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PERSUASIVE

COMMUNICATION
•Group 10
•Amisha Sharan (PGSF-1904)
•Anmol Hindwani (PGSF-1907)
•Anushka Gupta (PGSF-1911)
•Parmeshwar Mahato (PGSF-
1923)
•Pratikshit Srivastava (PGSF-1925)
Ariel- Share the load
https://www.youtube.com/watch?v=wJukf4ifuKs
• The father in the film expresses how proud he is of her daughter and apologetic
at the same time for not stopping her from playing home-maker as a child to
remind her that she should not be the only one handling the domestic chores.
• The ad is targeting majorly the males of the society to break this traditional
stereotype.
• The ad is a blend of ethos (as it is ethical to help your partner in the household
work), Pathos (emotion) and logos (story-telling) from Aristotle’s rhetoric. This
campaign was so successful at pulling on the heartstrings of the Indian public
that more than 1.5 million men in the country pledged to do their fair share of
housework, a practice that is not necessarily common within Indian culture.
• This ad too ends with a message that says, “Why is laundry only a mother’s
job? And Dads #ShareTheLoad.
Dettol
• The Soap advertisement by Dettol: ‘When ordinary Soap just won’t do it.’
The approach chosen by the makers produces a negative brand image
promoting manslaughter and violent acts.
• The message itself does not align with the product value orientation in a
convincing manner. As a strong selling point designed to be the “driving
force for advertising execution,” negative connotations overshadow the
brand message.
• The ad negating the elements of ethos(due to promoting violence) as well
as pathos(connecting with human sentiments).
• To improve: They could have held back from showing manslaughter as it
promotes violence.
Vicks

https://www.youtube.com/watch?v=7zeeVEKaDLM
This is a good ad as it is showing the believe that everyone deserves the
#TouchOfCare.
• Touch of care weaves together two controversial topics- adoption and
transgender rights.
• This advertisement is Pathos as it is emotionally appealing to the people to
give equal rights to transgenders.
• This is a powerful and emotional advertisement and this advertisement is
able to persuade me by showing that Motherhood has no gender.
HUL
• ‘The Shower’ is a great example of the impact cut-through creativity can have in
promoting critical issues like water conservation
• Shower into the village shows how almost half a village can drink water in the time
it takes one city dweller to take a shower
• The ad uses ethos as it builds credibility the minute, the name HUL scrolls on the
screen. HUL is India’s largest fast moving consumer goods company with a
heritage of 80 years.
• Also, pathos is used in the ad as it depicts a feeling of emotion. The amount of
water a person uses in bathing & flushing can be sufficient for another or can be
life saving for another conveys a powerful message to many urban people and
they can empathize with rural people.
NIVEA
• NIVEA advertised it’s whitening deodorant as ‘white is purity’ which is a
racist comment.
• The active distinction between white and black is manifested in the literal
lack of darkness in the advertisement: white clothes, white sheets, white
window, off-white wall, bright yellow blanket, white sky.
• Although the model’s skin is not directly revealed, the hairstyle she’s
dressed up in evokes an identifiably anglo-saxon image, perfectly projecting
her as the standard of whiteness and purity that NIVEA wants to sell.
• It is negative on all ethos, pathos and logos
• It harmed the company’s image as being racist and insensitive
• To improve: They should have just stuck to ‘keep it clean’ rather than the
bright and fair aspect.
HP Printer
https://www.youtube.com/watch?v=PhLB62qkT5Y&t=198s
• This TV commercial shows a kid empathizing over an old lady’s
situation and making her happy
• It has pathos as the ad shows emotional appeal towards the
lady as well as persuade the audience with emotions.
• Ethos is used by making the ad about ethics of buying
something homegrown and sharing happiness with others.
THANK YOU

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