http://www.ba-reps.com/blog/joachim-ladefoged-gatorade-series/
Since we started talking about ethos, pathos, and logos in class and how they are used in a variety of things for different purposes, I started thinking about where I could have possibly seen them being used. I immediately thought of several commercials. One brand name that effectively uses these three methods is Gatorade. Above is one of the advertisements for Gatorade's G Series, which consists of three drinks meant to be ingested by the athlete before, during, and after each game.
This particular ad uses ethos through the use of famous athletes. The ad shows three famous athletes drinking the product. By having those athletes endorse the product, the credibility of the product is established because the consumers will think that the product is effective since the former are also drinking it. It also utilizes pathos by showing pictures of the athletes energized while “in action”, which in turn makes the audience think that if they consume the product, they will be as energized as the athletes shown.
The use of ethos, pathos, and logos is very effective in promoting a product because in some way or another, it makes the said product relatable to the audience or consumer. In the ad above, Gatorade does a good job in promoting its G Series.
Hannah Araquil
I think that Gatorade might also be trying to use a logical (logos) pitch with the endorsement of these famous athletes, saying that if the consumer uses the product like these athletes, he/she, too, will be more competitive. I agree with the pitch for pathos as there are often dramatic, even unrealistic, commercials that use energized athletes to make a statement. This has the ability to appeal to the audience as there are many positive and passionate emotions that are evoked when watching intense sports, like in these advertisements.
ReplyDelete-Austin Woodruff
I agree with Austin and Hannah that Gatorade is using both a logical and ethical pitch, but I believe that their primary intention is to use an emotional appeal. The Gatorade brand knows its audience and capitalizes on it - they target health-conscience and fit people and further try to encourage them to stay active, and therefore to buy Gatorade to use during every aspect of their workout. Gatorade wants its audience to connect with the pictures in the ad, and wants them to believe that they too can stay healthy just by drinking Gatorade.
ReplyDelete-Jordan Bustin
i know right
ReplyDelete