Logos, Ethos, and Pathos

Logos

 

This is an Axe advertisement that uses logos. Advertisements always look for a target market. But what is a target market? It is who the product is for based on age, genre, and socio economic class. The target market for this particular advertisement, are men between the ages of 15-30 of a good socio economic class. But what does this have to do with the technique used in the advertisement? Well, logos is a technique used for the viewers reasoning. Based on the target market (men) when they see this advertisement their natural thoughts could be "If I use axe I will get girls". That is not necessarily true but it will be the effect that the advertisement will bring and what the technique logos is looking for.


                                               Ethos

In our tastes in music, movies, and TV shows we all have our favorite singers, actors, and actress. This is something the advertisement technique ethos loves to use. Don’t drink any water; drink the water that Jennifer Anniston drinks. In reality is the same water as any other water, but we all know her and if she drinks it, why not give it a try. Ethos looks for people we know and people we admire to think, "Well she is one of my favorite actresses, I will use the same products as she does". It could be a singer, actor, actress, or even a cartoon character but what is important is we all know them and we admire them, so we would use the same products that they use.

                                                                      Pathos




 

"In town, car accidents don't just happen to cars". When we see this picture and read this quote we feel both fear and pain. We see the pain the little girl's eyes, and feel fear of that happening to us. That is exactly what the technique Pathos is looking for (generating some type of emotion in the viewer.)