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A timeline of different media, showing how New Media (digital based, multimodal media) has only been around since the introduction of the internet into mainstream US homes around 2000

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A timeline of different media, showing how New Media (digital based, multimodal media) has only been around since the introduction of the internet into mainstream US homes around 2000

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What are the different types of mass media? Read about the tools of mass communication, branches, subjects, and job and career prospects!

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The evolution of mass media occurred due to the need to pass on a message. You will see the chronological order of the evolution of mass media throughout the ages.

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How the media shapes the way we view the world - BBC REEL

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Bowling for Columbine Documentary Trailer

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Bowling for Columbine Documentary Trailer

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Bowling for Columbine | Official Trailer | DocPlay

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#Docu: Bowling for Columbine (Michael Moore, 2002)

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Haunted by Columbine (The New York Times)

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Haunted by Columbine (The New York Times)

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Haunted by Columbine | Retro Report Documentary | The New York Times

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Using the Rhetorical Triangle & Rhetorical Appeals 

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Using the Rhetorical Triangle & Rhetorical Appeals 

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Using the Rhetorical Triangle & Rhetorical Appeals

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How to use rhetoric to get what you want - Camille A. Langston

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The Art Of Rhetoric: A 30-Minute Summary

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If you're passionate about storytelling, you may have heard of ethos, pathos, and logos. These persuasion techniques form the triangle of rhetoric.

Marketers and advertisers use these modes of persuasion in their campaigns to inspire viewers to take action.

This post will dig into how advertisements have been using these forms of persuasion cleverly. But before we begin, let's take a quick glance at what the terms mean.

Defining ethos, pathos, and logos

Ethos refers to authority and credibility.

It highlights the credibility and trustworthiness of your argument that can help you persuade your audience to buy your product or service.

Example: As a three-time Olympic gold medalist, I can assure you that this energy drink will improve your fitness and stamina.

Emphasis on being an Olympic gold medalist showcases the speaker's credibility.

It's why many brands partner up with doctors, athletes, and actors to feature in advertisements to endorse their products.

Pathos refers to emotions and feelings.

It allows marketers or advertisers to appeal to people's emotions and beliefs.

Example: A bag of chips can bring the whole family together. Tugs on the heartstrings, doesn't it? There you have it, pathos.

Logos is an appeal to logic.

Your audience can be persuaded if you can present a factual argument that's based in reason.

Example: This durable, pocket-sized, camera is perfect for adventurers on the go.

You can use statistics, performance metrics, past evidence, and product utility to make a compelling case in your advertisement.
Read more: Rhetoric in Presidential Slogans: Lessons for Video Marketers
Now let's take a look at rhetoric in action in some popular ads so you can get some inspiration for yourself.

Examples of ethos, pathos, and logos in advertisements

Rhetoric: Pathos

P&G partnered with Wieden+Kennedy to produce the Olympics' ad series, Thank You, Mom. And the campaign pays tribute to mothers all around the globe.

It relies on the emotions of love and happiness to showcase the dynamics of a parent-child relationship.

Rhetoric: Logos

Phil Swift (presenter) the CEO of Flex Seal lays out all of the necessary information about the product that will influence viewers.

The standout aspect of the ad is its over-the-top visual demonstration of how useful flex tape is in certain situations, such as being able to patch anything-even underwater!

Believe in a Better Way - Laughing Man Coffee

Rhetoric: Ethos

Laughing Man Coffee was co-founded by Hugh Jackman. His main idea was to give back to the coffee farming community by improving their lives.

The ad shows the brand's credibility and highlights the farms of Colombia where most of Laughing Man Coffee is produced. The profits are invested back to provide aid to the farmers.

Wiener Stampede - Heinz

Rhetoric: Pathos

David ad agency created Wiener Stampede for Heinz and it debuted at Super Bowl 50.

