Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "ambushes" an event to compete for exposure against competing advertisers

1. Battle of the Brands

2.  Ambush marketing or ambush advertising is
a marketing strategy in which an advertiser
"ambushes" an event to compete for
exposure against competing advertisers. The
term "ambush marketing" was coined by
marketing strategist Jerry Welsh, while he
was working as the manager of global
marketing efforts for American Express in the
1980s.

4. In the end, the use of ethos, logos, and pathos in the advertisements by both
Coke AND Pepsi made them speak to the public. Although they are vastly
different in design, and use of the rhetorical situation, both ads
were successful at getting people to share, talk, and think about them and
the brands they represent. This leads to brand recognition and the
development of a connection between consumers and brands.
 Use of famous celebrities to
endorse the product
 Coca-Cola are known to be not
energetic enough compared to
Pepsi.
 They tend to focus on deeper
emotions catering to emotions
like happiness, giving and real
celebration. For example:
khushiyo ki diwali.
 The main appeal is to pathos, or
emotions, but through that
appeal we see logos and ethotic
connections as well, Coke does a
great job of reminding consumers
of who they are, what they stand
for, and why we SHOULD drink
Coke in this ad, even though they
aren't explicitly saying it.
 Use of famous celebrities to
endorse the product
 Appeals to emotions like humor,
adrenaline rush and ‘carefree’
attitude of youth, by using
slogans like, “oh yes abhi” and
portraying “youngistan”.
 Their appeal to humor worked
well, and got consumers talking
and sharing. However, there is
less detectable appeal to
emotions of consumers. Their
appeal to brand character is
there, but maybe not desirable
for all potential consumers. Some
may see that stunt as rude or too
aggressive, and make them
associate Pepsi as too over the
top.
Ethos
Pathos
logos

5.  Carefree Youth
 Everyone ages in his teens or early 20s wants to
experience adrenaline rush (aaj kuch toofani
karte h) (gives you wings to fly)
 Muscle men are the best kind of males.
 Adventure is the best way of leading life.
 Everyone wants to be a hero.
Why is this whole sector working?

7. Funny yet
effective funeral
advertisements.

8. We add fun to your
funeral.

10. Ethos
Pathos
logos
 Establishing credibility by using pictures
of families travelling.
 Enforcing safe travel with our highly
talented staff.
 Pictures of families travelling enforce
sense of family like atmosphere.
 Advertisements showing families
reuniting, son going to meet his mom by
flying through their airline etc.
 By promising high class service, great
airplanes, all the thumbs up of a good flight.

13.  Use of famous celebrities to
endorse the product.
 Appeal to emotions like
unity in female gender by
having a picture of a group
of models saying stronger
together.
 Use of statistics, by saying
80% of women say it is the
best shampoo.
 By highlighting the perks of
using the shampoo gives you
silky straight hair, long hair
etc.
 Use of testimonials of
women who are not models.
 Appeal to emotions by
saying winning is all about
winning hearts and beauty
of Indian women
 They also talked about real
beauty.
 By using statistics saying it
is the number one shampoo,
but adding pathos to the
same.
 Using testimonials of “real
women” depicting it is a
common man’s product.
Ethos
Pathos
logos

14. Cultural conditioning of colour.
The idea of a perfect woman.
Beauty is all about the outside.
Skinny bodies, use of “perfect
models”.
Why is this whole sector working?

15. Dovehoweverbrokethestereotypebytheir
campaignforrealbeauty

16. Haircareproductsfeaturingbaldwomen.

21. Arushi ko bhi bulana
#duamilegi

23. Burger king
engages in more
aggressive
ambush marketing.