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DECODE MEDIAMixed Messages
Rhetorical Devices■Pathos- Use of emotional strategies to appeal to the consumer. Positive emotions such as happiness (image of a person laughing while enjoying a beverage). Negative emotions such as pain (image of a person in a car accident, do you have the latest safety feature in a car?)■Logos- Use of logic or reason. The message will contain evidence and statistics to persuade consumers. ■Ethos- Use of credibility or character. The message will contain experts in a certain area with statistics or use celebrities to endorse a product.
Stelara Commercial■Featured in commercial is CariDee English –Professional model and America’s Next Top Model, 2006■CariDee is a spokesperson for Stelara, a medication used to treat psoriasis.
What body language or facial expressions do you notice?■Body language shows carefree attitude.■Facial expressions shows happiness.
■The commercial uses both Logos and Ethos devises.