Seeing dachshunds dressed as hot dogs fast approaching their owners who in turn are dressed as Heinz ketchup bottles is just... wild yet heart-warming.

Featuring happy pets in your ads will always evoke fuzzy feelings of happiness and joy.

This is why Wiener Stampede ranked first among consumers for purchasing intentions.
Read more: Understanding the Role of Pathos in Advertising
Versatile Stain Remover - OxiClean

Rhetoric: Logos

Billy Mays pitches OxiClean's multipurpose stain remover by cleaning different products to exhibit its quality and practicality.

He became a household name during the 90s for infomercials, and it was reported that he and his business partner generated over $1 billion in sales.

A Mission for Our Oceans - Adidas x Parley

Rhetoric: Ethos

Adidas collaborated with Parley and ultramarathon runner Timothy Olson to bring awareness to how plastic waste is impacting oceans, ecosystems, and coastal communities.

This ad is a promo for the series that shows how Adidas is reusing plastic waste to create new shoes for athletes to bring credibility to their new cause.

To date, the German sportswear giant has recruited over eight million runners and has raised over $2.5 million in funds for Parley's initiatives

Friends Furever - Android

Rhetoric: Pathos

Friends Furever was created by Droga5 for Android.

When strangers become friends, especially the furry ones, it may catch you by surprise. It can also melt your heart with delight.

Showing unlikely friendships among animals worked really well for Android. It became the most-watched ad when it aired.

BluBlocker Sunglasses - Joe Sugarman

Rhetoric: Logos

Joe Sugarman founded BluBlocker Sunglasses in 1986. He's also a celebrated copywriter in adland. His direct marketing techniques earned him the prestigious Maxwell Sackheim award.

This infomercial features his interview and testimonials from different clients highlighting the utilities of wearing BluBlocker sunglasses.

Rhetoric: Ethos

Everyone gets creeped out by cockroaches, and that also includes the greatest boxer of all time, Muhammad Ali.

Muhammad Ali sheds a light on how d-CON spray can clear out a room full of cockroaches.

Combination of modes of persuasion in advertisements

Depending on your end goal, you can use more than one rhetoric in your ads. There are quite a few examples of brands that have done this well. Let's take a look.

I Can Do Better - Gatorade

Rhetoric: Pathos and Ethos

This ad is a modern take on the Anything You Can Do commercial that featured Michael Jordan and Mia Hamm.

Usain Bolt and Abby Wambach constantly try to one-up each other in different drills through humorous content.

Featuring the fastest man on earth along with a two-time Olympic gold medalist chugging Gatorade Zero builds the credibility of the energy drink.

The Man Your Man Could Smell Like - Old Spice

Rhetoric: Pathos and Logos

Old Spice teamed up with Wieden+Kennedy to produce this commercial.

Sometimes, showing off the attributes of your products using humor and drama is memorable for the audience.

Theatrics, acting, and script, if done well, can work wonders for your advertisement.

This ad nailed it and bagged a Primetime Emmy Award. It's also been parodied in many films and series.

George Foreman Grill - George Foreman Grill

Rhetoric: Pathos, Logos, and Ethos

You rarely see commercials that are a triple threat. We can expect no less from a charming man like George Foreman who uses humor to demonstrate the credibility and key aspects of his grill.

Final thoughts

Now that you know about the three modes of persuasion and how they're used in ads, it is time to understand what will work best for your business.

To figure out which direction you can go in, you'll need to define your campaign objective and understand your audience. If you'd like to work with a professional video agency to brainstorm ideas for your next compelling video, get in touch. We'd love to help.

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12 Examples of Ethos, Pathos, and Logos in Advertisements - MotionCue

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Ethos, pathos, logos lie at the heart of most ads. Here are some examples to inspire you so you can make your own rhetoric-fueled ads.

