This week marked the start of our next unit now that music videos is almost finished (videos to be completed post-production by Thurs 26th), our next unit is advertising, if you couldn't guess by the title. This unit is the best for this time of year as most companies bring out Christmas adverts - some make a big deal out of it and have a very moving sentimental advert using the persuasive technique known as pathos others will just add a Christmas spin on adverts that are similar to their everyday ones e.g. advertising Christmas food, or show someone in a Santa hat.
We thought about where adverts are seen and really, they're seen everywhere! TV, radio and print (newspapers, magazines) used to be considered the mains one however if you think about it they pop up in more places. How annoying is it now that YouTube force you into watching an advert before your chosen video, they've even taken away the 'skip this ad' button on some, and why? Mostly because with the advancement of technology and lifestyle the number f people who record programmes and skip through the breaks on TV is increasing as a way to compensate for this companies are now reaching out to the more modern platforms. You can never get away from adverts now, pop-ups with adverts pop-up on websites, Facebook have them down the side of the and even Twitter show adverts now.
After that we thought of memorable adverts and what makes them memorable, I identified that the most memorable adverts have a recurring theme or character that is shown in different scenarios or settings. For example: Compare the Market adverts showing the meerkats or the Go Compare advert that showed the most annoying person on the planet that everyone hated and when the company realised decided to make adverts about people hating him. Another reason why they are memorable is because they are funny a very good example of this is Evian dancing babies advert. Jingles or songs are used heavily to make adverts memorable as people will get used to hearing it and make the link to the appropriate company.
Then we looked at persuasive techniques in advertising. This consists of 3 techniques that advertisers use: pathos, logos and ethos.
Pathos: an appeal to emotion. Using pathos will attempt to evoke an emotional response from the audience - this can be any emotion positive or negative. If they wanted to evoke a happiness, for example, an image of people enjoying themselves with the product. Or, negative emotions such as pain could be shown by someone suffering from not having the 'right' product. Other times, they will use emotions such as fear and guilt by showing a starving child to persuade you to donate money.
Logos: an appeal to logic or reason. Adverts using this technique will present evidence and statistics you need to fully understand what the product does. An example of this would stating how vitamin C orange juice contains - the product being orange juice.
Ethos: an appeal to credibility or character. This technique will try to convince you that the company is more reliable, honest and credible therefore you should buy its product. Also, this technique will include statistics from reliable experts, an example would be 9 out of 10 dentists agree. Or, instead of reliable experts they will choose to use a celebrity to promote a product.
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