Ethos in Advertising: Power of Authority and Credibility in Marketing

Running an online business outside major cities presents unique challenges, including building customer trust, differentiating yourself from larger competitors, and convincing buyers that your products are worth their investment. You need strategies that give your customers confidence in your brand.

Aristotle’s rhetorical triangle, Ethos, pathos, and logos, has long guided advertising strategies to attract consumers and boost sales. Studies show that 57% of consumers perceive Ethos as the most effective way to get their attention.

This blog breaks down these three methods of persuasion and explains why focusing on Ethos can help sellers build credibility, reduce hesitation, and increase sales. Real-life examples and practical tips will guide you step by step.

What is Ethos and How is it Different from Pathos and Logos?

If your favourite cricketer says that he only wears shoes from a particular brand, wouldn’t you also desire that same footwear? That is the power of Ethos; it quickly cuts through the clutter and builds trust among the audience. This persuasive technique involves a brand using another person’s authority or reputation to make consumers believe in their products/services. 

While pathos triggers emotions and logos triggers logic, Ethos explicitly focuses on the trust factor. The table below explains how the three differ, and how each works in advertising:

Appeal	Meaning	Use Case	Example
Ethos	Focuses on building credibility and trust	Collaborates with celebrities, industry experts, and brand leaders.	A dentist claims that 8 out of 10 dentists recommend the toothpaste.
Pathos	Focuses on building an emotional connection	Evokes happiness, sadness, hope, or excitement to connect the audience to the product.	A pet food ad showing the puppy running to its owner.
Logos	Focuses on logic and statistics	Uses figures, case studies, and logical arguments.	A SIM network ad says that its signal reaches where others cannot.

The quickest way to remember how Ethos differs from the other two is:

• Ethos: Who is talking?
• Pathos: How are you feeling?
• Logos: What makes sense?

Why does Ethos Persuade? Backed by Psychology and Numbers

One bad experience, and your brand might struggle to retain the customer. This highlights why building trust is more of a necessity than an advantage for staying relevant and increasing sales. Let’s look at the relevant facts and figures that explain how Ethos plays a central role in persuading and converting visitors:

• 88% customers say that trust is just as significant as the price and quality of the product. This report indicates that today, trust is a currency for building a brand, and not merely a part of the buying journey.
• 58% of the audience researches extensively before making a purchase. If your brand is continuously building its credibility through the ethos technique, there is likely going to be a jump in ROI.
• 78% of the Gen Z audience says that trust drives their choice of purchasing from a brand. Additionally, 69% of consumers report that Gen Z influences their purchasing decisions. So, if you are building trust, you are attracting the right customers, even if not directly.
• Approximately 69% consumers trust influencers with their purchase decision. Brands onboard social media influencers and leverage this power to gain trust among their followers.

Which Ads Prove Ethos Works in Real Life?

Ethos transforms ads into a relationship-building process, and the real-life examples are proof. The following advertisements effectively prove how Ethos helps build customer relationships and drive long-term success:

• Colgate uses dentists in its advertisements to establish authority and build trust among consumers, making it one of the leading oral healthcare companies in India.
• Puma partnered with Virat Kohli, leveraging his popularity to build credibility and trust among cricket fans.
• Reliance launched Tira, its online beauty platform, by onboarding Kareena Kapoor, Suhanna Khan, and Kiara Advani as its brand ambassadors. The company leveraged the credibility of Bollywood celebrities to establish trust even before its official launch.
• Flipkart launched its Big Billion Days advertisement. It onboarded celebrities like Alia Bhatt, Farah Khan, Amitabh Bachchan, and Yashraj Mukhate for building credibility for its upcoming sale.

How can eCommerce Brands Boost Conversions with Shiprocket Checkout?

While Ethos might not generate immediate sales like flashy discounts and special offers, it builds a foundation for long-term credibility and success. However, establishing trust is a stepping stone towards building a loyal consumer base. It is not till the buyers complete their purchase seamlessly that you will retain them for a long time. 

As an eCommerce brand, you must ensure that the visitors have a smooth checkout experience. Hence, they come back next time. Shiprocket Checkout is a tech-enabled solution that increases the transaction speed by up to 70% and boosts conversion rates. You can easily integrate it with Magento, Shopify, WooCommerce, and other custom eCommerce platforms for a speedy process.

Conclusion

Building credibility is more than just a marketing tactic; it’s a competitive advantage that can directly influence sales and customer loyalty. Start small by incorporating one ethos element, such as an expert recommendation, celebrity endorsement, or influencer word-of-mouth, and gradually expand your credibility strategy to stand out in a crowded market.

Equally important is ensuring that trust converts into sales. A smooth, secure, and seamless checkout experience can turn first-time buyers into repeat customers. With Shiprocket Checkout, you can integrate trusted payment solutions, reduce cart abandonment, and streamline the buying process, making every transaction a reliable and satisfying experience for your customers.

Start using Shiprocket Checkout today to secure payments, boost conversions, and grow your business with confidence.