Welcome to the latest issue of MENA Review. The weekly newsletter for readers interested in marketing in the Middle East and North Africa region. We will be exploring how Rhetorical Triangle can be used to create effective marketing campaigns. We will also review three case studies of brands that have successfully applied the concept to appeal to their audiences.
What is it?
The Rhetorical Triangle is a framework that helps marketers to analyze and improve their communication strategies. It consists of three elements: ethos, pathos, and logos. These are the three modes of persuasion that Aristotle identified in his treatise on rhetoric, the art of persuasion.
Ethos
Refers to the credibility and trustworthiness of the speaker or the source of information. It is established by demonstrating expertise, experience, reputation, and values. Ethos answers the question: why should the audience listen to or trust you?
Pathos
Refers to the emotional appeal of the message. It is achieved by using language, images, stories, and other techniques that evoke the emotions of the audience. Pathos answers the question: how do you make the audience feel or care about your message?
Logos
Refers to the logical appeal of the message. It is supported by facts, evidence, statistics, and reasoning. Logos answers the question: what are the facts or arguments that support your message?
The Rhetorical Triangle helps marketers to craft messages that are balanced, coherent, and persuasive. By using ethos, pathos, and logos in the right proportions and combinations. Marketers can appeal to different aspects of the audience’s psychology and decision-making process. The Rhetorical Triangle also helps marketers to adapt their messages to different contexts, audiences, and purposes.
For more information on the Rhetorical Triangle, you can check out these resources:
- What Is A Rhetorical Triangle And How To Use It by Hitesh Bhasin
- The Rhetorical Triangle: Ethos, Pathos and Logos by Business Writing For Everyone
- Rhetoric in Marketing: How to Write Persuasive Content by ClickThrough Marketing
Case Studies
We’ve located three case studies of brands in the MENA region that have used the Rhetorical Triangle in their marketing. We will analyze how they have applied ethos, pathos, and logos to persuade their audiences and achieve their objectives. Each case study will include a summary and an understanding of how it relates to the term of the day.
Case Study 1: Pepsi – The Choice of a New Generation
Pepsi is one of the most popular soft drink brands in the world and in the MENA region. In 2019, it launched a campaign called “The Choice of a New Generation” in the MENA region. The campaign featured celebrities, influencers, and young people from different backgrounds. It also aimed to position Pepsi as a brand that celebrates diversity, individuality, and creativity, and to connect with the young and aspirational consumers in the region.
It consists of three elements: ethos, pathos, and logos. These are the three modes of persuasion that Aristotle identified in his treatise on rhetoric, the art of persuasion.
Rhetorical Triangle was executed in the following ways:
Ethos:
The campaign leveraged the credibility and popularity of the celebrities and influencers who endorsed Pepsi; Mohamed Salah, the Egyptian football star, and Maya Diab, the Lebanese singer and actress. According to a study by Alalwan et al. (2017), celebrity endorsement can enhance the brand image, awareness, and loyalty among consumers, especially in the MENA region. Where celebrities have a strong influence on the culture and values of the society. The campaign also featured testimonials from real young people who shared their stories and passions. Such as a female rapper, a graffiti artist, and a dancer. These testimonials added authenticity and relatability to the campaign, as they showed how Pepsi supports the dreams and aspirations of the youth in the region. According to a study by El-Bassiouny et al. (2018), testimonials can increase the trust and credibility of a brand. As they provide social proof and word-of-mouth from real customers.
Pathos:
The campaign appealed to the emotions of the audience by using upbeat music, vibrant colors, and dynamic visuals. The campaign also used hashtag slogans. Such as “#PepsiGeneration”, “#ForTheLoveOfIt”, and “#LiveForNow” to convey a sense of excitement, optimism, and empowerment. It aimed to inspire the audience to follow their dreams and express their individuality, and to associate Pepsi with these positive feelings. According to a study by El-Bassiouny (2016), emotional appeals can increase the emotional attachment and involvement with a brand. As they trigger affective responses and associations that influence their attitudes and behaviors.
Logos:
The campaign used facts and statistics to support its message, such as the number of views, likes, and shares that the campaign videos received on social media platforms. It also used comparative statements to highlight the advantages of Pepsi over its competitors, such as “Pepsi has more bubbles, more taste, and more fun” and “Pepsi is the choice of a new generation”. The campaign aimed to persuade that Pepsi is superior, innovative, and relevant. According to a study by Alalwan et al. (2017), logical appeals can increase the rational evaluation and conviction with a brand. As they provide factual and objective information and arguments that influence their beliefs and judgments.
