Great TV Spots: The Engagement of Ethos, Pathos, Sexos, Ridiculos, and More…

The use of persuasion, emotion, and logic are just as relevant now as they were in your 9th-grade speech class. The Greeks, and Aristotle in particular, identified ethos, pathos, and logos as key persuasive appeals to mankind. Not much has changed in the world of advertising. Check out some new commercials that feature these ancient appeals:

Ethos:  a moral appeal to establish trust, demonstrate credibility, reaffirm a sense of community, and enhance reputation and character

“One Million Hugs” – Heineken

Pathos: an emotional appeal to one’s sensibilities and sensitivities

“The Projection” – Amnesty International

Logos: an appeal to reason using logic and intellectual persuasion

“Ideas for Good” – Toyota

Sexos: a completely and utterly fictional persuasive appeal that takes pathos
and injects it with Viagra

“Dirty Dancing” – Antique Rivet

Ridiculos: enough said

“Bip Bip” – Citroen

 

Author: Eric Swenson

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One response to “Great TV Spots: The Engagement of Ethos, Pathos, Sexos, Ridiculos, and More…

  1. Pingback: AdForum’s Top 5 Commercials for This Week | utterlyorange

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