I was to tasked to create an advertisements for Elections Ontario. I wanted the advertisements I created to be effective, and users could relate to them. I want users to be engaged and not to skip past the ads. I also wanted the advertisements to be neutral, and not bias. The advertisements were to reach out to the users Ethos, Pathos and Logos. Each one of the advertisements were to play on one of these concepts. This product is to help engage users and to get people to want to vote.
I started my research by looking at each on of the party. After looking at each parties goals and values I condensed them in to categories. I created a chart for the four main parties which included who there leaders were, where the leaders riding were, and there party values and goals.
After looking at the parties I began looking at the users. I looked at the statistics and created a topic grid. The topic grid allowed me to see four groups, 18-34 (lowest age group to vote) compared to 65-75 and older (highest age group to vote), and people who want to vote compared to people that don't want to vote.
This the research I knew that my advertisements are going to be catered to people around the ages of 18 to 34. Since that demographic is the lowest age group to vote.
After asking the question How to Make people want to vote? I created a in-depth persona that helped me understand what sort of advertisements I needed to create. With this persona I realize that my advertisements needed to be intelligent but also have relevance to today’s culture.
"logos (logic): known as “the appeal to reason.” This method involves using facts and logical reasoning to support an argument and persuade an audience."-Thesaurus.com
For this advertisement (an Instagram story) I came up with three words that describe each individual party. I did this because users would not spend the time to read everything, but three words, users will spend the time to read. This would be effective for my user because most users are looking for a quick and easy way to figure out what each of the party stand for and who each of the parties candidates are. Although this allows a user to view parties and candidates it does not have a bias overview. My goal for this ad is to engage users and give them a sense of trust.
"ethos (character): known as “the appeal to authority” or “the appeal to credibility.” This is the method in which a person relies on their credibility or character when making an appeal or an argument."-Thesaurus.com
A huge detriment to user not wanting to vote is the advertisements that are made by the parties that have a clear bias to them. For part of my research I looked to see what sort of videos Elections Canada had on YouTube. I felt like their YouTube channel was people just talking at you and not to a user. I found one YouTube video that was able to state the facts and had no bias this video was Chief Electoral Officer of Ontario talking about voting and how it has improved. This was perfect for my user because they often doesn’t trust politicians, but the Chief Electoral Officer of Ontario doesn’t work for any certain party and is impartial. I took the audio of this video and create an animation for it. I did this because the video is just the Chief Electoral Officer of Ontario talking to a camera. I felt that graphics would be better since it’s a lot of big words and a little bit hard to follow without a visual this would give the facts to the user but also allow them to feel comfortable .
"pathos (emotions): known as “the appeal to emotion.” Pathos refers to the method of trying to persuade an audience by eliciting some kind of emotional reaction."-Thesaurus.com
For this advertisement (an Instagram post) I came up an image and tag line. I wanted to create an advertisement that would be relatable and users would have an emotional connection to. Although there would be an emotion results it is not a negative result but a positive result. With-in this ad there would be no bias and would allow users to feel sense of trust and care. This would be effective for my user because some users would feel an emotional connection to this ad which would persuade them to go and vote.
