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Ad Logic by Arik Durfee

What are TV commercials REALLY saying?

Tracy Catlin

on 17 September 2018

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Transcript of Ad Logic by Arik Durfee

We all love commercials.
But what's the point?
Companies sometimes pay millions of dollars on these commercials.
So what are they trying to accomplish?
Companies pay all that money
because they're hoping to PERSUADE you
to do something or to buy something.
But how do commercials PERSUADE us?
They do it by appealing to your sense of Ethos, Logos, and Pathos.
How does this commercial convince us to buy an Egg McMuffin with Ethos, Logos, and Pathos?
What does this Nike commercial do to make you want to buy Nike Football gear?
Think about it like this:
The commercial is basically saying,
If you wear Nike Football gear, then you will...
Fill in the blank.
Notice how unrealistic this is. Just wearing Nike gear doesn't mean you'll be able to get one massive hit and crazy tackle after another as a defender and one unstoppable run after another as a running back.
Let's watch another one.
How about this one?
What EVIDENCE do they give you to prove that it will be worth your money to go see Avatar in the theater?
Notice how they pointed out that it was directed by the same director that made the movie Titanic. Why would that convince people to go see this movie?
Did you notice the celebrities in this commercial?
Why would having a famous person in the commercial convince you to buy a product or go out and do something?
Now it's your turn.
Find a print advertisement or a commercial or trailer to analyze for ethos, logos, and pathos.
After you watch each commercial, answer the five questions on your worksheet.
Is the reasoning in the advertisement sound? In other words, do the reasons they give for why you should buy Nike gear actually make sense?
Pay attention to whom a commercial is targeting. Notice that an ad that aims to convince teenagers is very different from a commercial that tries to convince senior citizens.
If a celebrity likes this video game, does that mean the video game is good? Or is that irrelevant evidence--evidence that has nothing to do with the point the commercial is trying to make?
Who is the audience of this commercial? In other words, WHO are they trying to convince to get car insurance through Allstate?
Let's go to work!
What are TV commercials REALLY saying?
Watch and decide what Ethos, Logos, and Pathos each commercial shows.
Full transcript