example the words, “More”, “Doctors”, and “Camels” are not only in a large font size and all caps, but the first letter of each word is in red. This draws the reader to those words, allowing the reader to begin to associate doctors with Camels signature cigarettes. Which, in turn, gets people to trust Camels similarly to how they would trust doctors. At the top left of the advertisement the author uses ethos to describe the type of person who smokes Camel products. “The doctor is a scientist, a diplomat, and a friendly sympathetic human being all in one…”
I researched and found that ethos is used to convince the viewer that the ad is trustworthy. The ethos of the ad is trustworthy because it was created by the CDC. The CDC is extremely credible and they are known all over the world. Second is pathos, pathos is the sadness or pity in an advertisement. Pathos helps the viewer relate to the ad by affecting the emotions of the viewer.
Logos is used within the speech itself, the use of words, data, and facts to fill in an idea that has not been said. One can not just convince an audience just by having facts the manner in which someone presents the data. The presenter's character, intelligence, goodwill, and virtue all take part with ethos. Ethos is credibility if one is demonstrating their goodwill and compassion towards a cause it will be more likely to trust you. After you have an appeal to your audience pathos kicks in and that is when your audience is reasoning in their head.
This author used pathos, ethos, and logos to persuade the viewer to buy their gum via emotional triggers and subtle details. When people see this advertisement, they are immediately given a unique perspective of Extra Gum. The author established ethos in the commercial. The commercial has a couple scenes of the daughter as a teenager.
These tools are utilized in the commercial for persuading the viewers of its reason, creating an image of credibility surrounding its name, as well as generating an emotional response. “Aristotle’s ‘ingredients for persuasion’ – otherwise known as ‘appeals’ – are known by the names of ethos, pathos, and logos.
The commercial featuring Drake and the popular soft drink Sprite, was first launched in February of 2010. In the ad, Canadian born rapper Drake is seen standing in a studio attempting to rap with the beat provided to him. It appears the rapper cannot find the “right” words or “feel” the music. The producer asks him what’s going on and Drake responds with uncertainty. A sprite is given to the rapper to drink in the hopes that he will somehow come “alive”.
The name of the company, Coca Cola, is considered ethos because has a history of credibility. Pathos is another important aspect of the ad where it appeals to its audience’s emotions by accessing a current situation in the United States and by promoting certain values like optimism, humanity, and unity. It shows various ways people enjoy their product and how it brings them together despite their cultural differences like riding horses, going to the movie theater with friends, going to the beach, dancing, spending time with family, etc. Last of all, logos is represented at the end of the commercial where the company’s logo and slogan are
While there are different shades of blue, royal blue is a prominent theme throughout the advertisement, which is signified with elegance, intelligence and superiority. The colours grey and white are also seen throughout various portions of the ad, such as the table, the bottle and box, and in the text and borders. The colour grey helps build a sense of “coolness” to the product. Grey is essentially visualized as a neutral tone that is often tied to power and conservativeness—which suggests that Grey Goose is traditional and an old-fashioned drink that's been around for a long time. The use of ice in the scene also help build onto this theme, suggesting that the product is “cool”, while also suggesting freshness.
In conclusion, the advertisement uses ethos and logos to convince customers to buy the phone. Logos are used to prove to the customers why they should trust Apple electronics. Ethos is used to convince the customers or consumers to buy an Apple device by using a famous celebrity. Now, Apple is very famous throughout the