The concept of persuasion constitutes one of the fundamental components of communication processes and is strategically employed in modern advertising to influence target audiences. This study aims to examine the persuasive strategies employed in the advertisements of Turkish Airlines (THY) within the framework of Aristotle’s rhetorical triad: ethos, pathos, and logos. Adopting a qualitative research design, the study selected the ten most viewed advertisement films published on THY’s official YouTube channel through purposive sampling. The data were analyzed using descriptive content analysis, and both visual and verbal elements of the advertisements were evaluated in relation to the rhetorical framework. The findings indicate that ethos, pathos, and logos are employed in a balanced and integrated manner in THY’s advertisements. The brand constructs credibility through international awards, prestigious partnerships, and its institutional legacy; establishes emotional bonds with audiences through cultural motifs, national identity references, and affective narratives; and achieves rational persuasion by emphasizing service quality, flight network, and technological infrastructure. Consequently, the study demonstrates that classical rhetorical theory provides a functional analytical framework for contemporary advertising practices and reveals how THY reinforces its corporate identity through rhetorical strategies.
Aristoteles, Rhetorical Analysis, Advertising, Persuasion, Turkish Airlines