Use Of Pathos In Advertising

American Advertising executive, Jerry Della Femina, once said: “There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.” This is accurate as consumers will never again purchase a product that didn’t work like the advertisement had said which will cause the business to go out. The best way to advertise would be advertising the truth and utilizing Aristotle's Persuasive Appeals: Pathos focuses on emotion and passion, Logos which focuses on logical reasoning and evidence, Ethos which focuses on character and credibility, which influences us to buy their products. The Greek philosopher, Aristotle, realized that these three appeals are

used to persuade us to do or believe something. In the advertisement done by Pantene and Neutrogena, Aristotle’s appeals of pathos, logos, and ethos are presented in both ads with the intention of persuading us, the consumers, to buy products meant to care for our hair and skin.

Pantene and Neutrogena both use Pathos in their ads to impel an emotional reaction to attract the consumer into purchasing their product. In the advertisement for Pantene; we see that it appeals to women as it tries to use any insecurities women may have about their hair in order to offer them the product to help them build their confidence and make them feel beautiful. The main focus of this ad is Selena Gomez confidence and her shiny, strong, and smooth hair. As a result, it gives the consumer the desire to have healthy, shiny hair like Selena. Therefore, it makes the consumer subconsciously think about whether the Pantene shampoo will make their hair look as good as hers. Simultaneously, in the advertisement for Neutrogena, we see that it appeals

to an audience that may battle with acne as the ad tries to use the insecurities they may feel about their skin in order to offer them a product that will build their confidence by giving them clear skin. The main focus of this ad is Olivia Holt perfectly clear skin to disclose us that because of this product her skin looks the way it is. As a result, it gives the consumer the desire to have clear skin like Olivia to have her confidence. This product eliminates acne without having to get a prescription from a dermatologist which makes the viewer see that they can even save money by buying their product as opposed to going to the dermatologist. Also, they endeavor to attract their audience by saying that this product will clear their skin in just one day yet who knows whether it’s true. These ads persuade us to buy their products because everyone wants to have smooth, shiny hair and clear, healthy skin. Both of these advertisements unquestionably use Pathos to attract the viewer’s attention through their insecurities.
Just as Pathos were used in their ads, the Pantene and Neutrogena ads also use logos to give the consumer’s reasoning to purchase their product.

In the advertisement for Pantene; we see that the Shampoo and Conditioner contain, Pro-V formula, which protects your hair against damage and strengthen it. Another logical appeal is when the advertisement includes a statistic reading“97% less breakage” with the anti-breakage shampoo and conditioner, the consumers, reasons that they should purchase the product because they have a logical reason to believe that the product will work effectively. Meanwhile, in the ad for Neutrogena, we see that this product contain, Benzoyl Peroxide, which is known to treat acne. Also, the company states that the product “Fights stubborn acne, in just one day” making us think that we will wake up with clearer skin base on the statement given. Their facts are made for us to reason why we should buy their product. Both of these advertisements undeniably use Logos to attract the viewer’s attention through rational thought and

reasoning.