Logos, Ethos and Pathos( In an Absolute world-masquerade)

This ad plays on all three of the major rhetorical tools: ethos, pathos, and logos. This ad uses this famous guy to represent the product because he's a sexy and elegant guy that can easliy reflect both life that Vodka's ad is talking about..
The play on Ethos is apparent in the use of the zipper. The zipper represent what seperates the life of routine and the life of fun..Vodka characterize the life of fun joy and hapinness where we can forget our problems and escape from it..

Adding to that the man that represent the ad is present in both lives and we can see and feel the difference in his face in each side.Where the bottle of vodka is opened, life begin to be colorful and joyful and our whole life is turned upside down.

So in general the ethos in this ad is how Absolute vodka can color our life and stimulate our routine life.

Pathos:This ad is obviously geared to all workers that find out that their life is nothing but a routine that repeat itself everyday..When this man sitting on his chair open the zipper of the bottle, we feel the happinness in mens and womens while
dancing in contarty of those they are standing outside by the wall doing nothing but thinking what they can make to change heir boring life.The zipper play with pathos as well, because it represent the seperation between these two wrolds, and it seems to be very easy..because anyone can open a zipper so its something that can be done by any person, and here anyone can
open the zipper to cchange his mood with Absolute vodka.The ad suggests that drinking Absolute Vodka is the way to get the life of fun.

Logos:
Logos is shown by the use of the Absolute vodka bottle placed on the table next to the black mask that the men is wearing after drinking his vodka . The text that represent the ad is on the top right of the page "In an absolute world" the font is bold and we can clearly read what the product is. Then the other phrases that states what Absolute vodka can turn you into
are spread in the ad with a small font but a clear one so we can find it easily..The men sitting on the chair is very important because he want us to beleive that he just like any hardworker can easily open the zipper of the vodka to change his mood and turn his night into a masquerade, do we can..He's an ordinary men sitting in the other side of the room representing the men and women standing by the wall, bored and lost and that the same time he represent the people who's dancing in the other room just because they had Absolute vodka..so we understand that everyone can do what he've done and its too easy to be happy with Absolute.. (N.D)

Stop crying and make out the best of it…..

The content of this logo is a flag appeared in the eye of a lebanese habitant who is sad and cynical from the politics in lebanon, that is shwon by his tear droped from his eye .

from along time lebanese people were suffering from the deseas of politics,wars and sectarianism.

In this advertising ,ethos is apparent with the famous Lebanon’s flag shown in the eye of this lebanese person.

Pathos are highlighted by the tear dropped from the eye.People will be pushed to think about their country and get conscious to take the right decision to make the best from it.

There is no specific logo for this advertisment ,we can notice “elections 2009 “ at the right end of the page.This is the logo choosen to make an actual concept for this advertisment.

I have choosen this type of advertising because of the actual situation in Lebanon..Lebanon is suffering and people continues to behave in a bad way specially in the political side which make between closer peoples lot of problems.
Lebanese people must work together to make Lebanon live again and to stop tears of lot of sad people…

(Task 1 and 2) Posted : Joseph Hoayek.

Logical Fallacies - Cyrine Abdelnour for Garnier Color Naturals

As a start, a great question is to be asked: What are the reasons that make a consumer want to buy a certain product? Well, some may say the product itself and how famous it is, or how beautiful the visual of the ad is, and even the celebrity represented in the ad. And in the case of the Garnier Color Naturals ad, it is most probable that consumers, mostly women, would run as quick as they can to get the product just because Cyrine Abdelnour is starring it. But do they ever look at the phrase that says: 100% NATURAL OLIVE OIL? Noooooo...

