Persuasive argument strategies in car sales: ethos, pathos, and logos

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).

Logos in Car Sales

To employ the logos approach to argument in a presentation in connection with car sales, the salesman would make arguments along the following lines: "This vehicle is the best made vehicle on the market and will probably run perfectly for hundreds of thousands of miles with ordinary maintenance. In today's economic environment, it is an extremely intelligent choice." This strategy is intended to convince the audience that the product being promoted represents the most logical of all possible decisions. The ultimate goal of this argument would be to generate product interest and sales by convincing people that the product is a better choice than other products for logical reasons like economic responsibility (Belch & Belch. 2006; Hursthouse, 1999).

Sources Consulted

Belch, G. And Belch, M. (2006) Advertising and Promotion: An Integrated

Marketing Communications Perspective. Irwin/McGraw-Hill: New York

Halbert, T. And Ingulli, E. (2008). Law & Ethics in the Business Environment.

Cincinnati: West Legal Studies.

Hursthouse R. (1999). On Virtue Ethics. Oxford: Oxford University Press.