Companies use many different marketing techniques to get consumers to buy their products. They use many tactics such as bandwagon which features a famous person endorsing their product, they might use logos which appeals to ones logic and they uses facts in their advertisement, or ethos is when the company uses an authoritative approach to get one to invest in they are selling. Finally there is pathos is supposed to put an emotional charge in people that makes people want to go out and support a cause. The clothing company represented in the picture in question uses this ethos approach. I believe pathos in advertisement works, but in the picture in question I believe that this is not effective and should not be used.
In the picture it shows a family crying at the bedside of a fellow family member who was the victim of AIDS. The clothing company promised to donate some of its proceedings to a foundation benefiting the AIDS effort. The first reason why I make my claim against it because I think it’s a poor/sad effort to try and sell their product for a profit. The initial reaction to this picture is a very touching one that makes one want to support it, but after I got over the initial shock of the message of the picture I realize what was going on. They are taking the opportunity to gain more revenue from a picture of a guy that looks like he has suffered so much and finally has to suffer no more. I felt like the company saw an opening to raise the sales and that they took advantage of this man's death.
The second claim that I make is that if the company cared so much about helping the AIDS foundations then they would not have to wait till they saw this picture and advertise it, yet they could have donated some of their profits without having to run the commercial. I feel as though people can do good things, but should not broadcast it. Then if you think deeper it is kind of like blackmail. They will support AIDS IF you buy their product. I am almost willing to bet that the percentage of the money that they do end up donating from the gain from the advertisement is really miniscule. This picture might go as far as infuriating some people like me for example. It would have been fine to see that picture on a commercial that 100% of its proceedings goes to the foundation, but to see that as an effort to sell clothes is unprofessional and not classy.
The whole point of this ad is to get people to purchase the represented clothing brand by tapping into your emotions and make you feel as though you are supporting a just cause when in actuality you are falling in another advertisement trap. I question the family who gave the company permission. I understand that they will support anything that will help raise awareness for AIDS, but I wonder if the company is paying them money for the picture. I am not saying that they are and I truly hope not, but it is a question. It’s sad how people will go to any extent imaginable to earn more money. Whether it is stealing or in advertisement like this individuals take any path necessary for them to obtain more money
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2 comments:
I think that in your post you made valid claims.The pathos was an good example because you showed how the company wanted to draw your attention. The unfortunate fact is that they didn't give all the proceeds to Aids and they used the photo to get a profit.
Elijah, the United Colors of Benetton didn't just publish this one photograph to benefit off of the AIDS epidemic. Throughout the years they have participated in campaigns to raise awareness regarding racism, sexism, cultural differences, etc. Personally, I believe this is a great way to educate the public, not many people have the time to watch the news. Do you think that if Benetton were to publish a photograph of an issue pertaining to you that you would think differently?
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