Television Commercials and Advertising
The advertising landscape has changed drastically with new technologies and media formats in recent years. One of the most pervasive forms of advertising is television commercials, which use various persuasive techniques to sway viewers into purchasing or taking action. This essay will analyze five television commercials using rhetorical elements such as Ethos, Pathos, Kairos, and Logos, as well as any other factors that may strengthen the commercial’s message. It will then evaluate the effectiveness of each commercial by considering who the intended audience is and whether the message was successful in persuading them.
Ethos, Pathos, Kairos, and Logos Definition
The four main components of persuasive writing are ethos, pathos, kairos, and logos. Ethos is the appeal to credibility or authority and is often used when an expert or authority figure is featured in a commercial (Oeppen Hill, 2020). Pathos appeals to emotion and often evokes strong emotions in viewers to get them to take action. Kairos is the art of timing and is used to capitalize on current events or trends to make the commercial more relevant and timely (Oeppen Hill, 2020). Finally, logos is an appeal to logic and reason and is used to make an argument using facts and evidence to persuade viewers.
Five Television Commercials Analysis
Commercial 1: Nike
The first commercial is for Nike and features a variety of athletes in different sports. The commercial begins with a voiceover from Michael Jordan, considered one of the greatest basketball players of all time, talking about the importance of pushing oneself and striving for greatness (Glausser, 2020). That is an example of ethos, as Michael Jordan is an authority figure whose words carry much weight. It continues with shots of other athletes pushing themselves and working hard, ending with the tagline “Just Do It” (Glausser, 2020). The commercial targets young athletes seeking motivation and inspiration to work hard and achieve their goals.
The use of pathos is evident in the commercial, as the images of athletes pushing themselves evoke a feeling of determination and ambition. The use of kairos is also apparent, as the commercial is designed to capitalize on the current trend of athletes inspiring others to strive for greatness. The commercial successfully encourages viewers to push themselves and strive for excellence (Glausser, 2020). The use of ethos and pathos is effective in creating an emotional link with the viewer and motivating them to take action.
Commercial 2: Apple
The second commercial is for Apple and features a variety of people using their iPhones and other Apple products. It starts with a narration from actor John Krasinski, known for his work in The Office, discussing the importance of creativity and innovation (Kim & Mauborgne, 2022). That is an example of ethos because John Krasinski is a respected authority figure whose comments carry significant weight. The commercial continues with shots of people using Apple products creatively and innovatively, ending with the tagline “Think Different” (Kim & Mauborgne, 2022). It targets people looking for creativity and innovation and is designed to convince them that Apple products are the best way to achieve this.
The commercial employs pathos, as images of people using Apple products convey a sense of creativity and ingenuity. The commercial also uses kairos, as it is intended to capitalize on the current trend of people wanting to be more creative and original (Torrey, 2020). Ethos and pathos successfully establish an emotional connection with the audience and persuade them that Apple products are the best method to accomplish this (Kim & Mauborgne, 2022). Employing kairos to capitalize on current trends makes the commercial more relevant and timely.
Commercial 3: Geico
The third commercial is for Geico and features a variety of people talking about how easy it is to switch to Geico. The commercial starts with a commentary from the Geico Gecko, the company’s renowned mascot, discussing the ease of switching to Geico (Priceonomics, 2018). That is an example of ethos because the Gecko is a powerful character whose opinion holds much weight. The commercial continues with footage of people talking about how easy it is to switch to Geico and closes with the phrase, “15 minutes could save you 15% or more on car insurance” (Priceonomics, 2018). The commercial targets individuals looking for a more accessible and affordable way to get car insurance.
The commercial incorporates pathos, as pictures of people discussing how simple it is to switch to Geico generate a sense of ease and convenience. The commercial also uses kairos, as it is intended to capitalize on consumers trying to save money on vehicle insurance (Priceonomics, 2018). The commercial successfully persuades viewers to switch to Geico. Ethos and pathos powerfully engage the viewer’s emotions and persuade them that Geico is the finest alternative for vehicle insurance. Employing kairos to capitalize on current trends makes the commercial more relevant and timely.
Commercial 4: McDonald’s
The fourth commercial is for McDonald’s and features a variety of people eating McDonald’s food. The commercial begins with a speech from actor Jason Sudeikis, best known for his work on Saturday Night Live, extolling the virtues of McDonald’s food (Light, 2020). That is an illustration of ethos because Jason Sudeikis is an autocratic leader whose words have substantial importance. The commercial ends with the tagline “I’m Lovin’ It” and images of people eating McDonald’s meals (Light, 2020). The commercial is aimed at folks looking for a quick and good supper.
The commercial employs pathos since images of individuals eating McDonald’s meals elicit feelings of fulfillment and pleasure. The usage of kairos is also visible, as the commercial is intended to capitalize on the current trend of people desiring a quick and excellent dinner (Light, 2020). The advertising is successful in persuading viewers to eat McDonald’s cuisine. Ethos and pathos powerfully engage the viewer’s emotions and persuade them that McDonald’s cuisine is the best option.
Commercial 5: KFC
The fifth commercial is for KFC and features a variety of people enjoying KFC food. The commercial starts with a commentary from actor Sean Astin, known for his work in The Lord of the Rings, talking about how KFC is the best. That is an example of ethos because Sean Astin is a respected enforcer whose opinions carry great importance. The commercial concludes with the tagline “Finger Lickin’ Good” and images of people eating KFC food (Bui, 2020). The commercial is directed toward individuals looking for a quick and good meal.
Furthermore, it employs pathos, since images of individuals eating KFC chicken create feelings of fulfillment and pleasure. The usage of kairos is also noticeable, as the commercial is intended to leverage the contemporary pattern of individuals desiring a quick and excellent dinner (Torrey, 2020). The commercial successfully persuades viewers to eat KFC chicken. Ethos and pathos efficiently connect emotionally with the audience and persuade them that KFC cuisine is the best option. Using the kairos to capitalize on recent trends makes the commercial more topical and relevant.
Conclusion
Television commercials and advertising are some of the best demonstrations of persuasive writing. This essay has analyzed five television commercials and their respective advertisements, examining how compelling writing is used to impact the viewer. It has discussed the rhetorical elements used in each commercial, identified the targeted audience, and evaluated the success of the commercial. It has been shown that using ethos, pathos, kairos, and logos effectively creates an emotional connection with the viewer and convinces them to take action.
References
Bui, T. M. (2020). Standardization versus Adaptation Strategy in International Marketing Mix–The case of KFC in the Vietnamese Market (Doctoral dissertation, Master’s Thesis, University of Turku).
Glausser, W. (2020). “‘Just Do It’: Gary Gilmore, Nancy Reagan, and Other Cultural Entanglements of the Nike Slogan.” English Faculty Publications. Web.
Kim, C., & Mauborgne, R. (2022). Think Different: Apple’s Blue Ocean Formula for Success. Blue Ocean Strategy. Web.
Light, L. (2020). Brand Relevance: The Strategy Behind “I’m lovin’ it.” Branding Strategy Insider. Web.
Oeppen Hill, J. H. (2020). Logos, ethos, pathos, and the marketing of higher education. Journal of Marketing for Higher Education, 30(1), 87-104.
Priceonomics. (2018). Is the Claim That You Save 15% with GEICO Actually True? Forbes. Web.
Torrey. (2020). Best TV Commercial Ads Ever. Sparkhouse. Web.