Introduction
Companies have to invent new ways of promoting their goods as market environments become progressively more competitive in the digital era. There are three aspects of persuasion that enhance the efficiency of a message, including logos (reason), pathos (emotion), and ethos (authority) (Mateus, 2021). By combining these three elements in necessary proportions, marketing specialists can attract the attention of the public to their product or service in the most efficient manner. At the same time, kairos refers to the opportune moment for a message to be sent (Mateus, 2021). Thus, by choosing the timing for an ad appropriately, one can improve the outcomes of its release. In the example of five television advertisements, it is possible to trace how pathos, ethos, logos, and kairos affect their success.
Flamin’ Hot by Frito Lay
The first advertisement is produced by Frito Lay for its new line of hot chips. The element of logos in this video is nonexistent, as it does not align with the product’s primary qualities that the audience seeks. The authors utilize the appeal to emotion as their primary tool for creating engaging content for their viewers. The reactions of animals to the product create associations with parties and similar activities among the target population (Doritos, 2022). This method is efficient, as it strengthens the connection between this type of food and the modes of entertainment popular among its consumer base.
Similarly, persuasion through authority relies on fictional characters’ reactions to the product, which is done via hyperbole that enhances the animation’s message through imagery that is alluring for children and adolescents. Animals in this video are shown to enjoy spicy food to the point of preferring it over any other source of food (Doritos, 2022). Thus, ethos impacts the effectiveness of this ad by challenging buyers to compare this new line of chips with other brands.
The audience for this commercial consists of younger generations, with whom marketing specialists align the visuals and audio of this short video. Energetic movements and anthropomorphized animals attract attention instantly and allow Frito Lay to deliver its message neatly and efficiently. This commercial is successful due to the number of views of its YouTube video, which exceeds 1 million (Doritos, 2022). It proves that the company knows how to utilize high-quality animations to create associations that the audience appreciates. The purpose of this video is to entertain, which is done correctly through the use of emotional persuasion.
Apple Watch Series 7 by Apple, Inc.
The following ad promotes the Apple Watch Series 7 through a narrative that depicts several life-threatening situations. This commercial by Apple, Inc. reveals the crucial aspects of this product, such as its durability, reliability, and variety of applications, providing a solid foundation for logos (The World’s Best Ads, 2022). Thus, it is a solid addition to the message of this ad, as it plays on people’s expectations of the convenience this product provides in their daily lives.
Pathos of this advertisement consists of the connection between the emotional responses of individuals stuck in challenging situations and viewers’ investment in the narrated stories (The World’s Best Ads, 2022). This method seems to be efficient for the goals set for this ad, as it conveys to the audience how the new Apple Watch can help them handle stressful events with ease. Finally, the time of release fits into the expected window of Apple product showcases, contributing to the overall sales of Apple.
The persuasion via the authority of this video finishes the list of reasons behind the product’s success. This ad includes ethos by revealing that 911 emergency calls can be done swiftly through this device, and there are people saved by this technology (The World’s Best Ads, 2022). The depicted extreme situations can be perceived as hyperboles of actual uses for the watch, although they can be extrapolated for other cases of its application.
This TV ad targets people with an active lifestyle by revealing how the product can operate even in the most extreme conditions. It is enticing to the audience, as can be seen in its sales figures (Susic, 2023). Thus, the purpose of the watch is also revealed correctly, as its position on the market is among the top models.
ISP Services by Virgin Media
The third commercial showcases the Internet services provider (ISP) Virgin Media. Logos in this video can be seen through the deductions that viewers can make regarding the download speed on people’s devices (Virgin Media, 2022). It focuses on the essential parameter that customers seek, enhancing the message.
Pathos is done via a short story in the ad that promotes unity (Virgin Media, 2022). Since connectivity is a primary purpose of this company, it is also applied efficiently. Ethos is added through a narration that reveals the popularity of this provider, which successfully identifies the strengths behind the people’s choices. The timing of this release is essential, as it capitalizes on the popularity of the depicted type of content.
