Ad Ethos Ethos, Pathos and Logos in

Ad Ethos Ethos, Pathos and Logos in a Terrible Running Shoe Ad Creating an effective magazine advertisement is not simply about the ability of marketers to inform about the product but also to create the experience of positive association with this product. This association can have a powerful psychological impact for better or for worse. The magazine advertisement featured here and published in a running enthusiast publication is designed to sell Pearl Izumi running sneakers.

The ad pairs the tag line "Run Longer" with an image of an athletically fit individual attempting to revive his dead dog. Needless to say, the advertisement was a terrible failure. Though its intended audience of runners will likely have gleaned the message that the sneakers are so excellent that you could run to the point of killing your dog by way of exhaustion, the highly negative (and tasteless) association of this image far overshadows the persuasiveness of this message.

Ethos: Speaking on the ethos of the ad, we can say that the image presented may establish the credibility of the brand in one regard. The depiction of the runner seems to suggest that the sneaker is at once marketed toward and approved by experienced and highly fit individuals. The runner shown here on an open trail with a beautiful mountainscape on the horizon implies that the shoe is worn and enjoyed by those with a background in running.

We are inclined to believe that the shoe would appeal to running veterans as opposed to those who are new to the sport. This may be, however, where the effectiveness of the advertisement ends. Pathos: The area of pathos is where marketers have shown their greatest failure of judgment. The very concept of the advertisement impacts members of the target audience with an unquestionably negative emotion.

While it may be that the ad attempted to inject some degree of humor into its proposition, there may be few in the buying public who would appreciate the angle taken. The image of a man standing over his dead pet is not only disturbing and grim, but is also likely to conjure emotionally devastating memories of loss for those beholding the ad. The best case scenario here is that the product name becomes overlooked in light of the ad's pictured content.

More likely though is that many in the target audience will develop a negative emotional association with the product in question. Logos: By contrast to the pathos of the ad, it is successful to an extent in using logos to get its point across. There is.