A Critical Comparison of a Range of Communication Methods used to Convey Meaning in Creative Media P

In this essay I’m going to talk about Pathos, Logos and Ethos in adverts, how the position of the camera could be really important to show what we want like different angles and shots, semiotics, how the Maslow’s Hierarchy of Needs is apply to the adverts and analyzing some adverts.

Pathos, Logos and Ethos

First we are going to talk is Persuasive Techniques use d in adverts (pathos, logos and ethos):

Pathos appeals to the emotion and tries to evoke an emotional response in the consumer. Could be a positive emotion, like an advert for a drink or for a new brand of cereal for kids, or a negative emotion, like an advert for an association for kids in needs or a cancer research association.

Example of a Pathos used in an advert: In the begin of the advert we have a great close up shot at the product, using a cup of Coca-Cola with ice. Then they use images of ways you could enjoy a bottle of Coca-Cola, and using the last word of the last phrase they make a new phrase and a new way that you could enjoy a drink. For example, the first phrase that appears is "Coca-Cola with Ice", and then they cut the rest of the phrase only staying with the word "ice", and then they make a new phrase "Ice with Summer" and we can see a guy enter a bath with ice and bottles of Coca-Cola.In this advert they made a lot of close ups shots to the product and then use a Neutral Angle that is going to show the activity that is going on that scene, like playing football on the beach or drink a Coca-Cola with friends.

Logos appeals to the logic and the reason and gives information about the product and what you need to know about it, and like that is going to give “straight facts, like for example when a brand of juices gives you the information about their nutritious value in 1 cup.

Example of a Logos used in an advert: In the begin of the advert we can see a girl and her mom on the kitchen, then they make a close up in the girl while she is talking with her mom and make the same think with the mom, while she's talking they made a close up.The girl asks her mom if Cheerios are really healthy, because dad said that Cheerios could help, her mom, who surprise don't know how to answer her question, reads whats it is in the front of the box, "that cheerios have wholegrain oats that could help remove some cholesterol". The girl happy with the answer, goes to her father and puts a lot of Cheerios on him while is sleeping in the sofa.They make a extreme close up shot at the father's face while he wakes up, and then a neutral angle shot showing him trying to get up, when he saw that he is full of Cheerios and "screams" his wife's name, and that way she could help him get up.

Ethos appeals to the credibility/character. This type of adverts is going try to convince the public that the brand is more reliable, honest and credible than others. Often ethos uses famous people, experts or statistics to make credible.

Example of Ethos used in advert: In the advert they film in a way really clinic, they use bright colors like white, light blue, light grey on her shirt, and this way they show that this product is equal the professionals and like this they show that the product is one of the best.This advert in specific is for the Oral-B Pro-Expert mouth wash, and they show that in the begin, even that in the ad they show 3 different products. The woman say that when she used the toothpaste for the first that she thought "wow that is amazing", but when she used the mouth wash within, that was the best way to get the best results. In the ad she also shows how to used. In the end of the advert she says that she's not the only one that notice the different using Oral-B products, and shows her in a clinic with her dentist and her doctor is writing with a smile on is face and gives her an "approve shake head", as he said that he also believes in the product.

Camera Angles and Shots

In adverts we can use different types of camera angles/shots while we are filming. We can use for example an Angle Shot, that is the most common used and allows the public to feel comfortable with the characters;

(Forest Gump- 1994)

a Low Angle, where the camera looks up to the character and making him look powerful;

(Inglourious Basterds-2009)

a Birds Eye, that often is used to realize an establish shot;

(The Avengers-2012)

or even an High Angle, where the public looks down to the character and this seem small/vulnerable.

(The Avengers-2012)

Maslow’s Hierarchy of Needs

Adverts can show different “needs” and feels that can call our attention, and this is call “Maslow’s Hierarchy of Needs’’. This “needs” can be divided in five categories: Physiological, Safety, Love/Belonging, Esteem and Self-actualization.

Physiological needs are physical requirements that we need to survive and it’s important for the human body function. This is the most important in the pyramid. This level could include needs like food, water, breathing, sex, etc…

Example:

In this Heinz advert we can see the physiological need, showing the nutritious values of one can of beans can get you satisfied and even then have a nutritious breakfast/lunch/dinner. This ad fits the physiological need because food is important for people surviving, they will always need and always have.

In this ad is showed different circumstances but in all of them the food factor is present.

When we have the level of physiological complete we pass to the next one, the Safety level where include needs for our safety/security like security of our body, of employment/financial, of the family or our health.

Example:

This advert is in the category of safety needs. It's a road safety ad and shows a situation where the person that is on the car is not paying full attention to the road, and this way they finish hurting somebody.

The next level in the pyramid of needs is Love/Belonging, that includes feelings of belonging like friendship, family, etc…

This level is going to include all the values, accepted for others/by you, like self-esteem, confidence, achievement, respect of others and by others.

Example:

In this advert is in the love and belonging need category. This advert shows two brothers, and the big brother always try to "make life" more difficult for is little brother, like putting is headphones in a place that he can't reach. But when other boys try to make the same, the big brother defend his little brother from the "bully's".

This advert is in the Esteem need category.

Example:

In this ad Dove try to make an experiment when they show two doors, one says "Beautiful" and other says "Average", and they make women pass one of this two doors. During this advert we can see different reactions to this experiment, some women decided to enter the "average" door, some enter the "beautiful", some regret their choice after they enter the door, other "force" their friends/family to enter in the "beautiful" door. And in the end they let the "public" decided what door they want to go.

This last level, Self-Realization, is refers to the full potential of a person and can be considered the most difficult to achieve in life, and can include morality, creativity, problem solving skills, acceptance of facts.

Example:

In this ad a man say to his father that he wants to go to the army and become a better person, a better version.

In the video we can see the dad trying to make is son not join the army but this is decided to go and prove that he can.

This advert is direct to young adults and they want to call their attention to the British Armyand that the army is recruiting people. They want to show that if they join the army they gonna come a better version of themselves, they gonna be unique, that they can work where they dream about and at the same they can help their country.

Semiotics

Semiotics is the study of signs/symbols and their use and interpretation.

Example:

This advert from Apple, where their compare mac versus pc. First they use two complete different man for their ad, the man that represents the pc have a more "formal" look like if is going to work and the man that is the mac representation is using more "informal" clothes like jeans, a t-shirt and a hoodie; in some of the adverts the "pc guy" is considered boring and slow, and the "mac guy" is considered more fun and have more stuff inside but more compact like itunes or imovie that could join all of your information together without slowing your computer.

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