They just look at the celebrity before their eyes; her beauty and the "effect" of the product on her. And in fact, this is a very wrong way of absorbing the message being sent by the ad. It is influencial indeed as well as successful, but READ! Please people, and not just women, read the ad carefully and understand the real message behind. Read the writings on the back of the product. Check what's in it and open your eyes wider concerning such issues. Products aren't a joke or a toy to play with, and they definitely shouldn't become a way of showing love for some celebrity icon. For instance, in the Garnier Color Naturals ad, people become blinded by two silly things: Cyrine Abdelnour's presence and the phrase that says "100% Natural Olive Oil." And again I say READ! Do you know what the ingredients of this product are, ladies?

My point behind this is that all Lebanese people have to stop the bad habit of not reading at all and counting on visuals. It's like we're falling for the saying: "What you see is what you get." What you see isn't what you get. What you see is the first thing you notice in what you may get. But there's a lot more than images and figures while advertising a product.

In general, the ad is successful and effective, but reading makes the consumption of products be more clever and precise. So in the end, one advice is to be given: Use your eyes not only to look, but to see everything in a deeper way.

Posted by (E.M.)

Alex Trochut: With Whom Words Are Enough to Express

Did you ever realize that ads aren't always done using photos and slogans? Did you ever realize how important typography and illustration are in ads? Well, if you never did, then now is your chance.

Meet Alex Trochut, a Spanish typographer/illustrator from Barcelona. This man says that he doesn't prefer typography over illustration and vise-versa, and it is obvious from his artworks. Alex has always mixed both in order to give us amazing results that we can't find anywhere else. And as a Graphic Design student, I searched a lot in order to know more about this man, and I found out that among the 50+ famous Graphic Designers in this world, Alex is the only one adopting such a unique style in his works.

Mr. Trochut has created such outstanding posters and and graphic images, in addition to his own fonts. Plus, Alex has done a lot of pieces of art for many brand names in order to advertise their products, and he definitely succeeded. The man with the motto "More Is More" worked for Sony, Cadbury, Kleenex, Topshop, Sixpack (France), Johnnie Walker, and many others.

So please, allow me to introduce you to the artist who was able to bring joy to people's lives through his artworks:

Some of you may ask about the reason that makes me introduce Alex Trochut. In fact, I believe that people like Alex are required in the field of advertising and media because they can influence the audience very easily and spread a lot of joy around them. In other words, don't you just feel amazed and satisfied for seeing such amazing illustrations and typographies in products' ads? I do! I believe that this is such a unique and special way of advertising products, and a very strong way of attracting consumers and affecting their opinion concerning a certain product. Moreover, the ads of Alex Trochut are almost testimonials. They may not include a celebrity, but they do include artworks of a celebrity. So what could be more attractive than this? Outstanding works, for outstanding ads, and eventually, an outstanding result. All we can add is: Thank you Alex for putting your fun and joyful spirit in these ads, and showing us another side of advertising. The one we would love to see in every single day of our lives, to be cheered up and motivated constantly.

Posted by (E.M.)

The Many Faces of Modern Election Campaign Communication (A Critical Examination of the Nature of Mediated Election)

The title above was the one chosen for the conference that we had the chance to attend, on Wednesday, May 13, 2009. Miss Tracey Mansell was the host of this conference, and the lecturer was Mr. James Stayner, from England. In general, the lecture was about how political campaigns are being held these days, and what the different types of media used are, taking into consideration the way messages are sent and received; the way the audience is being informed and influenced.

It all started with a simple idea: Informing people is influencing them. And this is exactly true, for if people aren't affected by the message that is being sent to them, then this message becomes useless. And when it comes to elections, the voter is considered to be a target to be influenced than being a decision-maker that is informed. For example, we can see how some political campaigns can change one's opinion just because they are able to touch the deepest part in him/her (Affect his/her emotions, the way he/she thinks, or even the morals and ethics he/she have been raised on).

Since the 1950s, the role of media in the domain of politics has increased, and nowadays, the American way of creating ads has spread all over democratic countries. But why don't these countries try to develop their own ways of creating ads? It is true that American ads have been the best and the most influential of all the types of ads, but that doesn't mean that any other type won't excel the same way.

