Ethos Pathos Logo Analysis

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All humans on planet earth are consumers of some commodity. Advertising companies can rarely appeal to all consumers with a single product and advertisement. Therefore, in order to appeal to the consumer, they must utilize marketing strategies that can connect to the specific consumer group at hand. Advertising companies gingerly refine their advertisements thoroughly to achieve connections with these consumers.
Although companies must single in on a consumer group, there will always be three generic ways that these companies will use to connect to their advocates. These strategies can be broken into three generic categories: pathos, logos, and ethos. Pathos will provoke emotion in a consumer, logos will appeal to logic or reason, and finally
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No matter where one looks to buy a product, there will always be some form of advertising afoot. Mothers are targeted time and time again by advertising companies because of how loving and compassionate they are toward their family. Love and compassion is normally considered a positive trait. However, in the consumer market, love and compassion can drag something negative behind it that cannot be avoided. This negative is of course, the targeting of mothers by the schemes of advertising companies. Advertising companies are like pests to many mothers. These advertising companies will purposefully target the positive traits about mothers and corrupt motherly status based off of their best traits. An example of a way that mothers were both grouped and had minds “repositioned” can be seen when the Jif brand had launched their "Choosy moms choose Jif" campaign. The persuasive technique Jif chose was repositioning. Repositioning is defined as “Changing a brand's status in comparison to that of the competing brands.” Mothers were specifically targeted by the peanut butter company Jif in the 1990’s. Jif persuaded moms with the quote “Choosy moms choose Jif” to make them think that if they didn’t buy Jif’s brand of peanut butter that they simply do not care about what food their children consume. Jif, in doing this, also made children believe that if their mother did not get Jif peanut butter that their mom is not a “choosy mom” and simply put, does not care about them. Of course, mothers being mothers, do not want their kids thinking negatively of them over their choice in peanut butter and in the end give into Jif. These mothers were distinctly emotionally targeted by Jif’s advertising. Which is exactly why author Alan Samson says “Emotions are a major influence on the way we think and act.” (Samson, 2013)This Jif campaign ties in well with how easily advertising companies can impact