Before analyzing three different advertisements made by Walt Disney World from over the years, it is necessary to have a fair understanding about the three segments of the Rhetorical Triangle: ethos, pathos, and logos.
Ethos: credibility, trust
Pathos: emotions/values
Logos: Logic, reason, proof
(Image 20)
Ethos: credibility, trust
Pathos: emotions/values
Logos: Logic, reason, proof
(Image 20)
First Advertisement: 1971
This advertisement campaign was the first form of advertising used to promote the brand new Walt Disney World. Ethos is represented in this advertisement through the text on the page. Walt Disney World is printed on the advertisement not only once, but twice on the page. Also, it mentions over the Florida outline that the advertisement is accredited to Walt Disney Productions in 1971. Another form of ethos that Walt Disney World shows is using the location of the theme park, Florida, on three different parts of the page. With having Disneyland in California, Walt Disney World wanted to let guests know the location of the new theme park. Lastly, Walt Disney World completes its use of ethos by using not only a portrait of Mickey Mouse, but also using the infamous Mickey Mouse ears on three different parts of the page. Pathos is also represented in this advertisement through the different images and text on the page. Through the images and text on the page, a person can get a sense of joy and fun. This makes a person think about the fun he or she can have in Walt Disney World. This also makes people feel more curious about what can be seen and/or done while being on the Walt Disney World property. Lastly, logos is represented in this advertisement through logos. With putting the information for the location and name of the park in the top left corner, it immediately engages people to look at the advertisement sense people read left to right and top to bottom. For Walt Disney World's first advertisement, it is highly effective because it appeals to ethos, pathos, and logos in a way that engages readers. (Image 21)
This advertisement campaign was the first form of advertising used to promote the brand new Walt Disney World. Ethos is represented in this advertisement through the text on the page. Walt Disney World is printed on the advertisement not only once, but twice on the page. Also, it mentions over the Florida outline that the advertisement is accredited to Walt Disney Productions in 1971. Another form of ethos that Walt Disney World shows is using the location of the theme park, Florida, on three different parts of the page. With having Disneyland in California, Walt Disney World wanted to let guests know the location of the new theme park. Lastly, Walt Disney World completes its use of ethos by using not only a portrait of Mickey Mouse, but also using the infamous Mickey Mouse ears on three different parts of the page. Pathos is also represented in this advertisement through the different images and text on the page. Through the images and text on the page, a person can get a sense of joy and fun. This makes a person think about the fun he or she can have in Walt Disney World. This also makes people feel more curious about what can be seen and/or done while being on the Walt Disney World property. Lastly, logos is represented in this advertisement through logos. With putting the information for the location and name of the park in the top left corner, it immediately engages people to look at the advertisement sense people read left to right and top to bottom. For Walt Disney World's first advertisement, it is highly effective because it appeals to ethos, pathos, and logos in a way that engages readers. (Image 21)
1990s
In a matter of twenty years, Walt Disney World grew by two brand new theme parks. This required an new advertising campaign that features all three theme parks and a new slogan, "the most unbelievable vacation on Earth". Ethos appears in the video and the at the end in writing since Walt Disney World is said and written, this provides credibility. Ethos is also put into play by showing live action shots of each of the different theme parks. Pathos appears to viewers' emotions by showing the excitement when someone visits each different theme park. Curiosity is also engaged when watching the commercial since the commercial only features short segments of the parks. Finally, logos is featured in this video through the organization and logic used behind this commercial. The commercial is set up in an |
organized, logical manner, first showing the globe, then showing the different parks, and ending by going back out to the globe. Overall, this ad is highly effective. Effective enough to the point that Matusitz and Palermo (2014), authors of The Disneyfication of the World: A Grobalisation, wrote about how so much money was coming in that Walt Disney World added two more parks, Animal Kingdom and the ESPN World of Sports. (Video 1)
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Present Day
This commercial is from this year and features all for theme parks. It shows the cast members preparing for the day throughout the entire Walt Disney World Complex. The cast members are preparing for all of the different people that come through the theme park. Then it begins to show how a day at one of the theme parks begins. Having this chronological order appeals to logos. Showing all of the different people in the parks supports ethos. Ethos is also supported when scenes from the different rides are taking place. Lastly, showing all different types of people in different groups of all ages having fun appeals to pathos. Walt Disney World focuses on two things for every ad and those are showing people having a good time, and showing the magic |
of Walt Disney World. This ad is highly effective because it shows all of the different things people can enjoy while being on the Walt Disney World property. (Video 2)
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