Introduction
Recently, a new and unusual trend has appeared in advertising – using babies in commercials. One of the brightest representatives of this trend is the French mineral water brand Evian. Their promotional video, which soon went viral, shows cute babies performing dance moves and encourages us to “stay young” (Evian, 2019). In this essay, we will examine how Evian used ethos, pathos, and logos to convince us of its uniqueness and the quality of its product.
Ethos – Evidence/support
Evian creates its unique ethos by presenting itself as a brand that helps keep you young and energized. The use of babies in the advertisement symbolizes the purity and freshness of the water they offer. We see babies performing complicated dance moves quickly, which creates an association with the ease and energy we can get from drinking this water (Evian, 2019). This proves that Evian is not just water but a means to maintain a youthful and active lifestyle.
Pathos – Evidence/Support
The next element that Evian uses in their advertisements is pathos. They emotionally impact the viewers by showing babies performing dance moves with a smile and joy. This evokes positive emotions in the viewers and creates an association between those emotions and the product. We associate Evian with joy and positive emotions, making it more appealing to us.
Logos – Evidence/Support
Finally, Evian uses logos to convince us of the quality of their product. The advertisement shows babies happily drinking water from Evian bottles (Evian, 2019). This creates an association with the pleasure and satisfaction of consuming the product. In addition, Evian emphasizes its origin – water from the French Alps. This creates an association with the product’s purity and naturalness, making it more attractive to consumers.
Conclusion
Evian advertising using babies is effective in its approach to persuading potential consumers. The use of ethos, pathos, and logos helps to create a unique brand image that is associated with youth, energy, joy, and quality. This advertisement shows that Evian is not just water but a way to stay young and enjoy life. By using babies in the advertisement, Evian emotionally and positively impacts the viewers, making it more memorable and attractive.
Reference
Evian. (2019). The Baby Bare Necessities [Video]. YouTube. Web.