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Jaguar Ethos Pathos Logos

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Within, the March 2018 Vol. 70, 3rd edition of the Motor Trend Magazine on the 21st page a Jaguar advertisement proclaims that their new midsize E-Pace SUV has the “Best in class coverage” in the bottom right corner of the page. But the Crimson Red or as Jaguar calls it Caldera Red midsize SUV takes coverage over the whole center of the page, with two large cinema style margins at the top and bottom of the page it makes you want to almost zoom in on the subject. Around, the vehicle the city background is out of focus and fades to black to merge with the huge black margins. The vignette style of the picture makes it almost hard to miss the car as if it was frozen in time and with the letters in big bold white letters at the top of the page “Drive like everyone is watching” how could you not. Pathos is the persuasive device that writers utilize to appeal to the reader’s emotion in other words a trait that evokes feelings. The ad is using the rhetorical technique of pathos with the idea that they can appeal to older males who have more money than your average consumer, so that they as well can feel noticed as the appeal for attention is what Jaguar is trying to sell. The idea behind is that as you grow older you feel less of the center of attention and Jaguar can sell you that attention. …show more content…

and why go through the trouble of isolating the car, adding a sophisticated color scheme and extra text? Jaguar has been around for a long time and they are aware in some sense younger men with their coupes would care more about how fast they are going, and how much faster they can get? And so, numbers are needed to impress those specific consumers, whereas older men wish to get from point A to point B with their family therefore numbers are insignificant at this point and bright loud colors do not have the same effect as they used to. Jaguar knew to get their new vehicle to sell they would have to aim at older men or family owner’s

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