The above ethos examples should suffice for you to understand the basis of ethos pathos and logos. “If my age is not convincing enough for you, you might want to think that being your grandfather, I would definitely want the best for you.”.

The quality of our service is evidenced by our 50 years of service, delivered by our team of qualified technicians, and testified by thousands of our satisfied customers.” “Our expertise in the field of roof contracting is witnessed by over 90,000 customers across the globe.“As a doctor, I can tell you with my experience that this line of treatment is going to generate the best results for you.”.Some ethos examples could be the following. The ethos of a company establishes its authority to represent specific concepts through its products. This is how companies with great slogans come up with their taglines and one-liners. It acts as the heart or the inner meaning of the company, based on which the company’s logo, campaigns, and taglines can be designed. The ethos of a company can be used as the benchmark, in other words, it is ground zero’ for the rest of its marketing strategies. The kind of service that a company delivers dictates the real essence of it, and that’s what the company’s ethos is all about. Some companies and their products are highly technical, some are very professional or forward-thinking, while others are focused on delivering a welcoming experience and exceptional service. The ethos of a company or brand is what distinguishes it from others through factors that enable its customers to relate to the brand on an emotional level. While a company might use different tactics and competitor analysis to have an edge over competitors, the core identity that makes it unique is it's called ‘brand ethos’.Įthos pathos and logos are intangible concepts. Let’s look into each one of these ones by one. The purpose of each of these is to persuade customers. This is how niche markets are created, and this is exactly where ethos pathos and logos come in.Įthos, pathos, logos make up a rhetorical triangle. They need to develop the right feeling in their prospects by using emotion and personality-focused marketing campaigns. It’s not enough for them to have competitive prices for their products, or even to have the best-featured products that stand out from others. Companies these days need to differentiate themselves from their competitors in terms of their branding. It’s not practical for any business to fully cultivate its brand. A brand is actually a very vague concept.

Ethos pathos logos examples