Does this ad appeal mostly to Ethos, Pathos or Logos?
Which feelings did you see in the ad?
Make an emotional timeline showing the development of human emotion in the 48 seconds of this ad
0___ _10_____15_____20_____25_____30_____35_____40_____45___
Feelings
(pathos)
Which feelings did you personal feel, watching this ad?
Ethos
Which values, qualities and emotions are present in this ad:
Trust, Family, Generosity, Loyalty, Empathy, Vitality, Faith, Materialism, Hope, Aspiration, Determination, Security, Diversity, Irony, Protectiveness, Wisdom, Honesty, Openness, Companionship, Ambition, Fear, Universality, Optimism, Innocence, Community,
Which is the dominant ethos?
How might an advertisement appeal to "logos"?
Watch
Dictation
Try to write down verbatim what van Damme says:
Watch the ad without sound
Try to describe it in as much detail as possible
Does this ad appeal mostly to ethos or pathos?
What in your opinion is the ethos it appeals to?
Which feelings does to evoke?
Watch again
One person should focus on the speech, one on the music (and the lyrics), and one person should focus on the visuals.
Discuss what you notice.
Writing task
Evaluate an ad
Which is the best order to do the following things?
describe, judge, interpret, analyse
Watch here and think about these questions:
What sort of family is it?
What's the problem?
How is the problem resolved?
What's the product being advertised?
Is there any connection?
The IKEA
"idolen" (idols) is an ad for________________. It features a father
and his son. It seems like the mother isn’t in the picture and that the kid is
the only child. The furniture (the product being sold) is integrated with a
message about being _________ for your family. In the ad the father and son do
all kinds of stuff: fishing, painting, __________. But the father seems to be
really busy with either work related calls or private calls, and the kid is
just wanting to ___________ with his dad. It uses the slogan “Där livet
händer”, __________ "where life happens".
The ad
begins with the song Sit Down Beside Me, by Patrick Watson. This song
communicates the message very simply and ___________ : just to take a break
from the phone and be in the moment.
The
ad is trying to ___________ to parents,
middle-aged men and women. The choice of music makes a lasting ___________ ,
and also grabs our attention. Sending the message loud and clear about the
negative __________ of technology on our
relationships. It’s a quite serious ad which ____________ with
you and makes you think about to value your relationships with family and
friends, and I think it probably sells the furniture __________. I would
describe this ad, in one word, as___________.
By Julia
Check (or don't check) with these words
Hang out sticks too appeal “family” impact furniture etcetera present meaning directly impression
Check in text
The IKEA "idolen" (idols) is an ad for furniture. It features a father and his son. It seems like the mother isn’t in the picture and that the kid is the only child. The furniture (the product being sold) is integrated with a message about being present for your family. In the ad the father and son do all kinds of stuff: fishing, painting, etcetera. But the father seems to be really busy with either work related calls or private calls, and the kid is just wanting to hang out with his dad. It uses the slogan “Där livet händer”, meaning "where life happens".
The ad begins with the song Sit Down Beside Me, by Patrick Watson. This song communicates the message very simply and directly: just to take a break from the phone and be in the moment.
The ad is trying to appeal to parents, middle-aged men and women. The choice of music makes a lasting impression, and also grabs our attention. Sending the message loud and clear about the negative impact of technology on our relationships. It’s a quite serious ad which sticks with you and makes you think about to value your relationships with family and friends, and I think it probably sells the furniture too. I would describe this ad, in one word, as family.
By Julia
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