Definitions and Examples
- 1. Unit 30 Task 1 Advertisement Production for Television Stefan Constantinou A typical thirty-‐second TV commercial can be divided into three parts. The first five seconds of the commercial uses eye-‐catching images, load sounds, and bright colors to grab your attention. The next twenty seconds typically has nothing to do with the product itself. This portion is filler space and may often include comedic antics. The last five seconds of the commercial is actually about the product itself. For a viewer, it is usually the only useful part of the advertisement. There are many different methods and techniques of advertising. However all of them follow the unwritten rules, which are embedded in the Rhetorical Triangle. This consists of the 3 elements, Logos, Ethos and Pathos. -‐ Pathos appeals to the emotions and the sympathetic imagination, as well as to beliefs and values. Pathos can also be thought of as the role of the audience in the argument. It can be either a positive or negative emotional response. Examples of reactions are: happiness, pain, fear and guilt. http://www.tellyads.com/show_movie.php?filename=TA10275 -‐ Actionaid -‐ Sponsor A Child Appeal -‐ 60 seconds – This is a good example because it makes the audience feel guilty and therefore feel the need to donate money. -‐ Logos appeals to reason. Logos can also be thought of as the text of the argument, as well as how well a writer has argued his/her point. It supplies evidence and statistics; this allows the audience to fully understand what the product does. http://www.tellyads.com/show_movie.php?filename=TA9427 -‐ Clearasil -‐ Skin Perfecting Wash -‐ 30 seconds – This is a good example because it gives specific information about a product so people find the product more reliable. -‐ Ethos appeals to the writer’s character. Ethos can also be thought of as the role of the writer in the argument, and how credible his/her argument is. It will try to convince you that the company us more reliable, honest and credible, this then leads you to buy the product. Ethos can involve statistics from reliable experts, for example, 9/10 dentists agree that this mouthwash works. http://www.tellyads.com/show_movie.php?filename=TA16120 -‐ Lucozade -‐ Hydration Test -‐ 30 seconds – This is a good example because Mo Farah is a patriotic role model and he represents us in a very positive way. Exaggeration Take the basic idea you want to communicate, your concept, and then exaggerate it. By exaggerating one aspect of the advert it makes it a lot easier to recognize what is being advertised from the very start. In today’s global market, it becomes necessary to use more and more aggressive types of advertising to get the consumer’s attention. Images that portray extreme and exaggerated situations are more likely to catch the attention of a consumer than those that do not. These images say many things about the advertisers, the audience that receives them, and society as a whole. Advertisers will try anything to sell you their product. Often times they will falsely advertise their product or promote it as something it really isn't. This includes the use of images that have nothing to do with the product they are attempting to sell.
- 2. Unit 30 Task 1 Advertisement Production for Television Stefan Constantinou Advert Comparisons Ambrosia - This Is Pudding - 30 seconds – This advert is directed towards anyone who enjoys pudding. This ad has a voiceover that has strong and convincing sentences that would make people want to buy the product. Army - Football - 30 seconds – This advert is directed towards anyone who is interested in the military. It emphasizes the actuality of the danger involved in the job; this could target those who seek excitement or helping there country.