Ethos, Pathos, Logos
Using a dentist to sell toothpaste
ethos
The process of finding out what people want or need
market research
People who buy the product
Customers
Mercedes-Benz
Automotive or car manufacturing, product: car
The three questions you should ask when analyzing any advertisement
Coca-Cola's Open Happiness uses this technique
pathos
A company's ads, events, and content to promote something
Campaign
Everyone who knows about the brand
Audience
Estée Lauder
industry: beauty product: lipstick
The three questions you should ask when analyzing any advertisement
Who are they selling to?
"Vaping causes lung damage" uses this approach
Logos
sells a product or service
advertisement
Nike's Just Do It targets these three groups
Young people, dreamers, athletes
JUUL
industry: vaping/tobacco, Product is e-cigarettes
The three questions you should ask when analyzing any advertisement
How are they selling it?
Estée Lauder's lipstick ad with Yang Mi appeals to this
Ethos
the industry a brand is apart of
market
The difference between audience and customer
Audience is aware of brand, Customer buys product
KFC
fast-food industry product: chicken
Who is Apple's target customer?
Young to middle-aged professionals/tech-savvy consumers who value brand prestige
Describe all three persuasion techniques
ethos - trust, pathos - emotions, logos - logic
the SPECIFIC group of people the company is selling to
target customer
A luxury brand's target customer vs its audience
Target is wealthy buyers, Audience is people who WISH they could buy or KNOW about the product
The industry of Nike
Athletic apparel or sportswear
Who is Tesla's target customer?
Affluent, eco-conscious early adopters who value innovation