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Published on: January 28 2023 by pipiads

Pathos, Ethos, and Logos in Commercials

Commercials are everywhere, and they are designed to persuade you to buy a product or service. Advertisers use various techniques, including Pathos, Ethos, and Logos, to appeal to the audience. In this article, we will discuss these techniques and how they are used in commercials.


Pathos is an emotional appeal that is used to evoke certain feelings from the audience. Commercials often use this technique to make the audience feel happy, sad, or nostalgic. For example, the Sprite commercial mentioned above uses Pathos to make the audience feel like they are part of a community that values individuality and authenticity.


Ethos is a credibility appeal that is used to establish trust with the audience. Commercials often use this technique to establish their brand as trustworthy and reliable. For example, the Travelers commercial mentioned above uses Ethos to establish their brand as a trustworthy and reliable insurance company.


Logos is a logical appeal that is used to persuade the audience with facts and data. Commercials often use this technique to persuade the audience that their product or service is better than the competition. For example, a car commercial might use Logos to persuade the audience that their car is more fuel-efficient than the competition.

Commercials use various techniques, including Pathos, Ethos, and Logos, to persuade the audience to buy their product or service. Advertisers understand how to appeal to the audience's emotions, establish trust, and persuade them with facts and data. Understanding these techniques can help you better analyze and evaluate the commercials you see every day.

Ethos, Pathos, & Logos: How to Use Persuasive Ad Techniques

O That's Good is on a mission to bring delicious comfort food with a nutritious twist to all of America. The inspiration behind this mission is to share great things and to constantly strive to be better.


- Martin Scorsese's Masterclass: For those who are passionate about making movies and telling their stories, Martin Scorsese's Masterclass is the perfect opportunity to learn from a legend in the industry.

- First day of school jitters: It's natural to be nervous on the first day of school, but focusing on studying hard and making new friends can ease those nerves.

- Crest Glamorous White Whitestrips: When regular whitening toothpaste doesn't do the trick, Crest's whitestrips are a safe and effective alternative, whitening teeth 25 times better.

- TrueCar: TrueCar's certified dealers can help find a competitive offer on a car, making the process of buying a new car easier.

- Pom Wonderful Pomegranate Juice: Packed with antioxidants, Pom Wonderful's pure pomegranate juice helps fight off free radicals and promotes overall health.

By incorporating nutritious twists into comfort foods, striving to be better, and taking advantage of opportunities to learn and improve, individuals can live healthier, happier lives.

Ethos, Pathos & Logos

Persuasion: Using Ethos, Pathos, and Logos to Influence Others

Persuasion is a powerful tool that can be used to influence others to see things your way. One effective method of persuasion is using the three appeals: Ethos, Pathos, and Logos. In this article, we will explore these appeals and how they can be used to make your writing or speaking more persuasive.

1. Ethos:

- Ethos is the appeal to the audience's trust in the person making the argument.

- To build ethos, reference relevant experience, explain credentials, and use good sources to demonstrate knowledge.

- Presenting, dressing, and speaking professionally can also enhance ethos.

2. Pathos:

- Pathos is the appeal to the audience's emotions.

- To use pathos effectively, incorporate vivid imagery and intentionally emotional and impactful adjectives and verbs.

- In academic writing, a simple tug on the heartstrings won't suffice.

3. Logos:

- Logos is the appeal to the audience's sense of logic and rationality.

- To use logos effectively, build an argument with facts, figures, and well-thought-out reasoning.

- Appealing to the audience with logic draws rational conclusions, making the opposition less persuasive.

4. Combining the Appeals:

- While many arguments rely on one or two of these methods, some of the most effective use a combination of all three.

- The most important aspect of persuasive writing is creating a credible line of thought for your message that audiences will follow.

- By doing this carefully, they may arrive at the same conclusion as you.

The use of Ethos, Pathos, and Logos appeals can make your writing or speaking more persuasive. By appealing to the audience's trust, emotions, and sense of logic and rationality, you can influence others to see things your way. Remember to use a combination of these appeals and create a credible line of thought for your message. For more information on persuasive writing and speaking, visit our website at writingcentertamuedu.

Ethos, Pathos, and Logos examples

The article talks about the persuasive tactics used by Ghost, a speaker who promotes Sprite, and how he never tells people to drink Sprite, even in a commercial. The article also includes a reference to a movie and a dialogue from it.

