I choose to do the option one assignment and choose the following two advertisements from GIECO and Allstate insurance companies.
http://www.youtube.com/watch?v=lFqbIJqO7n4
http://www.youtube.com/watch?v=6HNKqffU3Cc
In looking at whether either of these advertisements used any or all of the styles Ethos, Pathos and Logos I found a few examples.
Ethos is based on ethical appeal, and in advertisements can often refer to the spokesperson. Now as GEIKO uses a computer animated gecko I would have to say that this is not a good example of ethos. However Allstate uses Dennis Haysbert who is an actor who has been in the public eye for a long time. He is articulate and has a certain presence that makes you trust him and perhaps believe what he is saying HAS to be true simply because he is the one saying it. This is a clear example of ethos being used in these advertisements.
Pathos is base on emotions, for which both of the commercials I viewed used but in very different ways. GIECO uses humor. The organizer of the conference is trying to get the gecko to put on a name tag and exclaims after he protests “how will people know who you are?” she then proceeds to place a name tag on the gecko which is ridiculously huge. They play into the funny lighthearted side to attract a younger demographic. Allstate uses sentiment and nostalgic emotions to get their demographics attention in this commercial. They play a reel of black and white photos of families while stating that the basics in life are all that matters and that they should be protected. By using this technique they use your emotions to make you want to protect those you love.
Logos is the logical side and although there is perhaps a tiny bit of actual information given in these commercials neither of them use logos as a way of selling their insurance.
The GIECO Gecko versus Dennis Haysbert, that's an interesting comparison. Obviously the two insurance companies approach advertisement from completely different angles: humor versus stability. I agree with most of your examples of rhetorical appeals, except for logos. The Allstate commercial presents the vision of a company that has seen tough times and survived. Who would be more logical to guide you through our current time of financial struggle? A gecko? LOL! Allstate also has a real grasp of kairos. The uncertain economic condition of our society drives consumers to search for stability and tradition, which this commercial successfully represents.
ReplyDeleteWhile GEICO does use humorous ads to grab the audience's attention, they end each commercial with the most logical appeal of all: Fifteen minutes can save you fifteen percent. Saving money, with very little effort is a strong draw for today's consumer. GEICO embraces kairos and uses logos effectively.
Gieco
ReplyDeleteSomehow placing my life's possessions in the hands of a lizard just doesn't seem comforting.
Sarah said it best when she mentions the targeted audience and the younger demographics. Light hearted humorous advertising is appealing to society; we are starving for humor and laughter. The news is filled with tragedy and misfortune so when humor is utilized, the marketing scheme has captures the attention of it audience and has accomplished the major hurtle. They have your attention. This Pathos method seems to be the most successful at the current time. Successful marketing teams will adjust the content as trends change and demographics demand different types of material. The ethos format may appeal to a different generation but may not have the bulk of the potential market share that the product is target for.
Well written Sarah
Darryl Overstreet