The Role Of Ethos In Advertising

Advertising is a form of marketing that persuades or encourages its intended audience. The end goal is to attempt to provoke people to do a certain thing or respond a certain way. A common aim of marketing companies is to make their product or idea appear as desirable as possible in-order to succeed with their goal of persuading the customer to approve. A successful advertisement will catch and keep the viewers eye. It must leave a positive impression, producing the desired effect. If an advertisement design is poorly resourced and constructed, it can cause extreme repercussions for the business. The 2010 “Pretzel Crisp” advertisement was heavily criticized by an article in “Clean Cut Media” for its suggestive slogan choice and describes the …show more content…
Examples of Ethos can include having a celebrity endorsement, or a distinctive brand name. Ethos is used in the marketing strategy for the Pretzel Crisp advertisement when it displays its personal brand name “Snack Factory.” This brand name gives the viewer a representation of its product, service, or idea when the brand is observed. This can give the advertisement credibility if the company has a positive record. Pretzel Crisp displays its brand name and succeeds with this …show more content…
According to Substance Abuse and Mental Health Services Administration, The Center for Mental Health Services, offices of the U.S. Department of Health and Human Services, “90 percent of those who have an eating disorder are women between the ages of 12 and 25.” (“Substance Abuse”). Marketers have succeeded selling their products based off of dietary and body image related advertisements for years usually with a targeted demographic in mind. “Snack Factory” uses this ethos appeal in an attempt to promote- in this case, their lighter and thinner version of pretzels. The need to be thin and the physiological need to eat are used in an intense combo of appeals in this