The campaign generated buzz and engagement on social media. Increased the brand awareness, preference, and loyalty among the young consumers in the MENA region. According to a report by PepsiCo (2020), the campaign reached over 100 million people across the region. It achieved a 10% increase in brand love and a 15% increase in purchase intent.
Case Study 2: IKEA – Make Room for Life
IKEA is a global furniture and home accessories brand that is known for its affordable, functional, and stylish products. In 2017, IKEA launched a campaign called “Make Room for Life”, featuring real families and their homes. It aimed to showcase how IKEA products can help people to create comfortable, cozy, and personalized living spaces that suit their lifestyles and needs.
Rhetorical Triangle was executed in the following ways:
Ethos:
The campaign established the credibility and trustworthiness of IKEA as a brand that understands the needs and preferences of consumers. It featured real families from different countries, cultures, and backgrounds. Such as a Moroccan family, a Saudi family, and a Jordanian family. The campaign also highlighted the quality, durability, and sustainability, and the expertise that IKEA offers to its customers. Such as online catalogues, delivery, assembly, and installation services.
Pathos:
The campaign appealed to the emotions of the audience by using storytelling, humor, and empathy. It showed how IKEA products can help people to solve their everyday problems and challenges, such as lack of space, clutter, noise, and boredom. The campaign also showed how IKEA products can help people to enjoy their hobbies, passions, and moments, such as reading, cooking, playing, and relaxing. The campaign aimed to make the audience feel happy, satisfied, and inspired, and to associate IKEA with these positive emotions.
Logos:
The campaign used facts and evidence to support its message, such as the prices, dimensions, features, and benefits of IKEA products. It also used demonstrations and examples to show how IKEA products can be used, combined, and customized to create different solutions and styles for different rooms and purposes. It also aimed to convince the audience that IKEA products are practical, versatile, and valuable, and that they can make their lives easier, better, and more enjoyable.
The campaign was successful in using the Rhetorical Triangle to persuade the audience to choose IKEA as their preferred furniture and home accessories brand. The campaign increased the traffic and sales of IKEA stores and online platforms, and enhanced the brand image, reputation, and loyalty among the consumers in the MENA region.
Case Study 3: Uber – Move Forward
Uber is a global ride-hailing and mobility platform that connects drivers and riders. In 2018, Uber launched a campaign called “Move Forward” in the MENA region, featuring real drivers and riders who use Uber for different reasons and occasions. The campaign aimed to position Uber as a brand that offers convenience, safety, and opportunity, and to attract more drivers and riders to join the Uber community.
Rhetorical Triangle was executed in the following ways:
Ethos:
The campaign built the credibility and reliability of Uber as a brand that cares about the well-being and satisfaction of its drivers and riders. The campaign featured real stories and testimonials from drivers and riders who shared their experiences and feedback about using Uber, such as a female driver who found independence and income, a male rider who found love and friendship, and a family who found comfort and peace of mind. These stories and testimonials added authenticity and credibility to the campaign.
Pathos:
The campaign appealed to the emotions of the audience by using humor, surprise, and gratitude. It showed how Uber can help people to overcome their challenges and achieve their goals, such as finding a job, meeting new people, or traveling to new places. It also showed how brands can help people to celebrate their achievements and express their appreciation, such as getting a promotion, graduating from school, or thanking an employee. The campaign aimed to make the audience feel curious, amused, and thankful, and to associate Uber with these positive emotions.
Logos:
The campaign used facts and data to support its message, such as the number of drivers and riders who use Uber, the number of trips and destinations that Uber covers, and the number of features and options that Uber offers. It also used comparisons and contrasts to highlight the advantages of Uber over its alternatives, such as taxis, buses, or cars. It aimed to persuade the audience that Uber is convenient, safe, and affordable, and that it can improve their mobility and lifestyle.
The campaign was successful in using the Rhetorical Triangle to persuade the audience to choose Uber as their preferred ride-hailing and mobility platform. The campaign increased the number and diversity of drivers and riders who use Uber, and improved the brand awareness, perception, and advocacy among the consumers in the MENA region.
We hope you enjoyed this issue and learned something new. The Rhetorical Triangle is a powerful tool that can help you to communicate effectively and persuasively with your audience.
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Thank you for reading and stay tuned for the next issue of MENA Review. Until then, happy marketing!