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How is pathos used in advertising
How to have a persuasive advertising campaign
How is pathos used in advertising
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Nowadays, the most efficient way to promote something is through the use of advertisements. Advertisements, as defined by the Merriam-Webster Dictionary, is “a public notice; especially: one published in the press or broadcast over the air.” The sole purpose of advertisements is to create awareness of a product or of a company and convince the audience to purchase their product or services. Often times, companies spend a great sum of money for advertisements because it can influence customers like us to buy things we don't need, to vote a way we might not normally vote, and to desire a lifestyle that we wouldn't necessarily agree with. Successful advertising creates positive memories and feelings that influence our behavior over time to encourage …show more content…
us to buy something. The Government Employees Insurance Company, or GEICO, is the second largest auto insurance in the United States. The company is known for its advertising campaigns full of humor that often feature the company's mascot, the GEICO gecko. The most prominent and perhaps the most successful advertisement the company has released is its “Hump Day” commercial. GEICO’s “Hump Day” commercial is exceedingly effective in persuading people to purchase their services. GEICO’s “Hump Day” advertisement was released in 2013, and to this day, it is still prevalent. This humorous video commercial was developed by The Martin Agency to persuade the viewers to buy GEICO’s services. The audience of this piece are mainly adults or people who work in an office or a business environment but the average viewer can still connect to it being that it relates to having a job. The commonplace of this commercial is that everyone, no matter what job they hold or where they lie on the social class, needs insurance. Within the commercial aforementioned, GEICO combines wacky humor with efficient branding. The commercial is set in an office and begins with a camel walking around asking the employees, “Uh-oh! Guess what day it is?” He asks a woman named Julie who doesn’t pay attention to him. He proceeds to bother a man named Mike and states, “Mike, Mike, Mike, Mike.. Guess what day it is Mike?” He laughs as Mike pays no attention to him. Finally, the camel asks Leslie, “Leslie, guess what today is?” Leslie sighs as she utters tepidly, “It’s Hump Day.” The camel then makes a sound, “Woot woot!” and shouts, “Hump Day!” The scene that follows involves two men playing a guitar. One man asks the other, “Ronnie, how happy are folks who save hundreds of dollars when switching to GEICO?” to which Ronnie answers, “I’d say happier than a camel on Wednesday.” A narrator then says, “Get happy. Get GEICO.” The advertisement ends with the company’s classic slogan, “Fifteen minutes could save you fifteen percent or more.” This GEICO advertisement utilizes rhetorical appeals such as pathos, ethos, and logos effectively which help it succeed in persuading its audience. Pathos is a rhetorical technique used alongside logos and ethos to persuade an audience.
The use of pathos should evoke emotional response within the audience. In the case of this commercial, pathos is used to make people laugh thus adding a positive association to the company itself. The appeal to pathos is evident in the irony that a camel has humps and it is happy that it is Wednesday. In more context, Wednesday is also known as hump day because it’s the middle of the week, not including the weekend; meaning that one has made it "over the hump" towards the end of the week. The camel and its enthusiasticness for Wednesday is the essence of the commercial in that he makes the boring topic of insurance seem interesting and amusing. By appealing to pathos through humor, this commercial grabs people’s attention. Because of the laughter that this commercial elicits in the viewer, it will yield to them remembering the company in a positive manner and acquire auto insurance from …show more content…
GEICO. Although it was not used as much as pathos, ethos is also appealed to in this GEICO advertisement. Ethos is defined as a means of convincing someone through character or credibility. Ethos is present in this commercial in the way that the two men at the end discuss how purchasing GEICO’s services will benefit the consumer. Both of them are playing instruments such as a guitar and a mandolin when one asks the other, “Ronnie, how happy are folks who save hundreds of dollars by switching to GEICO?” to which Ronnie answers, “I’d say happier than a camel on Wednesday.” Thus, with the two men who appear credible along with the well-known fact that GEICO has been saving people money on car insurance for a long time, this commercial convinces the audience of their own credibility. Therefore, when the statement that switching to GEICO will make the consumer happier than a camel on hump day was said, it was believed with no questions asked. This ascertains that by purchasing GEICO’s services, you would become delighted and save more money than if you choose to go with another insurance company. This particular appeal shows how friendly the company is and how they are easy-going which attracts people to the corporation. This also aids the purpose of the video; GEICO wants the audience to watch this commercial and to immediately choose their insurance over the others. Ethos is also used by depicting everyday workers in business attires that the audience can relate to. By appealing to ethos, this commercial is more relatable and along with pathos, a strong connection with the audience is established. The appeal to logos isn’t used very much in this advertisement.
