What is Ethos, Pathos and Logos

Ethos, Pathos and Logos

The persuasive strategies used by and advertiser who wants to you to buy their product can or are usually split in to different categories.


Ethos: is an appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader.

 

Pathos: is an appeal to emotion, and is a way of convincing an audience of an argument by creating an emotional response.

 

Logos: is an appeal to logic, and is a way of persuading an audience by reason.

 



This triangular shape explains about Logos, Ethos and Pathos, they are all ways advertisers persuade people to purchase their products.

Different ways to advertise

Different Ways to Advertise

This presentation, explains different techniques on advertising and a few of their examples and how they are effective ways of advertising.

 

Homework: Writing a paragraph about a film

Homework: Embed a 3 trailers or key scenes from your favourite films, write a paragraph about each, explaining what each film is about and why you like them.

 

Harry Potter and the deathly hallows part 2

This film clip is of Harry Potter and Voldemort's final battle in the 'Deathly Hallows Part 2'. This film is about  A clash between good and evil awaits as young Harry (Daniel Radcliffe), Ron (Rupert Grint) and Hermione (Emma Watson) prepare for a final battle against Lord Voldemort (Ralph Fiennes). Harry has grown into a steely lad on a mission to rid the world of evil. The friends must search for the Horcruxes that keep the dastardly wizard immortal. Harry and Voldemort meet at Hogwarts Castle for an epic showdown where the forces of darkness may finally meet their match, it ends as them both not dying but Harry gets the important wand and then snaps it so he can live his life which is what he ends up doing, him and Jinny have 2 kids which get sent to hogwarts. I like this film because it is an interesting film, there is always something  going on meaning there's no reason to get bored. I also like the films because there's a storyline through all 7 movies.  I like these movies because they are easy to get to in to and they're unexpected.

 

This film is of knowing, this film is about a girl who was at school and they was doing a time capsule; each student had to put something in there, this one girl made a sheet of paper with all these numbers on, each set of numbers where a date of which a disaster happened. The time capsule is then opened and a little boy ended up with the piece of paper, his dad then looks at the paper and looked in to it and realised the numbers meant something. During the film about 10 different disasters take place and he visits each on in order to try and help or prevent it from happening.  He spends hours on end trying to figure out what it meant. In 1959, student Lucinda Embry hears whispers as she stares at the sun. When her class is chosen to contribute to the school's time capsule, each child is asked to draw what they believe the future will look like. Lucinda writes a page of seemingly random numbers and adds it to her elementary school's time capsule, which is set to be opened in 50 years. Lucinda's teacher calls for the pupils to finish but Lucinda continues before her teacher takes it off her desk unfinished. Lucinda then goes missing after the time capsule is dedicated, and is found by her teacher, Mrs. Taylor, in a utility closet scratching numbers into the door with her fingernails bleeding. In 2009, Caleb Koestler is a pupil at the same elementary school. When the time capsule is opened, Caleb is supposed to read and write about some of the capsule's contents. He's given the page of numbers written by Lucinda. His widowed father John, a professor of astrophysics at MIT, notices the numbers have a specific set of sequences referring to the times, number of deaths, and locations of fatal disasters over the last 50 years, including 911012996 (the date and death toll of the 9/11attacks). The last three sets of digits on the page are dated in the immediate future. In the following days, a car drives by the family home with two strangers. They give Caleb a small smooth stone. Caleb later dreams of one of the strange men, who points to the window showing the world on fire with burning animals running out from a forest. I like this movie because it's interesting and quite jumpy because there's a lot going on. It's an exciting film to watch because of all the dramatic scenes. 

TV Advert



TV Advert

Q: What is the product and who are the company trying to sell it?

The company is Garnier, they are a company who make hair dye is natural colour shades, for blonde to brunette, they make it with highlights that look natural and that make the hair colour come together and make it work for you, and they make it with full coverage, and it makes your hair softer with the conditioner provided in the box. The company are selling, and focusing on the blonde hair dye and the brown hair dye because of the actors used in the advert, they contrast between the dark and light.

