Last week, we got word that the highly anticipated Blackmagic URSA cinema camera was at last starting to make its way out into the wild. With the camera landing in the hands of some capable cinematographers, it was only a matter of time before footage started to surface. As was the case with the previous Blackmagic cameras, Australian DP John Brawley was among the very first to spend some quality time with the URSA, and now, we finally have some footage to sink our teeth into.
Before getting to Brawley's video, which he shared on his blog, here's what he had to say about how he shot the video:
This clip was shot over a period of about 90 mins. I filled three of my four 128Gb SanDisk CFast 2.0 cards and did it on two Vlock batteries. Many of the shots were done before sunrise. Pretty impressive for 400 ISO @ T4 at that frame rate. All shots are ISO 400, 60 FPS at 4K UHD (3840 x 2160) ProRes HQ except for just one which was 24 FPS, the shot of the sun actually rising in shot.
One thing to note. The Cooke 25-250 zoom is a vintage lens that’s over 30 years old. It’s quite soft on the edges even when the centre is sharp. You’ll also see a lot of chromatic aberration. It’s hardly what you’d call a modern lens design. But I like it for it’s personality. I used the True ND 9 and 1.5 once the sun was up.
Because of the characteristics of the vintage Cooke zoom that Brawley used, it's a bit difficult to judge some of the technical aspects of the following footage, but from a purely aesthetic perspective, it's pretty damn gorgeous.
Of course, it's extremely difficult to judge the images in this video both because of the lens that Brawley used and the shooting situation. However, as first footage goes, this clip provides us plenty to be excited about in regards to the Blackmagic URSA.
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.