TOM’s shoes is a great organization that has become very successful over the past years. The whole idea of the company is “One for One,” meaning that when a pair of shoes is purchased, another gets sent to a child in need. The strongest point here comes from pathos, targeting the audience’s emotion. It’s pretty much like-who wouldn’t want to help these kids? Especially with the link here, a little boy is telling his story while the TOM’s logo is continuously shown, which leads the audience to believe buying the shoes changed the child’s life. This attracts the audience’s attention because it is very emotional and touching. The use of the child’s voice is extremely compelling compared to if a spokesperson was speaking. The commercial builds and tells a story which engages the audience. It moves slow to capture every emotional point and then finishes strong with the boy’s happy ending. TOM’s makes it clear that buying these shoes is better than buying a regular pair because you’re able to give back (perfect example is this commercial called a “Simple Decision” – http://www.youtube.com/watch?v=S603eBdMqLU). This is where the logical appeal, logos, comes in. The use the idea of a simple decision as their reasoning to buy these shoes. The commonplace here is that everyone needs shoes and a majority of people want to help children in need.
- Proactiv
http://www.youtube.com/watch?v=TRMjvSxe1x8
http://www.youtube.com/watch?v=dP3r3SPXgKs
These commercials are endless, featuring celebrities like Katy Perry, Jessica Simpson, Adam Levine, and Julianne Hough. There is a lot of appeals being made in these commercials, the most obvious being ethos. The commercials utilize multiple celebrities to make the product more appealing to the audience. The idea here is if Adam Levine uses proactiv, I should use proactiv. Logos is also a factor because they make acne sound like it takes a huge toll on your life and alters your confidence level. They really talk up the product and make it sound like an easy 1,2,3 (literally) process. The commonplace here is that everyone wants to look good. People desire the look of celebrities which makes them want to use the same product as them. They also believe that using the product can change your life by boosting your confidence and making you more comfortable in your own skin.
