Ethos Pathos Logos

This advertisement targets the Mormon culture/community using all three appeals, logos, ethos, and pathos. The Mormon culture has a strong belief that coffee among other “strong drinks” is an unhealthy beverage, with more risks than benefits. My advertisement represents Logos showing several benefits that coffee is shown to have. It has pathos, using a blue text saying that it is okay to drink coffee, promoting trust. The Ethos isn’t extremely strong because without research, you wouldn’t know whether these benefits are true. This ad in my given community would make a lot of people very angry. There would be a ton of backlash from the Mormon community. They take their beliefs very seriously as most religions do. To make a statement such as, “Hey Mormons, it’s okay to drink coffee” would probably feel like an attack to this community. This creates an emotional affect (Pathos) making it very personal. The coffee beans spread all throughout the advertisement, quickly lets viewers know the topic at hand here. With a blue text it can seem a little less like an attack, and more of a trusting statement. The blue text supported by the health benefits, could persuade viewers to do research on the topic. The

It isn’t credible having no true sponsor or company behind it. It just gives ten benefits that may or may not be true. Without research, viewers have no clue if these are true benefits or not. If it had a company known for doing studies on health saying, “supported by American Heart Association” this advertisement could become much more credible, expressing ethos. With the given target community this could help persuade the community to stop ridiculing coffee. When there was a study that showed fasting had health benefits, the Mormon community shared this study proudly, as it is something they practice in their religion. Maybe if this advertisement was available, they may do some digging and change their beliefs, as