Ad Ethos Ethos, Pathos and Logos in a Terrible Running Shoe Ad

Creating an effective magazine advertisement is not simply about the ability of marketers to inform about the product but also to create the experience of positive association with this product. This association can have a powerful psychological impact for better or for worse. The magazine advertisement featured here and published in a running enthusiast publication is designed to sell Pearl Izumi running sneakers. The ad pairs the tag line "Run Longer" with an image of an athletically fit individual attempting to revive his dead dog. Needless to say, the advertisement was a terrible failure. Though its intended audience of runners will likely have gleaned the message that the sneakers are so excellent that you could run to the point of killing your dog by way...

The depiction of the runner seems to suggest that the sneaker is at once marketed toward and approved by experienced and highly fit individuals. The runner shown here on an open trail with a beautiful mountainscape on the horizon implies that the shoe is worn and enjoyed by those with a background in running. We are inclined to believe that the shoe would appeal to running veterans as opposed to those who are new to the sport. This may be, however, where the effectiveness of the advertisement ends.
Pathos:

The area of pathos…