Characteristics and mindset of successful individuals

Advertisement -- Image Analysis

The text and visual components of this Gatorade advertisement featuring Tiger Woods employs a combination of argument strategies without relying too heavily on any one specific line of argument. In effect, the text consists of multiple elements of hybrids between various aspects of ethos, and logos; there does not appear to be any use of pathos or appeal to emotions.

Moreover, to a large extent, the appeals are implied rather than explicit. Ordinarily, ethos arguments emphasize the moral character of the product or the deliverer of the advertising message; in this case, the ethos element does not relate to the character of Tiger Woods but on his identity and the association between his persona (or "character") as a winner. The visual component relies almost exclusively on the association with Tiger Woods, itself a form of hybrid appeal of argument strategy.

Text Analysis

"Formulated with the right amount of energy to keep you at your peak performance"

This is clearly an appeal to logos by virtue of the logical implication that participation in athletic competition at the highest level possible for any individual requires supplementation with external sources of energy. Impliedly, it is also an appeal to ethos because it relies on the character of the featured celebrity athlete who is presented as an authority on winning at his chosen sport.

"Quench your thirst and replenish the necessary electrolytes, vitamins, and minerals that are lost through sweat."

This is another appeal to logos by virtue of the logical implication that participation in athletic competition at the highest level possible for any individual requires supplementation with external sources of electrolytes, vitamins, and minerals. It relies on the implication that use of the product provides all of those elements that are at least partly responsible for the tremendous sports performance and the successful career of Tiger Woods.

It's in Tiger; is it in you?"

This too is another appeal to logos that also incorporates a more explicit version of ethos by the obvious suggestion that there is something intangible that makes a winner. As is the case with celebrity endorsements in general, the strategy is to motivate the consumer to associate the success (or other admirable qualities or attributes) of the individual with the product. By doing so, it is hoped that consumers will want to be as much as possible like the celebrity who they admire, even when the only similarity is their use of the same energy drink product.