Ikea's Use Of Ethos Pathos Logos

Jesse Mendoza

Professor Zaiens

English 101

14 Jan. 2023

Ikea’s advert “Every home should be a haven” A triangle of persuasion, when in perfect balance creates a compelling argument. Aristotle, a Greek philosopher that lived over 2000 years ago, created the three categories of rhetoric known as Ethos, Pathos, and Logos. Today advertisers use these three strategies in harmony to create compelling arguments in support of their products for their target audiences. Ikea’s advert, “Every home should be a haven” is very strong in pathos, but lacking in both ethos and logos.

It has been stated that improper use of the rhetorical triangle can negatively affect an argument. Christof states, “interpreters are divided on the questions of whether Aristotle’s Rhetoric is meant to be used for good and bad purposes alike or whether it is specifically tailored to implementing the good and virtuous goals [described] in Aristotle’s ethical and political writings.” Helping describe how audiences will often be in charge of interpreting an argument, in this case an advertisement, for themselves through the use of rhetoric. Analyzing its underlying meanings and how it affects them internally. Audiences often analyze a piece of information

As Christine Whitehawk states, “The home is viewed as a sanctuary from the outside world—whether it is a place of safety, escape or just the place where someone can be themselves” (qtd. in Century). Whitehawk, an Ikea U.S. marketing communications manager, aids in understanding what Ikea had in mind for what they wanted their audience to feel when watching their advert. While this does help in the latter, when actively viewing the ad, questions still arise. Why should someone buy this product? What makes the viewer believe their claim? What products does Ikea offer that can turn a home into a haven, and are any featured in this commercial? These questions should be answered through the use of