YouTube’s
#DearMe campaign seeks to inspire young girls to not be afraid of being
themselves. In an attempt to accomplish this, YouTube must gear the
advertisement towards the audience of the young girls. YouTube does this
by compiling the videos of many different girls from different ages,
races, personalities, etc. This provides the advertisement with
automatic ethos since the young girls are bound to listen to at least
one of the girls who connects to them the most. Additionally, since the
advertisement is compiled of real life videos that average people (not
paid actors, etc.) made in honor of the campaign, the young girls are
more likely to listen to and believe the older girls. Finally, since the
advertisement is created by YouTube, a well-known, popular Internet
site, the advertisement has automatic ethos since it is sponsored by
such a reputable source. While most of the girls have relatively serious
things to say, a couple of the girls make humorous remarks, which helps
appeal to the pathos of the ad. By doing this, the advertisement makes
an appeal to the emotions of the young girls, which helps them believe
the advertisement more (which is the purpose of it). Additionally, the
music in the background helps set the inspirational tone. The
organization of the advertisement begins by the older girls saying “Dear
[specific name].” This makes these girls seem more real and helps the
younger girls connect to them more easily. The girls in the
advertisement then go on to discuss some of the things that they felt
insecure about when they were younger, which helps the younger girls who
might be experiencing similar things connect to these older girls and
want to listen to the advice the older girls are giving towards the end.
The advertisement also creates one letter by picking and choosing
certain phrases from many girls’ letters, which helps portray the
universal message, as well as make the advertisement exciting as opposed
to one person just giving a speech. By doing all of these things, the
advertisement seems to be successful in attempting to accomplish young
girls to not be insecure about themselves.
https://www.youtube.com/user/YouTube?feature=inp-gh-ydr-us
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