The advertisement released by Verizon features audio played of various individuals who have previously been rescued by first responders. The individuals each call the people responsible for saving their lives and identify themselves with them by explaining what the rescue was as the rescuers are not able to remember each and every person they have saved in the past.
The audio of each phone call is accompanied by the pictures of the moment each caller is rescued. This addresses pathos. It attempts to make the audience feel sympathy for the callers but at the same time, proud and delighted that this opportunity was given to them to get in touch with the people who saved their lives. Having still pictures rolling in the background allows the viewer to really get into the atmosphere and plays with the viewer's thoughts giving them a better feel for what the atmosphere was like.
The advertisement addresses logos by linking the first responders with the people they have rescued. It shows the importance of our first responders. The very first firefighter called responded immediately with “oh my God. You kinda caught me off guard here.” as the caller identified herself as someone he rescued 4 years ago. This shows that our first responders are greatly unappreciated and receive hardly if any, acknowledgment or appreciation from the victims they have rescued despite doing what they do for a living and saving lives every day.
Verizon, being a service provider, secures ethos at the end, with the line "They answer the call. Our job is to make sure they can get it". Through this, the company is stating their involvement with first responders. They are portraying themselves to the audience as a vital part in saving lives by connecting those that need urgent help, to those who can help.
That's really slick! Excellent choice! I wonder if there are any problematic aspects to the ad?
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