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Cite examples of ethos, pathos, logos in the Barbara Ehrenreich's "Dirty Laundry: Bennetton's 'We, On Death Row, Campaign" and compare that to the current Bennetton advertisements or any other advertisement you have seen on television, online, in a magazine, or on the radio. Please explain how each example is pathos, ethos, or logos.
Remember that each of these posts is worth 1% of your final grade. They are meant to prepare you for communication in an online environment and provide you with a more "public" rhetorical space in which to share your ideas.
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Benetton shows ethos by having a 96 page insert in the January issue of Talk magazine. In that issue, it uses quotes from the Pope and Dalai Lama to support the company's fact that the death penalty is wrong.
It uses logos by saying that even though it a clothing company, they are an Italian company, and that the Italians dislike the death penalty. U.S. companies show off images of slender, upscale young people engaged in playful acts of consumption. Italian companies want to show that Americans aren't just all about having fun.
It uses pathos by have one of there spokesman saying that Benetton isn't just being a good corporate citizen, it's selling sweaters.
Now, the Benetton company uses ethos by having a Press Area on their website.
It uses logos by having a link on their web site stating who they are. Before the company didn't show off their products and now they do.
Now, they use pathos by showing pictures of happy people wearing their products. Their website is colorful and has a link where one can play games. I think that Benetton is trying to portray itself as a fun, colorful, and youthful company. Whereas before, they where more serious, bold, and edgy. Because the company has changed from their old ways, they aren't as well recognized.
-Shawn Martin
The title of the Ehrenreich’s article, “Dirty Laundry” starts the reader out by using pathos. It suggests that what Bennetton is doing with their campaign is tainted, dirty. She points out that Bennetton has used pathos combined with branding in many of their previous ad campaigns that pushes the emotional reactions associated with interracial relationships and AIDS. Apparently the message is that if you wear Bennetton you are strong enough to buck conformity. You are making a stand. The use of logos is evident in the 96 page ad that does not show flashy sweaters, but real people on death row and their statements. It is a fact that these people are on death row, these are their pictures, and their statements, which again bring in the element of pathos, are their statements. Bennetton also demonstrates ethos by using quotes from the Pope and the Dalai Lama. It would be hard to get a higher spiritual endorsement on earth for condemning the inhumane practice of capital punishment!
The inclusion of religious leaders in the Bennetton ad campaign reminded me of the large billboard ads that promote a return to spirituality. “We Need to Talk….God” and “Come to My House Before the Game…..God” take the ethos concept of high authority to the limit. Not many messages today come directly from God. Pathos is found in the humor and guilt that it causes the reader to have. It is hard not to have at least a smile in response to those messages, and if you are a believer in God, at least a twinge of guilt about the condition of your spiritual life.
Different from the Bennetton campaign, the tongue in cheek approach to morality is in no way heavy handed. There are no specific churches endorsed (branding), or subtly stated attempts to get you to buy anything. They are the same, however, in that they strongly promote an emotional position, but do it in very different ways.
um.. the comment above is mine. oops.
-Andrea Harken
In BarbaraEhenreich's "dirty laundry: Bennetton's we on death row Campain", the logos is the clothing company, Benneton was displeased about the capital punishment laws in the United States. the pathos is that Americans feel that some epople deserve capital punishment. Barbara Ehrenreich in the story mentions the way the Romans and the Aztecs did a better job of human sacrifice.The company had a ninety six page insert that had quotes from the Pope and the Dalai Lama calling the death penalty "cruel and unnecessary," "immoral and wrong". Customers of sears were outraged by the " we on death row" campaign. Americans felt that people on death row should be punished, but many people in european countries felt that killing people as punishment was wrong. Some of the inmates could be innocent. The clothing company used ethos when they had a ninety six page insert in talk magazine.
On the United colors of Benneton website the logos would be that they are selling their clothing for spring and summer. The pathos is that the two woman on there appear very happy. They have bright spring colors on the website, and the girls necklaces are up off the their necks. It looks like they are up in mid air.
The ethos is that it has The United Colors Of Benneton on the site.
