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Effective Use Of Ethos, Logos, And Kairos In Advertising

951 Words4 Pages

Ethos, Pathos, Logos, and Kairos have been used for millennials to produce persuasive arguments. This is especially apparent when it comes to advertisements. In advertisements they can use one, two, or even all of the rhetorical devices. Ethos refers to the credibility or trustworthiness of the speaker. Advertisements often use athletes when using ethos. Pathos is an appeal to the emotion of the audience. One superb example of pathos are the sad animal commercials looking for donations. Logos uses logic as a form of persuasion. A great example of this is by listing facts that promote the main message. Lastly, Kairos considers the timing and context of the message. An example of Kairos is advertisements during World War II about joining the …show more content…

First, the advertisement uses ethos. The advertisement uses ethos by showing people that are dapper, most likely upper class throughout. This would be them using rich people as a credible source to back the Coke brand. The advertisement also used Logos as a form of persuassion. It uses Logos when it talks about how smart people drink Coke to take a break from shopping to get more energy so they are able to finish their shopping. This is a logical statement because who does not need more energy after being tired from shopping. Kairos is also used in the advertisement. The video talks about women shopping for their spring wardrobe and the video was aired during the spring time. This is a form of persuasion because it uses the timing to help promote their main message. One last form of persuasion would be the whole advertisement. The whole advertisement is a form of Pathos. The advertisement is appealing to the emotions of women watching it. The advertisement uses visual appeals to make the women want to do what all the other women are doing. The use of persuasion is very apparent in the Coke advertisement from 1953. This video was Coca Cola advertisement from 2020. In this advertisement, their is a voiceover throughout. The advertisement also shows a bunch of families from different cultural backgrounds cooking food. They are all cooking cultural dishes. Each family is very happy and have very different homes. When all the food is made they all start eating at the table. When they are eating, they are all drinking Coke. The main message of the advertisement is that together tastes better. The families all have cute little kids as well. Lastly, in general the advertisement was super

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