ETHOS AND ADVERTISING

Much of the power of advertising comes not from LOGOS – a logical appeal to the quality of the product, But from ETHOS, the appeal based on the character of the messenger. In many ads, this works by presenting us with a spokesperson we are supposed to want to be like, or by implying that the people who use the product are a group we would want to consider ourselves part of. What’s implied is: BUY this product; then you will be like this person (or group) that you admire.

With each of the following ads, brainstorm in your group and ask yourself: How does this ad use ethos to persuade us to buy the product? Or, in other words: Who is it the ad wants us to admire and associate with the product being sold? Why is that person (or group) seen as being admirable?