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This question is about what an advertising internship does.
What is ethos in advertising?
Ethos in advertising refers to the credibility or authority used to present a product to consumers. Advertising agencies often use various types of product endorsements to establish ethos.
While some advertisers stress a logical or emotional customer appeal, many focus on establishing authority or credibility to sell products. Consumers attach significance to the celebrity, athlete, or political figure used to promote a product.
It is important that whoever is chosen to represent the product has a reputation consistent with its characteristics.
Examples of ethos in advertising can be found in nearly every corner of product promotion. A company may use a famous actor to represent their latest car model.
The idea behind this choice lies in consumers liking and respecting the actor. The consumer between popularity, success, and the automobile then makes the association.
Another popular example of ethos in advertising involves using spokespersons with a specific connection to the promoted product. An Olympic athlete may choose to represent a sports energy drink. Here the spokesperson is not only a celebrity, but they may also be considered an authority on the product they endorse.
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