A Rhetoric Analysis of the use of Persuasion Techniques, Pathos, Ethos, and Logos for letting the Effective Marketing
The current modes of advertisements are mainly based on a few words on a website, an eye visual, or the inspiring and emotional video, which contain both emotional and logical touch (Shaugnessy, 2003). However, whatever the mode is always trying to grasp the attention of the consumer body in order to modify and transform the opinion. Thus, in contemporary, there are many modes of adverting, but the primary plan is to adopt persuasion. The approach of marketing and advertisement, which is grounded in the principles of Pathos, Ethos, and Logos (Rife, 2010). These three principles are part and parcel of the modern advertising adverting and marketing, which has deep roots in the philosophy of Aristotle and practiced for many decades as a craft
Aristotle’s Rhetoric Approach- the Nature and the impact on Adverting and Marketing
Human communication is the primary aspect of their social life, and both concisely and unconsciously, we are trying to persuade each other. The human communication in relation to persuasion is beautifully aligned with the thoughts of classical Greek philosopher Aristotle, who gives the new lens within the discourse of the Rhetoric approach. Beasley et al. (2010).He gave numerous ways to communicate with the audience; however, all the modes are explicitly or implicitly connected with Aristotle their modes of persuasive commination, which is used as marketing tools in the modern advertising world. Pathos, Ethos, and Logos become an important part of marketing, which caters to the consumers’ emotional, intellectual through diverse and unique ways (ibid).
The layout of the essay
The first phase of this assignment sheds light on the multiple aspects of Pathos, Ethos, and Logos. This piece of writing further elucidates these concepts through a comprehensive explanation and pertinent examples. The following paragraphs illustrate how these aspects frame the marketing framework to attract a large number of consumers, which can surge the sales and productivity level. All the elements are closely interlinked with each other others as the perfect blend is the assurance of effective marketing.
The Narrative of Pathos, Ethos, and Logos
Pathos is based on emotion or appeal; this is mainly provoking the feelings of the consumers, which is entrenched in the sensitive emotions such as family products are preferably promoting through the depiction of beautiful families (Rife, 2010). For instance, cooking oil commercials mainly show the bright smiling faces of families, which illustrates the love and harmony among the family members. Moreover, beauty products always end up showcasing their beauty to the opposite sex, such as men shaving cream praise by the women, and makeup products become the center of the men’s attention. Also, this adverting shows a miserable picture of the society, for instance, body shaming in which girls and boys become the less attractive phenomena for the counterparts, and suddenly the use of the product changes their lives through the rapid weight loss positively impact on their attitude and social standing. Thus, negative emotions also become a useful tool to promote this kind of product.
Furthermore, Pathos such as guilt or fear (Ting, 2018), for instance, the picture of a sick child, will help a hospital to raise a good amount of money or blood donation can be more effective if the people feel the pain of ailments through pictures and visuals. Then, the logos in advertisements give consumers the logical reasons concerning the products; for instance, high calcium milk is extremely beneficial for young children and women, so the company should tell the people about the importance of certain products in their daily lives. Such kind facts and figures grasp the attention of the rationale consumers who want to adopt a healthy lifestyle in their lives.
The aspect of ethos is the perfect add on to the company/organization’s profile as it utterly convinces the consumer body about the credibility of the products, grounded in some more cross-cutting aspects such as honesty and reliability (Cam, 2015). Consequently, it grasps the attention of the consumers. In most of the cases, Ethos brings the large and effective body of trustworthy experts, for instance, the XYZ sanitizer can kill approximately 99% germs, or the particular mask will protect you from the deadly viruses, as in the recent wake of epidemic turns pandemic we are regularly watching several advertisements contains these sort of taglines. Moreover, big shots often use celebrity ambassadorship to endorse their products and give some attractive offers such as “enjoy the dinner date or the dream date with your favorite celebrity.” Some notable examples are the “Catherine Zeta-Jones makes us want to switch to T-Mobile Practice labeling pathos, logos, and ethos by placing a P, L, or E in the blank, Cardiologists recommend Ecotrin more than any other brand of aspirin, and Miley Cyrus appears in Oreo advertisements.”
Examples of Logos, Pathos, and Ethos
The following examples are taken from pathosethoslogos.com to further elaborate on the notion of persuasion techniques by renowned people.
