Noticeably, pathos is also conveyed through the inviting language and social media icons that demonstrate a human connection, persuading consumers to buy the product as it shows a level of compassion. For example, the word ‘love’ which is situated with a love heart embraced with the words ‘Carman’s Family’, shows that the makers embrace what they do and they want to share that compassion with their consumers. The society we live in is also surrounded by social connectivity, hence by using icons from Facebook and Instagram, it potentially enlarges the audience of this product by sharing it with more people. According to J. Epstein the CEO of Ambassador Software, the world's number one marketing platform, 71% of consumers who have good social media service experience with a brand, are likely to recommend it to others.
Charity
Another tool we have identified that conveys pathos persuasion,is the claim to help charity. In this case, the Carman’s brand supports the Bowel Cancer Australia organisation. The section starts by saying “Giving back is the ultimate gratitude.This statement persuades the reader to consider purchasing the cereal, as …show more content…
Here it can be seen that this image stands out as the focal point due to its size, but mostly due to the strong contrast between the white sides of the bowl, and the dark background. This technique is also repeated on the packaging as a polaroid image uses a white border in order to pop to the foreground. These images are different, however, as they serve a more specific purpose. One image depicts a cheesecake recipe that includes the cereal as an ingredient. The photo is professional in quality and its dimensions reflect the photo format of the popular photo based social media site, Instagram. This has been done to emotionally appeal to a modern audience, as food photography is a popular trend
Charity
Another tool we have identified that conveys pathos persuasion,is the claim to help charity. In this case, the Carman’s brand supports the Bowel Cancer Australia organisation. The section starts by saying “Giving back is the ultimate gratitude.This statement persuades the reader to consider purchasing the cereal, as …show more content…
Here it can be seen that this image stands out as the focal point due to its size, but mostly due to the strong contrast between the white sides of the bowl, and the dark background. This technique is also repeated on the packaging as a polaroid image uses a white border in order to pop to the foreground. These images are different, however, as they serve a more specific purpose. One image depicts a cheesecake recipe that includes the cereal as an ingredient. The photo is professional in quality and its dimensions reflect the photo format of the popular photo based social media site, Instagram. This has been done to emotionally appeal to a modern audience, as food photography is a popular trend