Indledning
In this essay we will be looking at the methods of appeal to the viewer, used in the three recruitment commercials of the Danish Army, British Army and the Marine Corp.
We will discuss how the commercials appeal to our emotions, sense of reason and logic, and to our beliefs.
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Uddrag
The Danish Army’s recruitment commercial is centered on emotions. You primarily see pictures of teamwork, friendship and bonding, with a focus on the feelings and emotions the protagonists feel, during these clips. This appeals to our sense of comradery or belonging to a group of people on a journey, experiencing and accomplishing things together. This is what we call Pathos. It appeals to our feelings in the here and now, while we are watching this commercial.
There is little to no appeal, when speaking of Ethos and Logos.
The British Army is portrayed in a very clean organized and structured way. You see very little of what is actually going on. This is in an interview form with a call to arms, if you will, when it comes to our sense of reason and beliefs. They talk about why and some of the common beliefs that may dominate the British society and perception.
Logos and Ethos are heavily invested in the video. Focusing on the why appeals to our core values and therefore our beliefs. If you believe in this, you should join, if you want this, you should join.
There is no appeal to our emotions in the pictures, however, pathos will appeal and appear if you align with the beliefs of the video. A sense of pride may arise and from the derive a sense of duty.
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