Michelin Tires Case Study

Michelin is one of the four largest tire manufacturing companies in the world. They are the number one source of innovation in the global tire industry. They are also the number one player worldwide in energy-efficient tires. They believe that the ability to move freely is essential to human development. Their goal as a company is to make things more safe, efficient, and environmentally friendly. Michelin is determined to give their customers the finest quality. They believe that because their company is different from others, this will enable their customers to do their best. Michelin values and respects customers, people, shareholders, and the environment. In the commercial, two women are driving in bad weather. The woman is complaining about …show more content…
The woman does not think it is worth spending money on Michelin tires, but her friend says “some things in life are more important”. The woman decides she will get Michelin tires and asks her friend if they could use her car to pick up the kids. Logos is being shown when her friend reasons that some things in life are more important. She is referring to children, therefore, this encourages the woman to buy Michelin tires. The use of pathos is playing on fear. The woman is scared of driving in the rain because she feels unsafe for herself and for her kids. Ethos was not used much in this commercial. The commercial only shows two babies sitting in the middle of a tire with rain and thunder as the background music. There was barely any facts shown or said about the company. Michelin chooses parents as their audience because they know parents care about the safety of their children. Michelin is logically and emotionally appealing to parents to buy their …show more content…
This is because Michelin uses factors like children, rain, and thunder to stimulate fear and concern to their targeted audience. They successfully use logos and pathos to promote their tires. Michelin guarantees to parents and those who are afraid of driving in bad weather that their tires will provide safety. Their mission is to design and distribute the finest and most suitable tires for their customers. They are determined to provide the best services and solutions for each customers’ specific needs. Some of these services and solutions include providing digital services, maps and guides to help improve trips, and developing advanced technology. They want to share the journey of better mobility for not just their customers but everyone too. Michelin, however, did not include much ethos in this commercial. The commercial only shows two babies sitting in the middle of a tire with rain and thunder as the background music. The image, sounds, and conversation in the commercial successfully demonstrate logos and paths but not ethos. There are no words shown or said to prove the company’s credibility. They could have changed this by adding facts that will make their company more credible. If consumers see that their company is credible, this makes them trust that Michelin is reliable too. With this being said, Michelin believes it is important for them to develop a