Still Advertisement

1. 1. The argument is that this videographer company provides vivid, memorable, elegant, personal portrayal of your wedding.

2. 2. The audience is middle class to upper-middle class brides, who are from ages 20-30 years old. The target bride is one who is having a traditional wedding ceremony, has put a lot of thought into the wedding process, wants to remember her wedding vividly, and wants the memories to be professionally done.

3. 3. The goal is to have about half of all brides call the company or check out the website to receive more information on the packages available and ultimately book a package for their wedding.

4. 4. Ethos: This ad establishes credibility by using stills from weddings they have videotaped throughout the advertisement. The use words that emphasis their professionalism such as “unobtrusive” and “authentic” this helps the reader develop a relationship with the videographer that is based on mutual understanding and expectations of the business. This helps them feel as if the company knows and understand their individual wedding.

Pathos: The ad helps the reader feel at ease by describing in single words their approach; the use of simplicity solidifies this effect. It also inspires the reader to imagine their wedding day as perfect with very picturesque photographs that convey a number of different emotions, such as fun, to romance, to fairytale circumstances.

Logos: The primary source of logos is the use of “Willamette Valley’s Premier Wedding Video Specialist”. This conveys that the individual deserves to have the one who is the best of all the videographers in the area. There is very little logic in this argument but the audience would probably not respond to logos since the wedding is not a time to think things through and make a choice accordingly.

5. 5. I feel that this ad is effective primarily because of the use of pathos. Weddings are traditionally an emotional and relationship based occasion especially for the bride. This event is also closely tied to dreams and aspirations, so the use of emotional expectations is important. Since the ad focuses on inflicting many different emotional responses the bride will find this company more relatable and therefore decide to visit this company’s website or call them to get more information on their packages or book a date.