Ethos: Appeal to character
Pathos: Appeal to emotion
Logos: Appeal to logic
It sounds simple, but these three rhetorical elements are the drivers of persuasion, as well as the basis of nearly every advertising and marketing campaign. This begs the question, what ethotic, logistic, and pathetic processes are typically present in branded advertising for Coke, and companies all over the globe, and how do these appeals develop an ethotic connection with, and thus speak to consumers, motivating their behavior?
Coke uses a variety of appeals to build their strategic and creative advertising campaigns. Their tactics are rooted in basic strategy, and consumer behavior. They use global and technological trends to make the best use of their resources and create great advertising. They do this buy appealing to each of the three pieces of the rhetorical situation in which advertisers and consumers operate, ethos, logos, and pathos.
Coke strives to create excellent content, which they consider to be "liquid" in nature. It flows through various types of media and reaches many people.
" We strive to create ideas so contagious they can't be controlled. Liquid Ideas, relevant to our business objectives, brands, and our consumers" (Jonathan Mildenhall 07 March 2014)
Coke's advertising strategy is all about conversation. Their goal is to create material, 'Brand Stories' that provoke conversation all over the globe-- meaning it must be making people see their logic, feel something emotionally, or simply respect the brand and have it within their evoked set for cola. Coke then makes a point to be a part of the conversation, not simply react to is. This sort of engagement is key in today's busy, internet-centered world. Getting a handle on your online advertising and the conversations it promotes by playing a part is one way to connect with consumers on a whole new level.
Coke is also connecting with consumers via their new website. It's set up as a blog- type entity, allowing sharing and liking of material right from the site. This sort of interaction allows consumers to instantly show the world, and Coke, which ads and material they like. This is one way for Coke to see what is resonating with consumers and what is not. (Luke Stangel, 09 Aug 2013). This newsroom-like approach to keeping up with consumers has yielded positive results for Coke. It has allowed them to further delve into their storytelling model, which is where they implement ethos, logos, and pathos in their branded conversations (Jonathan Mildenhall, YouTube, 07 March 2014).
Pathos: Appeal to emotion
Logos: Appeal to logic
It sounds simple, but these three rhetorical elements are the drivers of persuasion, as well as the basis of nearly every advertising and marketing campaign. This begs the question, what ethotic, logistic, and pathetic processes are typically present in branded advertising for Coke, and companies all over the globe, and how do these appeals develop an ethotic connection with, and thus speak to consumers, motivating their behavior?
Coke uses a variety of appeals to build their strategic and creative advertising campaigns. Their tactics are rooted in basic strategy, and consumer behavior. They use global and technological trends to make the best use of their resources and create great advertising. They do this buy appealing to each of the three pieces of the rhetorical situation in which advertisers and consumers operate, ethos, logos, and pathos.
Coke strives to create excellent content, which they consider to be "liquid" in nature. It flows through various types of media and reaches many people.
" We strive to create ideas so contagious they can't be controlled. Liquid Ideas, relevant to our business objectives, brands, and our consumers" (Jonathan Mildenhall 07 March 2014)
Coke's advertising strategy is all about conversation. Their goal is to create material, 'Brand Stories' that provoke conversation all over the globe-- meaning it must be making people see their logic, feel something emotionally, or simply respect the brand and have it within their evoked set for cola. Coke then makes a point to be a part of the conversation, not simply react to is. This sort of engagement is key in today's busy, internet-centered world. Getting a handle on your online advertising and the conversations it promotes by playing a part is one way to connect with consumers on a whole new level.
Coke is also connecting with consumers via their new website. It's set up as a blog- type entity, allowing sharing and liking of material right from the site. This sort of interaction allows consumers to instantly show the world, and Coke, which ads and material they like. This is one way for Coke to see what is resonating with consumers and what is not. (Luke Stangel, 09 Aug 2013). This newsroom-like approach to keeping up with consumers has yielded positive results for Coke. It has allowed them to further delve into their storytelling model, which is where they implement ethos, logos, and pathos in their branded conversations (Jonathan Mildenhall, YouTube, 07 March 2014).
Using ethos, logos, and pathos in advertising and marketing is key. Consumers are smart, and we need to communicate with them at the very core of their being, sparking conversation and most importantly, trust.
Trust is key to driving sales, as well as keeping a positive brand identity forefront in the minds of consumers. Using ethos, logos, and pathos to appeal to and persuade consumers in advertising is an excellent way for brands to work their way into consumers' hearts, minds, and homes from a foundation of trust.
Brand awareness, loyalty, and brand associations are developed over time, with the help of advertising. Advertising must appeal to consumers logic, emotions, and their perception of brand character in order to persuade them of brand quality. This is turn means that the brand has a chance to win them over, drive sales, and increase the positive brand identity.
Trust is key to driving sales, as well as keeping a positive brand identity forefront in the minds of consumers. Using ethos, logos, and pathos to appeal to and persuade consumers in advertising is an excellent way for brands to work their way into consumers' hearts, minds, and homes from a foundation of trust.
Brand awareness, loyalty, and brand associations are developed over time, with the help of advertising. Advertising must appeal to consumers logic, emotions, and their perception of brand character in order to persuade them of brand quality. This is turn means that the brand has a chance to win them over, drive sales, and increase the positive brand identity.
Lee Yohn, Denise. "Stop Selling Products and Start Making Emotional Connections." Sales and Marketing Management. John Wiley & Sons, Inc., 07 Mar. 2014. Web. 26 June 2014. <http%3A%2F%2Fwww.salesandmarketing.com%2Fcontent%2Fstop-selling-products-and-start-making-emotional-connections>.
Mildenhall, Jonathan. "Coca-Cola Content 2020 Part One." YouTube. YouTube, 10 Aug. 2011. Web. 26 June 2014. <https://www.youtube.com/watch?v=LerdMmWjU_E>.
Mildenhall, Jonathan. "Coca-Cola Content 2020 Part Two." YouTube. YouTube, 10 Aug. 2011. Web. 26 June 2014. <https://www.youtube.com/watch?v=fiwIq-8GWA8>.
Stangel, Luke. "7 Secret Coca-Cola Formulas to Successful Content Marketing." Avaya Connected Blog. Avaya Inc., 09 Aug. 2013. Web. 26 June 2014. <http://www.avaya.com/blogs/archives/2013/08/7-secret-coca-cola-formulas-to-successful-content-marketing.html>.
Mildenhall, Jonathan. "Coca-Cola Content 2020 Part One." YouTube. YouTube, 10 Aug. 2011. Web. 26 June 2014. <https://www.youtube.com/watch?v=LerdMmWjU_E>.
Mildenhall, Jonathan. "Coca-Cola Content 2020 Part Two." YouTube. YouTube, 10 Aug. 2011. Web. 26 June 2014. <https://www.youtube.com/watch?v=fiwIq-8GWA8>.
Stangel, Luke. "7 Secret Coca-Cola Formulas to Successful Content Marketing." Avaya Connected Blog. Avaya Inc., 09 Aug. 2013. Web. 26 June 2014. <http://www.avaya.com/blogs/archives/2013/08/7-secret-coca-cola-formulas-to-successful-content-marketing.html>.