Hi
Today I will be analyzing one commercial
based on possible intended impacts on the audience. But how can an
advertisement of any kind do this?
The three persuasive ‘tools’ as described
by Aristotle are Ethos, Pathos and Logos. Ethos is the tool used to influence
the audience appealing to an authority as for example a celebrity. Pathos on
the other hand is aiming to influence the audience’s emotions and lastly logos,
used to influence using logic and reasoning. However, an advertisement doesn’t
necessarily have to contain all three in the same time.
The advertisement that I have chosen is “Drake’s
Sprite “Spark” Commercial”. In this commercial, the well-known rapper, Drake, is
represented as having a bad moment and finds it difficult to record his song, however
he decides to have a drink and immediately after he is good to go. Personally I
think this advertisement is mostly making use of Ethos since it is using an
‘authority’ in order to make people buy the product by showing them how the
artist becomes inspired and feels better only after one sip of it. Also, the
advertisement might be seen as making use of pathos as well since it is
presenting a moment that most probably has been experienced by any person at
some point in life. This way it is
reaching for the audience’s emotions telling everyone of how they might
overcome these moments which let’s face it, are not the most pleasant in the
world.
Here is also a link to the advertisement
for those who haven’t seen it yet:
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