Unique Selling Propositions or Competitions?

 

This Hummer EV ad is aimed for environmentally conscious people who prefer to drive a SUV.  Gas vehicles pollute the earth, and has new car buyers leaning towards smaller hybrid or electric vehicles. Hummers are military sized vehicles typically gas fueled that has evolved into an all-electric vehicle. The younger generations such as Gen Z operate in a space of "wokeness." Being able to fulfill a macho truck dream without hurting the earth is ideal. Considering the amount of natural disasters and dangerous worldly events, having a big truck may be safer than driving a small Toyota Prius for example. The headline states "THE WORLD'S FIRST ALL-ELECTRIC SUPERTRUCK" this usually makes consumers excited to be introduced to something no one else has experienced. This ad would fit into the category of Ethos (trust/credibility) due to the use of Hummers in the military. The "all-electric" aspect could fall into Logos (structure/logic) due to global warming and the importance of earth friendly items. 

Fiji water has become a household name of higher end water due to its price point. With a slogan stating it's "EARTH'S FINEST WATER," accompanied with an exotic flower and ideal ocean blue background, its appeal is screaming vacation vibes.  While logos, or logical appeal, is present in the claims about Fiji Water’s unique mineral, the slogan itself doesn’t focus on that. Instead, it suggests these qualities indirectly, relying on ethos and pathos to carry the message. There’s also an element of pathos, or emotional appeal, here. The idea of “Earth’s Finest” evokes an emotional connection to nature and purity, appealing to people’s desire for luxury, wellness, and perhaps even a sense of environmental consciousness (though that’s more of a mixed point, as some debate the eco-friendliness of bottled water). It makes consumers feel that by choosing Fiji Water, they are opting for the absolute best, connecting them emotionally to the idea of purity and quality.