Maddie: Citizens Bank

This past Sunday afternoon, I was watching football and as the commercials came on, a lot of it just went in one ear and came out the other, but one in particular caught my attention. A Citizen’s Bank commercial came on and started off by saying “Dear fellow citizens” as a mom, who works at the bank, helps her daughter get ready for school. As the mom buttons up her daughter’s jacket, she goes on to say that she understands what it is like to not have enough money and to want to teach your kid how important it is to save. Throughout the commercial, they show the mom’s name badge and make it known that she is trustworthy. As she walks her daughter to the bus stop, she makes it known that if anyone has any questions about one deposit checking which “waives the monthly maintenance fee”, they can come to her. It then concludes by saying, “Sincerely, Samantha Parke, fellow mom and fellow citizen” with her name in the corner of the screen, allowing the audience to take note.

This commercial gives demonstration of ethos, pathos, and logos just as all good commercials should. The mom is the credible source (ethos) who is supposed to give off the impression of a trustworthy worker. In showing this credible source, they try to appeal to the audience by relating to the situation and being understanding (pathos). And in their understanding because they know what it is like to be short of money, they give off a reason(logos) to join Citizen’s bank because one deposit checking is quick and makes people’s lives easier. They do not give a ton of information about Citizen’s Bank or one deposit checking in this commercial, but that is because they want you to ask your questions to Samantha which is why they give her so much credit; they want you to trust her. They try to persuade you to use one deposit checking through Citizen’s Bank by giving you a credible source and by connecting to the audience; being able to relate and to let you know that they will be understanding of whatever situation you are in and they just want to help you. This commercial had good use of appealing to the audience and taking them as they are, not expecting you to be rich, but rather in need of financial help. They want to meet you where you are at in your financial situation and help in any way that they can, which is why throughout the whole commercial the mom was talking as a citizen to a fellow citizen, to show understanding and care. In my opinion, this commercial had good use of all forms of persuasion.