While many items in humans’ daily lives contain a number of rhetorical appeals, such appeals are difficult to recognize on first glance. However, through deep inspection, the underlining fundamentals of these persuasive techniques become apparent. The present research examines a Lean Cuisine package in terms of logos, pathos, and ethos.
Logos refers to the logical technique of implementing logical reasoning in attempting to convince another person of a product’s viability (“Examples Of Ethos, Logos, And Pathos”). Logos is clearly implemented in this image through its reference to the product being healthy. Not only insthis logical appeal made through the package’s very title – Lean Cuisine – but the package additionally has nutritional information clearly displayed on the cover. Of course, the package name represents a powerful example of logos because by referring to itself as Lean Cuisine the potential consumer recognizes that the intention of this product is to be a meal that contributes to an individual potentially losing weight since it is lean. The nutritional information constitutes examples of logos because they are reasoning with the consumer that purchasing this product would result in him or her losing weight and being healthy.
Pathos is the rhetorical technique in which an appeal to a person’s emotions is implemented. Pathos is implemented in this advertisement through its inclusion of an image of the food on the cover. The cover contains a clear example off an egg roll with rice. Such an image is meant to appeal directly to the user’s emotions because when an outside individual sees this image, he or she will have emotional response that will involve the taste of the item. If the person is hungry, his or her emotions will be even triggered to a greater degree, potentially compelling a purchase of this product. Such pathos is so powerful that even if a person did not speak English, it would be possible for this individual to have an emotional connection with the product.
Finally, ethos is the rhetorical technique that makes reference to the ethical character of an individual or entity for persuasive purposes (“Dr. Williams”). Ethos is implemented in this image through a label that states “Simple Favorites.” Although the package does not explicitly indicate who believes this product to be a favorite meal, the inclusion of such a statement makes a reader believe that in fact such a meal has been made and eaten by many people before. Further, the people who have consumed this meal believe it to be a favorite. As such, these hypothetical people are standing in as representatives that attest to the authenticity and legitimacy of this product. Without such a statement, a potential consumer may believe that the meal is exotic and that it will taste like something a regular food-eating consumer would not traditionally purchase and eat.
In conclusion, this research has examined Lean Cuisine packaging in relation to logos, pathos, and ethos. Within this spectrum of investigation, these combined elements on the package effectively target consumers in an intellectual and multi-sensory way. While merely one of these rhetorical elements may have been effective in convincing someone to purchase the product, by combining them, the package maker is able to ensure that the product is being advertised to the greatest potential capacity. Ultimately, such combined techniques regularly exist in products, and it just takes added effort to recognize how they are making such persuasive appeals.
- “Dr. Williams : USC Upstate : English Program / Ethos-Pathos-Logos-The-3-Rhetorical-Appeals.” George Williams.Pbworks.Com, 2017.
- “Examples Of Ethos, Logos, And Pathos.” Yourdictionary, 2017.
- “Purdue OWL: The Rhetorical Situation.” Owl.English.Purdue.Edu, 2017.