Ethos
In the Stanford Commencement (June 12th, 2005), Steve Jobs cited that he started Apple in his parent’s garage at the age of 20 and worked extremely hard. The result was Apple had massively grown, and the two people in a garage become the owner of around “2 billion company with over 4000 employees”. Then, he talked about his creation “the Macintosh,” which gives him the highest volume of business within a year. After that, he mentioned two companies, “NeXT” and “Pixar.” In the end, he acknowledges his consumers, family, and workers for this huge success.
Pathos
Pathos perfect examples underlie in Martin Luther King Jr. evoking speech on August 28th, 1963, in which he cited that he knew the sufferings of his black people as they came across from great tribulations and trials. He underscores the importance of their lies and willingness to change their circumstances through hard work and optimism. The history is evident that this speech becomes a huge motivation, which had a strong impact on his nation. The same goes to persuasion marketing techniques, such as the usage of powerful notions and become the game-changer.
Logos
Ben Bernanke (2010) shared the facts and figures by citing, “Notably, since stabilizing in mid-2009, real household spending in the United States has grown in the range of 1 to 2 percent at annual rates, a relatively modest pace. Households’ caution is understandable”. This approach allows people to understand the crux and nuances of the household loans and help them to explore the alternatives. The marketing teams will also show the worst face of the product, such as many cars become the reason for noise pollution, and the environment-friendly cars can curb the intensity of this issue.
The Adaptation of Logos, Pathos, and Ethos- the Example from three renowned Organizations (BFW Official Site)
Incapital
The comprehensive diversification approach provides the strongest support to the in the time of uncertainty, such as the fluctuation of financial markets. The company is trying to inculcate the concept of logos by making a factual argument that falls under the criteria of the logos. The concept of ethos is also seen as the body copy of the supports this narrative as the company.
Source: Official website
The broad picture of this kind of advertisements illustrates hoe wisely imagery can significantly boost the meaning of a factual selling point
Interim Healthcare
The aged people of the gained wisdom and knowledge due to their immense experience, which modifies or transform their way of perceiving their lives. The company Interim Healthcare secured the notorious position in the healthcare industry due to quality home health care, particularly to the senior citizens and their families. The
Source: Official website
This advertisement exquisitely connects with pathos and ethos approaches of persuasion; the picture shows that the elderly people and their families are counting on the experienced and compassionate care of the Interim Healthcare workers.
Parktoria
The busy roads and congested traffic issues, along with parking issues, make the people frustrated due to the parking problems. Hence, the suitable parking area becomes the biggest threat for the stressed-out people, as they are already battling from the internal and external pressures of their lives.
Source: Official Website
Luckily, Parktoria “makes parking friendlier and more human.” The advertisement grasps the emotional goals of the layperson to the businessman in order to satisfy the needs of the smart parking systems. It is an attractive usage of the ethos to converse a message of quality services in a conventional manner.
References
Cam, M.S., 2015. Aristotle is Still Persuading Us: Content Analyses about the Rhetorical Structure of Magazine Advertisements in Turkey. International Journal of Multidisciplinary Thought, 5(02), pp.203-214.
Beasley, R., & Danesi, M. (2010). Persuasive signs: The semiotics of advertising (Vol. 4). Walter de Gruyter.
Fantasys, E., Liska, M., & Combining TV Advertising & Social Media. (2019, September 13th). Aristotle & Advertising: Thoughts on the Three Modes of Persuasion. Retrieved from https://www.gobfw.com/advertising/persuasive-techniques-in-advertising-three-modes-persuasion/
O’Shaugnessy, J., & O’Shaughnessy, N. (2003). Persuasion in advertising. Routledge.
Rife, M.C., 2010. Ethos, pathos, logos, kairos: Using a rhetorical heuristic to mediate digital-survey recruitment strategies. IEEE Transactions on Professional Communication, 53(3), pp.260-277.
Ting, S.H., 2018. Ethos, Logos, and Pathos in University Students’ Informal Requests. GEMA Online® Journal of Language Studies, 18(1).
Ibrahim, R.A., Wadzir, S.A.M., Saufi, A., and Rahmat, N.H., 2019. “MEKDI” SCARY DELIVERY ADS: THE ANALYSIS OF RHETORICAL ELEMENTS. European Journal of Literature, Language, and Linguistics Studies.
User, S., 2020. Home – Ethos, Pathos, And Logos, The Modes Of Persuasion ‒ Explanation, And Examples. [online] Pathosethoslogos