Logos, Ethos, and Pathos

An advertising technique is used in order to persuade the audience that the message of the ad is right. Logos, Ethos, and pathos are three techniques used to accomplish the goal of the ad. How are the Logos, Ethos, and Pathos techniques used in Cyrine Abdelnour's ad for "Garnier Color Naturals" dye product?

-Ethos: Ethos is apparent with the use of the celebrity "Cyrine Abdelnour" as a model for the ad. Cyrine is a very famous and beautiful star and uses "Garnier Color Naturals" as a dye product. The advertisers are telling women that if they use this product, they will become good-looking with great hair just like Cyrine's. Not to forget that they might feel famous too. The use of this celebrity will increase the demand on this product, which is the goal of the advertising campaigns.

-Pathos: Pathos appeals to the emotions and feelings. The use of Cyrine with smooth and nice hair color will increase the jealousy in most of the women. That is why they will tend to buy this dye product to be even better-looking than Cyrine. Moreover, Cyrine is young, fresh, and amazing. Women who started having grey hair are the best consumers for dye products. When they see this ad, a sensation of "growing-up" will arouse in them. They'd feel that they are getting older and older. This feeling is the worst feeling for a woman. That is why, they think that by using this product, they will become young again, fresh, and amazing like Cyrine.

In addition to that, this ad is also addressed to men. Men who like Cyrine will feel that they want her to be their girlfriend or wife. So, they will encourage their wives and partners to buy this product in the intention of becoming amazing and having great hair color and brightness.

-Logos: In the background of the picture, we realize that there is a picture of an olive branch. It is very intelligent to put this picture as a background. The dye product says that it is made of 100% olive oil. This means that it is a 100% natural and not synthetic product. For this reason, women will be encouraged more to buy this product because natural and organic products are few in our country these days. Beauty is obtained through nature.

Ethos, Logos, and Pathos are united in this ad to persuade the audience targeted that this product is the best. These three techniques complete each other. If they are not used in a balanced way, the ad will fail to be a convincing and attractive one which is not the case in Cyrine Abdelnour's ad for "Garnier Color Naturals."

Posted by (S.S)