The core purpose of marketing is to persuade consumers to take desirable action. Human decision-making can be influenced in many ways, including the three rhetorical methods of persuasion known as ethos, pathos and logos.
Introduced by the Greek Philosopher Aristotle, the three modes of persuasion appeal to different parts of people's perceptions. They help marketers craft compelling messages and attract consumers.
To use these methods effectively, marketers need to understand why they work and how they are used.
media update's Joreke Kleynhans explains ethos, pathos and logos in the context of marketing with South African examples of each.
Ethos
Ethos refers to when brands build and leverage their credibility to appeal to consumers.
In other words, brands try to convince consumers that they are credible, reliable and a key role player in their industry.
This can be identified in marketing when brands:
- showcase their knowledge, like the experts on their team
- highlight their credentials and awards they've won
- display customer satisfaction, with testimonials or endorsements, and
- emphasise the company’s values and business ethics to show that they are trustworthy.
A South African example of ethos in marketing is the social media marketing strategy of Dotsure, a pet insurance company. This brand leans heavily into the expertise of its employees and the fact that it is South Africa's top pet insurer.
Its social media features veterinarians sharing knowledge about pet health, food, exercise and other petcare topics. This highlights that it is a well-informed brand that aims to inform its clients, too.
Pathos
Pathos refers to the tactic brands use when they want to appeal to the emotions of their audience.
This method aims to form a connection between the consumer and the ad, and therefore also the brand or product. There is no one emotion that is right or wrong in this case, and brands try to evoke anything from happiness and hope to fear and sadness.
This can be identified in marketing when brands:
- tell stories in their marketing
- urge consumers to take action, like with limited-time offers, and
- create the desire for a certain lifestyle or benefit by showing how it impacts others.
South African brands often use pathos as a mode of persuasion in marketing. A prime example is MTN's marketing campaign that was run in the spirit of the 2023 Rugby World Cup. The campaign was titled 'One team, 60 million voices', and featured heart-warming scenes depicting family and community — two things South Africans value highly.
The campaign also featured a silent choir performing the campaign song, which further inspired hope, community and empathy.
Logos
Logos refers to brand advertising that appeals to the logic and reason of consumers.
This is done by stating facts and giving logical reasoning as to why the product or service is preferable to another. Logical arguments might not be the most fun or creative, but they help consumers see the value of what a brand offers.
This can be identified in marketing when brands:
- provide statistics, specs, or data about products or services
- compare their offerings with those of competitors, and
- showcase the return on investment consumers can expect.
This method must focus on hard facts. For example, "You can save a lot of money" is simply an opinion. However, "You can save up to R500" is a factual statement that communicates measured value, which utilises the rhetoric of logos.
A South African example of a brand using logos in marketing is the insurance company OUTsurance. The insurer has an advertising campaign called 'OUTsurance Savers' wherein real clients talk about the money they save each month by using this insurer over another one.
OUTsurance makes it undeniable that it is affordable and persuades consumers that the logical next step is to switch to its insurance.
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Marketing uses various techniques to convince consumers to shop. Learn about uniqueness in marketing by reading our article, Why having a strong USP is crucial for marketing triumph.
*Image courtesy of Canva