Amul Cooking Butter

     

In the image seen above, ethos, logos, and pathos work together, creating a fairly effective and persuasive advertisement. Ethos is evident as the brand name of the butter, "Amul", is seen both on the packaging and in the text, as well as the top right corner. In the bottom of the advertisement, ethos is also present as the name and email of the marketing company is printed, making this an overall credible source of information. Logos is seen in the text in the lower left, where it is stated that the butter is “made from pure, fresh milk” and is available in 100g and 500g packages. This information is stated as facts, and can be backed up through evidence (provided in the ingredient list or on the packaging itself).  Pathos is present in the lower left statements stating that the butter “makes good quality gee” and “makes tasty dishes”. These statements appeal to one on an emotional level, as food that has both superior quality and taste attracts consumers as well as makes them happy while eating it. Pathos is also visible in the statement “I’M INTRODUCING AMUL COOKING BUTTER TO YOUR KITCHEN”. With this statement, one feels a sense of comfort and ease at using the product, taking out of consideration the idea that it is only meant for the average Indian cook, seeing that it is rather for the masses. The final evidence for pathos is seen in the cheery image of the Indian girl herself, where her pleased facial expression gives off a sense of joy and assurance that using this product will result in delicious food and happy people. Overall, the advertisement is seen to be effective, as it presents itself as an Indian brand of butter, but still manages to make the product marketable for all consumers. The words used such as “pure, fresh, tasty, and good quality” make the butter seem wholesome, clean, and palatable, resulting in an urge to buy the product. The mention of the butter being available in both 100g and 500g packages presents more variety, which consumers find both convenient and approachable. And, as if putting a bow on the entire package, the smile on the Indian girl’s face leaves one with the idea that by using this product, they will be both happy and satisfied at the flavorful meals they create.