Companies and corporations will use many different tactics to appeal to all kinds of audiences. Advertisements that effectively use ethos, pathos, logos, and kairos will successfully appeal to the targeted audience.
The above image is a Michelin advertisement for its tires. Michelin does not bluntly come out and say that it has the best tires, but the phrase at the top of the advertisement helps to imply that it does. The phrase serves as an answer to someone asking, "Which tires should I buy?" Michelin answers by saying, "Michelin. Because so much is riding on your tires." The "so much" that the phrase refers to is your family, particularly young children. That means that children are worth way to much to be replaced, and therefore parents should pay strong attention to the type of tires on the car to protect the children. Michelin effectively includes the appeal to pathos in this advertisement. When parents look at this advertisement, they immediately make a connection because the young child in the picture could be theirs. Parents always want to do anything they can to protect their children, and the best way to keep them safe in the car is equipping the car with Michelin tires. The advertisement clearly uses the appeal of logos as well. Obviously, the logical thing for parents to do is to protect their children. Parents know that they cannot protect their children from everything, but one thing they can control is the type of tires on the car. Therefore, using logical reasoning, parents should buy Michelin tires for their car to serve as the best way to protect their children on the road. The appeal to ethos is also evident in this advertisement. Since Michelin is such a well-known and respected company when it comes to tires, it does not have to explain why it has the best tires. The company has been around for such a long time that people know that Michelin clearly knows everything when it comes to tires. If Michelin says that using its tires is the best way to protect children in the car, then people, especially parents, will respect this claim without even questioning Michelin's authority. The targeted audience for this advertisement is a family that recently had a child, or a family in the process of buying a new car or tires. Therefore the kairos in this advertisement appeals to the families or parents in these particular situations.
When someone looks at this image, the first thing he sees is the baby. So if this person has a child or anticipates having children some day, then he can immediately connect with it. Also, the dark background strongly contrasts with the phrase at the top of the advertisement, which is the next thing that the audience will look at. After reading that, the reader most likely has a full grasp on what the advertisement is aiming for.
