Week 5, Tutorial: Advertisement

This week in class we were asked to bring in an advertisement and deconstruct it using ethos, pathos and logos.

Our chosen advert (above) is one from Internode broardband, and shows a blue VW Kombi van packed with people accompanied by a small amount of text detailing one of their internet plans. 
The sender: Internode
Medium: Photograph (photography), to be used on a billboard

We came to the conclusion our advertisement was trying to make the audience reassess their current internet plan/service provider, and to evaluate whether it's worth what they
are paying. Could Internode provide them with better value? Could Internode give them better service? All questions the company is hoping the audience will ask themselves
upon viewing.

The VW Kombi van shown in the advert is packed with people; It represents an uncomfortable situation, which no one would want to be caught in.  

Is your internet provider putting you in an uncomfortable position? 
 Internode wouldn't do that.   

The van is also shown being out in the middle of nowhere. There is no one around to help these people for miles. 

Does your internet provider make it difficult for you to get in contact?  
Internode is always there to help when you need it.   

Internode didn't need to write on the advert, "Hey everyone! Come and join us, because we are better than the other service providers!", due to it being so strongly implied by the photograph. The text which did accompany the image was the question "are you being taken for a ride?". This text is the only real thing that connects the Kombi van to the business Internode. Without it, we weren't too confident the audience would be able to connect the two.

We originally felt that this advert was primarily logos based, as it relies heavily on fact; the pricing of their internet plan, which would only be published once the company was confident it was competitive. However, once presenting to the class, we found that our advert also connects to Pathos.

Pathos connects the audience to the advert through feelings.  We realized the clear blue sky, and the bright blue van could be seen as uplifting, or representative of freedom. It makes people feel safe, like they are in good hands. The class also associated the bare dry earth, and 'hotness' with Australia, which once again could make the viewers feel safe, but also make them feel like they are joining a trustworthy company (Ethos).

Internode. (2010). Easy Broadband ad campaign. 

Available: https://blog.internode.on.net/2010/03/26/easy-broadband-ad-campaign-preview/. Last accessed 29/3/17.