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Rhetorical devices ethos logos pathos
Rhetorical ethos, pathos and logos
Rhetorical devices ethos logos pathos
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In the art of persuasion, there is something that complements the use of ethos and pathos. Any company could make a commercial with high credibility and strong emotional connection, but it needs to sound logical to convince the customers. Neutrogena’s commercial use very well ethos and pathos but does it sounds logical? According to YourDictionary logos are the logic and rational argument. The main argument of the Neutrogena Wave Sonic is that cleans your skin better than your hands alone. To people that have been using different acne treatments, it sounds logical. First, the Neutrogena Wave Sonic produces circular movements that help the circulation of your skin and help the cleanser to go deeper into the customer’s pores. Moreover, the product avoids all the mess that involves using your hands. The commercial use ethos pathos and logos very effectively to convince the audience. …show more content…
In conclusion, Neutrogena clearly shows to customers that they own the solution for acne, using three simple (but very useful) strategies.
Customers are not only buying the product because they need it, they buy it because they trust it. That credibility is connected to the emotional impact of the commercial. The details of the propaganda are designed to produce a sensation of freshness, cleanness, and energy. With the emotional connection that it creates they make people want to buy it because they want to feel pretty, comfortable and fresh. The logical sound of the commercial and product’s effectiveness gives the final touch to persuade the viewers. Given these points, we can conclude that the magic behind the success of Neutrogena Wave Sonic is the correct use of ethos pathos and
logos.
Popular brands and companies typically rely heavily on brand names to unfairly convince people to buy their specific product, even though another brand would likely work almost the same. In order to do this, those companies use many elements of ethos, but they also attempt to establish the superiority of their brand with logos and pathos. In the commercial, “Colgate Dentist DRTV,” the brand attempts to persuade consumers to buy Colgate Total toothpaste by presenting their name and relatable women, followed by attractive visuals, but ultimately the advertisement fails to provide enough logic to convince a well-informed audience that it truly matters which brand of toothpaste they buy, and that Colgate is better than any
Adidas uses pathos to convince their audience to buy their product. In the ad they use a message to draw in their attention by trying to use the message or something that the audience can connect to. Then the audience has an emotional connection to the message and starts to pay attention to the ad and is convenienced that they want the product. Adidas uses an emotional approach in the ad because they
Even though Proactiv did not have any logical information to back up their claims, they used ethos and pathos in their advertisement in order to make a connection between those who suffer from acne much like Adam. The advertisement demonstrated an exceptional form of ethos in showing how Adam is insecure about his acne as a famous singer and musician. He states
The diet coke commercial uses pathos to persuade us. It's using pathos by showing a famous person to convince you. But in reality, Taylor swift doesn't drink diet coke when writing one of her songs. Sensodyne toothpaste commercial uses logos to make you think a little more logical. It makes you think more by showing a ¨dentist¨ to convince you that what he's saying is really true. The commercial wants you to think its trustable just because its a dentist so you could buy it to cure sensitive teeth.
Pathos, is used in commercials to create a convincing argument about this product by showing emotion and has connecting with other. As you can see, a man does not feel lonely, the relationships between the father, son and friends have good time.
The goal of ethos is to make sure the company or the face of a product is reliable because would you want to buy from a company who has a bad reputation? The ethical appeal, also known as ethos, of the “Love Your Hair Longer with Pantene” commercial is Pantene and Selena Gomez. Pantene was “born” in 1945, which means they have been around for a while. When asked the three reasons she is excited to be Pantene`s new ambassador Selena Gomez states, “…their message for women being strong is beautiful and what they represent is so what I embody and what I want my fans to know and feel confident in.” Pantene is the main ethical appeal because Pantene is the brand of the product the commercial is trying to persuade people into buying. Pantene is a company who has been around for a while and is big on making women all around the world feel beautiful, which means they are credible because they have the experience and care enough about their customers to be a trusted hair care company. Selena Gomez is also an Ethical appeal because people she feels women should feel happy and healthy in their own bodies or in this case, hair. Pantene and Selena Gomez are also representations of the emotional appeal, also known as,
The target audience for the proactive commercial is any men, women, or teenager having insecurities about the acne they might have. The proactiv commercial displays a persuasion of both ethos and logic. An example of ethos is would be when the Proactiv commercials start to involve celebrities. The celebrities that come out on the Proactiv commercial start to talk about their own stories and how they struggle with acne themselves. This makes the audience (us ) realize that they are just normal human beings and go through what everyone else does. At that point for me, it made me feel comfortable with my insecurities, as I knew that I can use the treatment. Another example the Proactiv commercial uses is logic. The various people that try Proactiv
