I think this advertisement uses appeal to authority pretty well. In the begining, the background music sounds very sad, and the audiences may wonder who this vagrant is? Then, through the dialogue, we knows that he is a worker in Fedex. Even though he was stucked in an island for five years, he still insist on transfering the package to the customer. This makes the audience believe that no matter what happened, Fedex always can accomplish the commission. By asking what's inside the package, Fedex emphasizes how trustworthy they are. If the men had opened the package before delivery, he wouldn't have been lost in an island for five years. So, this is prooving that Fedex won't offend customers' privacy during transfering. What's more, it tells that even you just want to deliver some "silly stuff", they'll still take it as a sacred mission. Every detail in this advertisement is trying to show the audiences that Fedex is a good and turstworthy company.
Friday 6 April 2012
Fedex
I think this advertisement uses appeal to authority pretty well. In the begining, the background music sounds very sad, and the audiences may wonder who this vagrant is? Then, through the dialogue, we knows that he is a worker in Fedex. Even though he was stucked in an island for five years, he still insist on transfering the package to the customer. This makes the audience believe that no matter what happened, Fedex always can accomplish the commission. By asking what's inside the package, Fedex emphasizes how trustworthy they are. If the men had opened the package before delivery, he wouldn't have been lost in an island for five years. So, this is prooving that Fedex won't offend customers' privacy during transfering. What's more, it tells that even you just want to deliver some "silly stuff", they'll still take it as a sacred mission. Every detail in this advertisement is trying to show the audiences that Fedex is a good and turstworthy company.
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Obviously, this ad involves the pathos, ethos and logos appeals as you said. The advertiser creates the story that the deliveryman was blocked in an isolated island for five years. The visual images show how the miserable life is and make a connection toward the audiences as the consequences. Audiences will feel the suffering that the deliveryman has and tend to agree the compliments as female customer comments. And then, the massy man says, “I have sworn I would deliver this package to you, because I work for FedEx." It conveys their belief that FedEx will always fulfill the customer's expectations. It establishes the company's authority be referring the moral of keeping the promises. Indeed, this is very effective way to show their high reputations to the audiences
ReplyDeleteI don't think it appeals to authority. Even the story tells audience about a responsible man from Fedex, the advertising is still focus on catching people's emotion to attract audience.
ReplyDeleteKaren, although this ad uses the appeal to authority pretty well, just as you mentioned, don't you think it is a little bit overstated?
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