In this project, we advertised CICUS, the Center for Cultural Initiatives of the University

of Seville. CICUS’s mission is to provide different kinds of art to the public, especially to the
university community. As CICUS appeals to different branches of art from cinema to painting,
we wanted to use these different artistic branches in our advertisement campaign. Our target
audience is the public in general because CICUS is open to everyone and we believe that it is
important to reach as many people as possible. In our project, we aimed at attracting people who
live in Seville or who visit Seville to join CICUS’s various cultural events and add to their
cultural accumulation.

First of all, in our poster, we mention an exhibit called “From Wood to Metal, from Van
Dyck to Rembrandt.” We did not use much written content in our poster, because it should
appeal to the visuality. Thus, the poster’s appeal resides in its brevity, and that provides only the
strictly necessary information about the event and how to acquire tickets, with the visual aid of
the exhibition’s most popular painter, in hopes that the public would recognize them. In addition,
in our poster, we used the colors of the University of Seville and its emblem. As CICUS is an
institution that is connected to the university, we believe the university’s emblem is enough
because if we use both of them, they would be too similar. Instead of the emblem of CICUS, we
used the institution’s name in the title of the poster. Moreover, we added very basic details to our
poster because people usually look at the poster for a very short time. Thus, we just provided the
information on the name of the exhibition, the dates, that it is free, and the website of CICUS so
that they can check more detailed information if they wish.

In our leaflet, we used more written content to provide more detailed information to our
audience. We did so by taking into consideration some aspects of the rhetorical triangle,
specifically Logos and Ethos. We used Ethos so that the leaflet appeals to the authority of
CICUS. For example, we explained what is CICUS and we mentioned that it is connected to the
University of Seville, which gives CICUS more credibility to the public. For Logos, in our
leaflet, we tried to explain the events, engraving, and movie showing, so that the audience would
be convinced that it is worth coming and seeing them. When it comes to Pathos, our institution is
mainly focused on art and appeals to emotions. So, it is expected that every aspect of our project
would also appeal to Pathos and thus, the emotions of our audience because emotions are the key
elements of the enjoyment of art. Other than these, we used some elements from the stance and
engagement topic in our leaflet. For instance, we used “inclusive we” pronouns so that the reader
feels like a part of the community of CICUS. We added some suasive verbs such as “allow” as
well. Furthermore, we used some rhetorical questions in our leaflet so that it is more engaging to
the reader.

In our social media advertisement, we prepared 2 different Tweets for 2 different movies.
The written content of the Tweets is shorter, so we tried to get the attention of the audience by
using directives and exclamation marks in the texts alongside the photos from the movies. We
wanted our Tweets to appeal to Pathos rather than Logos and Ethos because it is better to have a
more informal and emotional language in social media, compared to posters and leaflets. To
appeal to Pathos, we want our audience to feel something and we tried to creat mystery in our
Tweets, as if the readers are the detectives to solve the mysterious events in the movies that are
being advertised.

In our video, we wanted to engage with some people who are part of our target audience.
So, we found people who live in Sevilla in the faculty. We wanted our video to be interactive so
that it is more realistic and persuasive. We showed people some poems and pictures that are part
of the exhibitions and events in CICUS. We asked them whether they know the artists or not.
Regardless of their knowledge, we told them that CICUS is hosting some events or exhibitions
about them and they should go and check them. We focused more on the “language of distance”
in our video because it is in a public setting, and the unfamiliarity of the partners in
communication is present. Additionally, although the answers from the other side were unknown
to us, the topic we will discuss was fixed. However, there are also some elements from the
“language of immediacy” such as face-to-face interaction, involvement, and maximum
cooperation of the partners. In terms of types of deictic use, we tried to use gestural type by
showing the audience some kinds of pictures.