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Super Bowl Commercials: Ethos, Pathos, and Logos Amanda Thomas and Parker Gilstrap Ethos The characteristic spirit of a culture, era, or community as manifested in its beliefs and aspirations. Pathos Appeals to the emotions of the audience and elicits feelings that already reside There are dozens MORE commercials to use as powerful teaching tools, and you can access our public Wakelet for more ideas here! Happy reading! Rhetorical analysis is a skill that needs to be practiced over and over and over again. Too often, we are introducing ethos, pathos, and logos on repeat without ever getting much further. Ethos is the speaker’s credibility, logos is the logical appeal, and pathos is the emotional appeal. I don’t think a commercial exists without at least one of these appeals; indeed, usually they utilize all three. That said, here are two commercials from the Super Bowl that harness the power of rhetorical appeals to the max. In this commercial, Coca-Cola aims to convince the public that a bottle of coke can bring happiness and give back to the world. The 60-second spot uses the three most influential and persuasive ways to get Coca-Cola’s goal into the public; the use of ethos (appealing to ethics), pathos (appealing to emotion), and logos (appealing to logic). Rhetoric: Pathos. David ad agency created Wiener Stampede for Heinz and it debuted at Super Bowl 50. Seeing dachshunds dressed as hot dogs fast approaching their owners who in turn are dressed as Heinz ketchup bottles is just wild yet heart-warming. Featuring happy pets in your ads will always evoke fuzzy feelings of happiness and joy. Super Bowl Commercials: Ethos, Pathos, and Logos Ethos Some variation of credibility or trustworthiness of the speaker of the speech's author. Pathos Appeals to the emotions of the audience and elicits feelings that already reside in them. Logos The appeal to logic, means to Let’s have fun learning about logos, pathos, and ethos while giving a purpose to watching Super Bowl ads. (If you’re reading this after the Big Game, watch the ads on YouTube). Aristotle said that to be persuasive, logos, pathos, and ethos need to be in balance. As we watch the ads, let’s identify how (and if) an ad uses them, and if so Dynamic Exploration: Move beyond traditional teaching methods; this assignment turns decoding Super Bowl commercials into a strategic journey into the art of persuasion. Analytical Skills: Delve into ethos, pathos, and logos to cultivate essential analytical skills, providing students with tools to understand the subtleties of persuasion in our Superbowl Ethos, Pathos, and Logo ETHOS: Appeal to Authority ETHOS When writers use Ethos they are trying to persuade the audience that they are trustworthy and experienced. They use their moral character, integrity, and authority. Often times, Ethos uses celebrities or Logos The Super Bowl commercial warmed the hearts of all who watched by depicting a feel-good message of responsible drinking through the use of the rhetoric devices, pathos, logos, and ethos. In addition, the language, music, and predominant images presented throughout the commercial effectively conveyed the message and reached its overall A short video with examples of commercials using pathos, ethos, and logos. Ethos Pathos Logos Examples • This Ethos Advertisement by Anheuser-Busch Underscores the Value of Multiculturalism This spot focuses on the origin story of Anheuser-Busch’s founders. It shows Busch’s turbulent immigration from Germany to St. Louis, and speaks to the importance of immigration and multiculturalism. While you watch the Super Bowl, select six of the commercials for your students to analyze the next day in class! Your students will enjoy viewing the commercials (which can be easily found on YouTube after airing) and identifying the ethos, pathos, or logos used in the ads. This resource includes t Students watch different Super Bowl commercials (linked via YouTube) and identify Ethos, Logos, and Pathos. They then complete the activity by deciding which ad was the most and least effective and explaining their reasoning. Designed as a Google Slide deck with spaces for students to write their re See the the whole comic here, including examples of ethos, pathos, and logos appeals. Using Commercials. Once students have a grasp of the triangle, we can dig into the fun stuff: commercials! Over the years, I’ve used many different commercials. I noticed recently, however, that my examples were a little dated. (How dated, you ask? The author is trying to succeed at persuasion by using logos, pathos, ethos, and Kairos. The author of this commercial is looking into the perspective of the audience and seeing what would Over the years the commercials have evolved to appeal to either ethos, pathos, or logos in an effort to get the viewers to believe something. During Super bowl forty six, Budweiser created an advertisement that showed a baby Clydesdale being raised by his trainer; which the horse eventually gets sent away. Super Bowl Ethos Pathos Logos 291 Words 2 Pages T-Mobile’s Super Bowl ad, titled “#LittleOnes”, displays babies of different nationalities which presents a clear message about diversity and acceptance. When producers for commercials are coming up with advertisement ideas they must tap into at least one of the three rhetorical appeals, Pathos, ethos, and logos. Tubi’s Super Bowl commercial caught the internet by storm. During 1995 and 2013, Doritos created two different Super Bowl commercials that are broken down between their target audience, historical context, media choices/composition of advertisement and rhetorical appeals. In these commercials there are three rhetorical appeals being presented: logos, ethos, and pathos.
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