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Finally, in this case, the Pathos approach is perfectly consistent with the Logos approach; in fact, it is arguable that it is only the logical implications and concepts that give rise to any reason the add could possibly appeal to Pathos.
Logos:
The advertisement also appeals to Logos (logic), but indirectly, as in the case of its appeal to Ethos. It would be almost impossible to argue that any piece of jewelry could possibly mean more than designation as the primary beneficiary of a life insurance policy. Therefore, in addition to presenting a logical argument through metaphor, that argument also happens to be factually accurate and absolutely true. For the same reason, the argument is devoid of any logical fallacies.
Analysis and Conclusion:
The advertisement is a clever use of all three Aristotelian appeals, to Ethos, Pathos, and Logos, although (arguably) with varying likely degrees of success. The appeal to Ethos relies on the perception that insurance...
Secondly, its appeal to Ethos also makes use of the contrast between the actual value of a life insurance policy and even the best piece of jewelry, from the perspective of the beneficiary or recipient. Of course, that may not necessarily be true in the case of such a large ring that it represents more financial security than the life insurance policy, but that is unlikely.
The advertisement's appeal to Pathos is literal in the meaning of the words "You mean more to me than anything else in the world." Furthermore, that perception is enhanced by the contrast and any surprise associated with the audience's recognition of the final image and caption as an additional implied level of love and commitment after the image of the ring.
Finally, the advertisement also appeals to Logos because it is a completely logical truth that a life insurance policy is more valuable to the beneficiary than any piece of jewelry such as those traditionally associated with love and romance in our culture. Ultimately, the advertisement represents a balanced use of all three Aristotelian appeals, although the effectiveness of the Pathos appeal could conceivably be less effective than the other two appeals, depending on the mindset of the audience.
Consumer Behavior -- the Impact of Advertising "Brands should redouble their efforts in using advertising to grow brand advocacy through the integration of online and offline branded consumer contact points…[and moreover since] brand advertising stimulates website visits…" understanding the online and social media sites and applications can go a long ways to creating successful advertising campaigns… (Graham, et al.). Purpose and Expectations Advertising in the current global marketplace requires a great deal more
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