The target audience is young adults who like to share short videos over the Internet. This TV ad uses antithesis to connect one’s life experiences and digital connection to show how the latter can improve the former. The purpose seems to be correctly placed on sharing the ways this service increases the quality of life for its users. The commercial is successful, as it impacts the intended part of the population by relating to their needs and expectations.
Turkish Airlines
The fourth advertisement is done by Turkish Airlines to reveal its expansive reach. Logos can be perceived by comprehending the vastness of the company’s network, which is also done in the form of enumeration (Celebrity TV, 2022). This approach gives viewers a vision of the scope of the firm’s operations.
Simultaneously, visual components instill a sense of interpersonal connection that can be upheld via this service, boosting this commercial’s successful attraction to the audience. Ethos is included in this commercial by statements on how people across the globe prefer Turkish Airlines over other carriers (Celebrity TV, 2022). This idea contributes validity to the message of this ad efficiently by showing the firm’s impact on others’ lives, which also correlates with kairos due to the lifted bans on international travel.
The intended audience is passengers who seek to utilize an airline that covers all their destinations. Through a clever application of rhetorical elements, this carrier succeeds in promoting itself and remains at the top of the international market (Celebrity TV, 2022). This video makes the company’s name and achievements memorable to those who see it.
Galaxy S22 by Samsung
In the final ad, Samsung promotes its new Galaxy S22 model through the unique point of view of a jumping spider. It does not appeal to the audience’s sense of reason, missing an opportunity to reveal the quality of its camera that serves as a focus for this commercial (Dorian & Daniel, 2022). The efficiency of this ad may suffer since the only logical conclusion that viewers may obtain from it is that the phone’s camera resembles spider eyes.
Instead, Samsung seems to rely on the mode of persuasion of pathos by showing an emotional response to its device (Dorian & Daniel, 2022). It is unclear how the consumer base may respond to this since a non-human character is utilized, and the simile applied is challenging to comprehend. Moreover, ethos and kairos are not apparent in Samsung’s creation, which also subtracts attention from its intentions.
The target audience for this commercial is younger adults who enjoy taking photos through their phones, although it might not be evident in the video. Any ambiguity takes away from the allure that a marketing team must strive to evoke (Mateus, 2021). Thus, the efficiency of this ad is questionable since it only reveals the design of the device without depicting its functionality. Furthermore, the use of a spider as a primary character for a promotion may affect the message of this video negatively, as these arthropods do not possess a universal appeal. Therefore, the impact of this preview on product sales is likely to be smaller than expected.
Conclusion
In summary, a proper combination of pathos, ethos, and logos provides a significant advantage to TV ads that are released at an appropriate moment. Many commercials reviewed in this paper are considered to be successful due to their prime-time slots, appealing visuals, and professional sound designs. Furthermore, rhetorical elements add value to several of the analyzed advertisements by utilizing imagery that evokes positive associations among the public. As seen in the provided examples, marketing teams that choose appropriate wording, environment, and the core message of their creations can boost their companies’ revenue by a significant margin.
References
Celebrity TV. (2022). 2022. Turkish Airlines – Pangea (Morgan Freeman) [Super Bowl][Video]. YouTube. Web.
Dorian & Daniel. (2022). Rear Window [Video]. YouTube. Web.
Doritos. (2022). Push It | Flamin’ Hot | Super Bowl LVI TV Spot [Video]. YouTube. Web.
Mateus, S. (2021). Media rhetoric: How advertising and digital media influence us. Cambridge Scholars Publishing.
Susic, P. (2023). 30+ little-known Apple watch statistics 2023. HeadphonesAddict. Web.
Virgin Media. (2022). We’re better, connected – Skatergirl [Video]. YouTube. Web.
The World’s Best Ads. (2022). Apple Watch Series 7 911 ad [Video]. YouTube. Web.