Z To Z By Amazon Ethos Pathos Logos

whatever price they paid was well worth the brand recognition and certainly a value to the company. The new logo was designed to look happy, by using a bright yellow arrow under the word Amazon to form a smiling face. This is a form of subliminal advertising, as a smiling face tends to make humans feel happy and engaged. The arrow also starts at the letter “A” in the word Amazon and ends at the Letter “Z”. This is to imply that you can happily purchase anything and everything from “A” to “Z” at Amazon. This too can be a subliminal message, as not everyone consciously notices this when looking at the logo. Turner has polled rooms of people at trade shows when giving seminars, and it seems that about one third of people are consciously aware of the “A” to “Z” arrow (Berman, 2014). Bezos was already using some implications or subliminal advertising simply by using
Bezos started out selling books, which also contain volumes. He was comparing his company to the Amazon as one of the biggest of its kind in the world. By incorporating his word, Amazon, with the smiling “A” to “Z” reference, an amazing thing was created. The Amazon logo is now one of the most recognized logos in the world, usually ranking in the top 25. This is due to the design, but also to the marketing behind the design. One would imagine that the logo is in charge, so to speak, of marketing the company-but as the team at Turner Duckworth explained to Bezos, it can do that with a much greater impact if, it too, is marketed. Due to their efforts the arrow from the Amazon logo developed a life of its own, it is now recognized