MODULE 3 ESSAYS
Requirements
- Channels + Mediums
- Appeals
- Advertising Strategies
CHANNELS + MEDIUMS
Channel = how the message is sent.
Example : text message, email, phone call
Medium = form of the message.
Example : verbal, visual, audio
APPEALS
Something that is pleasing to an individual, but more specifically, persuades them to want to do something.
Example : The shiny toy car appealed to the little boy and so he begged his mother to buy it.
Appeals are various and the appeal(s) used when planning an advertisement or campaign will have to be applicable to the target audience.
The list of Appeals (as stated by Edlin D. Rochford in her book, Communication Studies) are :
- Emotional
- Personal
- Social
- Fear
- Humor
- Sex
- Music
- Scarcity
- Rational
- Masculine / Feminine
- Brand
- Snob
- Adventure
- Less Than Perfect
- Romance
- Emotional Words / Sensitivity
- Youth
- Endorsement
- Play On Words
- Statistics
- Plain
- Bandwagon
NOTE : Usually, only 3 are required for the essay.
ADVERTISING STRATEGIES
There are 3:
- Logos
- Ethos
- Pathos
LOGOS
Seeks to appeal to logic and reason by use of statistics and evidence to give full information or facts about the product.
Example : Buy the new Crest mouthwash because it fights 99.9% of all bacteria and leaves you with
a 24-hour clean feeling in your mouth.
ETHOS
Seeks to appeal to credibility of character by convincing the individual that the sellers of the product are reliable and trustworthy by employing experts or celebrities.
Example : Katy Perry uses Proactiv, and you should too!
PATHOS
Seeks to appeal to emotion of an individual by evoking an emotional response, be it a positive or negative one.
Example : Someone enjoying a burger at a restaurant.
Example : A homeless child begging on the side of the street, with the sign "FOR SCHOOL".
Below are a couple of videos that employ a variety of the strategies and appeals mentioned above.
Watching them may help you develop ideas for an essay.
sums up more or less everything nicely
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