Pathos are an appeal to emotions. Knowing the definition of pathos you can tell that the people that designed this ad were definitely thinking of pathos when they were making it. This whole ad is to make you feel bad for the handsome, sweet guy who cannot keep a girl because of his bad breath. The girls in the background are talking about how he will not even make it around the dance floor twice before the girl leaves him. Even the girl dancing with him in the picture has her head turned like she is already hating the dance, but the guy looks so happy that he finally got a girl to dance with him. Which makes you feel even worse because he looks so excited and the girl looks like she is about to walk away from him. This ad also uses pathos by asking are you guilty? It makes you feel like what if thats the reason I am not getting a date. You think I am good looking and attentive, maybe it is my bad breath. Then you will start to feel like you have halitosis and have to buy Listerine to get rid of it and save your dating life.
They have also used logos and ethos in this ad. They used only a little bit of ethos by saying that Listerine Antiseptic sweetens your breath and keeps it fresh for hours long instead of just minutes. Some other logos used in this ad were when they explained halitosis. They explained that the disease comes from a systematic disorder and that you yourself will not notice it but others around you will. They also definitely used ethos in this ad because they thought out the structure of the ad to make you feel like you could have this bad breath so you need to buy there product. I think that the copywriter chose these arguments in this order because it makes for an excellent ad. First you feel bad for the guy that cannot get a girl, and then they make you think what if you have halitosis? Lastly, they explain how this sweet tasting antiseptic can make all of you problems go away, provoking everyone to buy their product.
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