Currently, social media is the most utilized platform for advertising because of the large number of individuals using online platforms. Utilizing different social media platforms to advertise products is a better plan since it is cheaper and reaches many individuals present in the online domain. Social media marketers have mastered the art of rhetoric in advertising. Ethos in social media advertisements entails the use of celebrities to influence their followers on the product’s credibility (Tamuwritingcenter, 2012). Pathos includes the use of proper language for proper emotional attachment with the target market, and logos involve using high numbers for logic (Tamuwritingcenter, 2012). Advertising influences people by changing their attitudes towards a product. Advertising helps to change the narrative and beliefs about a given product in the market, motivating individuals to consume the product. This form of advertisement can be possible by using influential individuals on social media platforms to promote the product. It is a better way of advertising since it helps in capturing a larger market share through influential marketing. Pepsi, a leading beverage company, has contracted Lionel Messi, one of the best footballers in the world, to endorse and promote their products because of the large influence he has globally.
The most common unethical approach in the sphere of marketing is conducting false advertisements, which negatively impact the presented brand and the final consumers of the marketed product. False advertisement involves the use of misleading information, which is mostly exaggerated to capture consumers’ attention. One of the major producers who have acted unethically during advertisements is Nurofen, producing pharmaceutical products in the health sector. The company’s main product that brought a negative impact on the organization is Nurofen painkillers. The company advertised the painkiller as a drug meant for target body parts, which is not true according to the medical facts. The advertisement was deemed misleading to the target audience, which resulted in the company getting penalized by the Advertising Standards Authority.
Reference
Tamuwritingcenter. (2012). Introduction to ethos, pathos, and logos. Web.