Table of Contents
Advertisement Storyline
Ideas
Ethos
Emotionality
Symbols
Artistic proof
In summary,
According to Media Dynamics, an adult can see 600-625 advertisements from different sources in a single day. Media Matters, 2007. According to Bauer and Greyser’s study, only 76 advertisements were seen by people. (Bauer/Greyser 1964 ) Persuasion is a key element in the advertisement industry. The thesis Rhetoric is a Greek philosopher’s theory that persuasion uses three types of proof. These are logos (ethos), pathos (pathos) and ethos. Artistic proof remains the most fundamental argument. Because inartistic proof cannot speak for itself, combined proof can create persuasive arguments. This assignment will discuss the rhetorical analysis of two advertisements to see how they persuade.
Advertisement Storyline
This is an advertisement that the Lipton Pakistan and The Citizens Foundation partnership has created to provide free education in 10 TCF school. Chotu, an infant, is forced to work in a local stall for child labor. He is then helped to go school by a man who appears at the stand. The advertisement encourages children to be aware that child labor is common. Lipton’s advertisement aims to appeal to emotional, sentimental and perceptual audiences. These audience members are easy to convince with the help of pathos, which brings their emotions into this advertisement. Turkish Airline has published the second ad. The advertisement is a game, with three players and one referee. They are trying to get the referee to side with them. The referee here is a 10- to 12-year-old child. He chooses what he wants. Finally, he picks up the icecream from his flight attendant without even thinking about it. This advertisement aims to convince anyone who has ever flown with Turkish Airlines that they are the best. Turkish Airline advertising is aimed at convincing those with realism who believe that they are reliable and trustworthy. The advertisement should portray the professional or public figure that has qualifications. This will convince them.
Beliefs and Values
Ethos is the appeal of ethics and credibility to persuaders. It is the first component in the theory. Non-verbal messages, such as reputation, physical appearance, and delivery, are also included (Demidorgen 2010, p.192).
The first advert ends with the number of Unilever companies, which wish to give education free to Pakistanis and miss the call. Unilever Pakistan’s credibility is established at this point. It tries to influence Pakistan’s policies, raise public awareness about national issues, find solutions quickly, and has proven to be successful on numerous occasions. The final ad shows the number Unilever businesses, which wish to give education free to Pakistanis.
Turkish Airline’s advertisement features an ethos that consists of convincing people by inviting world-famous athletes, Kobe Bryant or Lionel Messi. This means that the targeted audience is convinced of Turkish Airlines and this product simply because Lionel Messi or Kobe Bryant appear in the commercial. Both are known athletes and can be trusted to convince.
Emotional appeal
Aristotle’s proposition on pathos refers to psychological appeals that rely on the emotional response of the receiver. The speech’s tone or mood is another factor that appeals to the audience’s will (Demidorgen (2010), p.192).
The advertisement features Chotu, a child who envies the other children’s school going while he is busy making tea and washing dishes. However, Chotu is an advertisement for all the “Chotu” who work to support their families. Most child labourers in Pakistan feel that their work is important to the family (Haider, Qureshi, 2016, page 5). The background sound supports Pathos, which is shown in the scene as a young man inspired by the lyrics.
Will someone stand up for me? As children find themselves in greater poverty, more will accept that they must work.
Turkish Airlines advertisements do not appeal to the human spirit. Because the goal of the advertisement was to convince the audience that Turkish Airlines’ service is superior. To attract people, they don’t need to appeal to their emotions.
Symbols
Logos is the ability of a person to reason.
Chotu stated that the Lipton ad showed Chotu saying that the local stand was his school. That the dishes are his books, while the ladle used to stir the tea is his writing instrument. It is clear that Chotu hopes to be like other kids his age. He wouldn’t have such fantasies if he could go to school. They should also be aware that he may want to go to school over working at the local food stall. This could either be because of financial problems or his being the child and the family’s business.
The second advertisement uses logos between two characters, Lionel Messi or Kobe Bryant. They know they won’t lose, and will continue to fight until they win. It is a natural thing to never give up. The funny method of using humor to portray the competitive nature between the companies was another way. A hidden logo that represents Lionel Messi (Kobe Bryant) is also featured in the advertisement. This was done to highlight the American-African society’s competitiveness.
Artistic proof
As the advertisement above shows, more than 40% of Pakistani children don’t have access education. Child Rights Movement National Secretariat 2016 has shown that over 12.5million children in Pakistan engage in child labor. The Citizens Foundation’s “Be Awake to What Really Matters” campaign is also featured in this advertisement. It aims to eliminate child labour in Pakistan, and help families turn their lives around.
In conclusion,
The first advertisement uses mainly the pathos to bring out the emotions of the audience. It shows a child who is unable to attend school because of their family’s financial problems. Lipton advertises to raise awareness on these social issues, and encourage people to donate to the children of Pakistan. To create an atmosphere of sadness and empathy, they use pathos. The second ad focuses on ethos. This invites public figures that will convince the audience. Turkish Airline invited two famous athletes from the world to convince their audience and increase trust in their services and company. People who admire celebrities are more likely to consume. Both advertisements above use different methods of persuasion depending on how they communicate. Dainton (2011), at p.2, states that good communication is the ability to communicate different ideas to people in different situations.
