Livestrong As A Genre On Commercial

The purpose of this paper is to discuss the methods of persuasion that are used in this commercial, and how the use of ethos, pathos, and logos has made the commercial from ASPCA persuasive and successful.

Television advertisements have been a part of pop culture for years, these quick minute long clips gain the popularity of its viewers through humor, shock, or simply good salesmanship. The ShamWow infomercial has become one the most well known television ads in America. Its popularity came from its snappy dialogue, believable offer, and enthusiastic spokesman. But what made this infomercial so successful? Today I will be analyzing how the ineffective use of the appeals of ethos and kairos, and the highly effective appeal of logos and pathos effect the audience in the ShamWow commercial.

While those clips are being shown, the song ‘In the Arms of an Angel’ by Sarah McLachlan is being played in the background. Slides with different statistics are being shown as well. The song “In the Arms of an Angel” is the major aspect of the commercial that really sets the tone. The tone of the song is depressing and gloomy but grabs the attention of the audience at the same time. The main point of the commercial is to convince the audience to “be an angel”, by saving the abused animals dying in the shelters. The song used is a perfect tool to convince the audience to be an angel and help the animals. Even though the music is a large part of setting the tone, the clips and pictures are equally as moving. Showing pictures of abused and suffering animals is a great way to get the audience’s attention and cause them to become sympathetic to the animals. Very few people in the world are unfazed when they see a video or picture of a helpless and suffering dog or cat. I looked at a lot of the related videos on YouTube and many of them are reaction videos. The videos show the audience’s reaction to the commercial. In more than 99 percent of the videos that I saw the viewer is in tears at the end. If a commercial that brings the audience to tears is not a perfect example of pathos then I don’t know what is.

Thus, by creating appeals to logos, pathos, and ethos, companies use advertisements as powerful persuasive tools. This can be done through the careful selection of color, imagery, narration, design, and layout, to name a few significant elements. When used correctly, these rhetorical strategies can make the difference between whether a product or idea is embraced or rejected by the

In addition to all the examples of pathos, they express a lot of ethos in the ad. This is mostly shown through Sarah McLachlan. Not only does McLachlan speech throughout the video in a soothing tone but she is also the one singing “Angels” in the background of the video. They don’t directly say it, but you can tell from the context that Sarah McLachlan is a huge advocate for the BC SPCA company. This is most likely because she is seem sitting on the couch petting a rescued dog and you can hear the sadness and pain in her voice. Sarah McLachlan is a famous person and when people see the commercial and recognize her they will want to help and donate just like she is. Sarah McLachlan is probably a role model to many and a lot of people want to follow in the footsteps of their role model. The people who see this commercial they will trust it because of Sarah McLachlan. The positive to this is that more people will want to donate to BC SPCA.

Dealing with death and the emotions that come along with it is common to humans. This is especially true when it involves a parent or grandparent. In the commercial, the woman is having to deal with her ill father who is bedridden. This is an event most will have to go through once in their lives and letting go can be difficult. However, there is one thing that can help soothe the process of death and that is the existence of deep love for the person. Despite the commercial presenting this sensitive topic, the advertisement effectively reminds the audience the importance of everlasting love because of the use of pathos and ethos.

The artifact I selected is a public service announcement from the American Heart Association. The American Heart Association has produced various health issue ads and campaigns geared towards educating individuals on health risks, symptoms, prevention and facts about heart-related conditions. In the beginning of this video, NBA player Paul George is seen playing basketball on a court by himself reflecting on how his mother’s stroke was devastating and sudden. Paul George then stresses the importance of knowing the signs of a stroke. This is known as the acronym F.A.S.T., Face drooping, arm weakness, speech difficulty and time to call 9-1-1. He desires to make sure that every person is knowledgeable of these signs so they will be prepared to act fast and possibly save someone’s life. I came across this video while looking up information about heart-related issues caused by high blood pressure. The message delivered in this video has become a reality for many in our nation. From this video, we learn that early detection is critical in increasing the stroke survival rate.

The main purpose of commercials and advertisements is to persuade the viewer to purchase the product that is advertised, but not all commercials are successful in this endeavor. Companies, such as Budweiser and Kleenex, appeal to the viewers’ ethos, logos, and pathos in order to influence them to buy the advertised product(s). In order to appeal to each of the categories, companies use different tactics to catch viewers’ attention. The use of ethos, logos, and pathos can make or break an advertisement based on how it is being used.

In the ad called, "Giving is the Best Communication", there was a significant message about giving help to others in need and have a good heart. This message from the phone company, "True Move H", affects the audience by having individuals consider on communicating with a positive approach of giving assistance to people living with struggles. Throughout the video, it tends to show appeals to emotion by beginning the story full of pity, and companionship, with an ending of expressing gratitude. The company tends to sell an idea to the audience instead of selling the product itself. "Giving is the Best Communication" contributes to use the strategies of pathos in the story to please the audience on using kindness.

The type of audiences that I will be appealing to are all three, resistant, neutral sympathetic. I will be using the appeal of pathos. As I recall, pathos is an appeal to emotion, and is a way of convincing an audience of an argument by creating an emotional response. The types of visuals I will be using to make this video interesting are videos. My main goals for my commercial are to make people aware of police brutality. Also, how many cases have occur just in the year 2015. Lastly, how police brutality in the U.S. compares to other countries. I want to be able to touch people’s hearts and help them see what is going on in our communities. One thing that I learned from the video, 2010 NCVRW PSA- Be The One, was how to use pathos effectively.

Science World is a non-profit organization that provides facts of science for everyone to enjoy no matter the age. This Campaign uses transmedia to spark the interest of their audience and make them want to find information about this campaign. The different assets that it uses are mostly outdoor media like billboards, bus stations billboards, nature props and others. They use these methods to make you wonder and curious about them. They also use very peculiar yet interesting data that will catch people’s attention. The images and props they show help the viewers have a visual representation of the facts. According to Thermopylae Sciences + Technology (2014) “The human brain processes images, 60,000 times faster than text and 90 percent of information transmitted to the brain is visual.” This helps people understand the content that Science World is delivering. The goal is to inspire

Love Your Melon was started in 2012 to help children battling cancer by providing funds for cancer research and hats to keep their heads warm. The non-profit has used social media as their main advertising platform, yet have incorporated their own website for sales and information about the organization. Within these modern advertising mediums, they have produced advertisements meant to gain support from young consumers and create a trend throughout the country. In the attempt to form a trend, there has been the utilization of celebrities, everyday people, and emotional videos that demonstrate the success of the non-profit and how it affects the life of pediatric cancer patients. The illustrative advertisements seem to be successful in the goal to better the lives of everyone involved in the organization from the patients to the consumers. As a Millennial start-up company,

he attention and emotions of viewers when they watch the videos and find kindness in their heart to donate to the needy. It also put the viewers in a situation that cannot resist from their guilt.

When analysing all of the advertising around us, sometimes we don’t look at what the true message of a commercial really is. We live in a world that is controlled by mass media and because of this advertisers are trying harder each year to outdo themselves and their competitors. Rhetors use techniques in their advertisements such as fantasies or surrealism to catch the attention of their audience. Companies like Audi pour millions of dollars into their marketing teams to make sure their cars look the best and attract consumers. Commercials that are shown on television today are great examples of rhetorical artifacts because of the many techniques being exercised by the rhetor. Analyzing this through the lens of rhetorical

A better web experience starts with your website.” They continue on by having people portray to real ads. They use examples such as a type of meme with funny words on it. They continue on to have a muscular man pointing at his stomach with the word go on it while saying click here.