COMMERCIAL ASSIGNMENT:
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Advertising techniques:
- Pathos: an appeal to emotion.
An advertisement using pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi. Other times, advertisers will use negative emotions such as pain: a person having back problems after buying the “wrong” mattress. Pathos can also include emotions such as fear and guilt: images of a starving child persuade you to send money.
- Ethos: an appeal to credibility or character.
An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product. Ethos often involves statistics from reliable experts, such as nine out of ten dentists agree that Crest is the better than any other brand or Americas dieters choose Lean Cuisine. Often, a celebrity endorses a product to lend it more credibility: Catherine Zeta-Jones makes us want to switch to T-Mobile.
- Logos: an appeal to logic or reason.
An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. The logos of an advertisement will be the "straight facts" about the product: One glass of Florida orange juice contains 75% of your daily Vitamin C needs.
Important Notes:
- Films must be the original work of the students. No more than 10% can be footage, pictures or graphics not taken by the student.
Other Advertising Techniques:
Avante Grande: the suggestion that using this product puts the user ahead of the times.
Magic Ingredients: the suggestion that some almost miraculous discovery makes the product exceptionally effective.
Patriotism: the suggestion that purchasing the product shows your love of country.
Transfer: positive words, images, and ideas are used to suggest that the product being sold is also positive.
Plain folks: the suggestion that the product is a practical product of good value for ordinary people.
Snob Appeal: the suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle.
Nostalgia: the product promises to take you back to the "good ole' days" - allows viewers to reminisce on better times.
Bribery: Offers you something extra with the product:
Bandwagon: the suggestion that you should join the crowd or be on the winning side by using the product - you don't want to be the only person without it.
Celebrity Endorsement: the idea that if a celebrity uses or endorses a product, it must be good.
Magic Ingredients: the suggestion that some almost miraculous discovery makes the product exceptionally effective.
Patriotism: the suggestion that purchasing the product shows your love of country.
Transfer: positive words, images, and ideas are used to suggest that the product being sold is also positive.
Plain folks: the suggestion that the product is a practical product of good value for ordinary people.
Snob Appeal: the suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle.
Nostalgia: the product promises to take you back to the "good ole' days" - allows viewers to reminisce on better times.
Bribery: Offers you something extra with the product:
Bandwagon: the suggestion that you should join the crowd or be on the winning side by using the product - you don't want to be the only person without it.
Celebrity Endorsement: the idea that if a celebrity uses or endorses a product, it must be good.
Nostalgia Example:
Nostalgia: the product promises to take you back to the "good ole' days" - allows viewers to reminisce on better times.
Bandwagon Examples:
Bandwagon: the suggestion that you should join the crowd or be on the winning side by using the product - you don't want to be the only person without it.
Avante Garde Examples:
Avante Grande: the suggestion that using this product puts the user ahead of the times.