Based on Barbara Ehrenreich's "Dirty Laundry: Benetton's 'We, On Death Row' Campaign," Benetton seems to be clearly taking advantage of pathos. They want consumers to either sympathize with the inmates featured in the ads or, even if it was not their intent, get angry at them. Either way they are invoking emotion in the consumer, causing them to pay attention to their marketing. Benetton expresses ethos with their large inserts in popular magazines like Talk, Vanity Fair, and Rolling Stone. They seem credible by their well-known name and in-depth advertisements with photgraphs, interviews, and essays. Instead of blank silhouettes, they are interviewing actual inmates, showing their faces and giving their real names. I feel Benetton is using logos, trying to appeal to reason, by getting those who are edgy or not as main-stream to feel like they relate to the brand. They come across as a company that is helping a cause, almost making the consumer believe they are contributing to the inmates or their families, when, in actuality, they are simply exploiting them to make more money for themselves.
Benetton has done a turn-around in that, although they will still have controversial ads, they express a positive emotion with bright colors and happy people. I think Benetton realized their marketing may have brought more attention to their brand, but did not necessarily sell them more sweaters. Their approach now relates more to what Americans look for in advertisements.
--Candace Daiker--
Barbara Ehrenreich's "Dirty Laundry, Benetton's 'We, On Death Row' Campaign," it shows logos by using an european type feel in it.We show american peple in skimpy outfits doing unusual acts. The ethos that benetton shows is by having a lot of pages and trying to show that the death penalty is wrong they talk to the pope and Lama in help to support it.On the website United colors of Benneton he pathos is that it seems to show that the two women are very happy, they have light colors that are bright and summer type.
Jay Jensen
In Barbara Ehrenreich's "Dirty Laundry: Benetton's 'We, On Death Row' Campaign," Benetton uses pathos, ethos and logos. Barbara uses the pathos as the main point. Benetton wants the people to feel sorry for the inmates. Benetton then uses logos in that it is a clothing company, but that they stand up for what they believe in. The campaign shows ethos in how they have quotes from the Pope and the Dalai Lama. Telling of their opinion on how the death penalty is wrong. On the current website for the United Colors of Benetton is a different look then the one of the death row campaign. The logos would be that they are selling clothing. The Pathos would be that the kids look happy and have a good life. The ethos would be that the United Colors of Benetton is on there.
Jenny Evans
In Barbara Ehenreich's "dirty laundry: Bennetton's we on death row Campain", they using logos, pathos, and ethos. I think logos is that they are Italian clothing company. As you know Italian people don't like death penalty. so they want to show us that they don't like this system.
I think they are using color as a pathos. By using kind of dark color, they want us to fell sorry and asd. And ethos is 96 page and quotes from the Pope and Dalai Lama. So they want to show us that death penalty is wrong.
Now in current cite United colors of Benetton, they are looks different. I think logos is link that name is who we are. So by using this link, they want to show us why they are selling product. The pathos are picture and color. They showing pictures of happy people. And they are not using dark color, because dark color means sad. So by using bright color, they want to show us happy feeling. Finally, ethos is also that link "who we are". By using this link they also want to show us their credibility.
In conclusion, I think Benetton have been changed a lot. They were more serious than now. And they looked old. But now, they are looks like new and happy.
-Ho soung_
In Barbara Ehenreich's "Dirty laundry: Bennetton's we on death row Campain", the logos is the italian clothing company. Benneton describes herself as being upset about the capital punishment laws in the United States, so she expresses her feelings on the clothing .She just completely disagrees with the death penalty. The pathos is being used by demonstrating the convicts in the advertisements so that the audience feels pity for them. Which brings emotion resulting awareness to their clothing line.
