Writers of employment ads are advised to avoid cliches and metaphors since doing so might give credence to harmful ageist assumptions. Job-seekers are advised to conduct rhetorical studies of adverts and craft resumes that match the inventive rhetorical techniques used in postings for available positions. This article analyzes the proposed advertising’ use of Pathos, Ethos, and Logos via a rhetorical lens.
Rhetoricians interested in the relationship between company culture and professional discourse may learn a lot from job postings. Both theory and evidence suggest that rhetoric in strategic communication constitutes corporate id, material behaviors, and culture. Researchers in the field of internal information exchange has found that materials aimed at the public, such as job postings, are the result of internal debates that are taken for granted (Engstrom et al., 5). Such official writing serves to reify and institutionalize preexisting social and organizational norms.
The first commercial poster splits vertically into two halves. The primary advertising copy may be found on the right. At the same time, the left has a description of the amount made and the prospect for income development, which is especially appealing to younger audiences. The image’s design options include a complementary two-color scheme with a blue border and black text. Buffalo, New York” may be read as a verb, which brings up an intriguing point about the poster’s placement. The primary purpose of this advertisement poster is to highlight the significance of the position.
The purpose of this commercial is to promote Buffalo, New York. We also have a photograph of the finished product for your perusal, which is shown next to the model. You can easily read it from afar because of its large size and uniform layout throughout the page. This advertisement’s backdrop colors—a pale blue and pure white—are the keys to its success. Everything is laid out clearly in the text.
The selected advertising (2) has a more overtly emotional background. Real estate sales or brokerage job shown on the poster offers competitive base salaries and commission structures for successful salespeople. All questions about the role and perks are addressed in the body text below.
Evaluation of Ads Based on Their Ethos, Pathos, and Logos
In today’s culture, ads and advertisements play an essential role in the routines of most Americans. Advertising is everywhere, and it’s getting people’s attention. An advertisement aims to grab people’s attention and convince them to purchase the advertised goods. Despite how simple it seems, advertising includes quite intricate procedures. Marketers zero down on certain demographics to ensure that their ads resonate with specific consumers.
When examining commercials, keep in mind these three ideas. Ethos, Pathos, and Logos are the three arguments that may be used. Ethos refers to using moral authority or ethical principles to win over an audience. This implies that people are likelier to trust a well-respected figure. If a company’s ethos is implemented correctly, it may be used to establish its brand and provide the groundwork for future growth. The second essential idea is pathos, appealing to the audience’s emotions to win them over.
In most cases, when a business utilizes pathos in an advertisement, it appeals to the consumers personally. It elicits a response from them that will ultimately result in a sale. Logos, the third and final fundamental idea, may be defined as reasoning. When businesses market their products using logos, they employ rational arguments to convince consumers to make a purchase.
Pathos, Logos, and Ethos, the three Aristotelian components of rhetoric, are readily apparent in Northwestern Mutual’s advertising persona. First, remember that pathos suggests immediately appealing to the target audience’s emotions (Stucki and Sager 85). Marketers may influence consumer behavior by appealing to their feelings and getting people to consume more milk. The placement of an image on the poster is vital because emotions may have a more profound effect on awareness than reasoning. Job-seekers who spotted the advertisement poster wouldn’t go by without stopping to read the description. Thus that’s the one that was picked. Because of the company’s prominence in the youth market, its image may be used to pique people’s interest in the financial services it provides.
Furthermore, it should be made clear that including a photo of a famous person on the page is not required for this advertisement to be within the Pathos category. A close reading of the text reveals that salespeople demand solutions to widespread issues within their workforce, such as a fair wage. In other words, the advertisement motivates the target audience—students and interns alike—to apply for the position because they worry about their financial independence.
