Motivational appeals are used in advertising to get the consumer to use their product or service. Motivational appeals are meant to make the audience feel a certain emotion(s) to persuade them to buy their product. Pathos is the base of motivational appeals. It is based on emotions.
This Amazon Prime ad uses sympathy, love, and a warmth appeal in order to persuade the audience to use Amazon Prime's services. This ad shows sympathy through the dog's interaction with the baby. "Sympathy is fundamentally a way of thinking about others" (Greiner, R., 2010, p.896). When the dog first approaches the baby, the baby starts to cry. The dog walks away and has a sad look on his face because he feels unwanted by the baby. The viewer is sympathetic towards the dog because the dog just wanted to be loved by the baby, but instead was rejected by the baby crying. Dogs are very loving creatures and just want that same love in return.
This ad also uses love and warmth appeals. There is a lot of love in this ad. The husband loves his family and his dog and thought of a creative solution so they can all interact together as a happy family. This is what some people would call a "feel good" commercial. There is a wholesome family with a dog. A lot of couples in the United States are divorced and don't have the ideal family situation according to social norms. This is the perfect example of the warmth appeal because the ad shows a happy couple with a baby and a dog. The ad is meant to warm the hearts of the viewers by showing a happy ending. In the end, the dog and baby get to interact because the husband bought a lion's mane on Amazon Prime.
Greiner, R. 2010. The art of knowing your own nothingness. ELH, 77(4), 893-914.
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