Greek logic in commercial advertisements is very important. This is because it helps the consumers understand the advertisement being aired. It also helps companies advertise products better than competitors. Most advertisements aired on the television use the three concepts developed by Aristotle to appeal customers. Aristotle developed three concepts. That is logos, pathos, and ethos. The three concepts are used to judge if an advertisement is appealing to consumers or not. Most companies have used the three concepts in advertising and they have obtained marvelous results (Mendelsohn Zien Advertising 2009).
Consumers have moved from other companies to these companies. This essay analyzes how the three concepts are used in a commercial advertisement. The thesis statement is analysis of the Greek logic in the patty enlargement advertisement. Patty Enlargement – Big Carl at Carl’s Jr is an advertisement created by Mendelsohn Zien Advertising. Carl’s Jr has launched a burger in this advertisement so as to put McDonald’s on the defensive side. The new burger developed by Carl’s Jr is called Big Carl. The company has given the burger a name similar to the burger developed by McDonald. The description of the burger is vivid. The Big Carl has two burger patties, two slices of cheese, and lettuce. It has Thousand Island dressing, and the bun (Mendelsohn Zien Advertising 2009). The Big Carl burger costs less than the Macdonald burger. The company has developed the burger in a manner to attract consumers. The company has given consumers twice the beef, and cheese. In the same advertisement, the company has developed buns similar to buns developed by MacDonald. The last commercial in the campaign is the patty enlargement. The company has used big pictures of burgers to attract the attention of the listener.
The patty enlargement –big Carl at Carl Jr is used to advertise burgers, buns and patty enlargements cooked by Carl. The company has decided to use the advertisement to market its products. For example, the burgers are well developed as they have a lot of meat, and cheese. Also the burgers contain twice cheese, and meat. The advertising has used the three concepts developed by Aristotle to make the patty enlargement advert appealing to consumers. For example, the company has used logos in the patty enlargement advertisement. The message in the advertisement has internal consistency. This is because the advert has presented the message clearly to its audience ( Mendelsohn Zien Advertising 2009). The main theme in the advert is marketing burgers, buns and patty enlargement. The theme of the advert is well developed.
The advert is well developed with enough evidence to attract customers and support the message being conveyed. This is because the author has used pictures and words to support the message being conveyed. The pictures used to show the size of burgers cooked at Carl Jr is good, and large enough to show the content of the burger. This makes the burger appealing to the consumer. The language used in the advert is also good. For example, the description of the content used to make the burger is vivid. The advert emphasizes on the content of the burger. The burgers developed by Carl Jr have a lot of meat, and cheese unlike burgers developed by other companies. This gives the company an advantage compared to other companies (Mendelsohn Zien Advertising 2009).
Pathos means persuading consumers by appealing to the emotions of the reader. Advertising company’s select the best language to appeal to catch the emotions of their readers. Pathos is important in commercial advertising as it helps in catching the emotion of the listener. Pathos used by the advert has drawn different views from different people. The advert has used pathos to catch the emotions of the audience (Mendelsohn Zien Advertising 2009). The company has used good language to in advertising the products so as to differentiate the products from products developed by other companies. The language used in the advertisement is soft and appealing to any one listening to the advert. The language, and pictures used to support the message conveyed by the company have aroused different ideas from different people.
Some people like the advertisement, and the products developed by Carl Jr. This is because the quality of the product is good compared to the product developed by other companies. The content of the advertisement is well developed. For example, the author has used pictures of burgers that are appealing to the audience. The pictures are well developed so as to attract the attention of the listener (Mendelsohn Zien Advertising 2009). The language used to describe the burgers is good and appealing to the audience. Most people have commented positively about the advert. They have agreed that burgers developed by Carl Jr are better than burgers developed by other companies like McDonald. This is because of their size, and content. Burgers developed by Carl Jr are well filled with a lot of meat and cheese. Other people disagree with the description of the product. They argue that the product is not as good as products developed by other company’s.
The company has also used ethos in the patty enlargement –big Carl at Carl Jr -advert. Ethos is portrayed by the trust worthiness of the speaker. It is conveyed through tone, and style of the speaker. It also conveyed through the way the speaker refers to differing views. Ethos in some advertisement is often affected by the reputation of the speaker, or writer. The company has chosen a good speaker to advertise the products. The speaker has good reputation, and this has made it easy for the company to attract consumers. The speaker has good experience in advertising (Mendelsohn Zien Advertising 2009).
In conclusion, the company has developed the content of the advert well. The language used in the advert is appealing to listeners and the evidence used to support the message of the advertisement is logical (Mendelsohn Zien Advertising 2009). The vivid description of the burgers is used to catch the emotions of the listener and attention. The three concepts developed by Aristotle are used well in the patty enlargement –big Carl at Carl Jr. The concepts have enabled the company to achieve a competitive advantage. This is because the company has attracted a lot of consumers. The prices and the content of the burgers have made most consumers shift from other companies like MacDonald. The company has integrated the three concepts in the advert using language, content and pictures. Thus, use of ethos, pathos and logos to appeal the consumers in the company has worked well with marvelous results (Mendelsohn Zien Advertising 2009).
Reference
Mendelsohn Zien Advertising. Patty Enlargement – Big Carl at Carl’s Jr. Retrieved on 23, April, 2010, from http://www.youtube.com/watch?v=Mr7rpHvZTZk&feature=channel
