Everyone Is Doing It
How do these appeals, ethos, logos, and pathos work throughout the consumer products industry, specifically in advertisements available online? Surely all brands should be using these appeals to engage their consumers.
As Avenue Right's article on Ethos, Pathos and Logos in advertising states, the art of persuasion means using a blend of these three elements in order to be effective.
We see Coca-Cola using all of these appeals throughout their online advertising. Their appeal to logic, while sometimes using facts and figures about their history and successes over the decades, generally takes a social proof approach. This means that their ads showcase how millions of people, all over the world, purchase and enjoy Coca-Cola. This appeal leads consumers to believe that they too, SHOULD buy Coke. After all, everyone else is.
Coca-Cola is one of the most successful companies in the world. They have had a market share varying from 41% to 43% in the U.S. alone for the past ten years. (Statista, 2014). Their volume has continued to increase, and was most recently up 2% globally in 2013 over the previous year(The Coca-Cola Company, 18 Feb 2014). These numbers show that their marketing campaigns work, and that people are having conversations about Coke and purchasing their products. This information is available on Coke's website, which is publicly available to consumers. In addition, professors and reporters all over the country regularly cite Coca-Cola's market share and use of marketing as an example. These logical appeals not only show consumers that Coke is a worthwhile, satisfying purchase, but they also show marketers and advertisers in all industries that taking a hands-on, branded-conversation based, approach to marketing works.
Coca-Cola's appeals to personal character of their brand is palpable in every one of their advertisements. Their "Open Happiness" campaign, as well as their world-view and community involvement motivate consumers to think positively of their brand. Their ethos, and the ethotic connection that they have with consumers, is built on their history and the ways they engage. Coke's new and more innovative website is another way that they use ethos to impact the ways consumers interact with and think of them.
Coke was recently recognized for up-cycling, and using their empty bottles for good. In an article posted on Ad Age, Coke used the criticism about use of plastic to take control of the media and make a statement, while also doing good (Angela Doland, 28 May 2014). Both Coke and Pepsi have faced criticism about their use of plastic. Coke has taken this criticism, and through a partnership with Ogilvy and Mather, Coke was able to distribute happiness across Asian nations with their new, recycled products, such as bubbles.
In the following video, Coke showcases new uses for old bottles, which is not all together a new idea, but it is presented in a happy, unique, way that makes viewers feel good, and think highly of the brand. This allows Coke to stick with their popular "Open Happiness" Campaign, while turning attention to a different side of their business.
How do these appeals, ethos, logos, and pathos work throughout the consumer products industry, specifically in advertisements available online? Surely all brands should be using these appeals to engage their consumers.
As Avenue Right's article on Ethos, Pathos and Logos in advertising states, the art of persuasion means using a blend of these three elements in order to be effective.
We see Coca-Cola using all of these appeals throughout their online advertising. Their appeal to logic, while sometimes using facts and figures about their history and successes over the decades, generally takes a social proof approach. This means that their ads showcase how millions of people, all over the world, purchase and enjoy Coca-Cola. This appeal leads consumers to believe that they too, SHOULD buy Coke. After all, everyone else is.
Coca-Cola is one of the most successful companies in the world. They have had a market share varying from 41% to 43% in the U.S. alone for the past ten years. (Statista, 2014). Their volume has continued to increase, and was most recently up 2% globally in 2013 over the previous year(The Coca-Cola Company, 18 Feb 2014). These numbers show that their marketing campaigns work, and that people are having conversations about Coke and purchasing their products. This information is available on Coke's website, which is publicly available to consumers. In addition, professors and reporters all over the country regularly cite Coca-Cola's market share and use of marketing as an example. These logical appeals not only show consumers that Coke is a worthwhile, satisfying purchase, but they also show marketers and advertisers in all industries that taking a hands-on, branded-conversation based, approach to marketing works.
Coca-Cola's appeals to personal character of their brand is palpable in every one of their advertisements. Their "Open Happiness" campaign, as well as their world-view and community involvement motivate consumers to think positively of their brand. Their ethos, and the ethotic connection that they have with consumers, is built on their history and the ways they engage. Coke's new and more innovative website is another way that they use ethos to impact the ways consumers interact with and think of them.
Coke was recently recognized for up-cycling, and using their empty bottles for good. In an article posted on Ad Age, Coke used the criticism about use of plastic to take control of the media and make a statement, while also doing good (Angela Doland, 28 May 2014). Both Coke and Pepsi have faced criticism about their use of plastic. Coke has taken this criticism, and through a partnership with Ogilvy and Mather, Coke was able to distribute happiness across Asian nations with their new, recycled products, such as bubbles.
In the following video, Coke showcases new uses for old bottles, which is not all together a new idea, but it is presented in a happy, unique, way that makes viewers feel good, and think highly of the brand. This allows Coke to stick with their popular "Open Happiness" Campaign, while turning attention to a different side of their business.
Notice what Coke has done here. They took negative publicity, about their use of plastics, and turned it into something positive, where they had an opportunity to give back. Coke took control of the conversation and participated in it, leading consumers to see them as an engaged and responsible brand.
