Speech Outline #2

                                                  
Five Guys


Greeting/Hook (long, more than outline) - Adverising is all around us. Whether its the aquafani label on a waterbottle, an apple icon on your computer, or a Iowa sticker on your car, brands enforced through advertisments are everyhwere, and are impossible to avoid. Shockingly it is estimated that we can see up to as many as 5,000 brands per day, which is one add per 11.52 seconds! In short the more brands we are proned to see, the more likely we are to buy that product. This is why it is no suprise that Google makes 95% of its revunue just from online adds. Advertising is one the fastest growing markets in modern America. In fact it is a 70 Billion dollar business. Simularily though, in order for an advertisment to be highly succesfull, it needs to be attatched to a brand that provides a postive experience or meaning to the consumer. Take Old Spice commericals for example. In Old Spice's commercials the use of the iconic man with his soothing jingle creates a long lasting effect on the consumer. This effect will in turn reside in the viewer's  brain for an extended period of time, that is of course untill it is time to go shopping again. This is when you know an add is succesfull. This is why a succesfull add is not defined by the immediate effect it has on its consumer, but it is ultimately the long lasting effect and postivie experience it has on viewer.  The power of advertising is not just a new concept  though, in fact its importance was realized roughly 2,000 yeras ago by the Greek philopsopher, Aristotle. Aristotle classified this information into three catogories. Ethos ( ethical appeal or credibility ), Pathos ( emotional appeal), and Logos ( logical appeal or statistics )


Thesis (extended, more than outline)
I chose to analyze a hamburger joint called Five Guys. I'm choosing this restaurant because of their high quality food, friendly atmosphere, and their unique taste. I also was swayed towards picking this restaurant because of the positive, long lasting experiences I have gained from visiting this restaurant weekly as a child. Aside from being a high quality resteraunt, they are a high quality advertisers as well. One of the reasons in which sets Five Guys a part from other local hamburger joints, is the way in which they used Aristotle's concepts of Logos and Ethos. Through Aristotle's concepts of Logos and Ethos in their stores and through online adds, they were able to convince their audience though credbility and statistics to buy their product.



Overview
In this paper I will be analyzing online and store adds to not only show how Five Guys is a superior hamburger joint, but to demonstrate how its use of Aristotle's emotional appeals of Ethos and Logos, contributes to more sales.


Transition
Before I started my analyisis though, I traveld back to my home town in Lincolnshire, Illinois. It was here that I tried my first hamburger, and in fact my first "Five Guys Hamburger" as well. I wanted to re-live my first bites of consumption of this scrumtpious patty before I got to work.


Main Idea #1
An influential add that in fact convinced me to analyze this particular company was an add I found online saying "There's over 250,000 ways to build a hamburger at Five Guys, how will you build yours. I thought this was not only effective in grabbing the audiences attention, but it was effective in using "Logos" to convince the consumer to buy the product, due to the fact that there is so much variety in customizing your burger.



Main Idea #2
I will also be  analyzing "Five Guys" reviews by athletes located inside their restaurant. Their athlete's reviews aren't only just a great visual display, but they represent an emotional appeal called Ethos as well. Even though Ethos typically means "opinion from a credible source" being a "celeberty" and having that status influences the mass media quite substantially. Having a spokesmen thats an athelte not only leads to sales, but it increases populairty. This boost is due to role model figure athletes play. Role model endorsement leads to increased sales and popularity becuase when people see their favorite athlete chowing down on a hamburger, they self-conciously think that eating that same hamburger will make them become more alike.










Main Idea #3
The personalized reviews by food critics appeals to logos and ethos. Food critic reviews appeal to ethos and logos because not only do food critic have a professional opinion (ethos), but they have statistical polls to prove their recommendation (logos). The use of  logos, or professional approval through statistical polls, not only reinforces the fact that "Five Guys" is a high quality restaurant, but it also intrigues the consumer to buy the product because of the food critic's expert knowledge in the food industry.


Conclussion
Through  online and instore adds, Five Guys was able to use the cocnepts Ethos and Logos to not only boost popularity and sales, but positvley alter its values and atmosphere as well. This reinforces that fact that even though Aristotle's emotional appeals were thought of over 2,000 years ago, they are still considerd the best forms of consumer persuasion to this day. Shockingly it is estimated that we can see up to as many as 5,000 brands per day (one per every 11.52 seconds) but it is the rare important ones that will be rememberd, and from analyizing this company I can confidenetly say that this is one company that will be just that.