Video Production
Miss Qureshi 2013
Advertising
Aristotle: The Art of Rhetoric
According to Aristotle, rhetoric is "the ability, in each particular case, to see the available means of persuasion."
He described three main forms of rhetoric: Ethos, Logos, and Pathos.
Ethos: the source's credibility, the speaker's/author's authority
example: Using celebrities to give a speech or appear in a commercial. Fans who support the celebrity will support the product.
Logos: the logic used to support a claim; can also be the facts and statistics used to help support the argument.
example: Using statistics like "4 out of 5 dentists approve this product...."
Pathos: the emotional or motivational appeals; vivid language, emotional language and numerous sensory details.
example: Music and good acting can set the mood for a viewer to sympathize with what they see. Think of those tear jerker commercials with Sarah McLaughlin....
Product Placement
http://www.complex.com/pop-culture/2013/03/25-hilariously-obvious-product-placements-in-movies/
This is an advertizing technique used by companies to subtly promote their products through a non-traditional advertizing technique. Appearances in film, TV, other media, etc...
Product placements are often initiated through an agreement between a product manufacturer and the media company in which the media company receives economic benefit. A company will often pay a fee to have their product used, displayed, or significantly featured in a movie or show.
For example:
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Coca-Cola could pay a given fee to have the title character drinking a Coke, instead of a Pepsi beverage, or
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Toyota might pay to have one of the characters drive their newest automobile.
Through product placement, companies hope that moviegoers will take note of the products used by the characters, and therefore think more strongly about using the products themselves.
Some people consider product placement to be deceptive and unethical.
Read more: http://www.businessdictionary.com/definition/product-placement.html#ixzz327kcuwdQ