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Ethos, Pathos, & Logos: How to Use Persuasive Ad Techniques

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The word metaphor is a figure of speech that represents a thing or person with something symbolic. On the other hand, a visual metaphor in advertising pertains to graphics that associate a thing or person via similar characteristics. It's primarily abstract. However, due to its similarity with the thing or person, the audience can grasp the familiarity of the imagery.

In advertising, visual metaphors are an excellent way to create visual interest. This opens up new realms in the world of marketing that can engage the audience. Use visual metaphor in your next advertising campaign - just like these 20 popular brands.

1. Braun

Braun is known for a wide product range of epilators, razors, and products for your hair grooming and removal needs. Well, Braun sure knows how to symbolize hair by replacing it with noodles.

Featuring their hair straightener product, Braun banked on visual metaphor to show how it does the trick. The hair iron shows how it straightens the noodles from their curled up form inside the packaging. It shows that Braun products can straighten even the curliest hair.

2. Tabasco

At first glance, you'll notice the small Tabasco bottle. But as you look at the image's entirety, you can see that there's a hose, nozzle, pin, and pressure gauge attached to it. The entire visual displays a fire extinguisher.

This visual metaphor from Tabasco depicts how this small bottle can be extremely hot. The fire extinguisher illustrates how one might need it to put out the "fire," or in other words, if they can't handle the heat.

3. Nivea

This is a straightforward graphic that has a lot of significance behind it. It doesn't take rocket science to create something brilliant. And Nivea knows how to play it cool with simplicity.

Promoting their night cream, Nivea presents a half-opened bottle, exposing the cream inside the can. However, the cream resembles a half-moon, which symbolizes "night." A brilliant way to represent the brand's product.

4. Volkswagen Beetle Denim

Motorists were in for a treat as Volkswagen released their Beetle Denim models. These vehicles feature unique accents and interiors not found in any regular Beetle. The interior features light blue denim seating and jeans-inspired backseat pockets.

And what better way to promote this unique design than to show the material with prominent yellow seams. The seams remind you of the dashed lines that you see in the middle of the road. Volkswagen paints a picture in viewers' minds about taking their new Beetle on a long drive.

5. BusConnects

BusConnects is a program that helps Irish cities improve bus services and make public transport sustainable. This propaganda is for a cleaner and greener Dublin. But why use a Rubik's Cube?

As you know, a Rubik's Cube is solved when all colors are placed on one side of the cube. And it would take good analysis and strategy to achieve it. BusConnects shows that achieving a cleaner and greener city would need the people's collective effort.

6. Save the Children

Save the Children features an impactful visual metaphor with this design. For their anti-violence campaign, they advocate how abusive parents could lead children to alcohol addiction.

The imagery shows a child encapsulated in a tree's "root." But the tree is represented by a woman, which is seemingly the mother. Overall, the graphics symbolize that every bad experience is ingrained in every child since the early stages - just like a seed.

7. Tropicana

Tropicana is your go-to brand when you're craving orange juice. Orange juice can be a good addition to a meal or a great refreshment during a sunny afternoon. But Tropicana claims orange juice is more than just orange juice.

The brand wants consumers to ensure their daily intake of orange juice because it's a complete breakfast. And the brand plays a clever visual metaphor by shaping an orange into a toast to resemble breakfast. Plus, Tropicana implies that the meal will be complete with a drink of their tasty orange juice.

8. Burger King

Burger King communicates with its audience through a visual metaphor during Easter. Since the hamburger fast-food chain is open during Easter, they turned their burger to look like an egg. A perfect representation of the traditional Easter Sunday egg hunting.

9. McDonald's

Here's another example of a visual metaphor in advertising that banks on simplicity. McDonald's is known for its innovative advertising designs, and this one is no exception.

To show consumers that the fast-food giant is open 24/7, they showcase nocturnal animals with their eyes shining brightly. However, they're not an ordinary set of eyes. The eyes are the McDonald's logo split in half. This is an ideal way to promote your offer while staying on brand.

