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Ethos Pathos Logos

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The impact of advertisements over the last few decades has transformed tremendously due to the close relationship between media and pop culture. Ads have switched from simple black-and-white newspaper columns to star-studded, mascot-driven television commercials that engage the viewer on a deeper level. The reason for this switch stems from the producer’s responsibility to impose the correct ethos, pathos, and logos on the consumer to convince them to buy their product in an attention-grabbing way. Ethos refers to the credibility of a source, pathos is the emotion received, and logos deals with the logical, statistical side. In partnership with their bee mascot, the Cheerios commercial from February 2023 utilizes ethos, logos, and pathos to …show more content…

“The most opportune moment to voice [an] argument” (Smith and Gray is known as the Kairos. There is a stigma around cereal that it is really only eaten by children and older adults, and the Cheerios commercial certifies that belief to an extent. One of the major groups Cheerios is marketing to is those with higher cholesterol and those worried about their health overall. Furthermore, the advertisement was released on February 1st, 2023, twelve days before the annual Superbowl. The commercials interject the football game are a huge part of the Superbowl viewing experience. By releasing the ad around the Superbowl, Cheerios is optimizing top viewing engagement. Their views were most likely much higher in February when everyone is inside watching TV than if they had released the ad in say July when families are on vacation and televisions are less frequently …show more content…

Brand mascots or characters contribute to brand identity, making the brand more memorable. Brand identity and its overall effect on memorability make consumers more likely to purchase these products (Kanungo 1969; Brown 2010). Advertisements with animal characters have shown to lead to a more positive opinion of a brand, thus affecting purchasing behavior (Aaker and Day 1974). Advertisements using animals have shown to produce feelings of affection in viewers (Upshaw 1995). Such affections towards the mascot could translate to similar affections to the brand (Gundlach, Achrol and Mentzer 1995)….It is then the aim of marketers and advertisers to utilize these characters in order to extend and expand this emotional relationship with consumers.

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Every year in late January or early February, the Super Bowl is held for the best two teams in the NFL that season. It is also the most important time for companies to get their brands noticed through commercials. Commercials have helped make the Super Bowl one of the most watched events throughout the year. They appeal to viewers and fans by using ethos, pathos or logos. To most people who watch the Super Bowl, one commercial sticks out to them.

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980 Words | 4 Pages

The advertisements use rhetorical devices such as ethos, pathos, and logos will be used to further understand how this organization’s advertisements appeal to their audience on all levels. Ethos is an appeal to

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1210 Words | 5 Pages

Progression 2 Essay 2 Commercials are used to make the viewer want to buy the product being sold. It is no surprise that all commercials use the three fundamental rhetorical strategies of ethos, pathos, and logos to brainwash us. In this context: logos is the message conveyed, ethos is the speaker that gives credibility, and pathos is how the audience is affected. The companies that create these commercials make the audience feel as if what they have now isn't enough. Then they go about selling the enticed viewer a product that can fix that feeling until the next commercial comes out to restart the process.

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1658 Words | 7 Pages

Pathos was used most effectively by showing a Budweiser employees family life and dedication to assist others through Budweiser’s water donation program. The music choice and layout of the commercial also subtly contributed to pathos. Ethos was also established by the credibility of the ones in the commercial and the humbling message of the commercial as a whole. Logos did not show in their commercial. In conclusion, the advertisement was effective using these two rhetorical appeals, and Budweiser’s image

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474 Words | 2 Pages

The two Superbowl commercials that are persuasive are the Skittles commercial and the Turbo Tax commercial. The Skittles commercial was about a boy that was throwing Skittles through a girls window. While he was throwing them through her window, she was catching the Skittles in her mouth. When the girl was done catching the Skittles, her family came in and sat down in a line and they started catching the Skittles in their mouths. When one person was done catching the Skittles, everyone would scoot down so the next person could catch them.

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475 Words | 2 Pages

I am all about competition from being a previous football player I feel competition breads greatness. That is what Wendy’s is doing initially with this ad. They are daring their competition to come back and try to fight the argument that their beef is not frozen. They are conveying a message that they are a step above the competition with not freezing their beef. Belch defines message as “ a communication containing information or meaning that a source wants to convey to a receiver.

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450 Words | 2 Pages

Advertisers will always try to target the younger audience since there is more of them other than the older audience. When kids see something bright or hear something repetitive then the kids will remember it which causes them to end up buying the product when in the store. Parents want what's right for their kids so if the kid really wants that cereal or item the parents will buy it so the kids requests will be fulfilled. In the ad when saying part of a delicious breakfast, then parents will immediately wanna buy the product because they want their child to be healthy.

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148 Words | 1 Pages

The Superbowl is one of the most popular sport events in the world. Many people around the nation are watching every year, so they make sure they have attention-catching commercials. Each one is only about 30 seconds long and is funny, sad, scary etc. Since they're promoting themselves during such a big event, they get nearly twice as much money for the ad. Some people only watch the Superbowl just to see the commercials.

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763 Words | 4 Pages

The commercial ‘Just Checking’ starts with a mixed baby(Grace Colbert), who is 6 years old at the time, running into frame to her caucasion mother, who is working at the dinner table, to ask,’if Cheerios are good for your heart?’ The mother responds with what the box says “Cheerios has whole grain oats that can help remove cholesterol and that’s heart healthy.” The child then dumps the rest of the box onto her African American father’s heart while he is sleeping. The commercial ends with the dad waking up and calling for his wife as the Cheerios shift and fall from his chest just over his heart.

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959 Words | 4 Pages

By using these two things together they are able to grab people’s attention that a pistachio commercial otherwise wouldn’t get. Throw comedy into the mix, and the commercial becomes one of the better Super Bowl commercials. One of the

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555 Words | 3 Pages

My advertisement I choose to do is was a Cheerios commercial. When searching for the perfect commercial I came across this one. It definitely showed many powerful and meaningful connections. When you first see this commercial, it shows a family. The mother making food, the father sitting in the table with little Gracie eating a bowl of cheerios.

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1138 Words | 5 Pages

Another example is the Groupon commercial that aired during Super Bowl XLV in 2011. The ad, which was meant to be humorous, featured actor Timothy Hutton discussing various global issues such as deforestation, hunger, and Tibet. However, the ad was seen as insensitive and was widely criticized for making light of serious issues. Groupon's stock value dropped nearly 4% the day after the

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1064 Words | 5 Pages

These tools are utilized in the commercial for persuading the viewers of its reason, creating an image of credibility surrounding its name, as well as generating an emotional response. “Aristotle’s ‘ingredients for persuasion’ – otherwise known as ‘appeals’ – are known by the names of ethos, pathos, and logos.

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1144 Words | 5 Pages

Advertisements: Exposed When viewing advertisements, commercials, and marketing techniques in the sense of a rhetorical perspective, rhetorical strategies such as logos, pathos, and ethos heavily influence the way society decides what products they want to purchase. By using these strategies, the advertisement portrayal based on statistics, factual evidence, and emotional involvement give a sense of need and want for that product. Advertisements also make use of social norms to display various expectations among gender roles along with providing differentiation among tasks that are deemed with femininity or masculinity. Therefore, it is of the advertisers and marketing team of that product that initially have the ideas that influence

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1068 Words | 5 Pages

The commercial from the 1995 Super Bowl use more of pathos appeal- persuading the viewers using emotion. The commercial’s purpose was to have the candidates express their technique and thoughts without heavily showing off the new Doritos. The 2013 Super Bowl commercial primarily focused on logos appeal. The commercial time was spent showing off the new bag of Doritos and the relationship of the father and daughter. Both commercials ran for 30 seconds and was effective to one another.

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