When it comes to logos, pathos, ethos, and their involvement in the UPS ads, readers should first understand the meaning of these basic rhetoric elements. Basically, ethos is a sense of trustworthiness and credibility that authors want to establish on their ideas or arguments. It’s often used as an effective form of persuasion and credibility is its main foundation. For instance, when some woman loses a lot of weight to sell her fat-loss medication, she uses enough credibility to convince consumers that it really works.
Logos should appeal to different conventions, patterns, and modes of reasoning that people can find very persuasive and convincing. This term is derived from logic and it’s all about the use of testimonies and data to persuade the public. Finally, pathos seeks certain changes in people’s attitudes by playing on their different emotions and feelings, and it can be called pathetic. This tool uses emotions and sympathy in arguments to move the public, and it should get enough emotional support of people. All of these basic and powerful persuasive elements are used in the UPS advertisement.
If you look at this advertisement, you can see an attractive woman with a UPS struck behind her. There is a slogan included in this ad, and it says that when it comes to cold winters, it’s always best to have someone whose passion can burn bright. When consumers see this interesting advertisement, the first thing that they think is that they can trust UPS because all of their packages will be delivered on time. This advertisement shares the idea or message that this service provide is always responsible for the timely delivery of all parcels, regardless of whether conditions or other obstacles.
This UPS advertisement also used the image of Rosemary, and this woman has been climbing her career ladder in this company since she first started as a part-time representative of consumer services in California. Her image is used to prove consumers that UPS keeps looking for those people whose fire burns bright, and it’s used as the only effective way to tolerate the winter in this advertisement. Another important message that it spreads is that everyone who is looking for an excellent career is welcomed in UPS. Its ethos is the tone used by authors in normal daily voice, so it seems like this company sells its quality services and looks for good employees at the same time.
When it comes to logos, pathos, ethos, and their involvement in the UPS ads, readers should first understand the meaning of these basic rhetoric elements. Basically, ethos is a sense of trustworthiness and credibility that authors want to establish on their ideas or arguments. It’s often used as an effective form of persuasion and credibility is its main foundation.