Pampers relies heavily on pathos for many of its
advertisements and this one in particular. It is obvious that the creator of
the ad is relying on the emotions and caring nature of parents of small
children by using a baby. Of course their product is made for babies, but by
using this photograph of a baby sleeping parents are likely to pay attention to
the ad. Babies spark emotion in most people, particularly parents of small
children, and this baby gives the audience a reason to care about what is being
advertised. Logos is also present because of the sleeping baby as well as dark
lighting and text explaining that this photo is from the middle of the night.
Pampers is stating that their diapers are able to feel dry all night; therefore, babies
can sleep through the night peacefully and parents can too. The dark lighting
and the photo of the sleeping baby is evidence supporting their thesis.
Pampers sells all kinds of diapers and uses a variation of
appeals to advertise different types of diapers. Ethos, pathos, and logos are
all present is this one advertisement. Pathos is clear with the use of a mother
and child; a mother and newborn baby are likely to create emotions and make the
audience care about the ad. The use of logos is what the advertisement heavily
relies on. Logos is apparent is the text on the ad. Statements such as “2x
drier” and “Absorb-Away Liner” present helpful evidence that these diapers are
great for babies. The photo chosen along with the text makes the audience think
the ad is coming from a mother that has used the product; therefore,
credibility is established and ethos is present. Many people consider mothers
to be trustworthy, and if the audience thinks this mother has tested the
product the audience is likely to consider the character to be knowledgeable. These
appeals are what make Pampers advertisements successful and may be the reason
Pampers is so well known.
Huggies and Luvs are both companies that sell diapers as
well. While looking at their advertisements, techniques used in the Pampers ads are recognizable. In these two ads here, babies are used once again, and the
Huggies ad is very similar to the Pampers ad of the sleeping baby. It is clear
that the creators of all of these advertisements are using the same techniques
to advertise their products.