Aristotle - A Master Marketer.

Aristotle was a Greek philosopher who lived from 384 to 322 BCE. He was a student of Plato and went on to become a teacher himself, ultimately founding his own school, the Lyceum. Aristotle's contributions to philosophy and science were significant and his ideas continue to influence our understanding of the world today.

So, how was Aritotle a master of marketing?

As digital marketers, our goal is to persuade potential customers to take a desired action, whether that's making a purchase, filling out a form, or subscribing to a newsletter. To do this effectively, we need to understand the art of persuasion, and one of the most powerful tools in our arsenal is the use of Ethos, Pathos, and Logos.

What is Ethos?

Ethos is an appeal to credibility or trust. When using Ethos, the speaker or writer is attempting to establish themselves as a credible authority on the topic at hand. This can be done in a number of ways, such as by citing relevant credentials, providing evidence of past success, or demonstrating a deep understanding of the subject matter.

What is Ethos in Digital Marketing?

Ethos in digital marketing refers to establishing your brand or business as a credible and trustworthy authority in your industry. This can be achieved by providing high-quality content, featuring customer reviews and testimonials, and showcasing any awards or certifications that your business has received.

For example, a company that sells organic skincare products could establish Ethos by showcasing their certifications from relevant organizations, such as the USDA or the Natural Products Association. By doing so, they establish themselves as a credible authority in the organic skincare industry, which can help persuade potential customers to trust their products.

Apple's "Think Different" Campaign

Apple's "Think Different" campaign, launched in 1997, is a classic example of Ethos in action. The campaign featured iconic figures such as Albert Einstein, Mahatma Gandhi, and Martin Luther King Jr., and positioned Apple as a company that values creativity, innovation, and individuality. By associating itself with these respected figures, Apple was able to establish itself as a credible and trustworthy authority in the tech industry.

What is Pathos?

Pathos is an appeal to emotion. When using Pathos, the speaker or writer is attempting to tap into the audience's emotions in order to create a strong emotional response. This can be done in a number of ways, such as by telling a compelling story, using vivid imagery, or appealing to the audience's sense of empathy.

What is Pathos in Digital Marketing?

Pathos in digital marketing refers to appealing to the emotions of your target audience. This can be achieved by creating marketing messages that evoke feelings of joy, excitement, or even fear.

For example, a travel company could use Pathos in their marketing by featuring images of exotic destinations and showcasing the joy and excitement of traveling to new places. By doing so, they create an emotional connection with potential customers, which can help persuade them to book a trip.

Nike's "Dream Crazy" Campaign

Nike's "Dream Crazy" campaign, featuring Colin Kaepernick, is a great example of Pathos in action. The campaign features images and videos of athletes who have overcome adversity to achieve greatness, set against a backdrop of inspiring music and narration. By creating an emotional connection with viewers, Nike was able to create a powerful message about the importance of pursuing your dreams, no matter the obstacles.

What is Logos?

Logos is an appeal to logic. When using Logos, the speaker or writer is attempting to appeal to the audience's sense of reason and logic. This can be done in a number of ways, such as by providing statistical evidence, citing research studies, or using logical arguments.

What is Logos in Digital Marketing?

Logos in digital marketing refers to using logical and rational arguments to persuade potential customers. This can be achieved by providing statistics, data, and other forms of evidence that support the benefits of your products or services.

For example, a company that sells software could use Logos in their marketing by providing statistics that show the effectiveness of their product. By doing so, they create a rational argument that can help persuade potential customers to purchase their software.

Coca-Cola's "Share a Coke" Campaign

Coca-Cola's "Share a Coke" campaign is a great example of Logos in action. The campaign, which was launched in 2011, featured personalized Coca-Cola bottles and cans with people's names on them. By using personalized packaging, Coca-Cola was able to create a logical argument for its product - that it's a drink meant to be shared with others. This campaign was highly successful, with sales increasing by 2.5% in the United States alone.

Combining Ethos, Pathos, and Logos in Digital Marketing

By combining these three devices, you can create a persuasive and emotional message that is grounded in logic and reason.

For example, a company that sells eco-friendly cleaning products could combine Ethos, Pathos, and Logos in their marketing by showcasing their certifications, featuring images of clean and healthy homes, and providing statistics that show the effectiveness of their products. By doing so, they establish themselves as a credible authority, create an emotional connection with potential customers, and provide rational arguments that support the benefits of their products.

Dove "Real Beauty" Campaign

A marketing campaign that effectively used Aristotle's three tools of persuasion is Dove's Real Beauty.

The campaign, launched in 2004, aimed to challenge traditional beauty standards and promote a more inclusive and diverse view of beauty. Dove used ethos by partnering with real women of all ages, shapes, and sizes as brand ambassadors. This approach helped establish credibility and trust with the audience.

The campaign also used pathos by creating emotionally resonant ads and videos that highlighted the struggles women face in feeling confident about their appearance. These ads showcased real women talking about their insecurities and fears, and encouraged viewers to embrace their natural beauty.

Finally, the campaign used logos by providing statistical evidence and data to support its message. For example, Dove conducted a study that found only 2% of women around the world would describe themselves as beautiful, highlighting the negative impact that traditional beauty standards can have on women's self-esteem.

The "Real Beauty" campaign was a huge success, generating widespread media coverage and positive brand recognition for Dove. The campaign helped Dove become a leader in the beauty industry for promoting diversity and inclusivity, and the campaign's message continues to resonate with consumers today.

Conclusion

Ethos, Pathos, and Logos are powerful tools that can help digital marketers create persuasive and effective marketing messages. By understanding how to use these devices effectively, you can increase your chances of achieving your marketing goals and persuade potential customers to take action.