Moreover, ethos is revealed when the advertisement poster is broken down into parts. Firstly, it must be borne in mind that, in most cases, this rhetorical category is used only to establish the credibility of the individual attempting to persuade the target audience (in this case, customers) (Stucki and Sager 90). The author’s credentials, positions, and honors are often the extent of such acknowledgments. Ethos, in the context of advertising technology, is using recognizable brands as spokespeople for a product to inspire favorable consumer associations between the brand and the product. This puts financial representatives in a position similar to that of brand ambassadors, and it’s easy to see how the idea that “finance reps encourage working with the financial institution indicated” would start to take root in customers’ minds. Word combinations characterize the reliability of the ad’s claims. Specifically, the first three words of the main body of the marketing text profession with the infinite possibility of what some academics feel are the advantages of talented employees. And it’s pretty hard to see that there are no citations or references to study, but it doesn’t stop marketers from adopting the language. Customers with poor critical thinking will thus accept these claims at face value since “some” experts say so.
The poster’s emblem is smaller and less prominent here, but it’s still there. The logo makes some numerical or statistical allusion or uses direct scientific evidence to get the client’s attention (Stucki and Sager 106). Consumers are more likely to follow the herd if they are informed that dentists like a particular brand of toothpaste. In this example, the Logos is derived from the first clause, which alludes to a field with almost limitless potential for advancement. It may appear inconsequential, but it alludes directly to the idea that it is crucial to work in a place where boundless opportunities exist, as shown by the findings of researchers and the recommendations of marketers. Whatever the case, there is a specific figure that sticks out in the minds of savvier shoppers.
Pathos. This kind of social advertising relies heavily on pathos since it emphasizes conflict as its central theme. Thoughtful positioning of the associate broker in the real estate market is a philosophical reflection of the customer’s consciousness of the gravity of the matter, as it is evident that consumers and well-known brokers are very discordant aspects. Marketers are always trying to get their target audience to experience cognitive dissonance. The poster’s premise is also presented as a fast game in which the player must choose between a ball and a rifle, both of which are illegal in the United States. Extremely probable, a person’s initial thought will be of weaponry. However, the bottom writing states that the position pays handsomely. It’s reasonable to conclude that while making these commercials, marketers appeal to feelings of civic justice, patriotism, and a love for nation and culture. It’s also worth noting that the marketers behind this announcement have intended the picture to have some weight. In particular, the perks of one’s profession (as shown in the commercial) and the prospect of financial independence are heated subjects for all Americans. Pathos’s ultimate expression, this bond, is crucial to pique the interest of the information consumer.
Ethos. It must be stressed right off the bat that this social advertising makes no overt mention of ethos. A cursory examination does not provide names or citations that may be considered authoritative. Meanwhile, the fascinating portion of the advertisement is supplied via the word “we,” which may be highlighted from a different perspective. This billboard leads the spectator to mistakenly believe they are part of the “we” represented by the Real Estate brokers, i.e., the United States government, which has sanctioned jobs in the firm.
Logos. The same holds for its use of ethos in the declaration as for Logos: A cursory examination reveals nothing noteworthy.
Finally, it’s important to remember that Aristotle’s rhetorical categories—Logos, Pathos, and Ethos—are not obsolete but pervasively used in contemporary marketing platforms. One work emphasized ethos, another piece emphasized pathos, and together they formed a harmonic whole in the advertising banners shown in this study. However, success depends on combining all of these elements into a poster that speaks to the heart and mind of the target audience and motivates them to take action.
Engstrom, Craig L., et al. “Rhetorical Analysis of Fast-Growth Businesses’ Job Advertisements: Implications for Job Search.” Business and Professional Communication Quarterly, vol. 80, no. 3, July 2018, pp. 336–64, https://doi.org/10.1177/2329490617723117.
Stucki, Iris, and Fritz Sager. “Aristotelian Framing: Logos, Ethos, Pathos and the Use of Evidence in Policy Frames.” Policy Sciences, vol. 51, no. 3, June 2018, pp. 373–85, https://doi.org/10.1007/s11077-018-9322-8.