Target has been a retail staple since its founding in 1902, eventually taking claim as the second-biggest discount retailer in the nation (behind Walmart, of course). Seeing aggressive expansion in the 1990s and 2000s, Target’s logo and familiar voice have steadily become more recognizable, offering a unique experience to customers and cementing a status even with people who have never heard of the brand before.
Target focuses on a somewhat different demographic than its price-fixated discount retail competitors, allowing it a critical opportunity to shift its rhetoric and capture a different segment of the market. By focusing more on an Ethos of quality and a Pathos of trendiness, Target has been able to achieve the reputation it enjoys today.
Ethos (Authority)
Target differentiates itself from its major competitors by presenting itself as more upscale, and trendier. In order to preserve this reputation, Target needs to present itself as an authority to trend-minded, quality focused audiences. In its advertising campaigns, however, Target does not directly try and play up its authority in the space. Instead, the company subtly presents examples of the types of products it offers, letting customers make assumptions on their own.
Pathos (Emotion)
Target uses an Us vs. Them mentality in its Pathos, similar to Apple’s strategy but with significantly lower factors of aggression. Instead of downplaying other brands, Target talks itself up, and uses language that makes people feel upscale when shopping at Target instead of Walmart or a similar chain.
Logos (Logic)
Target does not implement a Logos element in many of its advertising campaigns. It is not necessary to present or explain the logic behind the quality of Target’s product lines; instead, Target allows its customers to draw their own conclusions.
Target has built and currently maintains its reputation as a detail retail chain focused on style and quality. By flaunting its Ethos subtly and making customers feel good about shopping at Target, it harnesses a unique sector of the market.
