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Kyle Morales
Mrs. Sowa
English 10803
12 December 2008
English Final
The target audience for my advertisement is any business owner. Companies need customers to stay in business to generate revenue. People do not hear of a given product overnight. They just do not wake up one day and miraculously know that Verizon is a phone company. The way businesses reach customers are through advertisement. The argument that I present in essay four is that television is the best way to advertise a product.
When I was first brainstorming on where this advertisement should be, I first thought a billboard would be the best option. Since my target market was business owners, I thought a billboard saying that television is the best way to advertise a product in downtown Fort Worth or downtown Pittsburgh would be the best option. Then after creating my advertisement, I decided that there was too much information on it. A person driving by would not have enough time to read the billboard and comprehend the message. I then thought the next best option would be in a business magazine.
I decided the best vehicle for advertising to business owners would be in any business magazines. There are many business magazines. A few such examples include: BizJournals, Black Enterprise, Business 2.0, Business Week, Dismal Scientist, Dollars and Sense, Entrepreneur, Fast Company, Financial Times, Forbes, Fortune, Harvard Business Review, Inc Magazine, Money Week, My Business Magazine, and the Wall Street Journal. My advertisement would be sized to fill an entire page. Unlike being on a billboard, the readers exposed to this advertisement would have as much time as they needed to totally comprehend it. That is why I chose to put it in a magazine.
Now let me describe the ad that would be in one of those magazines. Correctly using pathos, ethos, and logos makes any advertisement appealing, trustworthy, and effective to the intended audience. To give the visual effect that television is the most used media source, I made the picture of the television bigger than the other three sources (radio, computer, newsprint). I put the television in the center of the page with the other three below it. Under each of the different advertisements, I put the average amount of time each year that Americans spend using each source. I did this to bring out pathos for the ad. The emotion I wanted the customer to feel was the feeling that television is bigger and better than any other source. The statistical numbers for television are bigger than the numbers for the other three media sources. I used those statistical numbers to appear to ethos. I believe the best way for credibility is to use accurate statistical evidence. After I captured the reader’s attention with the big television and the statistical evidence, I would have at the bottom of the page in large, bold letters the words ‘Use Television To Advertise’. This appeals to logos because the facts are presented to the business owner and the only way to effectively advertise a product is to use television.
I wanted to highlight a few key elements in the advertisement. To make this possible I chose three different words or set of numbers and made them different colors. I made the words ‘most’ and ‘television’ in the color red instead of the traditional color black. Also, the statistic of 1,686 is in the color red. Therefore, at first glance the reader of this advertisement would know that television is the most viewed source by Americans without even to have to think about it.
In conclusion, the argument I presented in my paper was that Americans on average would be exposed to television for 1,686 hours each year. That was larger than any other source. Since Americans are exposed to this source the most, businesses should seek television to advertise their product. More people will become aware of their product and will probably use it. I did find it ironic that I was supporting television advertisement, yet I was putting my advertisement in a magazine. The reason for this was that I did not have the technological or financial resources to make a television advertisement possible. I also did not have the resources to make a radio advertisement or an internet advertisement. These three types of sources have more people exposed to them than magazines or news print. I concluded that placing the advertisement in a business magazine was the next best alternative. The best way to make an advertisement was to make the things you want in the advertisement standout amongst the rest of the information. Pathos, ethos, and logos are also essential for any advertisement to draw in the intended audience. I found that advertising in a magazine was the best way to tell business owners that television is the best way to advertise.

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