Journal #12: Pathos Appeals
The ad definitely aims to evoke a melancholic feeling during the opening shot of the Native American man alone on the pond. It feels as though we are witnessing the aftermath of a long, stressful journey. The instrumental sounds almost like a horror movie-esque Jaws type of theme with the foreboding tone, but it gradually becomes louder and harsh as the man approaches the shore, leaning into that idea. After the man reaches the shore (accompanies by some shots of pollution), the tone shifts slightly to make the audience feel disgust at pollution and the people who carelessly destroy the natural world. The deep-voiced narrator offers some transition into this idea, but the shot of the person throwing litter out of the window and the subsequent shot panning up the Indian man as it falls by his feet are intended to make us feel both spite and sadness. The way in which this ad attempts to provoke empathy in viewers is by taking something universally known- a Native American man-...