Author(s)

Xiaoya Zhao ¹

Affiliation(s)

¹ Xi'an International Studies University, Xi'an, Shaanxi, China

Corresponding Author

Xiaoya Zhao

ABSTRACT

In recent years, the major product launch of a new energy vehicle by a leading technology company has attracted widespread attention. This paper reveals how this product achieves widespread product communication through the use of Aristotle's persuasion model: ethos, pathos, and logos. By analyzing the influence of its founder, the logic of its slogan, and the emotional resonance triggered by its branding, the study finds that the popularity of the product is a result of a "technē" of persuasion that effectively steers the audience's judgement. The paper concludes that a comprehensive use of diverse communication strategies is essential for successful product promotion in the modern market.

KEYWORDS

Aristotle's persuasion model, ethos, logos, pathos, communication strategy

CITE THIS PAPER

Xiaoya Zhao. Communication Analysis of Tech Giant's New EV Popularity from the Perspective of Aristotle's Persuasion Model. Media and Communication Research (2026). Vol. 7, No.1, 26-30. DOI: http://dx.doi.org/10.23977/mediacr.2026.070105.

REFERENCES

[1] Zhang, S.H, From the popularity of Xiaomi SU7 to Lei Jun's diversified marketing skills. Enterprise Management. 2024; 45(5): 67-70.
[2] Alkhirbash, A, A proposed framework for analyzing Aristotle's three modes of persuasion. International Journal of English and Education. 2016; 5(4): 111-117.
[3] Rapp, C, Aristotle on the moral psychology of persuasion, Oxford: Oxford University Press; 2012.
[4] Yang, X.W. (2010) On Aristotle's persuasion principles in advertising. Master's Thesis, Hebei University, Baoding.
[5] Gong, W.K, The origin and development trend of the science of persuasion: Starting from Aristotle's Three Means of 'Ethos', 'Pathos' and 'Logos'. Journal of Peking University (Philosophy and Social Sciences). 1994; 40(3): 24-30.
[6] Aristotle, Aristotle's Art of Rhetoric, Chicago: University of Chicago Press; 2019.

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