Ethos. Logos. Pathos.
These three rhetorical elements guide each and every move made advertisers and marketers across industries, all over the world. They form the basis of how we actually communicate with consumers.
-Logos explains how consumers are logically motivated.
-Pathos is what we use to appeal to their emotions.
-Ethos is what we use to build the relationship- and establish and a connection, trust, and loyalty between the consumer and the brand.
Coca-Cola has one of the most loyal, price inelastic, and diverse army of consumers standing behind it. Coke's use of ethos, logos, and pathos in advertising throughout the decades, and now online, is a key reason why their brand is so highly toted by consumers all over the globe.
Complied June 2014 by Ellen Johnston http://ellenjohnston.weebly.com