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Persuasive Appeals in Commercials

Logos, ethos, and pathos are types of persuasive techniques in the rhetorical triangle, and they can be applied in advertising to convince customers to purchase a particular product. The super bowl championships in America have massive popularity, and it is aired in most of the television channels in the United States. During these championships, different companies come up with advertisements to help persuade people to purchase their products which is a strategic way of advertising. Pepsi is one of the second largest soft drink companies after coca-cola in the United States.

In this essay, I will analyze the 2019 Pepsi super bowl advertisement. The advert involves three famous celebrities in the United States: two pop stars Cardi B and Lil John, and one actor, Steve Carell. The advert is about a woman ordering a coke drink; then the waiter asks her if Pepsi is okay. Steve Carell from the nearing table finds the waiter unrealistic by asking if Pepsi is okay. He tells the waiter that he has to say confidently that Pepsi is okay without any doubts. He points at Lil John, who shouts “okayyyyy,” and Cardi B enters the eatery shouting “okrurrrr.” The purpose of this essay is to analyze how Pepsi has used pathos, ethos, and logos in the super bowl commercial.

Ethos