Have you ever caught yourself getting emotional while watching a commercial? What makes viewers get emotionally involved viewers feel as if they can relate? How about even catch yourself thinking that you need something new then all of a sudden it is like the television is showing exactly what was needed? As retail providers or wholesale companies set down to produce their commercials they ask themselves, what will make the consumer want my product? What will make them listen to what I have to say? Within this paper the goal is to introduce the art of rhetoric known as ethos, pathos, and Logos and how it is being used in the media world.
While watching internet commercials there is one that seemed to stick out the most. Jeff Gordon a professional NASCAR driver is in a shop working on a Chevy racecar when another driver Gordo, walks in and greets him, Jeff Gordon pretends not to know who he is until he grabs the review mirror looks back at Gordo and then all of a sudden remembers him. Jeff Gordon was insinuating that he did not recognize him from the front, he had to look back at him like he does while racing. At the end of the commercial the Chevrolet spokesman goes on to state all the races that Jeff Gordon has won and how famous he is. Chevy utilized Jeff Gordon in their commercial to promote the cars shows an example of ethos, because Chevy is trying to persuade you by saying that Chevy is the reason that Jeff wins. Seems a famous NASCAR driver in a commercial will instantly catch the attention of any fan looking for a sportier brand if car, If this commercial was to sell women makeup they would try to use a celebrity like Carrie Underwood or Tyra Banks to star in it because they are always having to use makeup so surely the one they are willing to endorsing would be the best. Targeting your audience with individuals who are creditable and would seemingly know about the products are good instances of ethos based commercials.