Pathos, the appeal to emotions, is a powerful tool in advertising.
Sol de Janeiro, a popular skincare brand, excels at using pathos to connect with its audience.
Their marketing campaigns often evoke feelings of joy, self-confidence, and tropical escapism.
For instance, their iconic Brazilian Bum Bum Cream is promoted as more than just a moisturizer.
The brand emphasizes its luxurious scent and skin-smoothing benefits, tapping into the desire for self-care and body positivity.
The imagery in their campaigns—sun-kissed beaches, vibrant colors, and carefree moments—creates an emotional connection, making customers feel like they are indulging in a tropical paradise with every use.
By associating their products with confidence, beauty, and joy, Sol de Janeiro effectively uses pathos to inspire loyalty and a sense of belonging among its customers.
