Pathos, Ethos and Logos and Editing to the Beat
Pathos- A Pathos advert will try to evoke an emotion to the audience. An Example of an advert that uses Pathos can be Coca Cola Adverts or the John Lewis adverts such as the Man on The Moon which are mainly aimed at middle class citizens. Pathos adverts try to make the audience fell a certain way to persuade them to buy the product they are trying to sell.
Logos- Logos adverts give you information and statistics on the product they are advertising for, such as using percentages. Most adverts that use Logos are Water Aid, trying to effect the adult audience to help children by using statistics of how many children are affected by dirty water. Logos adverts can link to Pathos and Ethos adverts very easily as statistics can be used to create emotion and appeal.
Ethos- Ethos adverts try to persuade the audience that the product is realistic, honest and reliable.The most expressive way of doing this is by using professionals and celebrities to express reliability in these adverts such as Gillette, which is clearly aimed at men, who uses David Beckham to express you could have some of his lifestyle if you use that product.
Analysing an Advert
Skittles Advert: Midas Touch
The Skittles advert "Midas Touch" is about a man that everything he touches turns into skittles, based on the Midas legend of him turning everything he touches to Gold. The fact that this advert is based off this legend can express how skittles wants the audience to be affected, telling a tale of everyone being obsessed with Skittles. How they are compared to the level of gold can express this, showing how they are worth as much as gold metaphorically. It tells the audience that if Midas was happy with a ridiculous amount of gold, you can be happy with Skittles. This is to create a Pathos advert, expressing emotion as everyone loves the man's power, except him.
The power of emotion can be expressed through the man's stories in the advert, one about a man he shook hands with will never see his family again. The fact that the other two are still eating the skittles links back to everyone loving the power only if they do not have the power their selves, creating a Pathos advertisement. This could be a hint that Skittles aren't healthy for you as they are sweets but they will make you happy with the right amount.The Setting of the advert can also express emotion from the use of the colours making the background dull but the fact that they are wearing red can show that they are ones who are affected by the taste and touch of the rainbow. Their shirt colour can also be imagery to their logo and the colours of Skittles.
The camera techniques in this advert are mid shots, showing the expression on the man's face and how he is holding his hands. This shows how much power this man holds as he is afraid to touch anything as it will turn to Skittles. The long shots show the three people, showing all emotions and actions coming from each person and how they feel about this power, the man being the only one to hate his power.
Water Aid: No Choice
Water Aid uses children such as "Joan" in this advert to make the audience feel bad from not helping the children as it is human nature to want to protect and keep a child safe, bringing a small emotional connection between them. This is a very powerful message, saying only £2 is needed to save a child's life and creates a pathos advert by using emotion and a logos advert by using statistics to evoke emotion. Water aid adverts use logos to create this emotion such as " today 4,000 children die from poor sanitation and dirty water". The fact that this statistic is used compared to £2 creates a very powerful message to the audience.
Water aid adverts like this one tell a story of one child and use statistics to show how many are actually suffering. This is all to cause a guilt trip in the audience because of the emotional connection they have gained in the few seconds, causing them to donate to the cause and to make them selves fell better about the situation. This is a very powerful way of using Pathos and Logos in advertisement because of how much it can emotionally change the audience watching.
Most of the Pathos is created by close up camera shots on the upset children. Close ups are used to create an emotional connection, linking back to the guilt trip, from the audience to the child on screen. This is to tempt the audience to send in money to the company to help save the child they have emotionally attached to in a mere few seconds.
Oral-B Toothpaste And Mouthwash
Oral-B uses ethos in their advert to appeal to the audience. In the advert the woman says "I'm not the only one that's noticed" while sat in front of a dentist. The fact that they did such an interesting shot and saying how the dentist noticed a difference makes the product reliable and trustworthy. The fact that they have used someone who is trained in the product they are trying to sell and says he notices a difference makes the product reliable to the audience and tempts them to buy it as it makes such a big difference.
Most toothpaste related products use "kills 99% bacteria" and other statistics to also convince the audience into buying the product. Although the advert chosen doesn't exactly show the use of logos shows that they are just trying to convince the audience with ethos and pathos. This could mean that they are trying to relate to the audience more than trying to prove how amazing their product is. They show how good their product is by what the woman says, convincing the audience to buy the product as they can be convinced by her opinion.
The camera shots used in this advert also express the woman's emotions, using a bit of pathos as well, to make the audience believe that this toothpaste and mouthwash is an amazing product by using close ups on her smile and face.
Haribo Star-mix
Haribo have used a bunch of business personnel, people who are most of time time very serious, and made their voices like a child. The fact that they have done this creates a pathos advert as it makes the audience happy and expresses that everyone has a child within their selves no matter how serious their job is.
This makes the advert fun and appealing to every age group, entertaining children and adults, because it makes the advert comedic. By doing this they attract every age group and imply that Haribos are fun and make you feel like a child again, promoting their product in a positive light.
Haribo cleverly uses different locations, such as a business room, train and a football/rugby pitch, to show that it appeals to everyone no matter what job you have or how you are presented. This can bring an "all together message", showing that no one is left out when they share Haribos. This is a clever way of using pathos in advertising as it is clearly showing that is appealing to every age and gender to exist.
Editing To The Beat
We were challenged to edit to the beat of the song. This was to test our editing skills and to see how sharp we could edit to the song. It also helped learn that a beat can be found in a song to make a sharp edit to the next clip, making the edit look professional.
This task also helped us get used to the software of Premiere Pro CC and how to take cuts from clips and how the editing software works. The song we edited to have multiple beats that you could edit to, making it easier to find a beat. Some beats made the edit quicker, others would've made the edits slower. The faster beat was the quicker and more sharp the edits looked in the final edit. Quicker edits create a communication to the audience, making them understand that it is more fast paced and makes them feel some adrenaline.
