Gilde uses pathos, ethos, and logos in their advertising to sell Norwegian meat products. Through pathos, they aim to appeal to emotions by portraying happy Norwegian farmers and families in beautiful natural scenery while speaking in various dialects. Ethos is established by highlighting that Gilde is a Norwegian company that supports local farmers. Logos is applied by emphasizing that Gilde products are 100% Norwegian meat. The advertisement succeeds in its goal of promoting Norwegian meat and farmers as important to the economy by tapping into national pride and tradition.

1. How does Gilde use pathos,
ethos and logos to sell their
product?
Gilde – 100% norsk

2. What is advertising and
History of Advertising
 Advertisements are everywhere.
 On the Internet, in newspapers, magazines, on the bus, in supermarkets
 Latin «Ad vertere» – to announce.
 Used to sell a product.
 A form of marketing communication
 Not a new phenomenon.
 Early example of printed advertising – Thebes, approximately 3000 years
old.
 Now – Main topic of this presentation

3. Gilde – 100% norsk
 https://www.youtube.com/watch?v=o17yQ3qBPKQ

4. Information
 Made by and for Gilde/Nortura.
 Produced in 2014.
 Mainly on TV
 Two Purposes:
- Norwegian meat products/the consumer aware of the fact that…
 Target group: Potential Consumers

5. What can you see and hear?
 One minute long advertisement – 35 clips
 Diversity in the spectacular Norwegian nature.
 Norwegian farms – everywhere – “where no one could believe that anyone
could live”
 See “happy” and well-fed animals
 The narrator/farmers – speak with different Norwegian dialects
 The end – happy family – “Alltid 100% norsk kjøtt”

6. Pathos – based on the consumer’s
emotions/feelings
Goal:
 Sell their products
 Norway’s population and Norwegian nature - Norwegian farmers
 Food production is essential to our economy
How:
 Use of language: Positive language, dialect, «norwegianizes»
 Nature: Show spectacular footage - Proud
 People: Farmers are normal people – Nothing mystical

7. Ethos –based on the “seller’s”
credibility and moral character.
Goal:
 Sell their products
 Norway’s population and Norwegian nature - Norwegian farmers
 Food production is essential to our economy
How:
 Narrator says “bonde” repeatedly
 Nortura – boiler suit
 Shows Gilde-logo
 Norwegian products
 One of the slogans
 Gilde – breach of trust

8. Logos – based on facts and logic
Goal:
 Sell their products
 Norway’s population and Norwegian nature – Norwegian farmers
 Food production is essential to our economy
How:
 The clips – the narrator
 Norwegian meat - product

9. Conclusion
 Advertisments - sell a product.
 This advertisment – Pathos/Ethos
 Gilde’s purpose – sell products
 What is important for our customers – Meat from Norway.
 National romantic twist

10. Sources
 http://academic.eb.com/EBchecked/topic/6801/advertising, 20th Sep.
2015, 13:14
 http://global.britannica.com/topic/advertisement, 20nd Sep. 2015, 18:23
 http://global.britannica.com/topic/rhetoric, 22th Sep. 2015, 15:44
 http://www.marsdd.com/mars-library/what-is-marketing-communication-
marcom/, 20th Sep., 2015, 17:12
 http://skolediskusjon.no/kompendier/norsk/reklameanalyse, 22th Sep. 2015,
17:52
 https://snl.no/reklame, 20th Sep. 2015, 18:47