The ad features a lion businessman who is tired and stressed but calms down in his Mercedes, enjoying its luxury features. Mercedes aims to show it can change customers' moods, supported by changing background music. The company tells customers about new features like air balancing, ambient lighting, and seat massagers. It wants to convince people it provides the best services and satisfaction through reasoning about its capabilities and consistency in luxury and comfort.

2. In the advertisement, the main character, who is a lion is actually a renowned
business man. He is shown tired, frustrated and tensed . But as he enters the
Mercedes, he calms down enjoys the luxury features of the car and he starts to
enjoy peace which the brand was able to give to him at the right time.
What ethos is all about ?
Ethical appeal or appeal from credibility.
Goal is to convince people that you are someone worth listening to.
Ethos

3. Pathos (Appeal to emotions)
In the Ad, Mercedes is communicating to its customers that their product has the
capability to change the customer moods which is supported by the background
change in music.
What Pathos is all about ?
Pathos appeals rely on emotions and
feelings to persuade the audience.
They are often direct, simple and very powerful.
Pathos

4. logos
In the commercial, Mercedes is showing us that they are capable of providing
the best services and provide consumer satisfaction at anytime
The company is telling its customers about its new features like Air balance
packing, Ambient lighting, Seat massager etc.
What Logos is all about?
Logos appeals rely on the audience’s intelligence to persuade them.
Means persuading by use of reasoning.

5. Cialdini’s persuasion model
Consistency/Commitment- The ad shows sthat
Mercedes is consistent in providing luxury and
comfort to the users
Liking – people will like it because they
compare themselves with lion
Scarcity – people are not getting luxury
features like massager in ordinary cars.
authority – lion is the king of jungle , so here
Lion stands for authority
2019 formula one
champion(Mercedes)

6. Strength
It is a very creative ad
It catches attention easily
New features are expressed in an effective way
Weakness
Some may find the ad weird
Ad is bit lengthy
Threats
Competitors may mock the Ad
Some may interpret the ad in a wrong
sense
Opportunity
Extension of the ad can be made in future
Swot analysis

7. Thank you