Points covered:

- Ghost's refusal to explicitly ask people to drink Sprite

- The irrelevance of a cute car's opinion or influencers holding Sprite

- A reference to a scene from a movie

- The importance of not wetting hair after a perm

- The need to find the truth in a situation

- Three secrets shared behind closed doors at Funnel Hacking Live 2019

The article highlights the importance of being truthful and not relying on persuasive tactics alone. It also briefly mentions some secrets shared at a conference.

Ethos, Pathos, Logos (AP Lang Summer Assignment)

- The article discusses the use of ethos, pathos, and logos in three different commercials.

Heineken Light Commercial:

- Neil Patrick Harris introduces himself and Heineken Light, adding credibility to the product.

- The commercial boasts about Heineken Light's award for best tasting low calorie lager.

- Harris's endorsement of the beer adds further credibility to the product.

- The commercial ends with Harris's inability to drink the beer, adding humor.

Car Commercial:

- The commercial uses pathos to create an emotional connection with the viewer.

- The relationship between the girl and her dog represents the loyalty and memories associated with the advertised car.

- The heart-wrenching scene in the vet's office elicits sympathy from the viewer.

- The tagline best friend for life's journey ties the car to the concept of lifelong companionship.

Brita Filter Commercial:

- The commercial uses logos to present a factual argument.

- The staggering number of plastic bottles used in the US each year is presented as a problem.

- The Brita filter is presented as a solution, with the ability to remove up to 300 plastic bottles from the equation.

- The commercial encourages viewers to make a small step towards making a big difference.

- These three commercials use different persuasive techniques to appeal to viewers.

- Ethos, pathos, and logos are all used effectively to create a connection with the viewer and promote the product or service.

- Whether it's through celebrity endorsement, emotional storytelling, or presenting a factual argument, these commercials all aim to persuade the viewer to take action.

The 10 Popular Commercials of 2022 ( so far )

My fellow gods, it is time for Susan and I to retire. But where will Zeus go?

Sub-Heading 1: Zeus Needs a Charge

- Zeus needs a charge and thanks Music before heading out.

- Zeus is done with this place and needs a little juice.

Sub-Heading 2: BMW ix Electric Car

- The BMW ix is electricity in its ultimate form.

- The ultimate electric driving machine.

Sub-Heading 3: McDonald's Order

- A 10 piece chicken McNuggets with sauce is ordered.

- Drinking and eating loudly is discussed.

Sub-Heading 4: Road Trip to Super Bowl

- Peyton and Eli Manning plan a road trip to the Super Bowl.

- They stop for chips and drinks, and Terry Bradshaw joins them.

Sub-Heading 5: Barbie's Dream House

- Barbie finds her dream house with an alert from Rocket Homes.

- She has a verified approval from Rocket Mortgage and wins the bidding war.

Sub-Heading 6: Lindsay Lohan's Transformation

- Lindsay Lohan has transformed into a more productive and glowing version of herself.

- Planet Fitness has helped her.

Closing time has come, and it's time to go.

Why So Many Fast Food Logos Are One Color

Fast food chains often use the color red in their logos. This is not a coincidence, as color is one of many tactics that companies use to connect with their customers. Red, in particular, is special because it has the innate ability to evoke a sense of urgency and whet our appetites, making it the perfect color for fast food logos.

Why Red Is Special:

Red is one of the first colors that our ancient ancestors thought important enough to name. Back before alphabets and writing, early human languages were surprisingly uncolorful, with only words for black, white, and red. Red's bloody beginning has transformed over millennia, with red being worn by royals as a status symbol during medieval times and brides in many parts of India being married in a red dress today. Red is one of the few colors today that cultures all over the world tend to view positively.

The Power of Color in Marketing:

We are a visual species, and despite having five senses, 80% of all the information our brains process on a daily basis comes straight from our eyes. According to marketing company WebpageFX, nearly 85% of consumers say the main reason they chose one product over another is color, and 80% said that colors are what give brands that memorable stamp of recognition. Fast food companies dedicate a lot of thought to their logos because they know that the colors they use can have a huge impact on consumer behavior.

Fast food companies are not likely to give up the color red anytime soon, as it has proven to be an effective marketing tool. Red evokes a sense of urgency and whets our appetites, making it the perfect color for fast food logos. Whether we like it or not, colors have a powerful influence on our behavior, and companies know how to use this to their advantage. What do you think? Should fast food companies give up red? Let us know in the comments.

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