Domino's Ethos Pathos Logos

PEL Comparison & Contrast

In order to sell their products, companies use commercials to appeal to audiences through the use of pathos, ethos, and logos. Compare and contrast the use of these appeals in two commercials. Both commercials are advertising pizza. One is a Domino’s commercial while the other is a Pizza Hut commercial. The Domino’s commercial discusses the legitimacy of the cheese they use, and the Pizza Hut commercial speaks of the positive impacts eating pizza for dinner could have on your night.

Pathos is an appeal where the speaker uses emotions to persuade an audience. An example of pathos in the Domino’s commercial is the imagery used to describe the cheese. This is pathos, because the figurative language causes heightened emotional connections. This is different from the Pizza Hut commercial, because Domino’s is using their diction and

word choice to trigger emotional responses, while Pizza Hut is trying to trigger positive memories. An example of pathos in the Pizza Hut commercial is where the narrator asks the audience “are you making it ‘remember that night’”? This is pathos, because the speaker is calling upon the listener’s pleasant memories and reminding them that they can have another awesome night like the one they are recalling if they order Pizza Hut. The Domino’s and Pizza hut commercials are similar, because they both target positive emotional responses. Pizza Hut and Domino’s effectively use pathos to sell their pizza through appealing to the audience’s emotions.
Ethos is an appeal where the speaker uses ethics to persuade an audience. An example of ethos in the Domino’s commercial is when the narrator says “Our cheese was crafted to perfection by an award winning mozzarella maker”. This is ethos, because it makes the speaker seem more knowledgeable on the subject of cheese. This is different from the Pizza Hut commercial in that the Domino’s commercial is reflecting the ethics of the speaker while the Pizza Hut commercial is reflecting the ethics of the audience. An example of ethos in the Pizza Hut commercial is when the speaker asks the audience if they are going to make their night ordinary or if they are going to spice things up by ordering Pizza Hut. This is ethos, because the speaker is calling upon the ethical qualities of the audience. Pizza Hut and Domino’s effectively use ethos to sell their pizza through appealing to the audience’s and the speaker’s ethical qualities.
Logos is an appeal where the speaker uses logic to persuade an audience.

An example of ethos in the Domino’s commercial is when the narrator mentions that a “National Cheese Institute Laureate Award Winner” aids Domino’s in their cheese making process. This is ethos, because the narrator is citing an authority to make their argument more logical. This is similar to the Pizza Hut commercial, because both commercials are providing information and evidence to support their particular arguments. They are also similar in that they are both citing a reputable person or peoples to back up their arguments. An example of logos in the Pizza Hut commercial is when the speaker cites that Pizza Hut is “America’s number one choice”. This is logos, because the speaker is citing a reputable testimony, American citizens. This is different from the Domino’s commercial, because Domino’s is citing an authority while Pizza Hut is providing a bandwagon strategy to persuade the audience. Pizza Hut and Domino’s effectively use logos to sell their pizza through appealing to the audience by supporting their particular arguments with

logic.
The two commercials generally use pathos in a positive manner and appeal only to happy memories and emotions. The key uses of ethos in the two commercials are demonstrating to the audience that the speaker is knowledgeable and calling to question the listeners ethical qualities. Logos is mainly used in the two commercials to provide credibility to the speaker through facts and testimonies. The Domino’s commercial does a good job of providing an argument that nullifies all prior arguments against the quality of their cheese. Both commercials are very effective in their uses and persuasion to sell their products.