Then, Benetton demontrates ethos by having a ninety six page insert stating direct quotes from the Pope and Dalai Lama to supporting the company's belief, that the death penalty is immoral! Now days, the Benetton company is not so dark, cold, and sad. Now their pathos are more up beat. They show two women having a good time smiling and just overall enjoying life. They are a lot more positive than before!~Sheyla Z
In the Barbara Ehrenreich “Dirty Laundry: Benetton’s ‘we on death row’ campaign, Benetton is using pathos, ethos, and logos very well to their advantage. I would say that their using the pathos by making the customer’s feel bad for what the inmates have to live. With that I would assume that they would be making more money since the consumers are feeling sorry. I would say that their using logos by trying to make us understand that they don’t like the way the United States punishes their inmates, and that their not okay with it. So they express that through their clothing. And the ethos would be that they are using the facts that they know to convince us that we should feel sorry, and they also mention the quotes from the Pope and the Dalai Lama saying that the death penalty is wrong.
Karla Baez
Ehrenreich used pathos, logos, and ethos very well. She used her article to her advantage and started it off with pathos at the very beginning.Benetton did a good job of using pathos, logos, and ethos in their campaign also. Benetton wanted people to feel sorry for the inmates by using them in their advertising for a clothing store. These days the Benetton website is much different than you saw it in the older days. The website is much more colorful and fun. The logos is the fact that they are selling clothes and the use of inmates. Ethos is represented because the United Benetton Colors bannor is on there. Pathos is the kids looking happy and having a good time.
~Alysen Sly
In "Dirty Laundry: Benetton's 'We, On Death Row' Campaign," Benetton uses pathos, ethos and logos. Barabra utilizes pathos in the sense that Benetton wants the American people to have sympathy for for the inmates. The movement illistrates ethos in the quotes from the Pope and Dalai Lama, saying how the death penalty is wrong. Now, on the website Benetton has almost completely changed and is taking a different approach to things. they present themselves on the website now and how they give you an idea about their products, which would be described as logos.
~Samantha Duryee
In the article,"Dirty Laundry: Bennetton's 'We, on Death Row, Campain," Bennetton uses Aristotle's three main general appeals. First Bennetton uses pathos by suggesting what that company is doing is morally wrong and tainted. Branding in-mates with their design and then selling it to everyone else is stating that if you buy this then you will feel maybe like an inmate or have the emotion like one. Bennetton's article also uses ethos by quoting from the Pope, and the Dalai Lama and having them seem like there supporting the company. Lastly, the use Logos by corresponding their logo with the inmates or simply just the company's logo.
-Caity Mills
The way benetton shows ethos is when he has a minute coverage on local tv. Also when he has a 96 page spread in the january issue of talk magazine. Along with some quotes from the pope and dali lama. It showed a couple examples of pathos. One was when he said, Cold and tired of standing, checked his watch. He realized that this is exactly what I am here for: to try to find out what fifty six minutes feels like when it contains one's entire future, as alloted by the state. Also when the rabbi takes the microphone and describes the crimes in almost to much detail. After he described it he said, because every life is "a whole world" And the logos is that they are trying to sell clothing, but just in a really different way...
Benettons pathos by showing the prisoners in their ads. they were trying to say that the death penalty is wrong. They use logos by saying in their ads that it is wrong for us to take people lives. ethos they have quotes from the pope. They are trying to use people to help boast their credibility. The current ads they have lots of color. I think using lots of colors they are using pathos by trying to make you happy, and feel up beat. logos by by have some of their pictures in the sun. They are saying that spring is coming up and you need new clothes, so by from them. Ethos I think they are using their name. Like saying its Benetton we are the best.
Jovan Creighton
I think the "We on Death Row" article used logos, pathos, and ethos very well. To me, pathos stood out the most. Having people on death row advertising your clothes is hard to ignore. I guess that could be considered pathos and logos. Logic told Ehrenreich that using death row inmates would be controversial and therefore receive a lot of attention. She uses ethos by including such powerful people in her article.
Today advertisements are less controversial and really try to influence mood. There normally is little to think about when an add has an overjoyed girl dancing around. You see nice clothes and a happy person... What more could a person need? ...
I wanted my audience to feel how i felt in my paper, so i put them in my shoes. You can often get caught up in your own problems and may think thing can't get worse or will never get better.I wanted my paper to show the audience that thing could be worse and they will get better.
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