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Nescafe Advt - Pathos Ethos Logos

This document analyzes and summarizes an advertisement by Nescafe Gold from 2017. It discusses the use of pathos, ethos, and logos in the ad. The ad aims to show how small moments together over a cup of coffee can reconnect people who have lost touch. It uses nostalgia and imagery of affection to invoke emotions in viewers. Nescafe builds credibility through its longstanding reputation and transparency about its updated Arabica beans and finer ground formula. The ad encourages preserving important relationships over a cup of Nescafe Gold coffee.

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276 views11 pages

Nescafe Advt - Pathos Ethos Logos

This document analyzes and summarizes an advertisement by Nescafe Gold from 2017. It discusses the use of pathos, ethos, and logos in the ad. The ad aims to show how small moments together over a cup of coffee can reconnect people who have lost touch. It uses nostalgia and imagery of affection to invoke emotions in viewers. Nescafe builds credibility through its longstanding reputation and transparency about its updated Arabica beans and finer ground formula. The ad encourages preserving important relationships over a cup of Nescafe Gold coffee.

Uploaded by

dbkai1210
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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THE POWER OF

ADVERTISEMENT AND
APPEAL
: AN ANALYSIS AND BREAKDOWN

by Adriana Roy, Amartya Ramakrishnan, and


Prarthana Pandey
THE
ADVERTISEMENT:

Advertisement by Nescafe Gold (2017)


LET’S LOOK AT
BACKGROUND
OF THE
PATHOS
COMPANY
AND THE AD

ETHOS LOGOS
NESCAFE
The company, as a whole, also
promotes the idea of doing more for the
world by buying their products through
their very famous tagline ‘Expect more
from every cup’.

AIM OF THIS AD:


The ad aims to show the values of relationships, and
how even people may lose touch with each other
due to several reasons, one common ground, in this
case it is coffee here, brings everyone together. The
ads tagline, #ForMomentsThatMatter, tells about
how small moments together matter so much to
people.
PATHOS
The advertisement invokes the
sense of nostalgia in the
viewer.
Nescafe Gold has been
marketed as a much matured
version of the brand’s original
product-- corresponding to its
target audience
PATHOS
NesCafe has used the spotlight to show the
sense of affection in the crowd towards the
main character, who is asking questions.
Also, through the use of a complete black
background almost at the end of the ad,
Nescafé invokes emotions in the audience's
mind by representing the quiet and
loneliness people may tend to carry along
with age through the black.
ETHOS
REFERS TO CREDIBILITY AND VALIDITY

-- Professional appearance : sophistication, power, elegance in a) colour


palette used and b) background and setting
-- Importance of taglines: “For Moments that Matter” — a part of their
Moments That Matter campaign, stressing the importance of the little things.
-- Longstanding reputation of Nescafe gives it a sense of credibility for
seasoned coffee lovers (brand reputation)
-- Transparency in the advertisement appears through:
1. The product advertised is the product sold
2. Sourcing information: Arabica beans, finer ground
LOGOS
REFERS TO THE LOGICAL ASPECT OF APPEAL

-- NESCAFÉ Gold relaunched its product


with an updated formula.
-- The ad states that this update:
1) brings in special blends crafted with
Highland Arabica beans
2) the product is ground ‘ten times’ finer to
reveal the soul of the bean for a finer & fuller
taste
3) since the audience is a matured one, they
tend to have acquired a certain taste which
the advertisement is trying to pinpoint
WHAT DOES THE BRAND DO
THROUGH THE AD?

THE EMPTY CUPS FIRST LYING


PRESENT THE PRODUCT THE CONNECT SHOWN IS ON THE TABLE IS SHOWN
THROUGH EMOTIONAL TO THEIR TARGET MULTIPLE TIMES WHILE THE
CONNECT : THE IDEA AUDIENCE OF MATURED (IN NARRATOR SPEAKS --- IS
THAT A CUP OF COFFEE SOME WAYS, ELITE) THEN FILLED WHEN HE
CONNECTS . ADULTS THAT HAVE RECONNECTS WITH HIS LIVED
ONES.
SIGNS THAT THE CROWD THEMSELVES
THE COFFEE CUPS ALONG
AND THE SPOLIGHT EXPERIENCED
WITH THE BOTTLE OF
CREATES AN EFFECT OF DISCONNECT TOWARDS
NESCAFE GOLD ACTS AS A
RECALL THE PEOPLE IN THEIR LIVES RECALL ELEMENT

The advertisement interpellates the viewer by the questions the speaker asks to the crowd--
triggering the viewers to apply those questions to their life too. It urges and encourages the
audience to preserve those “gold” friendships over a cup of steaming Nescafe
BIBLIOGRAPHY:
https://www.nescafe.com/make-your-world
https://inesmartins5696.wixsite.com/inesmartins/single-
post/2016/09/15/pathos-logos-and-ethos-in-advertisement
https://medium.com/ad-discovery-and-creativity-lab/nescafe-gold-those-few-
people-365073141c14
THANK YOU

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