Moreover, in some countries, we may not see types of ads that differ from the American ones, but we can notice the variety in using different campaign strategies by different political parties, each affecting the relationship citizen-political parties in its own way. How do these campaign strategies affect this relationship? In fact, by using the media, political parties are able to mobilize the citizens; able to help them make up their minds about who to vote for and the reasons behind it. From here, we can deduce that elections have no meaning without media, for it is the basic element that manipulates the citizens.

As a matter of fact, in the 19th century, like in Britain for instance, election campaigns used to be so loud and crowded with people. But later on, technology became one of the most important elements in political campaigns, making them easier and spread wider (Starting from the 1920s, there was the radio then the television). Furthermore, technology allowed politicians to be present among us, in our homes or the places that we spend most of our times in. Imagine having the sound and the image of a candidate in your living room, where you don't move your eyes away from the T.V; not even a bit. So what if these politicians became present in every talk show we watched and every T.V. program? Well, that's what happened in Europe and America, where talk shows became everywhere, influencing the younger generation mostly. And Lebanon isn't an exception in such a case.

We can't deny the fact that election campaigns are taking over T.V. programs, where all we can see are the politicians trying their best to appear as much as they can, allowing citizens to know more about them, and who knows, maybe those candidates could win some voters on their side. In Lebanon, citizens would go for the politician who offers the best services and the most suitable plans for their needs.

Unfortunately, election campaigns didn't stick to billboards, talk shows, and radios. In fact, and mostly noticed during Barack Obama's campaign, things have spread in an unbelievable way till they became a part of the internet networks as well. Why the internet? Because as we all know, that widespread invention has the younger generations as the majority of its users. As for Lebanon, political parties have started using blogs and websites as new ways of communicating with citizens and transmitting their messages. As well as, students and political activists have increased the usage of blogs in order to exchange information and express their own opinion about the political party they support. And such a phenomenon isn't only taking place inside the country, but all over the world, to an extent that the number of blogs has reached 150,000,000 blogs worldwide. So can you imagine the number of people being informed and influenced by these blogs?
Blogs really facilitate communication among people who have similar or even opposite point of views concerning certain topics.

In addition to what has been mentioned above, let's take for instance the former U.S. President John F. Kennedy. This man has become a pro at his time in using the T.V. as a way to transmit his messages to the citizens, and the same is taking place today in Lebanon: political parties are becoming pros in using T.V. shows and programs, as well as the internet in order to influence the citizens and increase the number of their supporters.

And a question is to be asked: what do you think the reason behind Lebanese citizen's voting is? To be honest, we can't deny that a person votes because of being influenced by a political campaign or in order to be committed to the political party he/she has always been committed to. But what about those who vote based on their familial or religious belongings? I believe those people do exist, and they may not always be any benefit for the way elections are going on. In fact, they may be a major obstacle.

And last but not least, political parties have been adopting certain signs or logos in order to represent themselves among the citizens. And the reason behind the usage of these signs is for these parties to find a certain way to become more familiar among citizens, and influence them fatser and better. And such an effect may not be obtained from now till the elections come, but sooner or later, it will be. Sooner or later, voters will get used to these signs, and maybe influenced by them as well. So here's a new way of mobilizing supporters and gaining new ones (Maximizing voters).

Posted by (E.M.)

The ENGLISH 240 World

Many of you may think that the English class we're attending with Miss Tracey Mansell is like any other class, constituting class work, homework, and a teacher standing over your head and making sure you get all your work done. In fact, you are very wrong for the English class we're attending is more than it should really be. What we learn in this class isn't just about College writing skills, but about life in general too.

