The presentation explains the usage of Ethos, Pathos & Logos in based on an advertisement. Also, explains the Cialdini's Influence Principles.

1. BUSINESS
COMMUNICATION
##TuJashnBan Kisi Ki Zindagi Ka
#GoLocal
Presented by: Malay Pant
Roll No: 19DM100

2. hp- Keep Reinventing
•hp is a multinational info tech company.
•Develops personal computers, printers & related
supplies.
•Sells its products worldwide.
•Brand Ambassador- Deepika Padukone

4. The Persuasion Triad by Aristotle

5. • Nostalgia- We have
forgotten about the
traditional ‘diyas’.
• Innocence-
Children are
innocent and do
not have fear of
what they are
speaking of.
• Festive Season- The
ad was released on
Diwali which is one
of the biggest
festivals of the
country.
PATHOS- Emotions

6. Pathos
• Empathy-
Encourages the
viewers to
support the
street vendors
• #Tu Jashn Ban
kisi ki zindagi ka
appeals to the
viewers to do
something for
others

7. Logos
• Ease of Use
• Efficient & Instant
Printing
• Shows popularity of
product by showing the
use of HP Laptop
• Poetic Element in the
background- “ Iss
Diwali aap bhi Ummed
Ka diya jalayein, Kisi aur
ki Diwali Roshan
Banayein”

8. ETHOS
• Confidence of the child on the product.
• Heaviness in background voice signifies confidence
• Innocence of the child

9. ROBERT CIALDINI’S MODEL
•Reciprocity
•Social Proof
•Consistency
•Liking

10. Did HP manage to persuade the
audience?
•The video was able to get 2.3 million views and more than 60 thousand shares
on HP India social platforms alone in just 2 days.
•With this advertisement, HP began its Diwali sale and offered heavy discounts
on various products.
•HP India promoted local street vendors by providing Newspaper inserts with
their names and location in various parts of the countries.
•This led to HP Inc. topping the Indian large format printer (LFP) market with 37.7
per cent share as the segment posted strong growth.

11. • Impractical to a
certain level
• No description of
the product
• Lacks logical
explanation about
the product
• Unclear unique
selling proposition
• Portrayal of
character by brand
ambassador
• Showcase the use of
product in the ad
• A sequel to the
same ad as it was
highly successful
• Competitors coming
up with same idea
• Visibility issues due
to high social
awareness ads
during the festival
• Preferences of buyer
during the festival
• High on Emotions
• Ad released on Diwali
• Shows traditional India
• Engagement of
audience through
poetry
• Portraying a ground
level marketing
technique
• Connects the promotion
of the product with the
act of doing something
without self interest

12. THANK YOU