Ethos, Pathos, and Logos Commercials 2019
There are several persuasive advertising technologies used to sell a wide variety of products and services. These include ethos, pathos, and logos. They are used to appeal to consumers, build brand equity, and make money. Some advertisers use all three to appeal to more than one type of consumer.
In a nutshell, ethos is the use of a well-known celebrity or other recognizable figure to endorse a product. It is an effective way to gain the trust of your target audience, thereby making it more likely that you will be able to sell your wares. Ethos can also be utilized with other more traditional persuasive advertising techniques. This is a very sophisticated marketing strategy and should be handled with the utmost care.
The best ethos ad uses a combination of the many methods mentioned above to snag the consumer’s attention and make them want to buy. One technique involves a clever blend of hard data and real-world examples to demonstrate why you should buy the product in the first place. Another technique is to use a celebrity to make an evocative case for your product. For instance, an ad starring Kevin Hart or Taylor Swift would encourage consumers to buy a six pack of Mountain Dew.
Another popular technique is the combination of pathos and ethos. In this type of ad, a triumvirate of famous athletes make the best use of the ethos to motivate their fans to buy a pair of Nike shoes or a Gatorade. Similarly, in an ad promoting Gillette’s new ad, a telegenic philanthropist and a transgender activist show off their best moves.
One of the best ethos ad techniques is to combine the aforementioned ad with a logo or a piece of technology. Putting a logo on a bottle of beer is an effective method of communicating the alcoholic beverage’s status as a top choice in the sports category. On the other hand, using a logo in conjunction with a cleverly designed commercial will convince the consumer to buy a piece of technology.
A recent ad involving the combination of ethos and pathos made headlines and sparked controversy. In fact, the ad triggered an outpouring of vitriol, and Jenner herself was forced to apologize for the ad. But is it really as bad as some are making it out to be?
As long as you don’t do it rashly, you should be able to create a spirited debate with your favorite consumer. If you are lucky, you may even get some free advice. After all, this is not all that difficult when you have the proper training and a well-placed ad. Of course, you may have to be a little more creative than that. To put it simply, it’s the job of an advertising professional to find a balance between these three pillars of persuasion. With a little practice, ethos and pathos are the best buddies for a winning campaign. And with the right content and a good advertising plan, you too could become a persuasive marketing master.