The Worlds Thirst - Essay Example

The World’s Thirst Getting attention of the global market can be very difficult for a new product. To get noticed, endorsers should do their best in enticing consumers; otherwise they will reap no rewards. Endorsements should then be appealing not only to the mind but also to the emotion of the audience. The “Lmn” advertisement of Parle Agro clearly provides an example of the effective use of both logos and pathos to win the attention of the global market. Product endorsements usually have the same motif. They would usually convince people to buy, claiming they have the answer to the most complicated world issues. Doing this entails the use of different means, namely, the ethos, logos and pathos. However, new products have no established credibility, thus they cannot rely on ethos, unless they would convince a well-known personality such as Pres. Barack Obama or Sec. Hillary Clinton to endorse the new product. Therefore, they would attract the attention of the consumers, making use of either logos or pathos or both. Noting the serious problem of dearth in Africa, “Lmn” captivates the audience by appealing first to their logos. The setting of the advertisement is a perfect choice. It denotes the remarkable dearth in potable water all over the world, especially in Africa. In the opening scene, the sight of two African men under the blazing safari sun instantly suggests what the commercial is all about, the answer to the need for water or drink. Anyone who would see the advertisement will surely be reminded of the problem that haunts not only Africa but even other parts of the world. The lack of water as shown in the scenes challenges the audience to think of an alternative way to quench thirst but the setting itself limits the choice and leads them back to the setting. The last part of the segment where the Lmn drink appears connotes that one can find Lmn even in the most difficult place such as Africa. That part also suggests the global presence of the manufacturer. The use of logos is also effective in relaying the message that one does not have to do much effort in finding a drink. The technique used was quite ordinary, thus making the point clear. First, it gives propositions then leads to a sound conclusion at the end. In the first part of each commercial segment, the two characters look terribly thirsty. Then, they would attempt to look for a drink and find a way but still fail at the end despite serious troubles. Finally, at the end, the Lmn drink appears to suggest that if people want a thirst quencher, then they should not look for something else or do something extraordinary like feeding from a mother leopard. All they need to do is buy Lmn. Nevertheless, there seems to be a fallacy in using the safari as the setting because people would wonder if Lmn is really available in the dessert and if it is, it is still doubtful if the two guys could possess any money to buy the drink. Aside from using logos, the Lmn advertisement also uses pathos. According to Gulledge (24), the use of pathos can be most effective in convincing the audience, especially when it is used effectively. The heat of the blazing sun in Africa, the dessert that spans infinitely and the sight of the two natives clamoring for water all sum up into a remorseful perception from the audience. Such a situation will definitely appeal to the mind and even more to the emotions of the audience. It actually attempts to win the sympathy of the audience for the two men. The setting and the characters were carefully chosen to attract the interest of the audience and make them sympathize with the suffering of the characters. To exaggerate, people could be encouraged to send Lmn or other bottled drinks to Africa upon seeing the commercial. Absurdity was also used in the Lmn commercial. Absurd ideas come after the attempt to win the sympathy of the audience, which is a further use of pathos to appeal to the emotions of the audience. Absurdity was employed in two ways: one, as a means to make the commercial interesting, and two, a means to exaggerate. The witlessness of the two characters makes the commercial interesting. As mentioned above, in one of the segments, the two attempt to drink milk from the mother leopard by painting their bodies to look like leopard kids. However, the said absurdity can be considered an exaggeration, a sarcastic idea that could raise arguments relating to racial discrimination. On one hand, in the said part where the men disguised as leopards, the commercial hints on telling people to avoid their morbid fate. Notably, one of the characters met a morbid fate due to foolishness of disguising as a leopard. Such an idea convinces the audience not to try doing something as foolish as what they did but just find Lmn when they need a drink. This conclusion can be easily perceived by the audience because of the order of propositions and the clarity of the message. On the other hand, the commercial also uses absurdity to the point of exaggeration. The advertisement makes an impact on the emotions by sensationalizing the situation of the people, showing them in their traditional safari underwear, hinting on the lack of civilization. Absurdity can be easily traced in the scene where the two characters see the faucet and relocate it instead of using it right away. The ignorance of the two men on the use of the faucet is an exaggeration that could cause further arguments in the international scene. Such an idea can be considered a personal attack on Africans, hence such should have been avoided to win the global market. Nonetheless, if the endorsers really wanted to just capture attention, then they must have made the best approach. The Lmn advertisement of Parle Agro is a typical example of how endorsers would want to make a product to be the best among the beverages available in the market. Delving on the issue of world thirst, the Lemon advertisement entices the market to make Lmn a part of their trip to Africa or their regular drink. Relying on both logos and pathos, the advertisement shows a strongly attractive and persuasive view of the product. However, the absurdity and sarcasm towards the African culture and progress could be seen as negative points that should have been avoided by the endorsers. Works Cited Gulledge, Andrew. “The Art of Persuasion.” New England: Gulledge, 2004; 24. Print. “Lemn.” Parle Agro Commercial. 2011. Commercial. Read More