For this assignment, I recommend choosing a video advertisement that uses more than one rhetorical element for you to analyze. You may want to frame your analysis within the three main types of persuasive appeals—pathos, logos, and ethos. Often, effective advertisements use a combination of these appeals.A commercial would appeal to pathos if it evokes an emotional response in the viewer. The ASPCA (American Society for the Prevention of Cruelty to Animals) commercials featuring pitiful looking animals and sentimental music are classic examples of this type of appeal in advertising. An advertiser uses logos when the primary means of persuasion is through facts. This approach is most effective when the statistics or evidence used is surprising or shocking. The persuasive appeal of ethos involves convincing the viewer of the credibility or trustworthiness of the company. Often, this approach is used by insurance providers, banks, auto companies, and others who depend on customers putting trust in the reliability or safety of their products or services.You would likely want to begin your analysis by describing the commercial and product advertised. You may give some background information on the ad campaign or past marketing strategies of the company. You should identify the target audience and evaluate to what extent the advertisement is successful in appealing to that audience. Cite specific examples from the commercial, perhaps providing time stamps. Because your assignment is analyzing a video advertisement, you will want to consider the effect of not only the verbal messages of the commercial, but also the effect of the sounds (such as the music) and visual elements.
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