This advertisement shows the famous footballer Cristiano Ronaldo endorsing the brand CLEAR shampoo. I decided to choose this advertisement as it is a good example of Logos, Pathos and Ethos. “Logos” is the use of logic to make arguments and defend the product. “Pathos” is the pathetic component which works with the emotional component of the audience. And lastly, “Ethos” is the ethical appeal that shows the writer’s credibility and is a means of gaining approval from the audience. So all these three, combined in one essay or advertisement, can make the reader convinced of whatever the author is trying to say or show.
The winning argument about this advertisement is the way the brand has used a personality that is both famous and successful in his soccer career to sell the product so that the message hits soccer fans. Here, the advertisement says “vence la caspa y senti,el intenso poder refrescante del mentol” which roughly translates to “overcome dandruff and feel the intense cooling power of menthol”. We can see ice flying around him in the picture, which is trying to depict cooling power. Now using such a strategy is a great idea and the audience will really connect to it because people tend to use a product if a famous personality is endorsing it.
The speaker of this message is the Clear shampoo brand and their purpose is to sell their brand, make it a household name, and earn profits. They used a picture of Ronaldo that depicts a kind of victory or a strong character, which can be seen in his expression and the way his arms are posed in the advertisement. He is wearing a T-shirt that he usually wears while playing football. This makes the audience connect to him as they’re used to seeing him play football. The picture is trying to convince the audience that Ronaldo uses this shampoo and he likes it through his expression and posture.
Cristiano Ronaldo’s figure emits power, which can be seen in the way he is posing, and the tagline has the word power in it confirming the entire advertisement. When people see Ronaldo endorsing a product, they feel that he uses the product too. This creates a connection to the audience. So, the application of Ethos can be seen here.
The advertisement is in Spanish and Ronaldo plays for Real Madrid which is a Spanish club. Since, the advertisement is in Spanish, they must be targeting a Spanish-speaking audience. Using a player that plays for a Spanish club is a nice strategy that they used. To keep up and increase their sales, Clear brand uses a personality who probably is one of the most successful players in the history of soccer and who has a very huge fan base. By this strategy, they also appealed to Logos as it is clever and logical to use the successful player such as Ronaldo to help get soccer fans endorse the brand.
People buy the brand because they are proud that a person of their community “The Soccer Sommunity” is making progress. They have that trust in their men. By this, they also appealed to Pathos. People would be proud to see someone who was a soccer fan just like them as a child achieving so much. It is a wonderful strategy.
By this we can see how the uses of logos, pathos and ethos can be used in marketing and advertising as the most important objective of a marketer is to sell his product. This advertisement uses all three appeals to convince and communicate the intended message effectively. It’s about understanding the things we see. We can also use this style to make a decision about something.
I learned that in rhetoric, the setting and purpose is important so I tried to be as descriptive as I could. Rhetoric is about understanding the things we see. Over the few years, advertisement have taken a whole new meaning. If you’re not creative and clear, no one is going to pay any attention to your advertisement. Customers nowadays do not have a shortage of choices. Using rhetorical appeals in an advertisement will make sure that the advertisement connects to the people and stays in their mind for a long time.
The winning argument about this advertisement is the way the brand has used a personality that is both famous and successful in his soccer career to sell the product so that the message hits soccer fans. Here, the advertisement says “vence la caspa y senti,el intenso poder refrescante del mentol” which roughly translates to “overcome dandruff and feel the intense cooling power of menthol”. We can see ice flying around him in the picture, which is trying to depict cooling power. Now using such a strategy is a great idea and the audience will really connect to it because people tend to use a product if a famous personality is endorsing it.
The speaker of this message is the Clear shampoo brand and their purpose is to sell their brand, make it a household name, and earn profits. They used a picture of Ronaldo that depicts a kind of victory or a strong character, which can be seen in his expression and the way his arms are posed in the advertisement. He is wearing a T-shirt that he usually wears while playing football. This makes the audience connect to him as they’re used to seeing him play football. The picture is trying to convince the audience that Ronaldo uses this shampoo and he likes it through his expression and posture.
Cristiano Ronaldo’s figure emits power, which can be seen in the way he is posing, and the tagline has the word power in it confirming the entire advertisement. When people see Ronaldo endorsing a product, they feel that he uses the product too. This creates a connection to the audience. So, the application of Ethos can be seen here.
The advertisement is in Spanish and Ronaldo plays for Real Madrid which is a Spanish club. Since, the advertisement is in Spanish, they must be targeting a Spanish-speaking audience. Using a player that plays for a Spanish club is a nice strategy that they used. To keep up and increase their sales, Clear brand uses a personality who probably is one of the most successful players in the history of soccer and who has a very huge fan base. By this strategy, they also appealed to Logos as it is clever and logical to use the successful player such as Ronaldo to help get soccer fans endorse the brand.
People buy the brand because they are proud that a person of their community “The Soccer Sommunity” is making progress. They have that trust in their men. By this, they also appealed to Pathos. People would be proud to see someone who was a soccer fan just like them as a child achieving so much. It is a wonderful strategy.
By this we can see how the uses of logos, pathos and ethos can be used in marketing and advertising as the most important objective of a marketer is to sell his product. This advertisement uses all three appeals to convince and communicate the intended message effectively. It’s about understanding the things we see. We can also use this style to make a decision about something.
I learned that in rhetoric, the setting and purpose is important so I tried to be as descriptive as I could. Rhetoric is about understanding the things we see. Over the few years, advertisement have taken a whole new meaning. If you’re not creative and clear, no one is going to pay any attention to your advertisement. Customers nowadays do not have a shortage of choices. Using rhetorical appeals in an advertisement will make sure that the advertisement connects to the people and stays in their mind for a long time.