Speech Outline

“The Finest in St. Louis”

This is the slogan for Ted Drewes, a local ice cream shop in St. Louis, Missouri. Through the use of various print and commercial advertisements, Ted Drewes draws very positive attention to their company and products. They use ethos to associate themselves with famous aspects of St. Louis and use pathos to bring offer a family feel to those seeing their advertisements.

In the following advertisements, you will see examples of how Ted Drewes sells its product to their intended audience using both ethos and pathos. The first example I will be showing is a common and very popular television commercial that airs on local channels (play video of the commercial). This is the main idea of what Ted Drewes stands for: family. One of their primary messages to their customers is that it is a very friendly, family based organization and this commercial is very evident of that. They use pathos here to strike the soft spot in a customer’s heart where their family lies. Family is the most important aspect of most people’s lives, so they are using a very successful strategy.

The second example of advertising is a print advertisement that expresses both ethos and pathos. They use bright colors in both their advertisement and products (cups that they serve their ice cream in) to give the customers a distinct image in their mind. When people think of yellow, they usually associate it with happy feelings. By using yellow, they give customers and those who see the advertisements a happy feeling, which is one of their main goals. They use ethos by linking their ice cream with the radio station known as “the voice of St. Louis”.  This gives the audience of the radio station the impression that Ted Drewes’ frozen custard is seen as the ice cream of St. Louis.

To enhance their products viability, Ted Drewes has extended their products to being sold and teamed up with the St. Louis Cardinals. By doing so, they use ethos to give their company a leg up in recognition on their competitors. They are advertised in the various ads at the ballpark and their ice cream can be found at various vendors throughout the stadium. They have also included their name on promotions given at the entrance to the stadium. Now, when people think of the St. Louis Cardinals Ted Drewes also comes to mind as they have developed a link between the two.

All in all, Ted Drewes is very effective in their form of advertisement. By using both ethos, they give their intended audience a strong association between their products and other well-renowned associations. By using pathos, they give their customers a happy, friendly idea of their company, which is very important and key to drawing in a large audience.

Advertisement is the main reason why Ted Drewes is successful, and it is very obvious how they do so.