Ethos in advertising: instructive guide

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Ethos in advertising: Definition, examples, how to use. Introduction. The Greek word ethos means “character” and refers to authority and credibility.

Ethos In Advertising: Definition, Examples, How To Use
Ethos in advertising: Definition, examples, how to use

Introduction

Convincing the audience and viewers that a specific brand or advertiser is ethical and reliable is called ethos. If someone respects or loves you, the decision becomes more accessible when you pick that product. Ethos is commonly used in commercials. When a popular public figure endorses a product, consumers value it and want to buy it.

It is the use of ‘ethics’ for a moral argument. The ethos pointed to an authoritative stance or credibility on a specific topic. Ethos is achieved when someone produces facts and cites someone knowledgeable. In ethos, your audience feels more competent to listen to you.

You can give them specific numbers and citations that they trust more on you. When a public celebrity advertises anything, 4 out of 5 readers love it.

Advertising with ethos means you want to agree with a customer that your brand or company is more credible, reliable and trustworthy than any other one.

By showing them specific qualities, you want to make them agree to patronize your stores and should buy from you. Ethos often advertises with real-life examples, factual statements and celebrities to certify their prominence. If any famous personality endorses, this work will be called ethos.

Definition of Ethos in advertising

With the help of public figures or celebrities, the influential audience shows the specific brand’s credibility, honesty, and reliability.

When a respected authority figure or celebrity gives a testimonial or endorsement of any brand or product, most of the audience respects it. In ancient Greece, Ethos was used by Aristotle to describe a person’s character.

It is a persuasive technique to attract the audience and grab more attention by highlighting credibility. Its plans call for the presenter, brand and superior “character” of a speaker to show that the advertiser is reliable and ethical, so you should buy this product.

Examples of ethos in advertising

If anyone is a three-time Olympic gold medalist and assures the audience that a specific drink is more energetic, improve your fitness and stamina. Emphasis on it showcases the speaker’s credibility; many people love to drink that energy drink. Most brands advertise their products with the help of athletes, doctors and actors.

Let’s explore the ethos with the example of popular ads

Thank You, Mom

P&G is a famous American consumer goods corporation, and it partnered with Wieden+Kennedy for the Olympics’ ad series in 2010 named Thank You, Mom. The ads series gets a lot of fame by paying tribute to the moms worldwide. By showing the parent-child love and emotional relationship, the brand advertises it at every large scale.

Flex Tape

Flex seal is an adhesive bonding products brand in America, and its presenter, Phil Swift, the CEO of Flex Seal, provides all information about the product to impress the viewers. The primary purpose was an over-the-top visual demonstration about the working of flex tape in certain situations because it is strong enough to patch anything, even underwater.

Believe in a Better Way

Hugh Jackman found the Laughing Man Coffee. The main idea of Believe in a Better Way was based on improving the lives of the coffee farming community. The Laughing Man Coffee is produced in Colombia, and its ad shows highlight the farms of Colombia. The profit of the ads was invested in aid to the farmers.

A Mission for Our Oceans

This was a collaboration of Adidas and Parley, ultramarathon runner Timothy Olson about the impact of plastic wastage on oceans, coastal communities, rivers and ecosystems. The ads were based on reusing plastic waste by Adidas to create new shoes for athletes. With Parley’s initiatives, the German sportswear company makes eight million runners and $2.5 million in funds raising.

D-CON Spray

In an ad, everyone gets feared and creeped out by cockroaches, including the greatest boxer of all time, Muhammad Ali. In this ad, Muhammad Ali focuses on how d-CON spray remove all cockroaches from the room.

I Can Do Better

This ad featured Michael Jordan and Mia Hamm, and based on that; you can do everything. This ad, which Features the fastest man on earth and a two-time Olympic gold medalist, shows the importance of energy drinks.

How to use ethos in advertising

With a good sense of ethics, ethos shows to convince an audience of the brand’s credibility. Avtor uses ethos to grab the audience. Because he is well known and famous, his honest opinion contains a worth for the listener.

If an actor wants to appeal to the ethos, he will do rehearsal and off-stage practice to do a specific character. His dressing, his actual world role and his character impact a lot on ethos. There are multiple ways to show a good feeling to a brand.

You should use reliable sources to promote your message and cite those sources properly. You should also state the opposing position accurately as it will be a great way to respect the reader. It is necessary to build common ground with your audience.

You can do it by acknowledging values and beliefs with the argument. It would be best to tell the audience your personal experience about the topic of the ad and why you are interested in it.

The best way is to organize your argument easily and logically. You can use general to detailed examples and simple patterns to convey your brand to the audience. Before performing the ethos in advertising, write each necessary detail of the ad by an experienced writer because a single mistake of grammar, dressing, location and message can make the audience doubtful.

Questions and Answers

What is ethos in advertising?

Ethos in advertising refers to the strategy of establishing a brand’s credibility and trustworthiness to persuade the audience. By highlighting the authority or ethical character of the brand or spokesperson, advertisers aim to make their message more convincing. This can be achieved through endorsements from experts, showcasing years of experience, or demonstrating a commitment to ethical practices. The goal is to build trust with consumers, making them more likely to choose the advertised product or service.

How does ethos differ from pathos and logos in advertising?

