Advertising: Rhetorical Analysis the Met Thesis

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Specifically, both the literal meaning of the sentiment "You mean more to me than anything else in the world" and also the actual purpose of a life insurance policy itself demonstrates love for the beneficiary. Finally, in this case, the Pathos approach is perfectly consistent with the Logos approach; in fact, it is arguable that it is only the logical implications and concepts that give rise to any reason the add could possibly appeal to Pathos.

Logos:

The advertisement also appeals to Logos (logic), but indirectly, as in the case of its appeal to Ethos. It would be almost impossible to argue that any piece of jewelry could possibly mean more than designation as the primary beneficiary of a life insurance policy. Therefore, in addition to presenting a logical argument through metaphor, that argument also happens to be factually accurate and absolutely true. For the same reason, the argument is devoid of any logical fallacies.

Analysis and Conclusion:

The advertisement is a clever use of all three Aristotelian appeals, to Ethos, Pathos, and Logos, although (arguably) with varying likely degrees of success. The appeal to Ethos relies on the perception that insurance companies are inherently trustworthy and credible institutions. Secondly, its appeal to Ethos also makes use of the contrast between the actual value of a life insurance policy and even the best piece of jewelry, from the perspective of the beneficiary or recipient.

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Of course, that may not necessarily be true in the case of such a large ring that it represents more financial security than the life insurance policy, but that is unlikely.

The advertisement's appeal to Pathos is literal in the meaning of the words "You mean more to me than anything else in the world." Furthermore, that perception is enhanced by the contrast and any surprise associated with the audience's recognition of the final image and caption as an additional implied level of love and commitment after the image of the ring.

Finally, the advertisement also appeals to Logos because it is a completely logical truth that a life insurance policy is more valuable to the beneficiary than any piece of jewelry such as those traditionally associated with love and romance in our culture. Ultimately, the advertisement represents a balanced use of all three Aristotelian appeals, although the effectiveness of the Pathos appeal could conceivably be less effective than the other two appeals, depending on the mindset of the audience......

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