The main way in which ethos is established in this advertisement is simply through the well-known brand of Durex. Durex can be seen on television commercials, as well as in magazines, with brightly colored and creative advertisements such as this. Durex plays an active role in the promotion of safe sex globally, such as the establishment of National Condom Week. Durex even made itself known during the 2012 Summer Olympics, giving condoms to thousands of athletes. While there are many brands of condoms, when people think of this form of contraception, the name Durex comes to mind.
I think it's interesting to see how world stage events, like the Olympics, are used as a platform to promote products like condoms. With the recent Olympics I have been able to see how many advertisers are trying to advertise their products with the grandeur coverage and exposure the Olympics gives.
ReplyDeleteAnother possible way this company establishes ethos is by the name of the product. When I first read it words like durable and duration came to mind. The root word "dur" actually means long lasting and hard. In order to instill trust and reliability in the user, by incorporating this root word in the name, the creators of the brand established a perception in the consumer that their product is secure and effective. This seems like an underlying way of slowly building that reputation of reliability.
-Katherine R.