Relax and Transform in the Euro-Med Spa

Euro-Med Spa is a private business that offers a variety of med-esthetic services from relaxing facials to GPS Lipo sculpting. This facility advertises its services by using advertisements in different magazines that can easily be found in the mailbox. After looking at the ad, consumers can see that the tactics used by this company are intended to highlight the modern society’s obsession with weight loss and body image. The purpose of the ad is to catch the attention of adult women who are not confident with their personal appearance and want to try something different from the regular dieting and exercising regiment. In this ad, pathos is used to evoke emotions and beliefs, and raise hope in the audience while logos provides evidence in the form of pictures to support what they offer. Therefore, pathos and logos build the final opinion of the reader about the ethos, or credibility of Euro-Med Spa.

First of all, the appeal to emotions, values, or needs is seen in the use of emotionally loaded and vivid language. Euro-Med Spa intends to create an emotional response by using specific words, such as transformation, perfection, and the colloquial expression “hotter” instead of “more attractive”. The first details that catches the reader’s attention (after the images) is the use of the word “transformation”. Euro-Med Spa states that they specialize in “transformations” which implies that they offer a major change in the patient’s appearance. In the attempt to get to the self-esteem of the audience, they claim that a person should “be transformed” in order to achieve perfection, and look more attractive to men. Weight loss is a modern society concern that has a big impact on people who usually identify themselves with self-rejection, lo...

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... that on the website they provide in the ad. If the ad and the website are compared, the credibility and ethics of Euro-Med Spa are questioned. Thus, the reliability of the medical facility is neither supported by pathos nor supported by logos.

Overall, Euro-Med Spa catches the audience’s attention because there are people who believe that those services are the ultimate solution for weight loss because they are persuaded by the emotive language used. Therefore, the ad is only effective for a specific group of the audience. Other women may be more interested in searching facts, side effects, and effectiveness of the plan in the long run. Euro-Med Spa needs to start using a sincere, fair-minded presentation using appropriate language. In this way, this medical facility will improve its credibility, define its ethics, and effectively convince even a broader audience.