The only two parts in this advertisement with a hint of logos is when it is mentioned that GEICO will be able to save you hundreds of dollars and when the narrator says “Fifteen minutes could have you fifteen percent or more.” The commercial explicitly states that GEICO will able to save you money. Other than these, GEICO commercials don't typically have a lot of factual information. They do not provide data on how much the average person saves when using GEICO, nor do they show how their low their rates are compared to other insurance companies. Despite the paucity of logos, this advertisement remains successful due to the abundance in
pathos. Furthermore, this advertisement contains other aspects that make it successful. For example, it has a jubilant and upbeat tone and because of that, it makes people happy too. The cheerful tone mostly stems from the camel’s personality, which contrasted with the seriousness of the employees, makes the advertisement funnier. The use of humor throughout this GEICO commercial is very wise. The presence of the camel in an office setting catches the viewer’s attention and pulls them in right from the beginning. The commercial also features casual dialogue; there is usage of slang terms such as calling Wednesday “Hump Day.” Figurative language is also used when the camel’s happiness on a Wednesday is compared to the happiness that a GEICO customer experiences. Overall, the GEICO “Hump Day” commercial is very successful, not only in convincing its audience to choose GEICO as their car insurance but also in leaving a good impression of the company to anyone who views the video. There is a lot of rhetoric involved in this advertisement such as the use of the three rhetorical appeals: pathos, ethos, and logos. Pathos is the most evident one that is used since this commercial is full of humor. Ethos is used to make this commercial relatable and logos is used briefly to express the economic benefits of choosing GEICO. Because of its humorous quality, this ad is is memorable to the common viewer. Through their use of various tools that create a relaxed and lighthearted tone and makes it stand out in the viewer’s mind, GEICO’s “Hump Day” commercial is successful in convincing the audience to purchase their insurance.
Almost every commercial uses Pathos, an appeal to emotions, to convince the viewer that their product is the best choice for them. The use of Pathos enables the persuader to reach out to the audience in a subconscious or even unconscious level. Emotion creates a bond with the viewer and the advertiser. Liberty Mutual commercials convince us that they provide the best coverage and benefits, such as 24 hour road side assistance and easy repair estimates. In particular, their commercials stand out as as one who uses humor and fear, and then provides reassurance to coax us to chose their insurance over others.
Nowadays, commercial is becoming a major part of mass media. It does not only try to inform people about the availability and attractiveness of industrial good productions but also contribute to build an awareness of resources and alternatives for customer in daily life. There are thousands of commercials, so to attract customer, advertisers use various kinds on their commercial to make people aware of the firm's products, services or brands. Though they use various kinds on the commercial, the main goal of advertising tries to convince customer to buy their products, or do what they want. An excellent commercial will create a deep impression on their customers, or who want to become their customers by using three classical appeals: pathos, ethos and logos.
Without the words in the GEICO auto insurance advertisement, all that would be on the ad would be two popcorn cups, which does not explain why GEICO is the better insurance. They have the company 's name in big bold letters along with the saying, "The choice is yours, and it 's simple". This statement screams to the audience that if they chose any other insurance policy, they are making it difficult on themselves. The advertisement also uses deductive reasoning by using the want for more popcorn to wanting more out of one 's auto insurance. When it comes to insurance, people always want to have more benefits to help them out with auto situations. For an example, if someone gets in a car accident, that person would want to make sure that they are getting something out of their insurance to help them get back on their feet. Underneath the bigger popcorn cup, there are brackets with all of the qualities that GEICO auto insurance possess, while the other guy has nothing, showing that GEICO offers more than the competition. The paragraph on the advertisement gives more in depth information about the qualities listed underneath the bigger popcorn cup. The advertisement also has the company 's website and phone number so people can get more information about GEICO 's
These commercials make the audience feel fear, love, guilt, or joy about the situation being shown. The American Society for the Prevention of Cruelty to Animals or ASPCA for short shows commercials to get donations that will help prevent animal cruelty and rescue animals all across the country. I have not seen this commercial on any of the apps on my phone however this is a commercial that I see often on regular television. The target audience of these commercials is animal lovers; it could be a child or an adult. The use of Pathos in the promotion of joining the ASPCA or giving a one-time donation uses animals that look sad, hurt, homeless, abused or scared needing help. It is very effective as it makes the intended audience either want to donate to help the animals or to rescue one through adoption to give it a better life. The type of music played goes along with the feeling of sadness and helplessness that the animals are feeling and makes the audiences feel sad as well. These commercials also either use the voice of a celebrity or show the celebrity holding a dog or cat while giving information about how to help the animals. The audience is shown abused, beaten, or neglected animals and asked for donations to help give medical care, food, shelter, and love to them. The commercial is effective as it pulls at the emotions of animal lovers
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
The Proactiv ad from November 2012 includes a picture of Katy Perry in a brownish background with her hand up to her mouth. Her eyes are greenish and bucked as if she were shocked about something. Her skin looks as smooth as a baby skin. Katy Perry also has a pair of small white pearl in her ears. On her face says “I’m Not Polite I’m Proactiv”. There are three bottles of Proactiv 3 steps solution shown at the bottom right hand corner and a number at the bottom of the photo. Underneath the quote says Katy Perry typed in white. Her photo shoot is from her head to her shoulders. Just enough for viewers to focus on Proactiv product. Her hair is long black and sitting pass her shoulders. Katy Perry is a famous well-known singer. Proactiv is the number one acne system there is. Dr. Kathy Fields and Dr. Katie Rodan are two well-known dermatologists that started the Proactiv solution skin care-line. Proactvi is not a drug it is an over the counter medical care that contains benzoyl peroxide. The promotion effectively uses logos, ethos, and pathos to persuade the onlookers to purchase Proactiv products.
