Ethos Pathos Logos

GEICO, the Government Employees Insurance Company, and Esurance Insurance Services, Inc are two auto insurance based in the United States. In their advertisement, GEICO features a piglet, Maxwell, attempting to obtain a driver’s license from a snarky old clerk using the insurance information on his phone. On the other hand, Esurance depicts an elderly woman, Beatrice, in the process of showing her friends her “wall”when, in good faith, her friends corrects her, causing Beatrice to “unfriend” her. GEICO and Esurance, in attempts of persuasion, use pathos, ethos, and logos to sell their product

Rhetorical appeal is intended to persuade individuals to think a certain way, conduct themselves in a certain manner, or the purchase particular products. Unlike speech in which an individual relies on their persona and content of speech to get their point across to an audience or consumer, advertisements use images to enhance the impact and appeal of logos, ethos, and pathos.

Throughout his speech in Act 3, Mark Antony uses Pathos, Ethos, and Logos to subtly convince the commoners to turn against the conspirators. He uses Ethos, or the ethical appeal, many times throughout the speech, most notably in his first line; “Friends, Romans, countrymen, lend me your ears!” He is attempting to make himself seem more honorable from the very beginning of his speech. Throughout the rest of the speech, he constantly questions Brutus’s Ethos. Brutus, who was believed to be honorable, had not been questioned on what he said until Mark Antony began to contrast his word to Caesar’s.

is also a great example of pathos. Having a happy song in the background brings more to the commercial as a hard core rock song would change the entire mood of the commercial. The ethos in the commercial is the happy family dressed up in all the bottles. Heinz was smart when it came to choosing who would be wearing the costumes. If they would’ve chosen bearded old guys it would have changed the outlook of the commercial, but thankfully they used a happy family which is their main target audience. Logos, meaning logic, is having the dogs running in the field in the mountains.

Logos, ethos, and pathos are essential components used in advertising. By learning to recognize logos, ethos, and pathos in advertising, we are able to understand the message and what is being portrayed. (Albert et al, 2014), suggested that Aristotle postulated that a speaker’s ability to effectively convince an audience is constructed on how well the speaker appeals to that audience in three different areas: logos, ethos, and pathos. These appeals together form what Aristotle calls a rhetorical triangle.

The appeal logos, is probably the rhetorical strategy that lacks the most in this commercial. There are only a couple instances in the commercial that I believe Budweiser was trying to use logos to persuade the audience. Throughout the advertisement the producers of the commercial try to create an image of friendship between the horse, dog, and the man (the owner). They also portray the qualities of trustworthiness and pride through the golden retriever. By portraying these qualities through the dog, they furthermore reflect those qualities in the company, Budweiser. Since they used a dog as their spokesperson, they had to get the audience to appeal to the puppy in order to understand the message presented by the company. When the commercial

The commercial has excellent Kairos. As Americans, the Super Bowl is the closest thing to a cultural event that we can claim. A Budweiser commercial during the Super Bowl is already going to have extreme effectiveness. Beer and football is already a perfect mixture, but they add puppies which basically demonstrates all three of the things American’s love the most. Budweiser knows exactly what they are doing while targeting the Super Bowl audience. Not only are

The vintage Ken-L-Ration ad is a simple black and white ad with a drawn, what seemed to be, fox terrier in the corner. The headline is “He Loves it!” showing a positive and fun spect to the ad and eating the readers attention. This ad does a very good job appealing to pathos and logos in a short and sweet statement pointing out that your dog will not only enjoy the product, but it will also keep him health and strong, and that it also comes canned making it easy and convenient to serve. This is similar to the Pedigree ad, although much shorter, and slightly less exciting as it lacks

That is for the “Incredibites” brand as well. The story of the ad is being implied that if you’re small dog eats the Beneful incredibites that it will be just as healthy and strong as the dog in the ad, and be able to do what he’s doing too. The advertisers construct the audience by using the little strong dog by pulling the wagon of the dog food it eats in it, and that’s what makes the dog capable to do so by eating the dog food.

The emotion in this commercial is intended to make the audience feel sympathetic and compassionate towards the animals.

To wrap up an idea/ give final thoughts and explain the reason for the essay

First of all, through the persuasive appeals, the advertisement shows the new mothers the importance of giving their child a companion that will grow old with them. Second, through the language and sound, the company targets their audiences on an emotional level by letting them know that they are devoted to their customers. Finally, in the appeal strategies, being youthful is one of the many ways that IAMS gets their customers to buy their products especially with this specific target audience. This advertisement has done a fantastic job of targeting their audience and persuading them into not only buying their product once, but buying it for their dog’s

The bullying issue is one that should not be ignored. It is a serious issue, but using satire, it is easy to bring it up lightly, without crossing the imaginary boundary line. Throughout my essay, I used satirical devices such as pathos, tone and exaggeration. Pathos can be expressed by giving examples that the reader can relate to. “I’m sure that many can relate to that very upsetting feeling when one receives a test grade that did not reach expectations” is one example of how I embedded pathos into my essay.

I will be talking about the different rhetorical devices being used in these four articles. Such as SOAPS, ethos, pathos, and logos.

Although both advertisers highlight pathos and use bold, but capital letters, the portrayal of ethos, the color scheme, and denotative meaning of the typography differ, demonstrating the effectiveness of each advertisement.