All over the world, companies spend billions of dollars putting ads in television, magazines, and billboards. For the ads to be effective, however, they need to attract the viewers attention, and this is were ethos, pathos, and logos leaps into play. Ethos establishes the credibility of the products in question, pathos appeals to the emotions of the viewer, and logos gives the facts, often scientific, about the product to convince a viewer that the product is good. Ads that manage to pull together all of these aspects into one image are usually the most effective at winning people over. The ad I am analyzing is an ad for a British motorcycle company called Triumph. This ad very effectively showed examples of ethos, pathos, and logos to convey why a reader should go to Britain or Canada and buy one of these motorcycles.
The Ethos in the ad was one of the elements of the ad that stood out prominently. One example is the ads mention of Formula One technology. Formula One race cars are known to be some of the absolute fastest cars in the world. I mean, you can go so fast in these things, if you crash, you vaporize. The technology is also known as being very dependable and trustworthy. The ad uses the connection to Formula One to ad to their credibility, like saying, "Formula One trusts our motorcycles, so should anyone who buys one." Also adding to the Ethos of the ad is the connection to Star Wars. The main logo on the ad says, "The Empire Strikes Back", meaning the British, but immediately making the reader think of the famous Star Wars movie of the same name. Many of the readers of this ad have probably seen the movies, and many will probably have a deep and emotional connection to them. This may make the reader trust the company more for using the title as their slogan, almost like it makes the reader believe that the company can relate to them as fans and people, gaining them more support for their motorcycles.
The ad also uses Pathos in an effective way. For starters, all of the pictures of a man driving the motorcycle do not show the ground, making it seem like the rider is flying along the ground, instead of just driving. This gives a feeling of excitement to the ad that can cause the reader to want to get the motorcycle to experience the same feeling. The angle of the motorcycle also adds to the excitement and danger presented by the pictures of the driver. The way the motorcycle tilts, almost like it is about to tip over, add to the overall emotional feel of the ad by tossing in a little danger. Many people enjoy putting themselves in danger, and the ad shows how this motorcycle can add to the reader's life with all of its danger. The last element of Pathos is how the text below the motorcycle talks about how you can "choose from the Daytona S55I, the land based version of a tactical fighter...". I mean, a land based version of a tactical fighter? That will easily get an emotional response from anyone who wants their motorcycle equipped with missile launchers.
The last way the ad grabs the readers attention to convince them to buy their product is by using Logos. One example of this is how "every Triumph motorcycle is backed by a two-year unlimited warranty." Whenever a large purchase like a motorcycle is made, it is always a good idea to get a warranty, in case something is wrong with the product. This is just logical, and the company wants to be sure that you know they will take care of you, for two years at least. Also, the ad mentions how all of the Triumph motorcycles are made in the most modern production facility in all of England. If something like a motorcycle, which needs to be in good condition and well-made, isn't made in the best possible facility, people wouldn't buy the motorcycles. But, because the motorcycles are made in the best facility around, you should only buy a motorcycle from Triumph. The last example of Logos is the mention of hand-crafted parts on the motorcycle. When parts are hand-crafted, it gives a shows how the company wants only the best products for its consumers, and how it is willing to give the best for them. While others make everything with a machine, the good folks at Triumph give you only the best in products and service, making them the logical choice from which to purchase your new motorcycle.
Ethos, Pathos, and Logos are very important to advertisements because of their ability to help draw in customers to have an interest in their product. When used effectively, a combination of two or more can really help an argument or a paper to have more of an impact in the world. To look at the ad, here it is
http://adflip.com/addetails.php?adID=12828
Wednesday, August 25, 2010
Friday, August 6, 2010
You and Me: Two Sides to Every Story
A common occurrence in most trials is the presence of more than one story. The victim tells one story, and the defendant tells another version of the story. The entire situation becomes a mess, with the jury trying to figure out who is telling the truth. A case of two conflicting stories occurred in the legend of Beowulf. After seeing the movie Beowulf and then reading Grendel by John Gardner, I found two different stories as to how Beowulf defeated Grendel. While there were some similarities, the stories actually went farther into why the confrontation occurred and how it was finished.
In Beowulf, Grendel was portrayed as a mindless demon and killing machine, who's sole purpose seemed to be the destruction of Hrothgar's kingdom and mead hall. Grendel attacked nearly every night, just to slaughter Hrothgar's men and cause destruction, with senseless abandon. But this was not the case in Grendel. The first time Grendel went to the hall, he was actually curious, like a child would be in this case. He tries to peacefully join the people at the hall, but, because of his hideous appearance, they attacked him, making Grendel retaliate. Grendel actually feels remorse because of the killings, at least until he speaks to a dragon, who tells him that humans are stupid, senseless creatures who should be destroyed. Grendel doesn't believe this, until he witnesses the people fighting a war. He is appalled by the senseless death they cause, just to gain more gold. Something in Grendel's mind finally snaps, and he makes it his mission to terrorize the people at the hall, to show them that they are monsters just like they think he is. The difference in the reasons for Grendel's killings shapes the views of Grendel by the people. In one, he is a monster; in the other, almost like a teacher trying to show the people the error of their ways. It almost creates pity for Grendel, like he was misunderstood, similar to Frankenstein's monster.
