Parallel Session: The discourse: doing it differently – the Oreo princess campaign
Abstract/Description
This article brings forth a new perspective in the context of advertising in Pakistan and a unique standard classification structure for evaluating its communication. The three-fold components of Ethos, Pathos and Logos constitute to be the basis of understanding across many disciplines. Using the same essence of the persuasive communication model the other similar communication messages can be evaluated. This study evaluates how the Oreo Princess Campaign in Pakistan has pulverized the existing norms of communication and advertising with respect to Aristotle’s tri-partite communication model. Our study provides a basis for further developing the foundation of an effective communication following the three rhetoric elements model for persuasive communication.
Keywords
Persuasive advertising, Children advertisements, Global branding, Food advertising, Emerging markets, Pakistan
Session Theme
Parallel Session-Track: Marketing Communication
Session Type
Event
Session Chair
Dr. Salman Bashir
Start Date
19-12-2016 2:30 PM
End Date
19-12-2016 3:00 PM
Recommended Citation
Khan, N. A., & Moiz, J. (2016). Parallel Session: The discourse: doing it differently – the Oreo princess campaign. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2016/day1/5
Parallel Session: The discourse: doing it differently – the Oreo princess campaign
This article brings forth a new perspective in the context of advertising in Pakistan and a unique standard classification structure for evaluating its communication. The three-fold components of Ethos, Pathos and Logos constitute to be the basis of understanding across many disciplines. Using the same essence of the persuasive communication model the other similar communication messages can be evaluated. This study evaluates how the Oreo Princess Campaign in Pakistan has pulverized the existing norms of communication and advertising with respect to Aristotle’s tri-partite communication model. Our study provides a basis for further developing the foundation of an effective communication following the three rhetoric elements model for persuasive communication.
