AdverTAIsement Analysis - Tai Lopez

If you’ve been on YouTube in the last few months, you have to know it. It’s the one and only: “Here in My Garage” by Tai Lopez.

This video was designed to advertise Lopez’s website where he claims to have the secrets to being rich. At first glance, there is clear evidence of the use of pathos, ethos and logos.

Pathos – He makes referrals to previously living on a couch in a mobile home in order to attract sympathy, and possibly also connect with his audience who are assumably those who wish to make money but don’t already have enough. He gives the sense of “You can do it, but you need my help” to provoke desire for anything he sells. Lopez appeals to the audience by giving them self-belief, saying that you shouldn’t listen to others who tell you not to do something, but should listen to him because he has “KNAWLEDGE”. He tries to appeal to everyone no matter what they want or what stage they’re at, as to say that anyone can do this. He does this by telling everyone they are “destined to do” these extraordinary things as he tries to manipulate them into believing he will make this possible.

Ethos – He begins the video by showing himself in a large garage next to his Lamborghini, claiming he lives in the Hollywood Hills. As supercars and areas such as this are a sign of wealth, he is associating himself with this wealth and portraying himself as wealthy; he consistently references these possessions. Since the topic of the advertisement is becoming rich, he is building his credibility as someone who can teach you how to get rich. He also talks about his books which he assumably has read, indicating he must be knowledgeable. His neatness, including glasses, also indicate success and wealth. Tai makes claims that he was provided knowledge from multiple successful mentors, therefore making his information more credible as it comes from multiple reliable sources. His mention of get-rich-quick schemes is also designed to dismiss the idea that this is a scam.

Logos – He uses numbers such as the number of new books he has (2000) and how much money he used to have ($47), as well as referencing famous wealthy people. This reference is significant as if Warren Buffet makes a claim about wealth or knowledge, it is considered more likely to be true than someone who is unsuccessful or poor. He also gives urgency to his audience, saying it is logical to implement his product “today” for success. Since the information is free, he is portraying that it is logical to obtain it considering there is no loss, however this is intended so that the customers will eventually purchase products or information from him.

So here is a basic look at one of Tai Lopez’s ads. Look forward to more analytical work.