Ethos, Pathos and Logos are the three elements of persuasion

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Ethos, Pathos, and Logos are three aspects of persuasion used in all advertising, including the Jesus Cell Phone Commercial. They refer to the means by which the target can trust the brand, as well as the emotion returned by the commercial to its target. Finally, the emblem refers to the product description, allowing the target to be notified. Simply placed, the ethos appeals to the company's reputation, the pathos to the target's seduction, and the logos to rationality. Developed by Aristotle and taken up today in pragmatics and analysis of speech, the ethos was defined as "the traits of character that the speaker shows (no matter how sincere) to the audience to make a good impression." In other words, it is the image that the speaker gives of themselves in their speeches to ensure its effectiveness. Any speech implies the construction of an image of oneself, as a way of being through a manner of saying, without the subject speaking explicitly about themselves (speaker), their portrait or their qualities. Deliberately or not, a speaker makes a presentation in their own words. To better detect the techniques used by a speaker to present themselves and how this presentation contributes to the strength of his speech.

The relationship between "logos", "pathos" and "ethos" to various advertisement media is not often very evident. Yet if you think about it well each of these axes of the art of convincing take their place naturally in such act.

The ethos of neutrality in the Jesus Mobile Phone Ad discourse

The ethos represents the graphic quality of the advert and the effectiveness of the navigation in its various headings. It also represents all the elements intended to provoke the confidence like the visible Samsung Brand on the phones, the Facebook Like button on the edge of the ad, the depiction of Jesus Christ ( a well-established religious figure, with whom most people identify) and He is winking with a thumbs-up, most youth can relate to this. As in every speech, the advertising discourse has concepts of the ethos. In this case, it is necessary to win the sympathy of the target by presenting in a positive (religious) light, such as confidentiality, quality, competitiveness (miraculous deals), rigor, and competence. The ethos is not attributed to the Phones4U (advertising agency), but to the Samsung Phones (product) vaunted.

The marketing theories play on and with the image of the product. This must have provoked the use of Jesus’ image on the Easter Weekend promotion ad. It is this image that dictates its visibility, its notoriety, which was to incite the recipient to the purchase. This marketing approach relied heavily on rhetoric. In order to realize this type of discursive distance, which is referred to in this type of ethos, the enunciator simply used a proverbial form (or its form defiled) for an abolition of his own person in favor of that of the vox populi.

The enunciator gave, through these different discursive processes, to the recipient what the latter wanted to see over Easter, however this self-image was not sufficiently in adequation with the recipient, the enunciator then had to lend his image to another, which is more "Strong", i.e. winking Jesus and signature word Miraculous.

The Pathos of the Target

The pathos is used in advert arguments in solving the problematic or desires of the potential customers. It welcomes visitors on the first page and introduces a dream part before the technical descriptions of the products. Pathos constitutes the second pole of argumentation by seduction. An argument is part of the pathos when it tries to induce a strong emotional reaction in the public. By using Jesus, Phones4U tried to provoke joy, fear, hope, indignation and trust in their offer.

All publicity for Samsung is well known, it will seek to provoke euphoric feelings in the public: the high-end products and presence of Jesus are matters of arousing envy, a desire that must be total, erasing the slightest defect. As a result, the actual pathos summoned is feverish. The only way out in this matter was an over-commitment of feelings and an almost systematic hyperbolization, founded, for example, on the provocation of hippie religious desires. Jesus in this ad will definitely earn it the undivided attention of Christians and by invoking religion in a hippie way, more of them are likely to follow up on the sale, more so youthful Christians.


Refers to descriptive product and all the items that make logical and natural purchasing on the ad/shop. It is also the texts like, Miraculous Deals, intended to deal with the objections that potential clients could ask before buying from you (manufacturer, brand versions, phone type and even operating system information).

Evidently each of these axes of convincing art cross through the design and nature of this and most ads. This proves that all things constant, the great old Aristotle could have realized such a nice ad, as well.


McClintock, Anne. "Ann Mcclintock Essay.". English 098 @ CSN. N.p., 2009. Accessed 24 Feb. 2017.

Sweney, Mark. “‘Jesus’ Mobile Phone Ad Banned." The Guardian, Accessed 24 Feb. 2017.

October 19, 2022


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Ethos Mobile Phone Company

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