advertisement/ commercial review- logos, ethos, and pathos

Analyzed a 30 seconds advertisement- LifeLock Bank- on how they use logos (appeal to logic), ethos (appeal to credibility), and pathos (appeal to emotion)


This is an advertisement by "LifeLock Bank"

The advertisement starts with pathos- appealing to emotion of fear
  • It shows a robber in a bank and a 'monitor' who could not do anything- real life situation
  • Audiences will be thinking of their own situation where they also will experience a robbery and noone could help them
And then it goes on with ethos- appealing to credibility
  • After the scene with the robbers, it shows a system of how they are working- clean, safe-looking, and efficient programs are shown
  • Audiences will obtain a image of 'LifeLock Bank' as being well-organized and trustworthy
It ends by showing logos- logical reasoning
  • At the end, it shows specific amount of money they will provide and the amount their consumers will need to pay
  • Audiences will be persuaded to use their offer as the company will offer a great amount of money (1 million dollars) to them and only needs to pay 9.9 dollars par month

The intended audience seems to be people who are willing to pay money for their security in banks- probably people with high-payed jobs.



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