From some time in 400 B.C. to today, the use of Aristotelian logic has been a big influence on people and their opinions. Using ethos as the character of the speaker, pathos to show emotion and logos to show logic, companies make good promotion of their products with greater influence on the consumer.
The other day I saw a commercial that instantly caught my eye. This commercial featured Jack form Jack in the Box; Jack in the Box restaurant was founded in 1951 by a man named Robert O. Peterson. The first restaurant opened in San Diego, California. In 1960 it expanded to Phoenix, Arizona and three years later Jack in the Box expanded to Texas where it opened restaurants in Houston and Dallas-Fort Worth areas. By 1979 there were more than 1,000 restaurants. In 1995 an advertising campaign that featured Jack as the company’s fictional founder, CEO and ad pitchman was launched.
In this commercial Jack was at a park having a party and it was portrayed to look like a dream. Everyone was dancing and singing to an upbeat tune and wearing party hats. There was a piñata in the shape of a pig hanging from a tree and everyone was taking turns to hit it. Once they cracked it, bacon came pouring out. The scene then changed to a picture of the BLT cheeseburger combo and the price was displayed on-screen. After displaying this picture the scene changed back to the party at which Jack was now blowing out candles on a cake.
With each scene Jack had a line that he was narrating. In the first scene, before hitting the piñata he said, “Yea, I dream about bacon.” While the bacon poured out of the piñata the transition to the second scene was made. In this scene, while the picture of the burger, fries and drink were shown Jack says, “So I’m bringing back the BLT cheeseburger combo. Juicy jumbo beef patty loaded with hickory bacon and melting cheese plus fries and a drink for just $4.99.” As this scene ended it went back to the party. He then says, “But this...
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