9.84 megapixel Super35 CMOS sensor (rolling shutter, but twice read speed than previous C300)
Dual Digic DV5 Processors
4K/UHD up to 30fps Internally at 10-bit 4:2:2
2K/HD 10/12-bit 4:4:4 up to 60fps, Cropped 2K/HD mode up to 120fps
XF-XAVC Intra 410/225/220/110Mbps and XF-XAVC Long GOP 50Mbps
XF-XAVC Long GOP 35Mbps and 24Mbps for Proxy
15 Stops of Dynamic Range
4K RAW Externally (Can record 4K internally and 4K RAW externally at the same time)
While shooting 4K, can record proxies in 8-bit 4:2:0 at 35mbps or 24mbps in 2K/HD
Flatter Canon Log Gamma 2 (and Canon Wide DR)
Baked in Looks Option Allows Matching the Image of Other Cameras Internally
ISO Up to 102,400
Dual CFast 2.0 Card Slots
Dual 3G-SDI & HDMI (Unclear if the HDMI can output 4K)
Supports BT.2020, Canon Cinema Gamut, and DCI-P3 Color Spaces
XF-AVC intra for 4K, and XF-AVC Intra/Long GOP and Proxy options for 2K/Full HD
Internally ND up to 10 stops in expansion mode
Dual Pixel CMOS AF (now covering approx. 80% of the frame vertically and 80% horizontally)
Audio: 4 Ch. 16/24 bit and 48 kHz, Built-in mic for scratch track
Rotating 4" LCD
OLED EVF 1024 x 576
Uses new batteries different from the Original C300
Weight: 4 lbs. Body only, Over 7 lbs. with everything
Availability: September 2015
Price: Listed at $16,000
In case you missed it, Canon also showcased a short film shot on the C300 Mark II earlier in the week. Check it out here. The camera is available for pre-order from B&H if you feel so inclined. Lastly, be sure to check out our comprehensive post with up to date information about all NAB 2015 announcements.
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.