Categories
Description
Messages from all of the categories tend to grab the reader's attention right away, through one of two ways:
- bright, dominating visuals with a minimal amount of text--one glance is sufficent to take it all in
- a minimal amount of text with no visuals--the entire message can be read in less than a minute
Various methods of content/sentence structure are also present:
- question and answer (Do you need it? We have it...)
- Short, directive sentences (Buy now and Save!)
- Longer explanations (Our company has discovered blank, which has led us to the conclusion that you blah, blah, blah...)
The messages also include some authoritative name, position, etc.
- Familiar brand-names
- An "official"-looking company name (Blah Blah Blah Inc.)
- A "personal" signature of a company director, doctor, etc.
Analysis
Question: How do the various "categories" of spam create credibility through Ethos, Pathos, and Logos -- and what does this reflect about the way spam approaches its audience?
Ethos:
- Official looking names and popular brands are used to convince consumers they are credible and to attract them to their websites
- knock-off brand names are used to remind audience of an official brand name, recognizable but not quite discernable
- Images are also used create credibility (look professional)
Logos:
- the audience must draw the conclusion that these observations are believable, credible
- the direct, almost commanding nature of some of the messages (Act Now!) can, through a sense of urgengy, lead the audience to reason that it is important to act now, take advantage of the worthwhile offer
- playing off of pathos, it's also up to the audience to reason that the rhetor is concerned for them aware of their needs, etc
- By showing the audience a good-looking image of the offer it makes it tangible/reasonable--if they see it they can believe it
- Loaded language (both positive and negative) ("savvy", "impossibly good", "bland", "tasteless", "spicy", perceived brand-names) in association with the presense or absence of the product creates a line of reasoning wherein if the audience buys into the message they are part of the "savvy" crowd, if not they are still in the "bland, tasteless" world
Pathos:
- The authoritative tone of many of the rhetors appeals to a sense of security for the audience
- The use of images in many work to reassure the audience--since they can see it (and believe it), they're safe in acting upon the message
- The nature of many of the offers, ads, etc. creates a sense of concern for the audience, appeals to their ego by creating an appearance of inclusion in a select group (upper-class consumers, etc.), and appeals to their sense of self-worth by indicating a succesful choice,etc. on the part of the audience if they make use of/pursue/purchase a worthwhile offer
- loaded language appeals to emotions--the line of reasoning mentioned under logos can lead the audience to a feeling of inclusion, acceptance, promotion
- The abrupt, direct, time-sensitive nature of many messages creates a sense of urgency or fear on the part of the audience--they don't want to miss out on something good