Classification Essay Example | Topics and Well Written Essays - 750 words

Classification - Essay Example The first and perhaps one of the best advertising campaigns using the pathetic i.e. emotional appeal comes from Apple Inc. The company ran a series of print ads showing famous figures from the past and the message â€Å"Think Different† along with the Apple logo as a part of their image making campaign. The drive was launched in 1997 soon after the return of Steve Jobs to Apple and even though the product itself is mass produced, compatible with every other computer and is in fact not very different from the previous computers made by Apple, the viewer is invited to â€Å"Think Different† when it comes to the consumer products of the company (Elliott, 1998). For example, the image of Edison brings about an emotional reaction and links the ingenuity as well the brilliance of the man with the product made by Apple Inc. The campaign was a success and won many awards for each of the print ads was one of a famous personality. The people used for the campaign included some of the most admired high achievers in the world and they came from all walks of life such as business, sports, performing arts, government and even human rights activism (Elliott, 1998). Interestingly, even though the product being advertised is a computer which may benefit more from a logical appeal that describes the benefits and advantages of using the product, an emotional appeal is used by the company without having much text on the ad itself. Beyond the pathetic appeal, the ethical appeal can also be used in print ads particularly when the message becomes more abstract and a direct point of comparison may not be necessary. For example, in political campaigns the message of the politician may simply be that s/he is a better choice than the other candidate and thus appeal to the ethics of the audience rather than the logic of the audience. An example of such marketing is given below where Ronald Reagan appears to be looking directly at the viewer as well as into the