Ethos is the appeal to character. Ethos is what we try to get consumers to think about a brand, and what it stands for. Coke, for example, is though of as global, popular, and mostly, a feel-good brant. Its ethotic connection with consumers is largely built on it's logos and pathos.
Coke uses logical claims to appeal to consumers, as well as appealing to their emotions.
"Coca-Cola. A name that is more universally recognized than any other n the world. That's the power of Coca-Cola's brand. Some will say it's the flavor, but for millions, it's the way Coca-Cola makes them feel" (Interbrand, 2014)
Coke makes people feel good. Their tagline is "Open Happiness". Recently, in a viral online video commercial campaign, coke placed "Happiness Machines" all over the world, and took footage of people using them. The ad isn't about how Coke tastes, its ingredients, or their market share. It doesn't even nod to their competitors. The ad is purely feel-good, brand-awareness.
Coke uses logical claims to appeal to consumers, as well as appealing to their emotions.
"Coca-Cola. A name that is more universally recognized than any other n the world. That's the power of Coca-Cola's brand. Some will say it's the flavor, but for millions, it's the way Coca-Cola makes them feel" (Interbrand, 2014)
Coke makes people feel good. Their tagline is "Open Happiness". Recently, in a viral online video commercial campaign, coke placed "Happiness Machines" all over the world, and took footage of people using them. The ad isn't about how Coke tastes, its ingredients, or their market share. It doesn't even nod to their competitors. The ad is purely feel-good, brand-awareness.
Coke Scored over 90% brand awareness, globally, in a survey from July 2013. (Interbrand, 2014) People know Coke, and they like it.
Coke uses this to their advantage, again, by being part of the conversation. They know people like Coke. They know their brand is popular, and a leader in global marketing and advertising. They use this for their ethos, building their character and drumming up support. They build on their prior successes, and the fact that they are so well-known, to demonstrate that you SHOULD like Coke. It's popular to like Coke. They give back, spread awareness, and above all happiness. Their goals are to create only material that is useful and meaningful to society- thus provoking conversation. (Jonathan Mildenhal, Coca-Cola Content 2020, 2011).
This ethotic connection is part of the basis Coke uses to appeal to the logic of consumers, logos. They use their ethotic connection to show that you SHOULD like Coke. Coke points out that their product is a delicious, refreshing, soft drink beverage. This is clear, and logical, but reminding consumers about how good it is has been one of their tactics for generations. They also use their rich history to point out all the reasons why Coke is the best. They even use their competition to their advantage, and also show that even through their failures, such as New Coke, that they learned, grew, and are still the Coke consumers know and love. (Image from newspaperarchive.com)
Coke uses this to their advantage, again, by being part of the conversation. They know people like Coke. They know their brand is popular, and a leader in global marketing and advertising. They use this for their ethos, building their character and drumming up support. They build on their prior successes, and the fact that they are so well-known, to demonstrate that you SHOULD like Coke. It's popular to like Coke. They give back, spread awareness, and above all happiness. Their goals are to create only material that is useful and meaningful to society- thus provoking conversation. (Jonathan Mildenhal, Coca-Cola Content 2020, 2011).
This ethotic connection is part of the basis Coke uses to appeal to the logic of consumers, logos. They use their ethotic connection to show that you SHOULD like Coke. Coke points out that their product is a delicious, refreshing, soft drink beverage. This is clear, and logical, but reminding consumers about how good it is has been one of their tactics for generations. They also use their rich history to point out all the reasons why Coke is the best. They even use their competition to their advantage, and also show that even through their failures, such as New Coke, that they learned, grew, and are still the Coke consumers know and love. (Image from newspaperarchive.com)
Coke may excel the most at using pathos. Coke commercials for decades have appealed to the way people feel. People want to feel respected, 'cool', classic, and part of society. Coke does a great job at appealing to these ideals. Think back to the Happiness Machine video at the top of this page, it made you FEEL GOOD, didn't it? This is part of Coke's genius, and what all marketers should take hints from. It's an advertisement, but it appeals to the consumer's desire for community, for happiness, and the simplicity of just opening a Coke with your friends.
"Interbrand – Best Global Brands 2012 - Coca-Cola." Interbrand – Best Global Brands 2012 - Coca-Cola. Interbrand, 2014. Web. 25 June 2014. <http://www.interbrand.com/en/best-global-brands/2012/Coca-Cola>.