We posted a DIY stabilizer not too long ago that should actually prove to be very capable, but if building your own isn't something you're interested in (and you need one specifically designed for a smaller camera), some brothers from Cambridge, MA have come up with their own stabilizer that is specifically designed for that purpose. While it will work well with camera phones like the iPhone and compact cameras, it can also handle smaller mirrorless cameras and DSLRs like the Canon T2i. Check out the intro video below, but if you want a discount you'll have to hurry ($140 vs. $180 at retail), as the Kickstarter campaign is ending at 6:53pm Eastern.
The footage from the stabilizer actually looks pretty good considering how small and light this stabilizer is. Often the heavier the rig, the better the movement will be (which is why so many people try to weigh down even small rigs like the Steadicam Pilot). This isn't going to be as good as a $10,000 Steadicam, but it's also much better at dealing with smaller rigs. There are plenty of small cameras out there that would work well with this rig, and it could actually be a perfect match to many of the mirrorless cameras out there -- even the newly announced Canon EOS M.
In the world of persuasion, from speeches to advertisements, credibility is key. How can you get your message across to the clients or general public, and how can you get them to believe you?
Ethos, a fundamental concept of rhetoric, is the art of establishing trustworthiness and authority. Whether through showcasing expertise, highlighting values, or leveraging reputation, ethos convinces an audience that the speaker or brand is worth listening to.
We're going to dig into why this is important right now.
Let's dive in.
Ethos Definition
Ethos is the use of the philosophical definition of ethics to make a moral argument. It refers to stated credibility or an authoritative stance on a subject. It is also one of Aristotle's modes of persuasion.
You could use the words of an instructor, doctor, expert, or philosopher. The point is, ethos is achieved by citing someone knowledgable and producing facts. So come prepared to make your audience feel smarter for listening to you. Give them numbers and citations that make you seem trustworthy. 4 out of 5 readers love this definition.
Advertisers employ ethos to convince the audience that their brand, product, or service is reliable, coming from experts, and worthy of consideration.
Aristotle and Advertising
Most of the storytelling we deal with harkens back to Aristotle's "Poetics." It was the building block for drama and became a must-read for anyone interested in crafting their own plays, movies, televisions shows, and now advertisements.
As advertising leans more and more on storytelling, "Poetics" has become even more important today.
In "Poetics," Aristotle said:
Of the modes of persuasion furnished by the spoken word there are three kinds. The first kind depends on the personal character of the speaker; the second on putting the audience into a certain frame of mind; the third on the proof, or apparent proof, provided by the words of the speech itself.
But what were the three modes of persuasion Aristotle found?
The Three Modes of Persuasion
Ethos (ἦθος—disposition or character)
Pathos (πάθος—emotion or passion)
Logos (λόγος—argument or discourse)
These modes are referred to as ethical strategies or rhetorical appeals.
They're based on the idea that persuasion is achieved by the speaker's personal character. By the speaker, I mean the author of the advertisement. You want to seem credible as an author. Whether that's the writer, director, or anyone working in that space.
Your persuasive ideas must stir something in the reader. An emotional reaction
This cannot just be through your written or spoken words. You have to exhibit an inherent or apparent truth. That way, you appear to have all the answers to the question you asked the reader.
All this manifests itself in each of the aforementioned modes.
What Makes Ethos Important to Advertisers?
Ethos builds a sense of trust with the audience, making them more likely to listen to and believe the advertising message.It also enhances the believability of the claims made about the product or service.
When you're selling something, you're also trying to connect to the people listening. Ethos helps the audience identify with the brand on a personal level if they admire or relate to the figure used.
The more they identify with it, the more this can lead to customers becoming loyal to a brand over time.
Ethos Examples in Advertising
Any celebrity endorsement is the work of ethos.I like to focus on the Michael Jordan commercials here. Specifically, the one where he and Mia Hamm face off. This black and white commercial asserts them both as athletes at the top of their game.
They have command in their sport, and any other sport you can think about.The dueling here allows them both to endorse the one thing they agree on; Gatorade.
Other uses of ethos:
Celebrity Endorsements: Linking a product to a well-respected or popular figure known for certain qualities (athletes for sports gear, doctors for health products). This implies the endorsement is based on the celebrity's knowledge or experience.
Experts and Professionals: Featuring doctors, scientists, or specialists in their fields lends their expertise to the claims about a product.
Testimonials: Real people sharing positive experiences with a product builds a sense of trustworthiness and social proof.
Company Reputation: Highlighting a company's commitment to ethics, social responsibility, or a history of excellent products builds trust.
Plain Folks Appeal: Using relatable people and settings to show that the brand understands the everyday consumer.