Q: Pick out 1 of each of the following. Describe it and explain its effect:

- Camera shot type: During this advertisement, they only really use a medium close up. This is used during the whole of the advert, it works well for the advert because it allows you too see what the product does in a fair bit of detail, it also means you get a sense of what you'll look like at the end of all of it and how amazing it makes you look.

- Camera Angle: This advert uses an eye level angle, this means that they allow the watcher too see what is going on a clear, simple but detailed angle. This works well in the advert because it means that you can see the effect the product has on the user, it means you can see it at a central angle with good lighting and a clear view the product after its been used.

- Camera Movement: This advert uses a Dolly Zoom, this is used when they are zooming in and out of the hair to see what the hair turns out like and too see all the highlights and how silky your hair looks, in then zooms out to go back to the people talking. This works well in the advert because it allows you too see the individual strands of hair as the hair dye is being applied to the hair and what it does. It then zooms out to show you what the final outcome of using the product looks like and how it will turn out with the different shades of the colour.

-Transition and edits: In tis advert, they use cut. This is used when they go from talking about what the product is, to then showing us what it does and how it looks on the hair; it goes in to detail of what happens when the hair dye is applied to the users hair and the effect it has to the hair. Using a cut in this advert because it gets straight to the point of what is going on and what it does to your hair etc.

Q: What are their brand Values?
Garnier's brand values making sure that people take care of their skin and hair. They want people to have the best beauty care and want people, mostly women to feel good about themselves and make sure that they stay looking good with good and healthy hair and skin. They want people to be confident with who they are, make them feel good about their hair and skin and what it is like etc. They give you the impression that they think that is the most important thing, this is because they give an insight of what the products do and the percentage of people who like it and who would recommend it, I would suggest that the products are aimed for people between 20-50 this is because they have anti aging cream and stuff, which is aimed at the older generations, and the hair dye etc is mostly aimed at people in their 20-40s because that's when most people want to dye their hair and also as you age slightly you start to get greys meaning people usually dye their hair, also in their adverts they usually have people between 30-50.

Q: Describe the use of diegetic/non diegetic sound - how does it help persuade the audience to spend their  money on this product?
In the advert there is use of diegetic sound, this is used during the entire advert, it is used when the characters are talking about the product that is trying to be sold, this is effective and helps to persuade the audience to buy the product because they tell you about how the product feels. Non diegetic sound is used during this advert, partly all the way through as background music so that the advert isn't so plain and boring. It is also used with a voice over telling you how the product works and a little information about it.  

Q: Mise-en-scene -  pick out aspects of setting, lighting, costume, acting, props, and dialogue - describe them and explain their effectiveness.
The setting of the advert, is a plain white room, with the odd bit of furniture, there is a sofa and a table etc. The characters are sitting on a sofa and talking about the product that is being sold, they specified product is blonde and brown hair dye. The lighting of the room is quite natural, it is a decent brightness, however as a result of the white room etc, it means the natural light is reflecting off the white walls meaning that they cause the room to look brighter. In the advert, the characters, are wearing casual everyday clothes, this is because it allows the advert to look as casual and as realistic as possible, this makes it effective because it makes people think that it is everyday products that normal people use and not something that is too expensive to be purchased. The acting aspect, is quite casual, that make it out as if they were talking to a friend but at the same time they, direct the information at the audience, this is effective because it means that it is made personal to the audience, they also have people in the background, acting as if they were just talking casually to their friends, the idea I get of the meaning behind the advert is it is meant to be like a gathering at someone's house and they just talk casually, at the end of the advert, they show a lot of people with freshly dyed hair all having a good time, this is suggesting that if you use the hair dye then you are bound to feel better and have a better time than you usually would and you'll be smiling more. In the advert, the props that are used are the hair dye themselves, they are used near the beginning and the end, this is effective because it tells the audience what they are looking for and what the product looks like.


