Most advertisements are attempting to persuade the reader in one way or another. The "got milk" advertisement is trying to persuade it's readers to drink more milk to help maintain strong bones. To aid in the persuasion to drink more milk, the ad uses ethos, pathos, and logos in a simple yet effective manner.
"Got milk" is a very well known, prestigious ad campaign. This high level of prestige creates a credible, trustworthy feeling that appeals to readers. The ad campaign also uses many different famous spokespersons as well. When the message comes from a well known source via a famous person, the message given ends up seeming extremely credible and highly relevant.
The logos used in the ad are very straightforward. First, then ad states that "your bones grow until about age 35" and "calcium in milk helps". And after age 35, "it helps keep them strong". Calcium helps keep bones strong. Milk is in calcium. Therefore, milk helps keep bones strong at any age. This use of logic and deductive reasoning helps convince the reader that he should drink more milk.
Pathos might be the easiest, yet the most effective part of the ad. An attractive model is the main part of the aid. This attracts the readers eye, causing them to notice and read the ad. The strong emotional appeal can effectively persuade the reader in favor of the ad.
Ethos, logos, and pathos are all used well in the ad. By using these three elements effectively, the ad is able to attract readers and bring home the main purpose of the ad: Drink more milk to have healthy bones.