BMW is also known for recycling, and re-collecting their entire product at the end of it's life to re-use parts and metal in new vehicles. (bmwusfactory/sustainability/recycling programs). This green technique also adds credibility. By engaging in corporate social responsibility, companies like BMW and Coke ensure that their ethos with consumers and the global community is positive.
BMW is also known for recycling, and re-collecting their entire product at the end of it's life to re-use parts and metal in new vehicles. (bmwusfactory/sustainability/recycling programs). This green technique also adds credibility. By engaging in corporate social responsibility, companies like BMW and Coke ensure that their ethos with consumers and the global community is positive.
Pathos, the appeal to emotion, is one of the most powerful ways to target consumers. This appeal reaches down to the core of their very being, their lifestyle, and why they buy certain products. One ad that truly speaks to emotion is P&G's "The Best Job" which aired during the 2012 Olympics. Aside from making viewers all over the globe tear up and realize what's truly important, the ad was genius. It highlighted P&G's families of brands through an emotional lens. The ad motivated consumers to think positively about P&G and their products, but also about P&G's brand identity, or personality.
This ad proves that if marketers and advertisers carefully use emotion, they can reach mass audiences on a global scale, and most importantly get people talking. Ads like this start a conversation, appeal to ethos and pathos, and make consumers feel good about purchasing P&G products. This commercial was revolutionary.
The household products, auto, and food and beverage industries all use multiple rhetorical appeals to target their consumers. By using ethos, logos, and pathos effectively, companies can persuade consumers to purchase their products and think positively of their brands.
This ad proves that if marketers and advertisers carefully use emotion, they can reach mass audiences on a global scale, and most importantly get people talking. Ads like this start a conversation, appeal to ethos and pathos, and make consumers feel good about purchasing P&G products. This commercial was revolutionary.
The household products, auto, and food and beverage industries all use multiple rhetorical appeals to target their consumers. By using ethos, logos, and pathos effectively, companies can persuade consumers to purchase their products and think positively of their brands.
"A Three-Minute Guide to Ethos, Pathos, and Logos in Advertising." A Three-Minute Guide to Ethos, Pathos, and Logos in Advertising. Avenue Right, 01 Oct. 2013. Web. 26 June 2014. <http://avenueright.com/entries/83/a-three-minute-guide-to-ethos-pathos-and-logos-in-advertising>.
"Best Job | P&G London 2012 Olympic Games Film - UK." YouTube. Procter & Gamble, 2012. Web. 01 July 2014. <http://www.youtube.com/watch?v=LkrAKpimxYQ>.
"Coca-Cola Company's U.S. Market Share, 2013 | Statistic." Statista. Statista, Feb. 2014. Web. 29 June 2014. <http://www.statista.com/statistics/225388/us-market-share-of-the-coca-cola-company-since-2004/>.
Doland, Angela. "Coca-Cola Turns Empty Bottles Into Paintbrushes, Lamps, Toys."Advertising Age CMO Strategy RSS. Ad Age, 28 May 2014. Web. 01 July 2014. <http://adage.com/article/cmo-strategy/coke-turns-empty-bottles-paintbrushes-lamps-toys/293434/>.
"SustainabilityCorporate Sustainability." BMW US Factory Recycling Programs Comments. BMW, 2014. Web. 01 July 2014. <https://www.bmwusfactory.com/sustainability/corporate-sustainability/recycling-programs/>.
"The Coca-Cola Company Reports Full-Year and Fourth Quarter 2013 Results." The Coca-Cola Company: Press Center. The Coca-Cola Company, 18 Feb. 2014. Web. 01 July 2014. <http://www.coca-colacompany.com/press-center/press-releases/the-coca-cola-company-reports-full-year-and-fourth-quarter-2013-results>.
"Best Job | P&G London 2012 Olympic Games Film - UK." YouTube. Procter & Gamble, 2012. Web. 01 July 2014. <http://www.youtube.com/watch?v=LkrAKpimxYQ>.
"Coca-Cola Company's U.S. Market Share, 2013 | Statistic." Statista. Statista, Feb. 2014. Web. 29 June 2014. <http://www.statista.com/statistics/225388/us-market-share-of-the-coca-cola-company-since-2004/>.
Doland, Angela. "Coca-Cola Turns Empty Bottles Into Paintbrushes, Lamps, Toys."Advertising Age CMO Strategy RSS. Ad Age, 28 May 2014. Web. 01 July 2014. <http://adage.com/article/cmo-strategy/coke-turns-empty-bottles-paintbrushes-lamps-toys/293434/>.
"SustainabilityCorporate Sustainability." BMW US Factory Recycling Programs Comments. BMW, 2014. Web. 01 July 2014. <https://www.bmwusfactory.com/sustainability/corporate-sustainability/recycling-programs/>.
"The Coca-Cola Company Reports Full-Year and Fourth Quarter 2013 Results." The Coca-Cola Company: Press Center. The Coca-Cola Company, 18 Feb. 2014. Web. 01 July 2014. <http://www.coca-colacompany.com/press-center/press-releases/the-coca-cola-company-reports-full-year-and-fourth-quarter-2013-results>.