Ethos, pathos, and logos are three modes of persuasion identified by Aristotle. Ethos appeals to credibility and character, focusing on the trustworthiness of the speaker or brand. Pathos appeals to emotions, aiming to evoke feelings that resonate with the audience. Logos appeals to logic and reason, using data, facts, and rational arguments to persuade. In advertising, ethos might involve a trusted celebrity endorsement, pathos could be a touching story that tugs at heartstrings, and logos might present statistics demonstrating a product’s effectiveness.

Why is ethos important in advertising?

Ethos is crucial in advertising because it helps establish a brand’s reliability and authority, which can significantly influence consumer behavior. When an audience perceives a brand as credible, they are more likely to trust its messages and feel confident in purchasing its products or services. Building this trust can lead to increased customer loyalty, positive word-of-mouth, and a stronger overall brand reputation.

Can you provide examples of ethos in advertising?

A classic example of ethos in advertising is the use of celebrity endorsements, where a well-known figure promotes a product, lending their credibility to the brand. For instance, a skincare company might feature a respected dermatologist discussing the benefits of their product, thereby enhancing the brand’s authority in the field. Another example is a company highlighting its years of experience or industry awards to showcase its expertise and reliability.

How can a brand develop ethos in its advertising campaigns?

A brand can develop ethos by consistently demonstrating expertise, trustworthiness, and ethical values in its advertising campaigns. This can be achieved by featuring testimonials from satisfied customers, endorsements from industry experts, or showcasing certifications and awards. Additionally, brands can highlight their commitment to ethical practices, such as sustainable sourcing or charitable initiatives, to build credibility and trust with their audience.

What role do testimonials play in establishing ethos?

Testimonials play a significant role in establishing ethos as they provide third-party validation of a brand’s claims. When potential customers hear positive experiences from others, especially those they perceive as similar to themselves or as experts, it enhances the brand’s credibility. Testimonials can reduce skepticism and provide reassurance, making consumers more comfortable with their purchasing decisions.

How does corporate social responsibility (CSR) contribute to a brand’s ethos?

Corporate social responsibility contributes to a brand’s ethos by demonstrating a commitment to ethical practices beyond profit-making. When a company engages in CSR activities, such as environmental sustainability initiatives, charitable contributions, or fair labor practices, it showcases its values and integrity. This ethical behavior can enhance the brand’s credibility and foster trust among consumers who prioritize social responsibility.

Can a lack of ethos negatively impact an advertising campaign?

Yes, a lack of ethos can negatively impact an advertising campaign. If a brand is perceived as untrustworthy or lacking credibility, consumers may be skeptical of its messages and hesitant to purchase its products or services. This distrust can lead to negative word-of-mouth, damage to the brand’s reputation, and ultimately, a decline in sales. Therefore, establishing and maintaining ethos is essential for effective advertising.

How do cultural differences affect the perception of ethos in advertising?

Cultural differences shape how consumers perceive credibility and trustworthiness in advertising. In some cultures, authority figures such as doctors, scientists, or community leaders may be highly respected and seen as credible sources, making endorsements from these individuals particularly persuasive. In other cultures, personal experiences or testimonials from peers may carry more weight. Additionally, the ethical values emphasized in advertising, such as environmental sustainability or family-oriented messages, may resonate differently depending on cultural norms. Brands need to research and tailor their ethos-driven campaigns to align with the cultural expectations and values of their target audience.

What are some challenges in maintaining ethos in advertising over time?

Maintaining ethos in advertising over time can be challenging due to evolving consumer expectations, industry trends, and societal values. A brand’s credibility can be undermined if it fails to adapt to new ethical standards, such as sustainability or diversity. Negative publicity, such as controversies or scandals, can also erode trust. Consistency is key; brands must continuously demonstrate their commitment to transparency, quality, and ethical behavior in every aspect of their operations and communications. Engaging with consumers through open dialogue and addressing concerns proactively helps maintain long-term credibility.

Conclusion

All in all, ethos is the oldest way of advertising to use any public figure to show the importance of your brand for the audience. It has been in use since the time of Aristotle, and people bent more toward a product that is used by a specific personality.

It also increases the audience’s trust, and they consider it almost authentic because they think a legend is already using this brand.

Bibliographic Sources:

  1. Aristotle. (2007). On Rhetoric: A Theory of Civic Discourse (G. A. Kennedy, Trans.). Oxford University Press.
  2. Perloff, R. M. (2017). The Dynamics of Persuasion: Communication and Attitudes in the 21st Century (6th ed.). Routledge.
  3. O’Keefe, D. J. (2015). Persuasion: Theory and Research (3rd ed.). SAGE Publications.
  4. Gass, R. H., & Seiter, J. S. (2018). Persuasion: Social Influence and Compliance Gaining (6th ed.). Routledge.
  5. Heath, C., & Heath, D. (2007). Made to Stick: Why Some Ideas Survive and Others Die. Random House.
  6. Cialdini, R. B. (2006). Influence: The Psychology of Persuasion (Rev. ed.). Harper Business.
  7. Petty, R. E., & Cacioppo, J. T. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. Springer-Verlag.
  8. McCroskey, J. C., & Teven, J. J. (1999). Goodwill: A reexamination of the construct and its measurement. Communication Monographs, 66(1), 90-103.
  9. Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and Persuasion: Psychological Studies of Opinion Change. Yale University Press.
  10. Kelton, K. (2019). The Art of Persuasion: Winning Without Intimidation. HarperCollins.

Read also: Hyperbole in advertising; Advertising Ethics ; Cpa vs Roas

External resources: Chron

Angel Eulises Ortiz
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