In advertisements, three types of persuasive appeals can be used to convince people to respond to a call to action. The logic reasoning is the appeal to reason. Its approach is based on facts more than on faith. The approach is mainly used for academic arguments in science-based fields, and it is also known as logos. The second type of reasoning is the appeal to emotion also known as pathos. It is used to create a feeling that will influence behavior. Tactics used include anecdotes, humor, entertainment and even seduction. The third and last type is the appeal to ethics or ethos. The ethical appeal seeks to convince based on the persuader's character.
The "Fanta flavor" ad uses both pathos and logos types of appeal. The logos aspect of the ad is based on the contextual information that is displayed as text. This includes information that gives details of the different flavors offered by the distributor, the countries and distribution centers where the drink is available and a brief description of the nature of the flavors. The inclusion of the Fantanas video clip part of the ad appeals to pathos. This clip is entertaining, and it makes drinking of the Fanta beverage more lucrative.
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The four celebrities chosen as Fantanas also create pathos appeal. The four celebrities have fans from different walks of life. So one of the Fantanas may attract her YouTube audience while the other will appeal to her music fans. The diversity used in choosing the endorsement team guarantees that are the significant portion of the population is reached through emotional appeal. The actor, singers, dancer and you tuber also emphasize the variety of flavors that Fanta offers. This combination efficiently motivates the viewer to consume the beverage and discover the different flavors offered. The ad may also be said to have ethos appeal but to a lesser extent. This is because the use of well-known celebrities creates an interest that can be exploited for market value.
References
https://www.fanta.com/