10. World Wildlife Fund

WWF leaves no stone unturned in protecting voiceless animals. More often than not, they do it through thought-provoking and compelling marketing designs. WWF is known for its unorthodox visuals in advertising.

Take this Jenga advertisement, for example. WWF compares the ecosystem to Jenga. As you know, Jenga is a game where you pull one block carefully to not knock down the entire structure. But this is a challenge in the game of Jenga. WWF shows how the ecosystem will come crashing down when a species of animals is eliminated.

11. Nokia

Although it has been kicked out of the spotlight, Nokia reinvented visual metaphor in advertising during its prime days. And this particular one is a perfect example!

With a wide range of mobile phone models, Nokia relaunched a specific one solely focused on music. It was Nokia's relaunch of the XpressMusic phone. The mobile phone company claimed that it was like having all your favorite tunes in the palm of your hands. And what better way to depict that visually than by putting a small guitar in the palm of someone's hand.

12. Diniz

Double meanings are also an excellent way to engage your audience's minds and encourage fun at the same time. It's an outstanding achievement when you can convey two different concepts in one imagery. And Diniz achieved that through their eyewear collection promotion.

Launching their summer eyewear pieces, Diniz used tropical fruits and shaped them into sunglasses. The fruits represent how timely the sunglasses are for the sunny weather. Plus, the fruits' shadows are also shaped according to every eyewear piece.

13. Jordan Insurance Company

Visual metaphor in marketing is both bizarre yet captivating. And you'll know if you've achieved success if you've stimulated the minds of your viewers. Here's one example from the Jordan Insurance Company that's both bizarre and captivating.

Viewers might not get the ad's concept at first glance. But you need to look at it hard enough to understand the message it communicates. It means wearing a helmet for safety is the smartest thing to do. But some motorists are too complacent about not locking the helmet securely. This ad means if you don't lock the helmet straps, the helmet serves no purpose to protect your head.

14. Tic Tac

Another clever marketing design from the famous candy brand Tic Tac. There might not be a lot going on in this visual, but the message is there. It means that you're never too sure as to when special moments happen.

That's why you should always carry your Tic Tac container with you because you'll never know when someone's going to lean in and kiss you! And that's not all, the negative space in the middle of the lips is also shaped like a Tic Tac candy.

15. United Nations

The COVID-19 pandemic has changed the normal that people were once used to. We now have to keep our distance and practice safety measures by washing our hands. The less interaction we have with other people, the lower chances of contracting the deadly virus.

The United Nations wants to remind people to keep their distance while poking fun at their audience and keeping the imagery lighthearted. They released a series of designs with simple images of two things. These two things, when put together, could lead to distraction or damage. Here's an example of a cactus and a balloon. You know what happens next when both things are kept in close proximity to each other.

16. First Call

Emotional marketing is also essential in creating advertisements that tug on people's heartstrings. Moreover, making your visual metaphor a little bit dramatic can also help in conveying your message.

Here's one campaign from First Call, an addiction and recovery hotline. As you know, pills can be detrimental to your health over time. First Call fused the pillbox and its message on how people shouldn't be reliant on pills. The coffins on every box daily remind people that they could be vulnerable every day.

17. Floslek

Another figure of speech that can also be used in visual metaphor advertising is hyperbole. Hyperbole means exaggerating a person or thing and making it seem bigger or better. Floslek is a sunblock brand that magnifies the imagery in this particular example.

They placed the colossal sunblock behind beachgoers to show that it protects their skin from the heat of the sun. Plus, they situated it along the beach to show that the sunblock is water-resistant.

18. IKEA

People who are constantly moving from one home to another could be living "in a box." While it's okay to make your life fit in a box, as not all people have the luxury to buy new stuff, IKEA reminds people that these same people can experience something unique.

IKEA tells homeowners to "Unbox your life" by buying from this ready-to-assemble and affordable furniture brand. The ad shows a simple contrast between other habitants seemingly living a dull and boxed life. The colors symbolize IKEA's way of making your life more fun and exciting.