They want to show a “sparkling version” of the product and that implicates that, “if you buy the one, you are on the way to realizing the other” (26). So the portrayal of gender is essential in advertisement when it is trying to catch the viewer’s attention, since gender norms can be considered as a form of silent language in the society. Simply put, it can be said that gender roles are “a language which needs no complex translation by the viewer, just transmission through the image” (Capener 3) and therefore it is important for the advertiser to utilize the imagined gender roles within the advertisement
The Star Wars commercial is Ethos because Darth Vader uses his position as lord to convince people in going to the dark side .One example is when he used his powers to make the golf ball go in hole when he missed. The other example is when the guy tried to hit him because he was mad, Darth Vader used his powers to choke him and show he was powerful, therefore the other men in the commercial became Darth Vader’s friend. The SPCA Rescue The Animals commercial uses Pathos
The commercial uses ethos towards the audience, they use the emotional desires of the audience, men want to smell like the actor in the video and women want their men to smell as good as the man in the commercial. There is more evidence of this being an Id, as a matter of fact, in the commercial he directly calls out the females by saying “hello ladies” at the beginning of the commercial to get their attention. Not to mention the author does a great job on calling the audience to interact with him in the commercial, which is a very effective way to get the attention of the audience, that is also why commercials with humor and interaction works in this
In a 2013 Gillette Pro-Glide commercial, Gillette desires for the consumer to know that their razors are the best a man can get. The audience is greeted by a popular male tennis player, Rodger Federer, as he is practicing tennis on a futuristic field that is various shades of navy, white, and a blue a couple shades above navy. As he consecutively lands successful hits, an announcer is heard saying before introducing the razor, “Being the best isn’t about preforming once. It’s about perfection time after time,” (Gillette). Subsequently, the announcer commends the razor by citing a study done in Germany that made the Gillette Fusion Pro-Glide the best razor with the longest lasting blades. Federer is then seen holding the razor while rubbing
We made an advertisement for vegan, gluten free cupcakes. Most cupcakes are made with milk and wheat flour and many people are not able to eat them. We had two girls; one allergic to milk and the other to gluten. People with the same problems can see that there is still a way for them to get the satisfaction from cupcakes. This makes one feel hopeful and eager to buy the cupcakes. That is the way we used pathos as encouragement. The way we used logos was when we showed the survey which tells people that most of the tasters admired the vegan, gluten free cupcakes; that encourages them to try the cupcakes. We decided to include ethos as well by showing a signed report from a doctor which is a trustworthy resource. Since the doctor said that the
The major premise is that apples do have healing and healthy aspects in them, this is general knowledge. The ad uses logos to persuade the audience by reason. Logos is an appeal to logic, and is a way of persuading an audience by reason. In the ad Mary Kay is saying if you use their product you will love a happy healthy skin experience.
Dove is a personal care trademark that has continually been linked with beauty and building up confidence and self-assurance amongst women. Now, it has taken steps further by impending with a new advertising strategy; fighting adverse advertising. And by that it means contesting all the ads that in some way proliferate the bodily insufficiencies which exits inside women. Launched by Dove, the campaign spins round an application called the Dove Ad Makeover which is part of the global Dove “Campaign for Real Beauty” what has been continuing ever since 2004 and times print, television, digital and outdoor advertising. As Leech (1996) believed,” commercial consumer advertising seems to be the most frequently used way of advertising.” In which way the seller’s chief goal is to sway their possible spectators and attempt and change their opinions, ideals and interests in the drive of resounding them that the produce they are posing has a touch that customer wants that will also be in their advantage, therefore generating false desires in the user’s mind. Dove is vexing to influence their viewers to purchase products they wouldn’t usually buy by “creating desires that previously did not exist.”(Dyer, 1982:6)
TOcean Skin produces an advertisement to advertise for its skin care product, called Speedy miracle deep ocean water essence in 2017. The commercial is indeed like a short movie, as it narrates a story of an unattractive girl, who is looking for a good healthy skin. The ad cleverly twists at the end to show that this girl can simply stay home and use Ocean Skin’s product to have perfect physical appearances. Moreover, the brand name is in the capital, with the letter “C” is decorated as a water drop, which is creative and eye-catching. The commercial also uses a man to guide a girl to achieve a perfect skin, instead of using a woman. This is gender discrimination, which indicates that males are controlled that they know exactly how to solve