2. Examples of logos in advertising
LOGOS EXAMPLES
2. Examples of logos in advertising
If you want a really strong example of Logos is an advertisement, check out this shot list from a recent Nissan Commercial. You'll notice how the angles and shot size change when the "ProPilot" system clicks on:
Logos Example • Shot Listed in StudioBinder
This Nissan commercial shows a daughter and father driving on a highway. The daughter is about to drive past some scary construction, but then the father uses his sage like wisdom to instruct her to turn on the "ProPilot" system that Nissan now features in their cars.
Once the daughter does this, we see a Star Wars battle scene playing out in front of out eyes, and she becomes so distracted that she begin to veer off the road... but guess what? The "ProPilot" system saves her by auto-correcting the trajectory of the car based on the sensor system.
So how is this logos? Well, the commercial places the daughter in a relatively common situation and uses the machine logic behind having a guided system in the car to keep your distracted children safe.
Logos Example Nissan Commercial
Now... is it logical that this Star Wars homage suggests the daughter reach out to use the force by using a guided machine? Of course not! That's the opposite of what Luke does in the movie. Is it logical for your kid to be scared of driving past construction at 40mph? Of course not!
Is there anything in this spot that is logical? The basic fact that young drivers get distracted, and the Nissan "ProPilot" system might just save their lives one day, well that is how you use logic to sell cars.
You’ll want to read this section carefully.
Why?
How’s this:
Nine out of 10 readers who finished reading this article have become billionaires
Full disclosure: We can’t guarantee that you’ll make a billion dollars if you read this article.
The statistic in the caption above isn’t real, either. It’s baloney — at least it is as of this writing. Couple years from now, who knows.
But the point is, we’re using a statistic (albeit a phony one), we’re drawing from (non-existent) research, and we’re selling you on this article.
That’s the logos appeal. An appeal to logic and reason.
Verizon goes straight for the head, boom, with the logos ad below. We hear a guy’s voice, but don’t even see any people. Forget about examples of ethos, pathos, and logos working together in a commercial. This puppy right here is pure, unadulterated, high-grade logos.
Logos rhetoric works alone to great effect in this Verizon commercial
Where’s the celebrity? The well-respected spokesperson? Not here. Ethos is nowhere to be found.
How about a cute chinchilla, or a tug at the heartstrings? Wrong ad. If you want pathos, go someplace else.
But if you’re in the mood for a nice hot platter of facts and figures, product specs, and a map with coverage statistics, this logos appeal hits the spot.
From a cell phone carrier to a cell phone manufacturer, let’s check out another example of logos in advertising. This logos ad is for Samsung.
The logos definition on full display in a Samsung commercial
It’s shot beautifully, the production value is top-shelf, the song hits just the right “Note,” so to say — but what really comes through is the logos appeal.
The new phone includes a redesigned S Pen. It has a powerful all-day battery. It comes with one terabyte of storage, and expandable memory options.
Boring product specs? Dry facts and figures? Maybe on a spreadsheet, but here, in a flashy logos commercial example, they do the job.
Again, no celebrity spokesperson, no tugging at the heartstrings. The song and colors lend excitement and a bit of pathos, but really this is pure logos appeal once again.
TrueCar commercials flex bodybuilder-worthy logos muscles, too. Check out this logos commercial example.
TrueCar features highlight the logos definition in this commercial
There’s a spokesperson. Never met him, have no clue who he is. Seems nice, but he’s not a celebrity and not an authority figure. A bit of ethos, but it’s not hitting too hard above.
As for pathos, not much either.
But logos? That’s the star of this commercial. Look at all those numbers! See the prices? The app features? Logos rhetoric to the rescue.
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