Michelin And Continental Advertising Analysis

The approach companies make regarding advertisements is constantly evolving amongst today’s society and economy, resulting not only in a vast number of alternate versions of advertising, but also several contrasts in the ways companies approach their use of advertisement as well. A great example of this can be seen when looking at the contrasts of Michelin and Continental tire advertisements. The Michelin and Continental advertisements have similar use of pathos, however, they have contrasting use of logos and ethos with one advertisement appealing to a family audience, while the other is an audience that desires power and freedom. Compared to the two advertisements, Michelin takes a more simplistic route compared to its counterpart that …show more content…
This can be seen largely in Michelins ad through the baby sitting in the tire with the quote “Michelin. Because so much is riding on your tires.” This focuses on targeting parents, and families’ emotions that Michelin tires could help save their child and loved ones in the case of an accident. Michelin also uses the appeal ethos defined as, “the ethical appeal that writers and speakers use to create a sense of trustworthiness and accreditation to get audiences to listen, and to show credibility proving you know what you’re talking about and share your audiences’ values.” The use of ethos in the ad helps to not only establish a sense responsibility in the targeted viewers, but also that Michelin tires are a safe choice for families, and ultimately the responsible thing to …show more content…
Continental exhibits pathos through its use of terminology such as “The Wild One” and tires that “mates with Tigers, Jaguars, Mustangs, and other highway beats.” that evokes and emotional appeal of adventure and adrenaline. Logos, can be defined as an appeal to logic that is usually presented through reason and evidence by statistics, facts, credible testimony, examples or a narrative story that embodies a sound reason in support of an object that results in an inevitable conclusion. Continental uses logos through its provided statements, “…a new radial tire that claws corners, gnaws through wet and dry…big sure treads for acceleration or panic stops… less rolling resistance… improved fuel economy… up to twice the mileage… greater stability… standout controllability… never a sudden breakaway.” And finally, “No other radial has Continental’s exclusive CRG belt which combines the flexibility of textile with the strength of steel.” Through the use of logos, Continental’s presents their product to viewers as not only an exciting way of life, but also as a smart, logical and quality buy. Although Michelin and Continental tires both promote a positive response from potential consumers, they have very different messages behind their advertisements. Michelin overall promotes a family friendly ideology that focuses on putting safety first, while Continental