Use of Pathos in an Ad Commercial Images used for advertisements, newspapers, or magazines usually include the significant purposes and ideas. Then, in many cases, they are described by ethos, pathos, and logos, which are used frequently to catch viewers’ attention. Even if the ads do not have concrete strategies and clear opinions, those ads may not be able to persuade the viewers. In other words, the excellent ads could use one of three persuasions. The following advertisement is the good example of embedded pathos in the advertisement.
Logos, in this commercial, it is to make the audience feel the same way as you do. As you can see in the video, everyone is having fun and a good
Car commercials are made to convince the audience to buy their car because it is the best, or so they think. They do this by using different modes of persuasion; two examples of this are ethos and pathos. Ethos and pathos are methods used to persuade the audience into believing something that you want them to. Ethos is the ethical appeal that focuses on the author's credibility. It makes sure the audience believes something that an expert or character is saying about the product. Pathos, on the other side, is the emotional appeal that focuses on attracting the audience’s emotions. It makes the audience feel a certain way after watching the commercial. One example of ethos car commercial is “2015 Kia K900 Luxury Car – LeBron James Commercial – NBA Partnership – Valet” and “2014 Subaru Forester TV Commercial Daughter” car commercial for pathos.
Lastly, the ad was very effective when using logos. Logos persuades using reasoning. They use your prior knowledge or common sense to get you to buy a certain product. Everyone knows that the Hulk is strong and withstands everything. It shows that the band aid is also strong and could withstand through the hulk’s transformation from man to monster unlike his clothes. This helps with letting the parents know that the bandage could go through any change or any activity a child does. By using the Hulk in the ad to show the durability of the bandage, parents would buy it because then they know it would
An advertisement is a form of public writing in which the author uses writing strategies as a way to catch the attention of a reader and to persuade that reader to purchase what he or she is promoting. In order to create an effective advertisement, the author relies on the product’s credibility, uses reasons to convince the reader to buy what he/she is promoting, and attempts to appeal to the reader based on emotion. A way in which this can be achieved is through using three components of writing known as ethos, pathos and logos. As an example to illustrate how these strategies can be used as an effective method of persuasion, I have chosen to analyze an advertisement produced by a travel agency. In the ad, the author’s attempt is to use logos and pathos as his primary means of persuasion but touches on all three components of writing as a method of luring the reader into choosing Texas as the primary choice for a vacation destination. The author’s intent is to rely on this location to represent the travel agency as a source for planning the vacation.
Advertisements are all over the place. Whether they are on TV, radio, or in a magazine, there is no way that you can escape them. They all have their target audience who they have specifically designed the ad for. And of course they are selling their product. This is a multi billion dollar industry and the advertiser’s study all the ways that they can attract the person’s attention. One way that is used the most and is in some ways very controversial is use of sex to sell products. For me to analyze this advertisement I used the rhetorical triangle, as well as ethos, pathos, and logos.
Frontline takes an in-depth look at the multibillion-dollar “persuasion industry” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements. Paragraph 7: Conclusion Rhetoric is easily seen when comparing and contrasting these two forms of advertisement, as has been proven. Between the Doritos commercial and the smoking billboard, examples of pathos, logos, and ethos were not hard to find. Both advertisements, though, were different in their ways of expressing rhetoric.
The use of rhetorical appeals in advertisements are used in many of different ways. The way an advertisement is designed depends on the intended audience. Two car commercials that successfully appeal to their intended audience are the Hyundai Genesis first date commercial and the Lamborghini Aventador commercial. The Hyundai company specializes in making and selling mid-sized family cars. In this commercial Hyundai advertises the Genesis with the car finder feature which can locate your teenage driver.
Advertising lies in the Promotion part of Marketing Mix, but it applies to all the other P's as well. Promoting one’s business is the key ingredient to making one’s business successful. Promotion, along with a great product, key placement, and a reasonable price, will help a marketer work his way to the top. Promoting does not mean leaving his advertising up to the word of mouth of his current customer.