Q: Consider the logos and the screen graphics- describe them and explain their effectiveness:
In the advert, as they show the product, they have the logo in the bottom corner; it is in white with a grey shadowing around each letter. It is written in block letters, but in quite a feminine font, however, the word 'crème' is still with the same colouring, but it is in lower case letter and has quite a curly but clear font. The also show the logo as the product is being used. This is effective because it means the audience won't forget the logo because it will always pop up, this also makes the logo memorable, also the logos is always clearly shown and is always able to be seen. They have a web address that you can visit, if you wanted to know more about the product and what it does, 'nutrisse.co.uk' this is effective because it means they've considered the audience because they've taken time to write extra details about the product that people may be curious about.

Q: Screenshots:

This piece of work is a re draft of the first assignment of a film analysis. The re draft included adding information about binary opposition and the role it had in the film and the same with gratification theory.

Insidious Film Analysis, Re Draft

Advert Analysis

Waitrose Christmas Advert

        Q:   What is the product and who are the company selling it? 

A:   Foods at Christmas, the different variety of things that you could buy to make your Christmas special, it had a variety of meat, cakes and tradition Christmas puddings. The company trying to sell it is Waitrose. They try and make it sound better when they say 'only sold at Waitrose'.

Q:  What are their brand values?

A: Their brand values are high quality foods, that you can only find in their shop with that exact recipe and that taste. They also hint that their food are going to make your Christmas better that ever and more special because they advertise it with the whole family.

  

Q:  Pick out 1 of each of the following. Describe it and explain its effect:

Camera shot type

- Tracking

 Camera angle

- Long shot

Camera movement

- zoom in/out

Transition/edit

-Cut

Q:  Describe the use of diegetic / non-diegetic sound – how does it help persuade audiences to spend their money on this product?

A: Non diegetic sound was used as background music, narration was also included in this, the narration included singing as the advert went on, this is effective because it meant that you'd have background noise but you wouldn't have to focus too much on the narration and you'd more be able to focus on the food and what is being advertised because the music is a main part of the advert it just adds a little family festiveness to the advert.. Diegetic sound was used when cooking, you heart the swiping from putting the icing stuff on the cakes and and when the tree was being pushed through the window, you heard the tree branches ruffle against the window sides causing them to make a noise. There wasn't much sound in  the advert yet there was still a lot going on you saw in the background people acting and laughing just without sound, it was blocked out by the narration song that was used, this was effective because it meant you could focus on what was being advertised.  

Q:   Mise-en-scene – pick out aspects of setting, lighting, costume, acting, props & dialogue – describe them and explain their effectiveness.

A: for the set, there was a house, lights and usual household items and it created a casual mood and a family orientated atmosphere. The costumes were casual everyday clothes apart from the child who dressed up as a Christmas tree. During the advert there was no dialogue, just singing. The set is all Christmassy and has the traditional 'white Christmas', that everyone loves to see; it gives the impression that the feeling brings the family together and makes everyone happy and it makes the perfect Christmas. Inside the house, a certain mood is set with candles etc., it created the neutral lighting that you tend to see everyday and the lighting that makes it feel warm. The decoration in the house gives you the impression that everyone is happy and has a warm feeling around the house. The advert more focuses on the food and how to food brings everyone together and how amazing it is, this is because even if someone was cooking they'd still be interacting with the family and still be involved and not stuck in the kitchen. At the end of the advert the food is the main part, it is the Christmas pudding with the tradition of keeping it alight, during this scene they have the pudding in focus and the rest slightly blurred but still able to see, when it is brought in it suggest that you will have the perfect Christmas because you'll have the food and the whole family around, this is because the family are clapping and laughing in the background, the lighting for this is quite dim and warm this is effective because it adds to the family feeling because all the food is on the table.

Q:   Consider the logos and the screen graphics – describe them and explain their effectiveness.

A: They have a traditional branded logo, that is white, it is written in a bold basic font that is easy to read and remember because it is always able to stand out because it is placed usually on a dark green background or a dark background where it stands out well and is able to be read clearly. They have the text at the bottom middle of the screen typically that includes information such as: it can be purchased in store online, having it delivered to your door, can order in store, online or via the app.  

Q:  Add some screengrabs