What is meant by life in general? Well, what we were able to absorb from our English teacher in the class or outside it can never be found anywhere else. We've seen art of all kinds (Photography, painting, advertising, and others), politics (Mostly political campaigns during the election period in Lebanon), met English people (Either in class, conferences, or art exhibitions), experienced an English course that was so amusing compared to the ones we used to attend when we used to be younger, and most of all, we met not only a teacher, but a friend too. An instructor that never made us feel like we were in class. Amusement was always present in her class even when doing work. She helped us find the fun part in writing skills and experience what's more than just an English course.

All we'd love to add is that Miss Tracey Mansell is the kind of teacher that should be found in every class: humorous, serious, fun, and beholding an extremely high level of education. Not just educated concerning English literature, but in other domains of life too.

Our group believes that the best way to show the interaction and communication in our English class is by posting photos of the students and the teacher during course hours:

Posted by (E.M.)

Logos, Ethos, and Pathos

An advertising technique is used in order to persuade the audience that the message of the ad is right. Logos, Ethos, and pathos are three techniques used to accomplish the goal of the ad. How are the Logos, Ethos, and Pathos techniques used in Cyrine Abdelnour's ad for "Garnier Color Naturals" dye product?

-Ethos: Ethos is apparent with the use of the celebrity "Cyrine Abdelnour" as a model for the ad. Cyrine is a very famous and beautiful star and uses "Garnier Color Naturals" as a dye product. The advertisers are telling women that if they use this product, they will become good-looking with great hair just like Cyrine's. Not to forget that they might feel famous too. The use of this celebrity will increase the demand on this product, which is the goal of the advertising campaigns.

-Pathos: Pathos appeals to the emotions and feelings. The use of Cyrine with smooth and nice hair color will increase the jealousy in most of the women. That is why they will tend to buy this dye product to be even better-looking than Cyrine. Moreover, Cyrine is young, fresh, and amazing. Women who started having grey hair are the best consumers for dye products. When they see this ad, a sensation of "growing-up" will arouse in them. They'd feel that they are getting older and older. This feeling is the worst feeling for a woman. That is why, they think that by using this product, they will become young again, fresh, and amazing like Cyrine.

In addition to that, this ad is also addressed to men. Men who like Cyrine will feel that they want her to be their girlfriend or wife. So, they will encourage their wives and partners to buy this product in the intention of becoming amazing and having great hair color and brightness.

-Logos: In the background of the picture, we realize that there is a picture of an olive branch. It is very intelligent to put this picture as a background. The dye product says that it is made of 100% olive oil. This means that it is a 100% natural and not synthetic product. For this reason, women will be encouraged more to buy this product because natural and organic products are few in our country these days. Beauty is obtained through nature.

Ethos, Logos, and Pathos are united in this ad to persuade the audience targeted that this product is the best. These three techniques complete each other. If they are not used in a balanced way, the ad will fail to be a convincing and attractive one which is not the case in Cyrine Abdelnour's ad for "Garnier Color Naturals."

Posted by (S.S)

Seat Belt Is a Necessity

This is another ad for YASA organization. It also deals with driving safely, but aims at emphasizing the importance of the seat belt while driving. Lebanese people are known for their instability and foolishness while driving. Ignoring the seat belts is one of these silly acts and crimes committed by Lebanese citizens. In fact, the seat belt is not created as a design for the car. It was created for a certain purpose which reduces the shock of the accident and prevents the pilot, co-pilot, or passengers from a bump out of the car. This means that it is a necessity before drawing the engine on. This ad maybe encourages people to put on their seat belts while driving. Advertisers are trying to say that the seat belt is a safety tool. Without it people might die like the man lying on the road in this picture of the ad. Death is a fear for almost all people. I think it is a great tool for an ad because all the people will get affected by this scene and directly tend to wear their seat belt while driving.

Posted by (S.S)

Kunhadi is a social community message aimed to generate awareness on road safety issues. Hadi was a young man who died in a car accident.
KUN = BE
HADI = CALM
>>KUNHADI is the slogan used in many advertisements to trigger responsible behavior when driving in the streets of Beirut where no regulations have been set to have things somehow under control.

