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Its 3 AM, and your children are safe and asleep. So how can you break put from the pack and get your idea onto the small screen? There are quite a few examples of brands that have done this well. Learn and incorporate ethos, pathos, and logos to sharpen your video advertising sword. All of this is based on things we can prove, and results in a conclusion that is true, not just theorized. This infomercial features his interview and testimonials from different clients highlighting the utilities of wearing BluBlocker sunglasses. Example of pathos: This Cheerios pathos advertisement injects good vibes with positive words We see sunshine, smiles and bright colors while we hear the words "good goes around." It invites positivity and encourages us to associate Cheerios accordingly. Or maybe pathos isnt the right approachmaybe cold hard facts, using logos, is more suited. A compelling argument, pitch, or advertisement ideally uses elements of all three main strategies. As the viewer watches, the video zooms into the childs eye, while a voice counts down from 10 to one. However, take a look at that statistic. } While ethos and logos are also critical, pathos is often what drives votes. They have a lot of different applications ranging from everyday interactions with others to big political speeches to effective advertising. Heres a kairos example from 2011. Sharpen Your Knowledge of the Rhetorical Triangle What matters is that they feel confident that the ad is selling them something they needin this case, impressive technological specifications that make this phone an improvement over others. But what exactly are ethos, pathos, and logos, and how can you use them in advertising? His direct marketing techniques earned him the prestigious Maxwell Sackheim award. Instead, it focuses on emotions, talking about the journey the new parents had to take to become parents. Whats important in this image is the combination of the doctor in the image and the line doctor recommended. This doctor might not be famous, but he does have authority, making this an example of ethos. The way the ad presents line implants the idea in the readers mind that this is the way they should perceive these deals. Likewise, celebrity endorsements can be incredibly effective in persuading people to do things. Nothing to see here. You'll also want to involve the hidden strategies of kairos and telos. Ethos is the credibility that a speaker or a writer brings to the subject that he or she is communicating about. For example, a makeup or shampoo product that has a label claiming it does not do any animal testing is a great example of ethos. 12 Examples of Ethos, Pathos, and Logos in Advertisements Contentshide 1Defining ethos, pathos, and logos 1.1Ethos 1.2Pathos 1.3Logos 2Examples of ethos, pathos, and logos in advertisements 2.1Thank You, Mom - P&G 2.2Flex Tape - Flex Seal 2.3Believe in a Better Way - Laughing Man Coffee 2.4Wiener Stampede - Heinz This ad is a promo for the series that shows how Adidas is reusing plastic waste to create new shoes for athletes to bring credibility to their new cause. Kairos requires in-depth knowledge of the situation to add something of value to the moment. The company is trying to say that buying the product is a more ethical choice over buying other products. All men are mortal, and Socrates is a man, therefore Socrates must be mortal. Other philosophers, however, argued that pathos could be misused to persuade people to do things that are not moral or logical based on their emotions. For new businesses looking to expand their audience reach, SEM, social media, and affiliate/influencer marketing can help you reach new audiences quickly. Having a celebrity in your ad will support any statement you make in the ad.