Beware Of Pathos!!! - A Rhetorical Analysis Of The "Gift Like You Mean It" Etsy Commercial Revealing Pathos(Emotional Appeal) As A Prominent Advertising Tactic
Have you ever seen a commercial that made you want to buy something you didn't even know you wanted? If so, you're not alone. Advertising is a powerful tool that companies use to connect with consumers and promote their brand or product. One such example is the "Gift Like You Mean It" Etsy commercial, which effectively uses rhetorical strategies to appeal to audiences on an emotional and ethical level. However, despite its strengths, the commercial is not without its weaknesses. So, let's unwrap this commercial and take a closer look.
The commercial starts with a series of heartwarming
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The emphasis on supporting small businesses and independent artists helps to create a positive reputation for Etsy and appeals to audiences who value social responsibility. Additionally, the sentimental music and heartwarming moments evoke emotions in the audience, creating a positive association between Etsy and positive emotions. However, the heavy reliance on emotional appeals may come across as manipulative or insincere to some audiences.
To address this concern, the commercial heavily relies on ethos, or ethical appeal, to establish the credibility and trustworthiness of Etsy as a platform for finding unique and personalized gifts. The emphasis is on supporting small businesses and independent artists, which helps to establish Etsy as a trustworthy and socially responsible brand.
The ethical appeal helps to create a positive reputation for Etsy and appeals to audiences who value social responsibility and supporting small businesses. By presenting Etsy as a credible and trustworthy platform, the commercial helps to alleviate concerns about the quality and safety of the products sold on the
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By showcasing real people and their success stories, the commercial could create a more personal and relatable connection with the audience.
On the other hand, the commercial lacks a strong logical appeal (logos). While some subtle logical appeals are present, such as the convenience of shopping online and the variety of unique gifts available on Etsy, the commercial does not rely heavily on logical arguments. This may make the commercial less effective at convincing a more analytical or skeptical audience. But hey, who needs logic when you have cute puppies and babies in the commercial?
One potential weakness of the commercial is that it may come across as too self-promoting, especially with its emphasis on buying from Etsy rather than other online retailers. However, given that the commercial is promoting Etsy as a brand, this self-promotion is somewhat expected. And let's be honest, if you're watching a commercial for Etsy, you're probably already interested in buying from them
The advertisements use rhetorical devices such as ethos, pathos, and logos will be used to further understand how this organization’s advertisements appeal to their audience on all levels. Ethos is an appeal to
Television commercials are a vigorous part in the advertising of a product. Customers watch TV often, and almost one third of a television program is marketing. Since the creation of the TV, thus the use of marketing evolved melodramatically. Each new commercial tries to bring new sense to standard advertisement styles, even though the important use of rhetoric is used the same. The Doritos chip company advertised a commercial called the Doritos Time Machine, it argues that the Doritos have magical time traveling powers.
The commercial include the rhetorical strategies pathos, logos, and ethos within the short time frame of 60 seconds. Although
The Amazon Prime commercial uses pathos by showing a baby throughout its commercial. Most people, when seeing children, become overjoy by the child’s cuteness. In the beginning of the commercial, the dog frightens the baby; thus, the infant begins to cry. Consequently, this is a persuasive technique used to give viewers the “aw” effect. When people see a crying baby, they cannot help but want to comfort the child and protect his or her innocence.
Shown from the compositions, the Axe advertisement sends the message that consumers should buy the product in order to find their perfect match. This is linked indirectly to the theme of happiness that draws consumers’ attention. Various objects that are shown in this advertisement convey a message about the
Two rhetorical appeals, pathos and ethos, are used. Pathos is an emotional appeal to the reader, and ethos provides credibility to the company selling the product. Pathos is used to suggest to the viewer that a Rolex is special, and by saying the watch has “spanned generations since 1945,” it causes the reader to think about family. By thinking about family, the reader is more inclined to read further into the advertisement, since they
Effective product advertising uses the rhetorical devices ethos logos and pathos to better impart information about whatever product they are attempting to sell to the consumer. These schemes can often subconsciously appeal to one’s emotions and companies are able to psychologically manipulate their buyers into believing that they would find the product they are supplying to be of aide in some way to them in some way. In this commercial, there are a few ways the creators could have dabbled into the emotions and thoughts of the viewers. Pathos is the emotional appeal that in marketing people use often to either purchase a product based on their feelings in doing so relieving their problem that the company shows the audience it has even though it may not be apparent. Going for the heart which can often cause people to make financial decisions because they feel drawn to help a cause such as charitable
This commercial draws on the viewers emotional well-being through the dialogue of the characters. The first words said in the commercial are, " Never give up on the ones that you care about and, always remember the good things." That statement is strong and will immediately catch the reader 's attention. The little boy also said, “I looked everywhere.
Ethos plays a very important role in this ad. The creators of this ad express ethos by making their Von Zipper logo stand out. They put it in a very credible spot over the image so that it would be pleasing to the eyes of the audience. Von Zipper is a very popular glasses brand, which means that ethos plays a large role in this particular ad. However, the creators of this ad rely heavily on the pathos, as a matter of fact there are two examples of the uses of pathos in this ad.
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.
Whether they want a person to buy something, give money, or be informed, every commercial uses specific tactics to get their message across. I noticed that commercials are very good at using language and wording to their advantage. They may use drama to create an emotional response from the audience. Drama is when someone vocalizes something in a specific way that is different from what the intended receiver expects (Beebe, Beebe, & Ivy, 2008, p. 375). They are also great at using vocal delivery to affect the way the words or speech is annunciated.
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
Do you ever come to believe a certain idea after watching an advertisement, but wonder why you do? Companies have developed ways to make consumers take their side in a movement or campaign. Advertisements are used for several different reasons; to persuade you to buy a product, to spread an idea, or create awareness. They develop these persuasive advertisements through the use of rhetorical appeals: ethos, pathos, and logos. For instance, Under Armour, a well-known activewear company, spreads the idea that determination will lead to success.
You can see the tone change around the middle of the commercial. It goes from a happy and peppy theme to a dark reality of poverty and struggle. The tone change is queued with the line, “but… My Dad is a liar.” After this the viewer sees the moral dilemma that the commercial is trying to portray. After the tone change the commercial no longer focuses on all the things the father is giving the daughter but instead all of the things that the father is doing to give her those things.
There are advertisements that are seen everyday, whether it’s on a television screen or posted up on a huge billboard. There are also several different ways advertising uses rhetorical ploys. For example, Victoria’s Secret uses the appeal to sexiness to persuade one to buy something. In these commercials there are models who are wearing the products in an attempt to look “sexy” in the apparel. This then leads viewers to believe these products will do the same for them, essentially making them look just as “sexy.”