Modes of persuasion
Logos = NO there are not facts or statements made, therefore effective the credibility. Only assumptions are being made.
Ethos = NO If Logos are not in use then Ethos will not be in use. Furthermore, there are no celebrities or credible figures to support any statements made.
Pathos = YES The use of the army bloke holding his helmet out asking for help. The armed forces are an effective way to interjects a patriotic sensibility to protect and help those who protect the country. The headline also implements emotional sorrow and guilt that our 'Heros' don't make it home as we in return sat down at home doing nothing to help those in need.
Five Canons
Invention = YES this canon is universally applied to all but cannot be demonstrated with the final creative.
Style = NO no personality of UKIP has been implemented within the campaign.
Arrangement = YES the headline is the most important element on the page along with the feature image that takes up the majority of the advert. However, the purple banner still ensures the information is still clearly visible, avoiding contrast of clashing against the image.
Memory = NO no facts of the statement are being used, therefore there is no possibility to recite any information because nothing is being stated or said. There is no external outlet like a website that may further explore this claim that our armed forces are begging.
Delivery = YES this canon is universally applied to all but cannot be demonstrated with the final creative.
Arrangement = YES the headline is the most important element on the page along with the feature image that takes up the majority of the advert. However, the purple banner still ensures the information is still clearly visible, avoiding contrast of clashing against the image.
Memory = NO no facts of the statement are being used, therefore there is no possibility to recite any information because nothing is being stated or said. There is no external outlet like a website that may further explore this claim that our armed forces are begging.
Delivery = YES this canon is universally applied to all but cannot be demonstrated with the final creative.
Four Topoi
Greater/Lesser = NO, there is no comparison of two objects within the campaign.
Future Fact = NO, no statement applying that something will occur in the future.
Past Fact = NO, no statement applying that something will occur in the past.
Possible/Impossible = NO, The campaign's message isn't stating anything that may be impossible or possible as no persuasive argument is taking place.
Future Fact = NO, no statement applying that something will occur in the future.
Past Fact = NO, no statement applying that something will occur in the past.
Possible/Impossible = NO, The campaign's message isn't stating anything that may be impossible or possible as no persuasive argument is taking place.
Modes of persuasion
Logos = YES, The campaign is making a logical argument that the more seats the SNP have the more power Scotland will have.
Ethos = NO, The statement is there but no credible source insight; with no trustworthy figure to back up these claims the statement loses trust in return. It's an empty statement with no backing.
Pathos = YES, Imagery of seats doesn't instil any emotional response as the general public can't relate to an image of empty seats within parliament. Seats don't evoke a response, it just further separates politics from the public. The statement injects a sense of want and urge to vote to retain this fictitious source of 'power'. More power is everything and a lot of things can come from more power, therefore, this will spur people on to want more power to improve the lives of the public.
Five Canons
Invention = YES this canon is universally applied to all but cannot be demonstrated with the final creative.
Style = NO, no personality of the SNP has been implemented within the campaign.
Arrangement = YES, the image is essentially the most important element of the advert. The headline is second in the hierarchy. The image doesn't do much to really inject emotion so the headline should be bigger as it gives off the biggest emotional response. The branding of the SNP is still in use by highlighting the logo and tagline.
Memory = NO, the statement is there but no other information is available to back up the information or add context to the statement. Apart from the statement the user wouldn't be able to find a website link or more info to back up the statement.
YES , this canon is universally applied to all but cannot be demonstrated with the final creative.
Arrangement = YES, the image is essentially the most important element of the advert. The headline is second in the hierarchy. The image doesn't do much to really inject emotion so the headline should be bigger as it gives off the biggest emotional response. The branding of the SNP is still in use by highlighting the logo and tagline.
Memory = NO, the statement is there but no other information is available to back up the information or add context to the statement. Apart from the statement the user wouldn't be able to find a website link or more info to back up the statement.
YES , this canon is universally applied to all but cannot be demonstrated with the final creative.
Four Topoi
Greater/Lesser = NO, there is no comparison of two objects within the campaign.
Future Fact = NO, no statement applying that something will occur in the future.
Past Fact = NO, no statement applying that something will occur in the past.
Possible/Impossible = NO, The campaign's message isn't stating anything that may be impossible or possible as no persuasive argument is taking place.
Future Fact = NO, no statement applying that something will occur in the future.
Past Fact = NO, no statement applying that something will occur in the past.
Possible/Impossible = NO, The campaign's message isn't stating anything that may be impossible or possible as no persuasive argument is taking place.
Modes of persuasion
Logos = YES, the advert is claiming that the Tories want to cut public services. Therefore, the advert is making a logical argument through the use of stating a fact.
Ethos = YES, Yes the statement is there and because David Cameron is in the advert the statement holds a credible factor. David Cameron is a credible figure due to him being the current PM, therefore, he comes with credibility that the public can trust.
Pathos = YES, The headline injects fear and panic that the country could go back in time where life wasn't as plentiful.
Five Canons
Invention = YES , this canon is universally applied to all but cannot be demonstrated with the final creative.
Style = NO, no personality of David Cameron has been implemented within the campaign.
Arrangement = YES, Image is essentially the most important element from the advert from the size of it. Then the headline is second in the hierarchy. The branding of the Conservative is used to highlight more essential information that emphasises the emotional panic.
Memory = NO
YES , this canon is universally applied to all but cannot be demonstrated with the final creative.
Arrangement = YES, Image is essentially the most important element from the advert from the size of it. Then the headline is second in the hierarchy. The branding of the Conservative is used to highlight more essential information that emphasises the emotional panic.
Memory = NO
YES , this canon is universally applied to all but cannot be demonstrated with the final creative.
Four Topoi
Greater/Lesser = NO, there is no comparison of two objects within the campaign.
Future Fact = YES, The advert is stated that if nothing is done then the future will become the past and we will essentially be worse off under the Labour.
Past Fact = YES, The advert is using the past to instil fear and uncertainty.
Possible/Impossible = NO, The campaign's message isn't stating anything that may be impossible or possible as no persuasive argument is taking place.
Future Fact = YES, The advert is stated that if nothing is done then the future will become the past and we will essentially be worse off under the Labour.
Past Fact = YES, The advert is using the past to instil fear and uncertainty.
Possible/Impossible = NO, The campaign's message isn't stating anything that may be impossible or possible as no persuasive argument is taking place.
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