Another example of conflicting stories in Beowulf and Grendel were how Grendel was defeated. In the movie, Grendel attacked the hall and killed a few of the men there, before Beowulf fought him, and defeated him by simply overpowering him. Beowulf tore off Grendel's arm and then began to tell everyone how he defeated the monster. Because most of the people at the hall who saw the battle were either dead or Beowulf's own followers, everyone believed him. In Grendel, however, the story of the battle was different. Grendel snuck up on the hall that night and killed only one man, who was sleeping at the time, before Beowulf attacked him. Using surprise, he caught Grendel off guard and got a good lock on Grendel's arm. Then, to make matters worse, Grendel slipped on the blood of the man he had killed, letting Beowulf gain the upper hand. Despite Grendel's pleas for mercy, Beowulf twisted Grendel's arm off literally, and Grendel escaped into the woods to die. So, one account says that Beowulf out-manned Grendel, while another says that Beowulf used treachery. No one will be able to know which story is true because there were not very many people to witness the battle, and each side will stick to their own story.
This situation reminds me of a certain team that we play in basketball. The team thinks that they are unstoppable and can't be beat, but this usually only occurs at home. The rest of the time, they are fair game. The teams that play them know that the biased officiating is what gives them this advantage at home, while the team thinks they are just that good. Without fair officiating at their home court, the team can not prove whether or not they are that good, or if they are just cheaters.
Well, the legend of Beowulf will forever be somewhat controversial in my mind, but it also gives a new dimension to the story. Was Grendel truly the villain of this story? Or was he just extremely misunderstood? Either way I did enjoy the movie and book, so it all works out for someone in the end.
In Beowulf, Grendel was portrayed as a mindless demon and killing machine, who's sole purpose seemed to be the destruction of Hrothgar's kingdom and mead hall. Grendel attacked nearly every night, just to slaughter Hrothgar's men and cause destruction, with senseless abandon. But this was not the case in Grendel. The first time Grendel went to the hall, he was actually curious, like a child would be in this case. He tries to peacefully join the people at the hall, but, because of his hideous appearance, they attacked him, making Grendel retaliate. Grendel actually feels remorse because of the killings, at least until he speaks to a dragon, who tells him that humans are stupid, senseless creatures who should be destroyed. Grendel doesn't believe this, until he witnesses the people fighting a war. He is appalled by the senseless death they cause, just to gain more gold. Something in Grendel's mind finally snaps, and he makes it his mission to terrorize the people at the hall, to show them that they are monsters just like they think he is. The difference in the reasons for Grendel's killings shapes the views of Grendel by the people. In one, he is a monster; in the other, almost like a teacher trying to show the people the error of their ways. It almost creates pity for Grendel, like he was misunderstood, similar to Frankenstein's monster.
Another example of conflicting stories in Beowulf and Grendel were how Grendel was defeated. In the movie, Grendel attacked the hall and killed a few of the men there, before Beowulf fought him, and defeated him by simply overpowering him. Beowulf tore off Grendel's arm and then began to tell everyone how he defeated the monster. Because most of the people at the hall who saw the battle were either dead or Beowulf's own followers, everyone believed him. In Grendel, however, the story of the battle was different. Grendel snuck up on the hall that night and killed only one man, who was sleeping at the time, before Beowulf attacked him. Using surprise, he caught Grendel off guard and got a good lock on Grendel's arm. Then, to make matters worse, Grendel slipped on the blood of the man he had killed, letting Beowulf gain the upper hand. Despite Grendel's pleas for mercy, Beowulf twisted Grendel's arm off literally, and Grendel escaped into the woods to die. So, one account says that Beowulf out-manned Grendel, while another says that Beowulf used treachery. No one will be able to know which story is true because there were not very many people to witness the battle, and each side will stick to their own story.
This situation reminds me of a certain team that we play in basketball. The team thinks that they are unstoppable and can't be beat, but this usually only occurs at home. The rest of the time, they are fair game. The teams that play them know that the biased officiating is what gives them this advantage at home, while the team thinks they are just that good. Without fair officiating at their home court, the team can not prove whether or not they are that good, or if they are just cheaters.
Well, the legend of Beowulf will forever be somewhat controversial in my mind, but it also gives a new dimension to the story. Was Grendel truly the villain of this story? Or was he just extremely misunderstood? Either way I did enjoy the movie and book, so it all works out for someone in the end.
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