So this is another of my favorite ads. Ikea ran this lamp ad awhile back, so it isn't that recent, but it's a different take on the normal ad, I think. There's a great deal of pathos in it that makes it memorable. It has a 'twist ending' so I'm not sure how an enthymeme works for it: does it go with the twist or does it go with the rest of the ad?
WATCO making it obvious that you're manipulating emotion on your target audience and it's ability to remember your ad?
Enthymeme: Making it obvious that you're manipulating emotion will greatly help your audience remember your ad because making the viewer feel sorry for an inanimate object and then laughing at them is out of the ordinary for decor ads.
Implicit assumption: Anything that is out of the ordinary for decor ads will greatly help your audience remember your ad.
Pathos: The whole ad is geared for pathos. It plays really sad music in the background, makes it rain, and generally creates a very depressed mood for almost the entire ad. Within twenty seconds, the average viewer feels absolutely outraged that someone would have the audacity to throw out an old lamp. The memorable part comes in when the guy comes in at the end and points out that a lamp has no feelings and the viewer shouldn’t feel sorry for it.
Ethos: I think it’s an appeal to ethos that they seem so obvious about their manipulation of emotion that the viewer feels this is a very ‘honest’ ad, in a weird way.
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