Texas Jr's Use Of Ethos Pathos Logos

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. Carl's Jr. is one such company that employs the three fundamental rhetorical strategies in order to persuade its audience

They have employed certain steps hidden behind their right-in-your-face advertising. Starting with utilizing celebrities and chefs, they sell their burgers through the use of the rhetorical device of ethos. In this first step they establish credibility so that they are better able to implement their other rhetorical strategies later on. Within just this step, Carl's Jr. is able to sell social ideologies such as the role of women, the things celebrities do, question people's sexual-orientation, and what it means to have the perfect body in this society. Next they use pathos in order to entice the viewers with overly-sexualized eating of burgers. The final rhetorical device they use at the very end of their commercials is logos. They finally show the burger in question with the text and it's price; the message is finally revealed. Along with the three rhetorical strategies evident in the Padma, BBQ's Best Pair, and Upton Carl's Jr. commercials, the audience ultimately ends up buying more than they bargained for in the form of gender role, class system, sexual-orentation,

ads have become a lot more daring over the years. This highlights a key historical context that as time goes on, people get used to things and boundaries can be pushed. This stems from a pathos response that allows the viewer of these commericals to become more open to it and less surprised with each viewing. This allows Carl’s Jr. to keep the viewer hooked until next time and the boldness of it all allows the viewer to always be able to remember it. That is what allows Carl’s Jr. to survive today among such sharp competition from McDonalds and Burger King. In all the ads three things have remained constant: ethos, logos, and pathos. Ethos is basically the credibility of a speaker, so naturally Carl's Jr. has employed 4 celebrities in their commercials for just that. To build up the viewer's belief in their product, Carl’s Jr. piggy-backed off of the admiration of well-known women celebrities thus establishing a base for the rest of their ad. Cue the overly-sexual eating of their burgers and it is clear they are utilizing pathos or the audience's emotions of lust and hunger. Second only to ethos, this helps completely sells the burger to its viewers. Lastly, logos is used in the few seconds of run time the commercials have left to tell the audience the burger's name and the brand that paid for the commercial. Through these strategies, Carl's Jr. is able to make viewers buy their burgers while selling them ideologies on gender roles, class