Ethos, Pathos, and Logos in Advertising

The "Scotch" Tape advertisement my group chose is from the 1940s. Culturally, many things today are very different than they were back then. One thing that remains the same is the three different types of persuasion, ethos, pathos, and logos. These three techniques are still used in the same way today. This ad shows a woman dropping her lunch while on a bus because she didn't seal her package with tape. Overall, it can be considered an apology because it explains to customers why "Scotch" brand tape hasn't been widely available during the war.

In the ad, "Scotch" appears credible because they associate themselves with the military. This approach is called ethos, boosting credibility by associating brands with celebrities or trusted experts. "Emergency food rations are packed in cartons sealed with "Scotch" Acetate Fibre Tape." Soldiers are looked up to and admired for their bravery, hard work, and patriotism. If soldiers use "Scotch," why couldn't you trust it for your everyday needs? The ad also contains a statement encouraging citizens to buy war bonds,"INVEST IN VICTORY-BUY WAR BONDS." Consumers might think more of a company who encourages this because instead of advertising for their own brand, they are advertising the selling of war bonds to help support the war effort.

Logos is the logical way to get an idea across. Facts and logic build a solid base that consumers feel they can trust and rely on. In the "Scotch" ad, consumers are told about all the different varieties of tape. "One of the more than 100 varieties of adhesive tapes made in the U.S.A. under the trademark "SCOTCH," by Minnesota Mining & MFG. Co. Saint Paul, Minn." This fact makes people realize the many different kinds of "Scotch" tape available. Having so much variety enforces the idea that this is a big company that is trusted by many. Listing the different ways this tape is used reminds people of how essential the product is in their daily lives. Sometimes we forget how often we use it for "mending torn book pages, sealing packages, and a hundred and one other jobs quickly, easily."

Pathos is used in this advertisement by getting you emotionally involved. Advertising war bonds to ensure victory reminds people of friends and family who are fighting in the war. Emotionally, this will remind them of the sadness they feel but also inspire them to do what they can to bring soldiers home safe. This builds the trust of the company even more. "If they have the same values I do, "Scotch" must be a good company." The smiling people in the ad show feelings of joy and the continuation of normal life even though the war is going on. The smiles say, "We're happy to do our part here at home while continuing with our normal everyday lives."

This advertisement combines ethos, pathos, and logos to really get the attention of the consumer. By appearing patriotic and trustworthy, "Scotch" did a wonderful job creating this ad to appeal to the everyday citizen.