A Father’s Love
The Dove brand has a history of quality and affordable skin and hair products. Dove’s ad “#RealStrength” delivers an emotional message to men who are a Father or Father-to-be. With the selection of videos showing the milestones of childhood that Fathers witness, this ad will tap into your deepest emotions. The ad plays with no voice-over and a soft music ascending in the background as a quick text appears that says “What makes a man stronger? Showing that he cares.” The childhood videos continue to play after the text fades. The only words you hear are the children calling for their father during their first activities. While watching this ad you get the feeling of watching homemade videos from when you were a child. The Dove
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The length of the ad displays video clips of father and child experiencing first time moments together. This shows the use of father figures to reinforce the Dove brand. Using such an emotional way to provoke feelings from the consumer is an effective way to gain attention to your brand. This method of convincing is called pathos. According to Rosenau (2012), "Pathos refers to an emotional appeal. An advertisement using pathos will attempt to provoke an emotional response in the consumer. Often it is a positive emotion such as excitement." Dove has effectively used pathos in the ad with the footage of father figures to gain the acceptance from men. The commercial tugs at your heart strings even if you aren’t a man. The ad maintains the strong theme and cleverly uses the word care in their product name; Men +Care. The ad ends with the tagline, “Care makes a man S+tronger” The message they are relaying about father figures effectively ends in product promotion and a good image for …show more content…
The beginning of this ad starts with a song with a mid-range tempo. It is happy and calming in nature, reflecting on the father figures within the ad. The ad is a few minutes long and as you proceed to watch the ad the music in the background escalates in volume and tempo. The music escalates until the climax of the ad where the spokesperson announces the product and the end quote. The use of uplifting music in advertising can help the target audience generate a more positive outlook of a company. It is shown in research that the use of music and tempo to match the ad will better connect the potential customer according to Hahn and Hwang (1999), “Most of the research literature on advertising music has focused on emotional responses to the music. They suggest that positive feelings created by the music can enhance product evaluations or facilitate message acceptance. Also, it is suggested that the positive feelings generated by the music can be transferred to a product.” An emotional response to music in ads is usually a positive one. In this case, Dove is using the uplifting tempo to create a more heartfelt emotion for the ad. This method using music is associating Dove with something positive. If the consumer were to go into a store after seeing this ad they may be compelled to buy the Dove product. Dove intertwines the uplifting music and the greatness of
Adidas uses pathos to convince their audience to buy their product. In the ad they use a message to draw in their attention by trying to use the message or something that the audience can connect to. Then the audience has an emotional connection to the message and starts to pay attention to the ad and is convenienced that they want the product. Adidas uses an emotional approach in the ad because they
Attention: The commercial grabs the viewer’s attention by having a baby as one of the actors. First the viewer might have thought that the man was asking his boss for a day off. In reality, the man was asking his son for a day off.
This is an example of pathos, the commercial is trying to leave an impact in the audience by using emotions. The commercial then shows a dancer dancing in sync to the music using interesting dance moves that are quite marvelous. By watching him dance there will be different responses depending on the person, some will feel awed and curious while others may feel envy by the talent the dancer demonstrates. The music increases its intensity and the beat makes the audience feel excited. The commercial then states phrases that come off as being quite mysterious, “Machines don’t have emotions, but the rare few can inspire them” (Lexus 00:00:26). The phrase gains curiosity and enthralls people to continue watching. By using this strategy the commercial is effective in having different emotional reactions and catching a wide variety of people’s
People will then associate the product with the positive feeling, making it easier to persuade the person to buy.Pathos is a tactic well used in the commercial because of the upbeat music and colors along with catchy phase “Reese's puffs, Reese's puff, peanut butter chocolate flavor” on repeat it stays in people's
This advertisement features Pathos, because the little boy in the advertisement will probably make people feel guilty, because they spend a lot of money on unnecessary things and waste it, but this child says “Don’t I deserve a happy life?”, and this will probably make people from our society want to spend money to support this cause. This advertisement also features patriotism, because it suggests that purchasing this product will show the love, and support you have towards your country. This company makes people from America want to support this cause. It says in the advertisement,” Help stop child poverty in America”. This advertisement also features Transfer andWeasel Words because it uses positive words, and positive images to suggest that the product being sold is also positive.
Pathos means to persuade people using the sense of emotions. The way an advertisement makes you feel can make you change your whole outlook on something. The product would make kids feel strong like the Hulk. It would make parents feel like they could buy it because it shows that they are very durable and not a waste of money. It would make parents feel like their child or children would be more protected against viruses and other harming illnesses. By using the Hulk in the ad because of his strength, the advertisers would expect the children to want them and the parents to buy them.
Almost every commercial uses Pathos, an appeal to emotions, to convince the viewer that their product is the best choice for them. The use of Pathos enables the persuader to reach out to the audience in a subconscious or even unconscious level. Emotion creates a bond with the viewer and the advertiser. Liberty Mutual commercials convince us that they provide the best coverage and benefits, such as 24 hour road side assistance and easy repair estimates. In particular, their commercials stand out as as one who uses humor and fear, and then provides reassurance to coax us to chose their insurance over others.
...pathos is used as the most persuasive form to support the text of the advertisement.
Dove soap is much more then a simple bar of soap. Dove’s products are made to help individuals find their internal beauty, something that soap can’t wash away. Leading a happy healthy life depends on one’s happiness and self-confidence. With more then “80% of the world unhappy with their appearance”(Ross), this topic is a hard one to tackle. This Dove commercial shows that self- confidence and finding one’s inner beauty leads to a happier life filled with love and bliss.
Dove addressed a prominent issue in young girls’ lives today by their use of kairos. Through ethos, Dove develops a strong ethical appeal to their audience. The commercial would not be impactful without the use of pathos to appeal to the audience's emotion. The use of logos gives an argument and a solution to the self-esteem issue. Although the Dove Self-Esteem Project commercial does have native advertising that sells their product indirectly and commits many fallacies, the ethical and emotional appeal in the commercial makes the project not only relatable, but
The commercial will make you feel happy and full, along with sending a positive message about love. This ad sells their brand well and makes the commercial memorable. One of the most memorable parts of the commercial is the music. The song they play is “I Can’t Help Falling In Love With You”. The song is sang by a girl, whose voice is very soft, calm, and will make you feel overwhelmed with emotions. The music in a commercial can influence how the viewer feels about the commercial. In this commercial the music grasps the viewer and will make them want to keep
Stampler, L. (2013, May 23). How Dove's 'Real Beauty Sketches' Became The Most Viral Video Ad Of All Time | Business Insider. Retrieved April 25, 2014, from http://www.businessinsider.com.au/how-doves-real-beauty-sketches-became-the-most-viral-ad-video-of-all-time-2013-5
Use of Pathos in an Ad Commercial Images used for advertisements, newspapers, or magazines usually include the significant purposes and ideas. Then, in many cases, they are described by ethos, pathos, and logos, which are used frequently to catch viewers’ attention. Even if the ads do not have concrete strategies and clear opinions, those ads may not be able to persuade the viewers. In other words, the excellent ads could use one of three persuasions. The following advertisement is the good example of embedded pathos in the advertisement.
Pathos, is used in commercials to create a convincing argument about this product by showing emotion and has connecting with other. As you can see, a man does not feel lonely, the relationships between the father, son and friends have good time.
In the commercial, the video starts with a little girl writing an essay about her dad about how he is her superman. The music is happy and upbeat. She describes her dad as the sweetest, cleverest, funniest, and smartest man in the world. However, he lies to her. The music suddenly becomes slow and sad.