We got a little tease of the Digital Bolex D16 RAW camera earlier in the week, and some were quite concerned with the small amount of footage being released (though they were very clear that more was coming later in the week). That later in the week is here, and the team over at Digital Bolex is now releasing a massive amount of footage for you to play around with (around 10GB worth). Click through to watch the streaming samples first, and some behind the scenes.
Here was the setup and the gear they used:
Camera: Digital Bolex (July 3 model) Lights: (1) 4-bank Kino Gear: (1) Small HD EVF, (1) Zacuto Follow Focus, (1) Switronix Powerbase-70
Format: 2k CinemaDNG (2048x1152) at 24FPS Processing: Raw Photo Processor default transcode settings Color Correction: None
I am noticing some extra motion blur in these shots, but without knowing the original shutter angle it's tough to know why that is. I have to imagine the shutter was more open for these shots than you might normally use with this camera. Otherwise, there is an absolutely gorgeous quality about the images, something that's hard to put your finger on (though it could partially be related to the camera's global shutter). Granted, in RAW you can do almost anything you like with the images, but not all sensors are created equal, as the color filter array (CFA) that actually gives you color images with digital sensors can vary quite a bit manufacturer to manufacturer. The Kodak global shutter CCD sensor in this camera is very similar to the one used in the Ikonoskop, so it's no wonder you can do a lot with this footage.
They also shot a bit of behind the scenes:
If you read the post over on their website, they said there are still some bugs to work out in the firmware before the camera is ready. They are making sure that the camera is not a beta release in any way, which hasn't always been the case with certain camera makers over the last few years.
So what are you waiting for? Head on over to the Digital Bolex website and download the uncompressed RAW footage for yourself. Feel free to share your color grades in the comments.
Advertising isn't just about facts and figures. It's about striking an emotional chord, making us feel something powerful that motivates us to act.
In commercials, we are constantly trying to draw eyeballs onto the TV and then get people to buy products in stores. That requires using different modes of persuasion.
The one we're focusing on today is pathos.
Pathos taps into our deepest emotions to create a connection between us and the product or service being advertised. and today, we're going to extrapolate that and how it's used.
Let's dive in.
Pathos Definition
Pathos is the use of the "pathetic appeal." But not the "pathetic we know." This is appealing to people’s emotions or sense of identity- think "empathy."
If you can make consumers feel an emotion, or appeal to their sense of identity, you’re using pathos. This is all about what you evoke in others. Can you make them angry about a cause? Can you get them to feel guilty for not doing something?
You're using pathos.
Advertisers employing pathos want you to feel something strongly so that feeling influences your decisions about their product or service.
Aristotle in 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?
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.
Pathos Examples
What kinds of ads rely heavily on pathos?
How about beer commercials?
Sure, many of them focus on people having a blast, but Budweiser also knows how to tug at your heartstrings. They've become perennial favorites with their animal ads during the Super Bowl.
The "lost puppy" one is one of my favorites.
It stuck with me and brought a tear to my eye.
Other moving ads that deal with Pathos can be targeted at certain groups.
Toys R' Us ran an incredibly successful campaign targeted at parents who wanted to share Star Wars with their kids.
This ad not only has cute babies but the maturation of a kid who grows to love and understand her father. It uses humor to sneak into your heart and stays there.
Why is Pathos Important to Advertisers?
Pathos is all about audience manipulation. You want to make sure you gather emotional responses from viewers. It can be positive or negative, but each has to pop.
Think about ads for acid reflux. We see people in pain, but medicine makes them better. Or think about ads where we see people having fun or doing good works.
How can your product help improve their lives?
Methods of Using Pathos in Advertising
Storytelling: Ads often tell mini-stories to trigger emotions:
The Underdog: A person or group overcoming challenges, making us root for them (Dove's "Real Beauty" campaigns).
The Transformation: Showing someone's life improving because of a product (weight loss ads, home renovation before & afters).
The Heartwarming Moment: Simple scenes of love, kindness, or achievement (Life insurance ads focusing on family).
Vivid Imagery: Visuals are powerful for evoking emotions:
Color: Red evokes excitement, blue calmness, etc.
Symbolism: Animals, objects, or settings with cultural associations (A lone wolf = strength).
Contrast: Before/after pictures, or a stark difference to highlight a problem.
Music & Sound:
Uplifting melodies: Create joy or a sense of triumph.
Haunting tunes: Generate sadness or a sense of urgency.
Sound effects: Emphasize action or create a specific feeling (sizzling food = crave).