Skema Advertisement Analysis

With some skema, one might know that TOMS is a company that sells shoes and with every sold pair of shoes, TOMS will give another pair to a child who is growing up without the protection for their feet. In this advertisement, TOMS is both selling its shoes and helping children in third world countries. The three modes of persuasion this commercial uses are ethos, pathos and logos.
In order to convince readers to buy TOMS shoes, the advertisement presents ethos by making the audience see the company as selfless and trustworthy. By looking at the commercial, selfless is found in one of the two statistics the advertisement gives. For example, the text at the bottom of the page says, “TOMS has delivered 45 million pairs of shoes to those in need.” This demonstrates that the company is selfless because TOMS tactfully presents the fact that they care about people other than themselves especially children with disadvantages. This TOMS advertisement also persuades the reader to think that TOMS is trustworthy. To be considered trustworthy, the company must show that it is capable of keeping its word and is reliable. TOMS fulfills these traits because it was first created for the soul reason of giving shoes to children in need and the company continues to achieve that goal for many years which proves that TOMS reliable. In
this TOMS print advertisement, the company uses ethos as a form of persuading its audience to buy its shoes and to help others. Another mode of persuasion the TOMS advertisement uses is pathos by causing its spectators to feel sympathetic and guilty. One example of when the advertisement induces its audience to feel sympathetic and guilty is when it asks, “would you let your kids run around without shoes?” This causes the viewers to feel sympathetic because it makes them think about how privileged they are compared to the misfortune of children in third world countries. Therefore, because of the guilt, most people will buy TOMS shoes to help the less fortunate to make themselves feel better again. TOMS strategically made its audience feel culpable in order to help children in need and sell shoes.
Lastly, TOMS uses logos to persuade its spectators as well.
In this advertisement, TOMS provides statistics and facts like how, “150,000 children die from diseases due to playing outside barefoot.” Due to the fact that TOMS show the struggles and difficulties children are facing in their lives, people will be more convinced to buy its shoes because there is evidence. In addition, the company evokes a cognitive and rational response because viewers would make the logical connection why TOMS gives away a pair of shoes to children in need when they buy a pair of shoes. TOMS provides factual data to get people to buy its shoes and to help third world
countries After analysing the advertisement, TOMS evokes a caring and reliable character, emotional response, and logical sense towards the audience to sell its products. Furthermore, the advertisement also presents the deeper message of TOMS which is to aid children who are in need.