About this advert
25 November, 2009
Charlotte Ashton-Rickardt's view
For a relatively generic product in a cluttered market of cameras, it is a case of gaining cut-through for the brand. nThrough implementing silence as a creative technique, the advert achieves said cut-through. Silence promotes stopping power since it is unexpected amongst the incessant sounds blasting continuously from the TV, whilst it has the pleasure of being in use. This urges the viewer to look and listen more intently towards this fairly simply executed ad. nThe use of celebrity endorsement, implementing ethos as a mode of persuasion. Aristotle states in 'The Art of Rhetoric' that the first step in building a persuasive argument is ethos: credibility of the speaker. In advertising terms, it is the overall moral character and history of the endorser - particularly in the case of celebrity endorser - that imbues the speaker with credibility. nThis ad required a strong character to endorse this brand since it is a highly competitive category in which that brand has been relatively quiet in terms of voice.
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