1-The intended audience is the Lebanese youth; those who love to drive fast unconscious about the potential of their death or to kill someone on their way.
So this Ad is awakening the people to the responsibilities they have towards themselves at first and those driving and living around.

2- The Ad represents a destroyed car in the city, on the driver seat a donkey is driving , representing those dumb drivers. And on the car’s hood a bloody man lying unconsciously .
On the bottom left of the Ad we find Kunhadi’s logo and its associates. On the bottom right the Ads slogan “Min kil aklak tayir?” or “Are you speeding for real?”
The advertisement is in black and white except for the blood in red.

3- In a certain percentage this Ad is insulting those bad drivers by making them as if they are donkeys, And so, in Lebanon its common to say about someone who’s acting unconsciously that he’s a donkey and it’s the same here.
So the credibility in the commercial is high, because it represent so closely the Lebanese reality. And its so real that if someone wants to drive “like a donkey” caring less about those with him or around him , he will get into trouble by killing people and putting his life in danger. So the Ad is very credible.

4- Ethos: the ethical appeal is very dominant ; the author is exerting an authority on the viewers, by making himself that person who awake people about speeding disadvantages and treating that crazy driver as if he’s a donkey. In this way when the viewer is shocked he realizes that when he drives extremely fast he’s doing wrong and must be treated like an animal.

Pathos: to persuade the viewers the designer of this Ad worked also on the emotional factor. By using the bloody dead man on the vehicle’s hood and the destroyed car after an accident ,the readers will have the feeling of sympathy , at first sorrow for the dead and second they’ll have the feeling of favor and support with the Ad cause, which is limiting speeds to avoid death.

Logos: logical persuasion comes from the fact that the designer showed us a reasonable reality in this Ad . By showing the dead man the author needs to show us that the reason behind this death was a non sense driver; so he’s persuading us to slow down and to don’t lose our head so we cause less lethal damage. It’s better to drive calmly , after all, isn’t it !?!!

Posted by (E.T.)

Don't Drink and Drive Ad by YASA

To start with, YASA stands for "Youth Association for Social Awarness".It focuses on driving safety and organizes campaigns to reduce car accidents and related injuries.This ad was created by YASA when statistics in Lebanon have shown that most of the car accidents committed by youth are the effect of drinking and driving.The ad represents a picture of a man wearing black and lying on the road.

Why the advertisers have chosen a black T-shirt for the man lying on the road? They could have chosen another colorful one.Well, this color was chosen to refer to death.Actually, the message from this ad is to alarm youth that drinking and driving is a dangerous issue that might lead to death.The picture itself is somehow scary. If any person sees this picture, he/she will get a shock for few seconds.After that, he/she will think deeply about that issue and realizes that this reflects the reality in Lebanon.

How can the audience know that this ad is dealing with drinking and driving?
If we gaze deeply into this picture, we realize that this white painted rectangle for the separation of the road is actually transformed into the shape and structure of a bottle of alcohol attached to the hand of the man. Here, the message of the ad is definitely emphasized."A bottle of alcohol in the hand of a man, and the latter is lying on the road," we think.This really affects the emotions of the audience.Well, death is the hardest circumstance that a person passes by. When seeing the man lying on the road, all people will get a flashback of an incidence of death of a close person.This will affect them and let them think twice before drinking and driving.

In addition to that, we realize that this ad is somehow dedicated to men because the picture of a man with the bottle lying on the road is dominating.It is known that men mostly drink and drive, and they accompany back women and girls to their residences not vice versa except in some cases.So, i think that this ad is also dedicated to women and girls indirectly.It alarms them not to get in the car when their partner or friend is drunk, and he has to drive back.Usually girls are more sensible than boys.when they will see the picture of death, they will be more affected and touched.So, they will pay more attention and care and think twice before getting accompanied back home with a drunk person.

Posted by (S.S.)