Pathos, Logos, And Ethos In The 50's

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The 1950’s and 60’s was an interesting era, especially in the case of marketing. Marketing was very much in it’s infancy during this time period and the idea of subtle marketing strategies wasn’t even close to a consideration. Looking back on commercials from this era it’s easy to find the rhetorical techniques of pathos, ethos, and logos. This specific Folgers commercial I watched convinced female viewers to buy Folgers coffee through very blatant use of pathos and obvious but less blatant logos and ethos. The commercial loosely runs along the lines of this; a husband and wife are drinking coffee and the husband tells his wife that her coffee is atrocious and that for the party later on, it is unacceptable. To put more negative reinforcement in his words, he says that he only has one cup of coffee because he feel’s obligated to as her husband. Then a neighbor with a foreign accent comes to the wife’s rescue by …show more content…
Back then the job market was overpowered by male dominance and it wasn’t uncommon for a wives job to stay home, raise the kids and, of course, absorb the media on the TV. The pathos of this commercial comes from the commercial playing heavily on the fear of disappointing your husband and being a poor wife. Folgers gets their message across by the husband openly nagging his wife’s coffee which isn’t Folgers coffee. Thank goodness for Folgers coffee which promises to keep your husband in high spirits. With advertising being done almost 100% by men back then, that much testosterone and male pride in one room. It’s easy to understand how they thought that keeping your husband happy is the most compelling way to get wives’ to buy something. The overall pathos message that Folgers gets across in this commercial is that if you buy their coffee your husband will love you and if you don’t you’re jeopardizing your marriage. Along with anyone can make the best coffee with Folgers
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