19. TriHonda

You must also try to bank on copy to create compelling ads that make people think. TriHonda has a lovely message for drivers to never be on their phones while driving. In this ad, you'll see the words "GIRL" and "EMAIL" combined in one line with different colors.

At first glance, you can't really see both words. This signifies that you can't check your phone while noticing a girl crossing the street when you're driving. And this could lead to disaster. So TriHonda reminds drivers to either stop the vehicle when they check their phone or focus on the road.

20. Thinx

Thinx is a brand that sells underwear for women with periods. If you're not able to represent your product literally, using symbols is an excellent way to get your message across. Thinx achieved this by using the half-peeled grapefruit as a symbol of a vagina.

The red color underneath it is also a symbol of menstruation. The image of a woman in her underwear is also a nice touch to fuse the imagery. Thinx delivered its message with elegance and creativity.

Conclusion

Visual metaphor in advertising is becoming common in brands' marketing campaigns. Not only are visual metaphors unique, but they also drive more engagement due to their unusual and beautiful nature.

But visual metaphors in marketing aren't easy to deliver. You'd need the help of professional graphic designers for that. Subscribe to Penji for all your advertising designs that are creative and as bizarre as these 20 ads. Subscribe now to get a 15-day money-back guarantee or a 15-percent discount.

Updated September 21, 2021

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Prime Examples of Visual Metaphors Used in Creative Advertising - Unlimited Graphic Design Service

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The word metaphor is a figure of speech that represents a thing or person with something symbolic. On the other hand, a visual metaphor in advertising pertains to graphics that associate a thing or person via similar characteristics. It's primarily abstract.

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Identify the mode of persuasion: Cable ratings have dropped 30 percent year over year in the past decade while streaming services have seen a 200 percent increase in adoption rates over the past two years. Clearly, cable television is becoming a thing of the past.

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Challenge Yourself On Ethos, Pathos, And Logos!

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Can you identify the mode of persuasion used in each of these passages? Passing this quiz will make the argument that you know a lot about rhetoric.

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Rhetorical Devices: Strategies and Language/ Style Devices

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Rhetorical Devices: Strategies and Language/ Style Devices

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Identify the mode of persuasion: Cable ratings have dropped 30 percent year over year in the past decade while streaming services have seen a 200 percent increase in adoption rates over the past two years. Clearly, cable television is becoming a thing of the past.

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Follow us

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Challenge Yourself On Ethos, Pathos, And Logos!

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Can you identify the mode of persuasion used in each of these passages? Passing this quiz will make the argument that you know a lot about rhetoric.

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WORLD WIDE WEB: A brief history of the internet

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Our latest 'Digital 2025 Australia' report shows social media is now a major force in brand discovery and research as Australians increasingly turn to platforms like TikTok and Instagram to inform their purchase decisions. It also highlights the rapid growth of LinkedIn, the rising dominance of TikTok in attention and engagement, and the growing concerns around misinformation and data privacy.
Social media continues to shape the way Australians connect, discover brands, and make purchasing decisions, according to Digital 2025 Australia, our annual report in partnership with global media intelligence leader Meltwater.

With 20.9 million social media user identities, representing almost 78% of the population, social platforms are an essential part of Australians' everyday lives, from staying in touch with friends to filling spare time and seeking inspiration for purchases.

Social media's dominance in daily life

Digital 2025 Australia reports that Australians are more engaged on social than ever, using 6.5 different social media platforms each month andspending an average of 1 hour and 51 minutes per day on social media.

TikTok leads in time spent, with Australian Android users logging an average of 38 hours and 51 minutes per month, surpassing the global average of 34 hours and 56 minutes. Australians also top the global charts for time spent on Snapchat's Android app, averaging 16 hours and 26 minutes per month across 490 sessions.

