November 22, 2021

Watch the video with the link provided below, then, Identify and explain all persuasive elements in this
video.

Use Online Text to submit your assignment.

Ed Sheeran is a talented singer-songwriter, and made incredible music in any genre. He is a celebrity with
a build-up level in society, with many fans across the world. And so, he gained respect from people who
admired him, and as many people like to share his music with the world. Therefore, by having Ed Sheeran
in a commercial ad, we could see Robert Cialdini's principles of influence, source, attractiveness, source
credibility. Also, we could see Aristotle's modes of persuasion, as making Ed Sheeran the speaker, pathos.
And lastly, the social style used by Ed Sheeran is expressive because he tells the story and does not need
to respond. In this Ed’s Heinz Ad, the commercial’s main targets are the fans, people’s curiosity, and the
peculiar experience one could have.

By having Ed Sheeran, his fans are entailed to this ad which could say that the communication is
persuaded by using Robert Cliadini’s influence on liking, authority, and reciprocity. The liking in
Cliadini’s principle, the fans would prefer to say yes in Ed Sheeran's last message in the video “Do you
want to do it?” because being a fan of Ed Sheeran, there is a similarity or the term source attractiveness,
with the artist and fan which, by having this artist, the fans will buy the product because as liking Ed
Sheeran, they could also like the product. In the authority, Ed Sheeran is a powerful figure because of his
achievements and is a talented singer-songwriter, as a person, he is a respected figure, and the message is
convincing because it is in his perspective. And lastly, for reciprocity, being a fan means liking the
person, perhaps, because of its amazing vocal cords and entertaining songs. With that, being a fangirl or
fanboy is a reward for when sometimes, people just like to listen to a song or a song that will lift their
moods and continue to rise each day. Because of that, being a fan is obliged to try the product of Ed
Sheeran to make the self, feel satisfied or as proof that he/she is a follower of Ed Sheeran.

By targeting people’s curiosity, the commercial ad used Ed Sheeran’s story and as the main speaker of
the video. The impact of the video is making people think, why is Ed Sheeran in this commercial ad.
What is in it for me, if I use the product of Ed Sheeran in a restaurant. Here comes the source credibility,
Ed Sheeran is telling his experience, which means people would not think of any unbiased information
that would stop them from buying this product. Thus, by adopting his opinion, “something is missing, and
I take out the only thing that can complete me,” this message, as perceived for being a credible
communicator, people would be persuaded because there is a belief that you can just add this product
when you feel something is missing because as what he says, it will complete you.

The peculiar experience of Ed Sheeran in the commercial ad, adds the effect of persuasion by using the
personality of being expressive to his experience. We could also see in the video the social norms, it
shows the expressions of the people, and by that, people who know Ed Sheeran will be enticed by
breaking the norm and would buy this product. How was the feeling of breaking something when all of
the people does not agree with doing what you feel. And also in Aristotle's pathos, we could see how we
are moved by this video because it uses a great setting, portraying the rich social class and the feeling of
breaking a norm in a high-end restaurant, like what Ed Sheeran is doing in the video. The feeling of being
different and true to yourself when restaurants do not really offer any condiments. Being true about
ourselves, that when we feel something is missing from the dish we could just add ketchup because some
restaurants do not add condiments and you are there to eat but you’ve got an idea of doing what you want
to be happy eating in the restaurant.