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Literature Review
Aristotle’s Rhetorical Theory
The art of rhetoric can be described as a stream of consciousness that involves the relationship between thought and expression. Rhetoric focuses on the strategic use of language to attain persuasion. Aristotle defined rhetoric as the understanding of available means of persuasion. The goals of rhetorical analysis include the persuasive strategies employed by a writer to accomplish their aim and the influence the use of rhetoric can have on the audience. In Rhetoric, three artistic proofs, namely, logos, pathos, and ethos, were identified by Aristotle, and he argued that they constitute the art of rhetoric. According to Aristotle, the available means of persuasion in discourse are based on the three kinds of proof: logical reasoning, human emotions, and human character. Griffin (2000) states that the logical proof relies on sound reasoning within an argument, the pathetic proof is associated with the emotions evoked in the audience, and the ethical proof pertains to the way the writer's character or disposition is conveyed in the message. Similarly, Aristotle's definition of rhetoric is the ability to see the available means of persuasion in each case through the three main forms, ethos, pathos, and logos (Aristotle, as cited in Rashid & Mohamad, 2019). Aristotle's theory focuses on language as a tool and vehicle for shaping persuasive arguments (Aristotle, 2004).
Aristotle's rhetorical theory has been used to study modern communication and investigate the theme of persuasion. Yang et al. (2018), in their study on the marketability of a product, applied Aristotle's rhetorical theory to identify three main persuasive variables: credibility, emotive bonding, and accommodation characteristics, and further evaluated their functions in establishing the trust of users. The study's results show that maximum trustworthiness is needed in communication between clients and service providers in the business world. Another study by Auger (2014) examines how nonprofits use rhetorical techniques on Twitter to gain support and influence audiences, operationalizing logos with subcategories such as fact and statistics, ethos with celebrity and public figure, and pathos with motivation, humor, and love.
Furthermore, Murthy and Gosal (2016) apply Aristotle's rhetoric to industrial communication. The authors stated that effective communication is essential in the management of industries, given the heterogeneous nature of the workforce. They claimed that, with the help of Aristotle's three persuasive appeals, industrial communication could be highly effective.
As seen in the above review, Aristotle’s rhetorical theory has been used in many persuasive studies. Similarly, his classification of persuasive elements -- ethos (credibility), pathos (emotional appeal), and logos (logical reasoning) -- remains highly relevant and applicable to contemporary brands, particularly those that effectively leverage social media. These rhetorical principles offer valuable insight into today's communication style and remain a framework for understanding and analyzing the persuasive strategies employed by modern brands on social media platforms. While these means of persuasion are typically meant for a speech by a rhetor, when it comes to social media, these become relevant because social media has become one of the main marketing strategies used in promoting a product. When these three rhetorical appeals are strategically aligned, they create what Aristotle defined as successful rhetoric. In today’s marketing landscape, this success can be measured by several indicators: increased audience engagement (likes, shares, comments), strong brand recall, emotional resonance with target consumers, and loyalty or advocacy as reflected in repeat interactions or purchases. For social media campaigns, additional metrics such as view counts, follower growth, and customer-generated content also serve as evidence of rhetorical impact. Thus, Aristotle’s framework continues to provide a robust framework through which we can assess the effectiveness of persuasive strategies in the digital age.
According to Lewandowsky et al. (2012), individuals tend to seek information that aligns with their existing beliefs, prioritize the coherence of the narrative, consider the credibility of the source, and consider the prevalence of belief or acceptance by others. From this perspective, it can be argued that effective persuasion or communication relies on the combination of a seemingly credible source and a well-crafted story or message, delivered to an audience that is predisposed to believe it. For this study, the discussion of social media focuses on one social network: YouTube. YouTube is a TV streaming service that includes live TV from 100+ broadcasts, cable, and regional sports networks. Most people have access to YouTube, and it is easy to navigate. YouTube has been one of the most popular video-sharing platforms since it was launched in 2017.
Overview of Tesla Company
According to Cezim (2023), Tesla is one of the most innovative and trailblazing car companies globally, setting itself apart with game-changing electric vehicles and innovative technology. Tesla produces fully electric cars that are fast and attractively designed. Moreover, the electric automaker does not deal with car dealerships and distributors and sells its vehicles directly to end-users. While other major automotive brands allocate a significant portion of their budget towards paid marketing efforts, Tesla has taken a different approach. For example, Tesla does not spend any money on social media ads, which contrasts with more traditional automotive brands like BMW, Porsche, Cadillac, and others. Tesla focuses on marketing through customer experience (a referral program), social media, and cross-promotional opportunities (Dudovskiy, 2021).
Tesla's marketing strategy is unconventional, setting it apart from traditional automotive advertising. Rather than investing in paid advertisements, Tesla relies on a "zero-dollar" marketing model that emphasizes organic brand promotion through social media, customer referrals, and viral content. The company engages its audience primarily through compelling narratives and product unveilings on platforms like YouTube and X (formerly Twitter), often led by CEO Elon Musk himself (Simplilearn, 2023). Musk's direct and influential online presence acts as a powerful branding tool, blurring the lines between corporate communication and personal advocacy (Forbes, 2020).
Tesla also utilizes a referral program that incentivizes customers to share their experiences, effectively turning users into brand ambassadors (Krows Digital, 2023). These strategies reflect a participatory marketing approach where community engagement, emotional appeal, and authenticity drive consumer interest and loyalty, core aspects of Aristotle’s rhetorical principles. This strategic reliance on ethos and pathos enhances brand perception and credibility, creating a persuasive marketing presence without conventional advertising spend. This study expands on previous research to contribute to the body of knowledge in rhetoric by applying Aristotelian Rhetorical Theory as a framework for examining and analyzing persuasion in the content of promotional YouTube videos published by Tesla automotive company.