In the previous post, we've discussed the main three pillars for successful marketing: ethos, pathos, and logos. These are the main leverages you use to guide your customer through to the purchase. They work either by appealing to values, emotions, or reason. Today, you'll learn about telos and kairos, which stand for purpose and "the ideal moment". What do those mean I'll explain in a moment.
Let's begin with telos. Telos is a type of rhetoric used in advertising to define a purpose, final goal, for instance, your commercial should answer the question: What is for? Telos rhetoric is used to convince your customer by appealing to emotional, logical or ethical parts of his personality. Telos is how you define the purpose of the whole commercial, building up the strategy that will allow you to get to the point. You can use telos to emphasize some of your products' qualities. For example, your production is strictly regulated by labour law and no rights were violated for making the product - ethical qualities. Or another example, you want to show how caring and loving is a pet owner who buys your branded food for it - emotional qualities.
Now, let's turn to kairos - a perfect timing. Kairos is a type of rhetoric where you seek to run your commercial at the right time and place. Strategically, with kairos, you adapt and contextualize your product when it is the most needed or relevant. I give you an example, you launch a Christmas commercial in early December, let's say in Christian countries. This means, your commercial will have a Christmas theme with snow, Santa Claus, and most likely you'll present your product as a perfect gift. Depending on circumstances, kairos allows you to present your product in its best light.
To run a successful marketing campaign ensure that you use all five rhetorics. Thus, your product will engage your customer emotionally, rationally and ethically. And with timeliness, you give your customer a chance to buy your product when it's most needed.
What rhetoric do you use in your brand's commercial? Do you think it's possible to combine all five rhetorics in any advertising? Share your response in the comments!
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