Anyone Can Be An Eco-Hero The United States Environmental Pr

Anyone Can Be An Eco-Hero The United States Environmental Protection Agency (EPA) has been trying their best to protect the environment through regulations set on products. Vehicles and engines are one of the main products they keep watch of to make sure every regulation is followed since car emissions have a major role to play when it’s come to damaging the environment. In order to support the cause of the EPA, many car companies have started to make green vehicles that have a less damaging effect on the surrounding nature. One of the companies doing this is Kia Motors with their eco-hybrid vehicles. In order to get the public more aware of the different ways Kia is trying to make driving become greener, they release different advertisements to ensure the message is received world-wide.

Although the advertisement “Hero’s Journey” uses an excess of humor, I argue that the advertisement is effective in promoting the eco-hybrid feature as well as getting the audience to buy the Kia Niro through the use of ethos, pathos, and logos. The advertisement uses a person’s ethics to help the audience relate to the eco hybrid feature in the car. During the advertisement, the audience is able to see the journey of an eco-warrior to save the environment while using the Kia Niro. Although the journey the person takes is long and treacherous, it is one that comes from doing the right thing and protecting the world where everyone lives. This connects with a person’s desire to not only help but also do the right thing.

Of course, it might not be the same way as shown in the advertisement by traveling to faraway places. One can also do something to help the environment right where they live. As Lastname 2 narrated in the ad: “It’s hard to be an eco-warrior but it’s easy to drive like one” (Kia Delray, 2017). Just because they aren’t capable of going to locations and protesting to save what they are passionate about doesn’t mean they aren’t capable of doing their own little part. It can be as easy as driving the eco hybrid Kia Niro.

It gives a call to action to the audience to do something positive for the environment by appealing to their morals and owning a vehicle that helps the same cause one is fighting for. To build its credibility, the advertisement features Melissa McCarthy, a well-known actress in Hollywood to star in the leading role. McCarthy has an extensive filmography both in film and television. She has worked on projects like Gilmore Girls, Mike and Molly, Life of the Party, The Happytime Murders, and recently Can You Ever Forgive Me? Due to the work she has done, McCarthy has received numerous nominations and even winning some which include two Primetime Emmy Awards.

Paper For Above instruction

The effectiveness of advertising tools in promoting eco-friendly products is a critical aspect of environmental marketing strategies. This paper analyzes the Kia Motors advertisement “Hero’s Journey” as a case study, emphasizing its use of ethos, pathos, and logos to persuade consumers to adopt eco-hybrid vehicles, specifically the Kia Niro. The ad’s compelling narrative, celebrity endorsement, credible branding, emotional appeal through music and color, and provision of factual data work synergistically to persuade viewers that driving eco-hybrids aligns with environmental responsibility and personal ethics.

Ethos, or appeal to character and credibility, plays a vital role in this advertisement. The inclusion of Melissa McCarthy, a recognized and reputable actress, lends trustworthiness to the campaign. Her extensive career and awards establish her as a credible figure, influencing audiences to trust the product. The brand’s long-standing history since 1944 and its recognition in Interbrand’s 100 Best Global Brands reinforce Kia’s credibility and appeal to consumers’ desire for reliable, established companies. This endorsement from both individual celebrity and corporate reputation enhances the advertisement’s persuasive power.

Pathos, or emotional appeal, is masterfully utilized through music, imagery, and color symbolism. The energetic song “Holding Out For a Hero” by Bonnie Tyler conveys a sense of urgency and heroism, subtly implying that consumers can be environmental heroes by choosing eco-friendly vehicles. The repeated lyrics evoke feelings of hope and responsibility, activating a sense of duty towards the environment. The visual use of blue and green enhances this message—blue symbolizing trust, loyalty, and cleanliness, and green representing nature and growth—embedding a subconscious connection between the vehicle and ecological preservation. The imagery of the Kia Niro passing through lush green fields and ocean scenes fosters emotional resonance and reinforces the environmental message.

Logos, or logical appeal, is demonstrated through factual data and product specifications. The advertisement provides clear information about the Kia Niro’s status as an eco-hybrid, emphasizing its environmental benefits such as reduced emissions and fuel efficiency—46 city/40 highway/43 combined miles per gallon—appealing to rational consumers interested in performance metrics. Explicit labeling of the vehicle as an eco-hybrid clarifies the product's environmentally friendly qualities. Presenting credible data allows consumers to make informed decisions based on facts, which support the ad’s overall message that choosing a Kia Niro is a logical step towards greener living.

Overall, the “Hero’s Journey” advertisement exemplifies a comprehensive marketing approach, integrating emotional, ethical, and logical appeals effectively. By presenting a relatable hero’s narrative, endorsing the product through celebrity credibility, using evocative music and colors, and providing factual data, Kia motivates consumers to see themselves as eco-heroes. Such strategies are crucial in environmental marketing, where inspiring behavioral change is as important as informing consumers about product features. Through this integrated approach, Kia not only promotes its vehicles but also fosters a broader environmental consciousness among its audience, making the idea of green driving accessible and appealing to everyone.

References

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