Facebook remains the most widely used platform (78% of users), while Instagram (65%) and TikTok (48%) continue to gain influence (Note: 'Favourite platforms' dataset from GWI does not include YouTube). Instagram takes the crown as Australia's preferred social app (22%), followed by Facebook (20%) and TikTok (14%).

LinkedIn's rapid growth

LinkedIn is seeing significant traction, with its advertising audience reach increasing 13% year-on-year to 17 million users, representing over 80% of Australians aged 18+. Australia now ranks among the top five countries globally for time spent on LinkedIn's Android app, with 1 hour and 6 minutes per month across 42 sessions. The shift reflects how Australians are using the platform in a more personal way, blurring the lines between professional networking and social interaction, making it a key channel for marketers looking to engage professionals.

Social media's role in brand discovery and research

Social media is now a key touchpoint in the path to purchase. More than 58% of Australians now turn to social media for brand and product research to inform their purchase decisions. This underscores the platform's growing impact on consumer decision-making, rivalling traditional search engines (62%) and far surpassing brand websites (37%).

Digital and social ad spend continues to grow

Social media advertising in Australia continues its double-digit growth, with annual spend increasing 12% year-on-year to US$4.26 billion, now accounting for 29% of total digital ad spend.

Influencer marketing also keeps growing rapidly, with brands investing US$520 million in influencer-led campaigns, a 13% increase from last year.

At We Are Social, we've been partnering with creators for over 15 years, and we know that when done right, influencer marketing can be a winning strategy for brands to reach and meaningfully engage with people, driving results across the whole funnel. We expect this portion of spend to increase even further in the years ahead.

Rising concerns around misinformation and data privacy

As digital engagement grows, so do concerns around online trust and safety. Three in four Australians worry about distinguishing real or fake information online, while 43% are concerned about how companies handle their data. Australia now ranks among the top five countries globally for concerns over misinformation and data privacy.

"In Australia, social media is where culture is shaped, opinions are formed, and brands are built," said Suzie Shaw, CEO of We Are Social Australia. " The challenge for marketers today isn't just being seen, but being relevant. With more Australians using social media to discover, research, and engage with brands, success comes down to understanding culture and tapping into it in meaningful ways."

Ross Candido, VP ANZ at Meltwater said: "As Australian consumers turn to social media as a key brand research tool, brands must strategically align their media mix and tailor content to engage diverse audience groups across platforms. By harnessing real-time insights into consumer behaviour and engagement preferences, brands can optimise their marketing campaigns by delivering authentic, relevant content where it matters most."

It's evident how social media is shaping our culture, influencing our buying decisions, and even redefining how we connect with the world. How is your brand adapting to these digital shifts? Reach out to our team if you need a hand navigating this new landscape.

If you want to dig deeper, there's a lot more to unpack in our Digital 2025 Australia report. You can view the report below and download it here. Or, register your interest for our Digital & Social Summit, where we'll be discussing the shifts in the data, and the behaviours driving these changes.

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Digital 2025 Australia: Social media rivals search for brand discovery - We Are Social Australia

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Social media is now a key player in brand discovery as Australians turn to TikTok and Instagram for research. Digital 2025 Australia reveals shifting digital habits, LinkedIn's rapid growth, and rising concerns over misinformation.

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Introduction to Media Literacy: Crash Course Media Literacy #1

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Ted Talk: How we can protect truth in the age of misinformation

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Ted Talk: How we can protect truth in the age of misinformation

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How we can protect truth in the age of misinformation | Sinan Aral

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Media Convergence - The Past, Present and Future

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Ted Talk: How Social media is Changing how you talk

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Ted Talk: How Social media is Changing how you talk

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How social media is changing how you talk | Adam Aleksic | TEDxPenn

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The Internet is Worse Than Ever- Now What?

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The Internet is Worse Than Ever- Now What?

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The Internet is Worse Than Ever – Now What?