Ethos Pathos Logo Analysis

There are three methods of persuasion when speaking or writing to an audience: Ethos, Logos, and Pathos. Ethos uses a type of socially recognized authority as its voice. Logos uses logic and reasoning as its tool. Lastly, Pathos uses emotional attachment. For instance, the advertising industry primarily utilizes Ethos and Pathos reasoning and qualities, particularly a Matthew Mcconaughey Lincoln Motor Company commercial, and a Safe driving bonus check Ally Insurance commercial.
The Lincoln Motor Company commercial applies two methods: Ethos and Pathos. Ethos starts the commercial when Matthew Mcconaughey is introduced as the spokesperson by speaking and driving in a Lincoln car. Pathos is apparent when Mcconaughey starts his convoluted monologue, and continues his speech in the darkness of a car. The length of the advertisement contributes to Pathos as well, forcing you to

ponder his words.
The commercial reveals the interior of a car, containing Mcconaughey, at the start of it. Only at the very end of the commercial does it say what company produces the car. Obviously, they are “advertising” a physical object: the car. This commercial is not effective at all, and leaves you with more questions than answers. The lighting is a horrible mistake, and Mcconaughey’s monologue is so confusing and sounds like it was written by a wanna-be hipster. It had nothing to do with the car that you couldn’t even see.
Next, we have the Safe Driving Bonus Check Ally Insurance commercial.

This ad uses primarily Ethos authority. It introduces the product of a discount on insurance by raising a social question, then answering it with its product. In the ad, a man and a woman are at a table and talking when the woman brings up a conversation they had the other day, offended. Originally, the man said that men were better drivers than women. In response, the woman pulls out a check she received for safe driving from Ally, pointing out he did not get one. When the man tries to speak, she interrupts and stops him by saying “silence” in Ally’s spokesman’s voice. This clearly uses outright authority. A more general idea is that the commercial is making social commentary, and using this social issue to its advantage to advertise its product. I believe this commercial is effective, not only in advertising the discount you get from Ally insurance, but also in making a point. This ad provides solid proof in its universe that women are better drivers than men, or at least equal. As a feminist, I applaud this

commentary.
Both commercials take advantage of Ethos reasoning, however, Mcconaughey’s mess of a commercial uses Ethos celebrity authority to promote its product, while the Safe Driving Bonus Check commercial uses Ethos social commentary and ethics authority. Lincoln’s production was very ineffective, very questionable, and very reliant on a new-age and abstract speech, while Ally’s was indeed very effective, linking its product with an attention-grabbing situation that made sense.
I liked both commercials, but for different reasons. I like Mcconaughey’s because it is simple to parody and make fun of (SNL for example), and I liked Ally’s because it promoted feminism and flipped a social prejudice.
All commercials use some form of Ethos, Pathos, or Logos. Whether they are effective or not in doing so, is a different story.