In what ways does advertising appeal to logic, emotion, and character (logos, pathos, ethos) as a form of persuasion?
Campaign ad
- Speech- Grace
- Setting- Thanks giving dinner, happiness, family
- Effective use of Pathos-appealing to the viewers emotions.
- Variety of ages
- Spokesperson- Young girl, innocence, creates shock
- Tone of words- informal, easy to digest
- Tone of voice: Calm, appreciative- creates confusion, contrasts meaning of message
- Use of music: Soft, hear bell sound when new mind is "opened"
- Faces reflecting viewer's feelings
'Grace'
Language analysis
- Advertiser: PETA
- Spanish model Elen Rivas, campaign showcases the benefits of a meat-free diet.
- Target audience: Both men and women
- Colorful- attention capturing
- Vegetarian looks appealing
- Using celebrity to sell product
- Double-entendre: “spanish melons”
- Conveys the message that she is as good as the fruit
- Bottom text- "need more reasons?"
- Use of logos- stating facts
Ad video
- PETA
- Banned ad published before thanksgiving 2009
- Audience: Turkey dinner eaters
- Purpose: "Go Vegan"
Comparison
- Repetition of “thank you”
- Repetition of “the turkey we’re about to eat”
- “pack” instead of “put”
- “tiny”/”little”
- Lexical field- Violent words
- “when Turkey”- personification
- “kicked around”- image
- “like a football”- Simile
- “little turkey heads”- rhythm
- “special thanks”- attention grabber
- Repelling words “chemicals, dirt, poop”
- “oh and thank you for rainbows"- adds humour, contrast between girl and family
Similarities
- Promoting new life style
- Both use humour
- Unnatural settings
Differences
- One’s a picture add, one’s a video
- Use of different means of persuasion
- Different uses of attention grabbing