Role and responsibilities of car sales consultants

Business Speaking -- Pathos, Logos and Ethos in Car Sales

Introduction to the Methods of Persuasive Argument

In advertising, there are several different avenues of approaching customers. Generally, they are derivations of the three traditional forms of persuasive argument outlined by Aristotle and other teachers of advocacy (Halbert & Ingulli, 2008; Hursthouse, 1999). Ethos is the appeal to the character or expertise of the speaker. An example of the ethos approach in advertising and sales would by the use of famous athletes to promote sports equipment. The thrust of the argument is, essentially, "a successful athlete is an authority on what sports equipment is best." Pathos is the appeal to the beliefs and values of the audience. An example of the pathos approach would be the argument that a specific product is beneficial to the environment, assuming that the audience considers that issue important. Finally, logos is the appeal to logic. A typical example of the logos approach to advertising would be the suggestion that a particular product last longer or is more economical in the long run than other products (Halbert & Ingulli, 2008; Hursthouse, 1999).

Ethos in Car Sales

To employ the ethos approach to argument in a presentation in connection with car sales, the salesman would make arguments along the following lines: "As a former professional NASCAR racer, I can tell you that this is the best passenger car that I have ever driven." This strategy is intended to convince the audience that the speaker is an expert on the subject of automobile design and quality. Therefore, it would follow that an expert would only select the very best product within his field of expertise. The ultimate goal of this argument would be to generate product interest and sales by convincing people to trust the recommendations of the expert speaker (Belch & Belch. 2006; Hursthouse, 1999).

Pathos in Car Sales

To employ the pathos approach to argument in a presentation in connection with car sales, the salesman would make arguments along the following lines: "This vehicle is the most environmentally friendly vehicle on the market and will require less gasoline that any other car. If you care about the environment, purchasing this vehicle is the most responsible decision you could make for the future health of this planet." This strategy is intended to convince the audience that the product being promoted will allow them to uphold values (like environmental responsibility) that they care about. The ultimate goal of this argument would be to generate product interest and sales by convincing people that the product is more consistent with their values and beliefs than other products are (Belch & Belch. 2006; Hursthouse, 1999).

Logos in Car Sales