Logos, Ethos and Pathos Advertisement: an Example Overview

This paper has pathos advertisement examples to show how this kind of advertisement work in modern media. People for the Ethical Treatment of Animals (PETA) published this attention-striking pathos advertisement that has the ability to evoke unpleasant emotions all the time. This pathos ad brings attention to the organization and its cause. Former Made in Chelsea star Ashley James loves the finer things in life, but she knows that there’s nothing so fashionable about fur because that kills so many animals a year. Ashley James had teamed up with PETA to send a message to Harvey Nichols – which abandoned their decade-long fur-free policy – asking them to stop selling fur.

This advertisement is quite disturbing. It is very clear, how this anti-fur campaign uses the methods of pathos. This might be heart breaking for the viewers to see a slaughtered fox in the name of fashion. This advertisement is able to connect to viewers by evoking an emotional response and elicits emotions in the audience. This advertisement made sure that the audience can’t stop thinking about the content long after they see it.  Example of Pathos

This advertisement for sanitary napkin uses pathos by having a sleepy woman, in a perfectly white outfit, as the character of the photo. People want to be comfortable while sleeping, so they become inspired by the appearance of two girls. This advertisement is considered to be a pathos ad because it uses the emotional appeal to convince the audience and assures comfort and safety. Example of Ethos In a desert a plane crashes where there was two investigative journalists and a bottle of Thums Up Charged. This is an action-packed summer campaign print ad led by its variant, Thums Up Charged. The new ad represents the uncompromising attitude and unshakeable self-belief in the faces of the two Indian celebrities Ranveer Singh and Diva Dhawan in any given situation, no matter how challenging it is.

This advertisement for thums up employs one of the rhetorical device that is Ethos. Ethos perseveres as the quickest way to cut through clutter and establish belief with the audiences. And celebrities plays a great role in fulfilling this. People like to see a familiar face associated with a product. People also wants to be like celebrities. Stars with great reputation are prone to reaching more followers than ordinary people. Most viewers also assume that it must be a high quality product because they see some credentials. Most fans believe that if their favourite stars think the product is favourable, then they would most likely buy the product and they end remembering the advertisement and the product.  Kellogg's has linked bollywood actress Deepika Padukone for Special K. The brand Kellogg’s Special K, along with Deepika, is presenting women with a Special K 2 Week Challenge as part of a healthy lifestyle to help them kick-start a weight management journey. The challenge aims to prepare women for a bold, beautiful and contemporary look for weddings.

The advertisement employs ethos, as one of the rhetorical device as their power of persuasion. It presents the notion of ethos through Deepika Padukone, who is a sought after celebrity, who not only stands for high fashion but is looked up to for her healthy lifestyle and also represents the brand’s values impeccably.

Here, Deepika Padukone is used as a means of convincing an audience by offering reliability, honesty, and credibility.   This advertisement sends a very clear logical message that one should feed his or dog pedigree because it will make the dog stronger and healthier. The extra ordinarily illustrated diagrams and labels and the bright coloured background seems to signify a promising solution, an appeal to logos.

Pedigree seems to give customers irrefutable proof that their brand and product is the best through the facts and figures. The mentioning of terms like thermoregulation, oral care, digestion method, skin and coat, biotin and immunity is a persuasive technique to convince audience by reasons and logic and can also be called a logical appeal, it aims the head before heart. Though the logos appeal has its own limit but when the logos appeal works, nothing works better and not everyone is reasonable that Pedigree has understood long before.