In printed ads very inch of it matters, such as colors, word choice the font size and style, and the characters, specifically designed for a target audience. Advertisements often employ many different methods of persuading a potential consumer. The persuasive methods used can be classified into three modes. These modes are ethos, pathos, and logos. Ethos makes an appeal of character or personality. Pathos makes an appeal to the emotions. And logos appeals to reason or logic.
Introduced by Aristotle, this classification method of persuasion is still relevant in today’s society and applied to modern advertisement. Each of them aid the message that the ad wants to promote to the audience. The ad that will be discussed was created by Samsung to promote their new Samsung Galaxy Note 3, which uses pathos, ethos and logos, while simultaneously poking fun at an issue from a competitor that took the tech world by storm, the bending new phone 6. In the age of smartness dominated by the phone, Samsung came out as the main contender to take on Apple’s phones.
The introduction of the new line of phone, the 6 and the 6 Plus, was met with great excitement, and, unfortunately for Apple, with an issue that overshadowed everything else. When a few people complained that their new phones were getting bent by just being in the pants’ pockets. The flimsy hardware problem was not a numerous as it was led to believe, and it slowly died down, but not before other companies were able to poke fun at it and even use it as a tactic strategy in their advertising campaigns.
One of those companies is Samsung, which rode the media craze wave and decided to use it as a promotion for their new Galaxy Note 3. It is not the first time that companies use issues in their competitor’s products to hype their own, no matter which industry. This particular ad is kept extremely simplistic, but transpires a strong messages through the three persuasion modes. The main subject of the ad are placed at the center: the profile Of the Samsung Galaxy Note 3 that seems to be looking down at an phone 6 that is bent to look like it is kneeling down.
Above the phone there is a phrase, “Bend to those who are worthy. ” The other only txt are the company’s name in the bottom left corner, ‘Samsung’ ND the products name in the bottom right corner, ‘Samsung Galaxy Note 3’. The txt are all white, in the fonts popularly used by Samsung. The background is blue, shading into light blue as it goes toward the center, where the subject of the ad is placed, leading the viewers to focus on the phones and the phrase.
The overall design is very simple, void of a cluster of images and writings, instead opting for a more sophisticated clean look, which is very popular when promoting products in the technology world. This is done to place more attention on the product; once the target audience is hooked and interested, they will later on go do more research and, in this case, possibly buy the phone. The txt, color and subjects transpire a direct message, which encompasses the modes of ethos, pathos, and logos that would persuade the audience. An advertisement uses pathos in attempt to evoke an emotional response in the consumers.
Those emotions can vary from happiness to anger. The ad would give different feelings to three type of consumers: the loyal Samsung consumer, the phone consumer and the undeceive Consumer. The first one would feel gratitude and pride that their favorite brand does not have issues splayed by the phone, and that, on the contrary, can stand tall with a reliable and sturdy hardware, even taking pleasure that the otherwise most popular smartened in the world is defective to the point of stirring a world- wide mockery from companies of even different industries.
A long-time phone user, on the other hand, would feel emotions on the other end of the spectrum, which includes disappointment, anger, annoyance and frustration that their favorite product is being ‘bullied’ in such a public display of derision, to the point of having to “bow down” t a better smartened. Some of them loud even feel regret, shame and embarrassment that an otherwise hyped up product has such issue, prompting to cause fear and worry that their own Apple product could end up bent, becoming a waste of hundreds of dollars.
These feelings might even shift the consumers to switch sides and get a Samsung phone in hopes of a better and more durable product. Finally, a undeceive consumer could feel curiosity and interest in the Samsung Galaxy Note 3, as i?s advertised as a better choice of phone over its competitor’s new product. When an ad uses another company’s product to make a comparison, t is bound to stir a different range of emotions to different types of consumers, despite being the target audience or not.
An advertisement uses ethos in an attempt to convince consumers that the company is more reliable honest, and credible, making it the better choice. The Samsung ad depicts the phone 6 bending over to the Galaxy Note 3 as a sign of defeat and surrender, making the Samsung product looked as the Obvious better choice between the two. The reason behind the presence Of the phone is the fact that Apple has being always considered ahead in the smartened race. Therefore, the issue of the phone being bent by the mere pressure of pants’ pockets is going to be exploited.
When the issue started a viral movement on the Internet, other companies decided to fully exploit that weakness to their own advantage. That is exactly what Samsung did; in fact, with the simple used of the symbolism of the two products and the txt shown in the ad, the viewer is directly shown why the Galaxy phone is a better and more reliable choice, having not had any hardware issues. Lastly, an advertisement uses logos to give consumers the evidence and autistic that are needed for them to understand what are the capabilities of the product.
In the case of this particular ad, anyone already knows that the product is a smartened and, therefore, is capable of everything that modern cellophanes do, with the addition of being able to utilize the phone as a notepad with a special plastic pen. However, it is more implied than direct, relying on the viewers knowledge of the previous Samsung product and the word ‘Note’ in the name, which implies the size of the phone and the ability to use its special pen to write on the larger screen. Overall, the ad is very minimalist in its content and the message is very obvious: the Samsung Galaxy Note 3 is a better phone than the phone.
The ad also does a great job incorporating the ethos, pathos and logos combo to fully allow for a very persuasive message to the audience. Despite being very subtle, all three persuasive modes are well used together. The ethos and pathos combination is more predominant, successfully creating different emotions in prospect buyers, as well as competitors, and make them feel like Samsung has made a superior product. The logos is used to a lesser degree, cause the capabilities of the phone are not the main focus of the ad’s message.