Ethos, Pathos, and Logos- Persuasive Speech
The overall goal for television commercials is influencing consumers, the viewers, perceptions concerning the good or service offered for sale. Some tools television commercials can apply to earn a consumer include ethos, pathos, and logos which Stucki and Sager (2018) submit that are persuasive strategies regarding ethics, emotions, and logic. The LG InstaView Door-in-Door advertisement entitled Social Life Lost applies the three persuasive strategies making a compelling case for consumers to purchase their new innovative product, which is up for sale.
The LG InstaView Door-in-Door advertisement entitled Social Life Lost magnifies the use of ethos, pathos, and logos by commercials to influence viewers into purchasing their products. Jain (2018) suggests that TV commercials go beyond visual communication in adopting audio persuasion to attract customers. The commercial provides contrasting situations regarding door knocking. The initial depiction shows adverse effects from failing to knock in social settings and when using a fridge, leading to a contrast rendition (LG Global, 2019). The advert conveys logos by positing how fridges lose cold air due to indecisiveness with the innovative product creating an avenue to see products in a fridge through the transparent door activated by knocking. The applied reasoning is practical given such cold air loss may seem marginal, but the advert communicates the aggregate loss from households using a fridge which fortifies the argued case. The commercial conveys ethos by communicating the ideal practice of knocking to convince the users concerning the product's reliability. The appeal expressed in the advertisement is fundamentally ethical. The commercial conveys pathos by depicting the negative impacts followed by the positive subject to knocking, with the former having negative impacts on social life. The commercial tries to evoke empathy and amusement from the viewer to purchase the advertised product.
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The LG InstaView Door-in-Door advertisement effectively applies ethos, pathos, and logos persuasive strategies which appeal to the audience's ethics, emotions, and logic. The application targets convincing the viewers to purchase their innovative product that takes fridge usage to the next level. Persuasion through the three mentioned strategies is an ideal tool for use in commercials.
References
Jain, P. (2018). Visual persuasion-a creative aspect in communication. International Journal of Humanities and Social Sciences , 7 (3), 5-12.
LG Global. (2019, Dec 16) . Social Life Lost . Facebook. https://www.facebook.com/watch/?v=1519216911568413
Stucki, I., & Sager, F. (2018). Aristotelian framing: logos, ethos, pathos and the use of evidence in policy frames. Policy sciences , 51 (3), 373-385.
