Altoids Breath Mints Advertising
Altoids is a very well-known breath mint company but originally they started just to soothe upset stomachs as stated by Pretorius (2012). They saw a high demanding market in the breath mint industry and decided to hop on board. Shortly after jumping on the breath mint bandwagon they created an advertising slogan, “The Curiously Strong Mint.” By using this slogan, they drew in consumers of all ages to try out their product. Per the Ottawa Citizen (1997), “Altoids is the fastest-growing breath freshener in the $250 million market, consultants said.” Altoid Wintergreen breath mints uses strong emotional pulls along with comedy, logic, and pop culture to draw in its consumers. Also, they use all three of the techniques of ethos,…show more content… By using the comedy side of things, it makes consumers want to wait for the next Altoids ad to get their laughter fix. While pulling at the laughter heart strings Altoids also makes their way into your mouths with their delicious minty products. Thus, this ad pulls at the heart strings of parents and children by showing a little boy curiously licking the Altoids tin box out in the cold. Noticeably the little boy is doing something that most parents would frown upon which is sticking his tongue out. This draws the mother’s attention in and makes her curious as to why the boy might want to do this. It draws the other children in because they want to be as cool as the little boy in the ad. As stated in the video Pathos, Logos, and Ethos in advertising, “Pathos refers to an emotional appeal. An advertisement using pathos will attempt to provoke an emotional response in the consumer,” The emotion that they have chosen at Altoids is humor. Humor is a soothing way for people to deal with stress so of course if you can make someone laugh then you have won them over. In turn by winning this person over with comedy you have sold them your
