Unit 5: Media Literacy SAMPLE WORK

Question

For this assignment, you will analyze how three self-found advertisements try to influence and/or appeal to their target audience. You will have to submit a link, photo, screenshot, or video (link) of the advertisement followed by your analysis. Use the concepts and vocabulary we have studied so far this semester. See below for ideas.

Persuasive Appeals
Logos (logical)
Pathos (emotional)
Ethos (credible)
Uses facts, definitions, statistics, etc. to make the point make sense
Attempts to get the reader to feel a certain way (happy, sad, afraid, hopeful, disgusted, offended, etc.)
Provides authority to support it such as a doctor, professional (athlete, actor), or from firsthand experience.

Other Persuasive Techniques/Terms
Bandwagon approach - Everyone’s doing it; don’t be left out.
Avant-garde approach - Only the elite know about and appreciate this
Identification - makes the audience identify with the product; they are the ones its for
Celebrity endorsement - part of ethos, relies on well-known person
Suspenseful story - engages and entertains to capture the viewer’s attention
Factual evidence - part of logos, provides facts to make it make sense (if you use this product, this will happen)
Attacks on the competition - focuses on another product’s lower quality or authenticity
Flattering the audience - makes them feel special, deserving
Inclusive or divisive language - language that makes you feel you can join a group or language that is elitist; some can access it and others can’t

Grading: each add has 5 points total
Using terminology: Refer to at least TWO different appeals, techniques, or terms per advertisement (2 points)
Analyzing and explaining: Use your own words to describe how the parts of the ad are intended to affect the reader. Have fun a bit and think deeply. (3 points)

See the next page for examples 😀
Advertisement: Lawrence University, Appleton, WI

Analysis:
The article mainly plays on people’s emotions (pathos). It makes it seem fun, communal, and smart. It says, “Brilliant people go to Lawrence,” which seems like the avant-garde approach. It also uses inclusive imagery, in that its both genders and even kids in the photo. However, I don’t see much ethnic diversity, which may be intended or unintended. The ad also ustilizes ethos by stating they have world-class musicians, speakers, and award-winning students/faculty. Even the school’s crest signifies an old institution, meaning it's reliable. I don’t believe it relies on logos at all.

Advertisement: Community Blood Center

Analysis:
This ad flatters the audience, which is part of pathos. It attempts to make them feel like “lifesavers” who save real people like Emmie, who appears like an every-woman. Notice, both have simple clothing without logos–are they athletes, rich, or special? Nope, they could shop at Kohl’s or Target for clothes. I would say it uses logos with the donor-receiver, showing how it makes sense (one thing leads to another). In addition, the ad almost makes it morally imperative by stating, “Patients…rely on volunteer blood donors,” which seems to say, “If you don’t do it, people might die.”

Answer 1

Advertisement: Nike – “Just Do It” Campaign

Analysis: This advertisement employs a strong emotional appeal (pathos) by featuring athletes who have overcome significant challenges, thereby inspiring viewers to pursue their own goals. The imagery of sweat, perseverance, and triumph resonates deeply with audiences, evoking feelings of motivation and determination. The slogan “Just Do It” encapsulates a call to action that encourages individuals to take that decisive step towards their aspirations, making them feel empowered.

Additionally, the ad utilizes ethos by leveraging celebrity endorsements from renowned athletes like Serena Williams or Michael Jordan. By associating the brand with these highly regarded figures, Nike establishes credibility and authority, suggesting that if these elite athletes trust and wear Nike products, so should the viewer. This connection to credible role models creates a sense of aspiration, suggesting that purchasing Nike products will help everyday people achieve greatness, just like their idols.

Advertisement: Coca-Cola – “Share a Coke”

Analysis: Coca-Cola’s “Share a Coke” campaign exemplifies the bandwagon approach, encouraging consumers to join the ‘in’ group by sharing a Coke with friends and family. This sense of community and belonging fosters a feeling of inclusiveness, enticing potential customers to partake in a shared experience that many others are already enjoying. By showing images of people engaging in shared moments over a Coke, the ad evokes a sense of nostalgia and happiness, tapping into emotional appeal (pathos).

Furthermore, the ad employs logos through the personalization aspect of labeling bottles with names. This factual approach establishes a logical connection: if you see a Coke bottle with your name, you are more likely to purchase it. The idea of owning something uniquely yours creates an attachment to the product and invites the audience to engage in conversation and connections, further reinforcing the product’s social value.

Advertisement: Apple – iPhone Launch

Analysis: Apple’s advertisements often utilize factual evidence (logos) to highlight the innovative features of their newest iPhone, emphasizing cutting-edge technology such as enhanced camera capabilities and security features. By presenting statistics about these advancements, Apple provides logical reasoning that supports the decision to purchase their products—suggesting that superior technology leads to improved user experience.

In addition to logos, Apple employs an avant-garde approach that appeals to a lifestyle of exclusivity and sophistication. The sleek design and minimalist aesthetic presented in the ad are visually striking and suggest that owning an iPhone sets you apart as a trendsetter. This technique identifies the audience with a community of people who appreciate high-quality, innovative products, enticing them to feel special by choosing Apple over other brands.