Rocket mortgage commercial uses all three methods of persuasion to convince their audience and advertise their services. First of all, the commercial features Jason Momoa, who is a famous actor and a role model for a large amount of people. This is a representation of ethos persuasive technique, as it implies using celebrities to endorse the product to make the audience associate the product with the well-known person (Detisch, 2020). Therefore people, who admire or at least know Jason Momoa are more likely to find the advertisement more convincing and the product reliable. Secondly, pathos technique is used in the commercial to convince the audience through emotions (Detisch, 2020). The advertisement relies on nostalgia, shared experience and common feel of comfort at home as Jason Momoa removes “fake muscles” and speaks about the benefits of being at home (2020). He proceeds to transform into a different person and character, implying it is only possible to be yourself at home, thus it is crucial to have one. Moreover, the removal of “fake muscles” and hair provides additional shocking effect, which helps the commercial to be memorable.
The attention and trust created by ethos and pathos are enshrined by logos technique. The narrator tells the audience that buying a house may be financed by Rocket Mortgage and compares the comfort of being of home to the comfort of using the product. Logos is represented by information about how personalized and quick their services are, making them seem to be a more reasonable choice for the customer. As mortgages are commonly used by young people in need of an apartment, the commercial addresses its target audience precisely. It features a celebrity most commonly known among the younger generation and also emphasizes the prior need of their target clients, which may make potential customers consider using Rocket mortgage.
References
Detisch, A. J. (2020). The Definitive Guide to Ethos, Pathos and Logos. StudioBinder.
(2020). Jason Momoa super bowl 2020 commercial Rocket Mortgage Quicken Loans. YouTube.