Marketing: There is No Substitute

Porsche’s commercial appeals to the emotions of the viewer.  It uses Pathos to make the audience dream, to imagine what it would be like to have a Porsche.  The music in the video adds a dreamy atmosphere to the idea of someday owning such a machine.  As a viewer I fell helplessly into the pitfall of the character, I yearn to drive the machine took my breath away when I first saw it.  To be the driver of a car that will take someone else’s breath away when they see it.  The use of ethos also invites the ignorant viewer to appreciate the 911’s value, it’s history, and it’s charm in a different light.  The reputation that Porsche has built up over the last forty years has defined it as a company that “redefines what’s possible.”  When the audience feels the warm rush that the commercial has, and hears the Porsche slogan, it awes in admiration.  Pathos, Logos, and Ethos: marketing weapons, rhetorical devices that when used well leave the audience dreaming, a dream they can only be satisfied once the product is theirs.