Ethos in Advertising: Falling Whistles


In class last night, we discussed ethos, pathos, and logos in advertisements and commercials.  One student introduced us to Falling Whistles, a campaign to stop the violence in the Congo.


Falling Whistles is the perfect example of an advertising campaign grounded in ethos.  Founded in 2008 by Sean Carasso, Falling Whistles “sells whistles for $34 to $104 to raise money for education, advocacy, and the rehabilitation of war-affected people in Congo” (Source).  From all of the commercials we watched in class, this one changed us all.  When ethos, pathos, and logos combine with a strong purpose and a clear story, we feel so motivated to act that most of us in class promised to purchase a whistle to support the cause.  The company also displays some serious ethos, as under “About,” founder Carasso posted his financial records: the company’s first annual report and nonprofit letter of recognition.

This is a campaign people trust, understand, and deeply feel.

“The Falling Whistles campaign launched with a simple response – make their weapon your voice and be a whistleblower for peace in Congo. Read the story and buy the whistle. Together we partner with local leaders to advocate and rehabilitate for those affected by war. Share their story and speak up for them” (Source).


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