Marketing From Aristotle: Ethos, Pathos, and Logos
We may want to believe that every new invention and idea is original, but the truth is, a large majority of our everyday culture are merely improvements from the ancient Greeks. Sports, medicine, law, democracy, language, science, math, buildings, showers, theatre and even alarm clocks and vending machines were first invented by the Greeks way back when. As with all of these other topics, marketing can find its roots in ancient Greece as well, by none other than the famous Aristotle.
Aristotle left us with many great things to ponder. One of his most influential pieces comes from Rhetoric, a collection of his students’ notes from his lectures that later became a book. In this, he spoke of the Modes of Persuasion: Ethos, Pathos and Logos.
Ethos (authority, credibility, reliability): This is the ethical appeal and tries to convince an audience of the author’s credibility or character.
Pathos (emotion, sympathy, imagination): This is the emotional appeal and tries to persuade an audience by appealing to their emotions.
Logos (logic, rationality, reason): This is the appeal to logic and tries to convince an audience by use of logic and/or reason.
The Modes of Persuasion have been used in marketing forever, and brands use a combination of all 3 to get their message across. This commercial from Subaru is a great example:
Subaru does a good job of using all of the elements together and overlapping.
Ethos and establishing credibility: The granddaughter in the commercial says “Some relationships get better with time…that’s why I got a Crosstrek.” This indicates to the viewer that Subaru has been around for a long time and that their vehicles are reliable. In addition, the commercial actually shows an older Subaru sitting in the grandmother’s driveway, indicating that she still uses her older model.
Pathos and showing emotion. The commercial features a grandmother and a granddaughter bonding, drinking milkshakes, laughing, etc. This appeals to our emotions and gives us a sense of serenity. In addition, the light music used also helps induce a calmness and playfulness. Subaru’s tagline is “Love, it’s what makes Subaru, Subaru.”
Logos and using rationality. At the end of the commercial, we learn that “97% of Subaru vehicles sold in the last 10 years are still on the road.”, showing they are reliable vehicles. The grandmother’s older version also helps subconsciously tell us that Subarus last for a long time since she has not bought a new one.
Subaru doesn’t just use Ethos, Pathos and Logos in their commercials, however. Their entire marketing strategy is built with these. Alan Bethke, Senior Vice President, Marketing at Subaru of America, stated in 2017:
“..the Love campaign, inspired by Subaru owners’ love of their vehicles, loved ones, and causes they keep close to their hearts, continued to build a new identity for Subaru…Under the notion that ‘Love’ is the uniting factor among the brand’s loyal customer base and ‘It’s what makes a Subaru, a Subaru,’ we created a personality to compliment the brand’s quality vehicles…Today, Subaru has a demand that exceeds its supply, resulting in 8 consecutive years of record-breaking sales and 9 consecutive years of sales increases.” — Alan Bethke, Forbes, Source.
We can see Ethos on full display in ads for vehicles, cologne and more with the use of celebrities. The two ads below feature actors Chris Hemsworth and Daniel Craig, yet they aren’t doing anything but standing there. That’s ok, because your brain fills in the gaps and makes the connection between credible (an actor you like) and the brand, which must also be credible, right? If you overthink it, it’s a silly concept — we know these celebrities are getting paid for these ads and that they may not even use them. Regardless, it’s a tried and true method that companies have been doing for a long time:
As brands age, they may require less Ethos to establish credibility or Logos for rationality. An example would be Coca Cola, who has been around for so long that their main goal is just to create top of mind awareness. When brands have been around and are established, their main focus when advertising is usually around Pathos:
The above print ad uses Pathos by showing the emotion of “happy” and implying drinking Coca-Cola brings happiness.
The use of Ethos, Logos and Pathos by companies goes deeper than just print or television ads, however. Organizations incorporate these concepts into their entire brand — their mission statements, their marketing materials, their positioning, how they train their employees, their PR, etc.
Walmart, for example, states the following on their “About” page:
“From our humble beginnings as a small discount retailer in Rogers, Ark., Walmart has opened thousands of stores in the U.S. and expanded internationally. Through innovation, we’re creating a seamless experience to let customers shop anytime and anywhere online and in stores. We are creating opportunities and bringing value to customers and communities around the globe. Walmart operates approximately 10,500 stores and clubs under 48 banners in 24 countries and eCommerce websites. We employ 2.2 million associates around the world — nearly 1.6 million in the U.S. alone.”
Ethos: 10,500 stores, 24 countries, shop anytime and anywhere
Pathos: humble beginnings, Innovation, seamless experience
Logos: 10,500 stores, 24 countries, 2.2 million associates, bringing value to customers and communities around the globe
Companies use the Modes of Persuasion in their business model to make themselves more than just a company. The average consumer may not consciously pay attention to these but subconsciously, we all do. Organizations need to not just sell a product or service, they need to tell a story, and that’s where Aristotle’s framework helps.