L R Scientology on e Big Screen

and enhancing experience. It’s implied that the individuals in the beginning of the advertisement were influenced by Scientology to achieve such things. And so, it also works to create the impression that Scientology has revolutionized the modern world, and is integral to a highly developed society.

Today, there are a lot of mixed opinions and ideologies going around when it comes to social issues that it’s very easy to clash with one another. e creators, executive directors, and others involved in creating the advertisement acknowledge that there may be people out there who are worried or anxious about all the hostility around them, and they used it to their advantage. e diction in the advertisement creates an appeal to pathos where Scientology is seen as a path to a more fulfilling or harmonious life. e narration states that Scientology is so powerful that it can “vanquish [...] ignorance and intolerance”. Other than making the viewers conscious of current issues and making itself a sort of salvation, it also presents Scientology as a tool that will improve society and make us understand each other better. e pathos appeal appears throughout the entire advertisement, with the intention of drawing in those who feel hopeless or lost in the world, or may be worried of what’s to come. e narration starts off by making Scientology appear as a sort of force that’s capable of diminishing “fear, bigotry, and hate”, and will also “bind us all” and “bring us closer”. roughout the entirety of the advertisement, in the background, the music serves to be sort of uplifting, or that it may be climaxing towards something. It helps to mirror that the presence of Scientology will eventually lead to something monumental and resolve all of society’s complications and issues. e advertisement isn’t encouraging viewers to look into the belief, or contradicting other beliefs either. Rather, the advertisement is promoting its credibility and achievements to prove its effectiveness. roughout the clip, this “force” is constantly being described as powerful, or having the potential to do impressive things, and resolve issues in a manner that benefits us all. e ad explicitly states that “the biggest minds in history” have been

influenced by this belief, and paints Scientology as largely influential and monumental. On the screen, images of historical figures such as Abraham Lincoln, Frank Lloyd Wright, Nikola Tesla, Shakespeare, and even Amelia Earhart appear. It’s stated that these individuals have been driven to solve mysteries in all sorts of disciplines, all thanks to Scientology and its influence on them. Adding such world-renowned figures and claiming that their life achievements have “solv[ed] the mysteries of science and culture,’’ enforces the power and life changing impact Scientology has. e purpose of the commercial is very clear, being that its creators wanted to display the effects Scientology has, and how much it has already achieved. After further analysis and research, the commercial fails to prove its credibility, and the statements can be disproved with a simple Google search. In the beginning, the accelerating visuals and mysterious narration all worked to try and grab the audience’s attention. e very bold statements in the second half of the advertisement were very generalizing, and completely threw out any ounce of credibility. Individuals shown on the screen, such as Shakespeare, were said to be guided by Scientology to achieve all they did, yet all of them, other than Frank Lloyd Wright, had already passed away before the creation of Scientology in 1953. So much time must’ve been invested in perfecting the commercial, where pathos created a reassuring appeal to the audience, and ethos evoked an appeal that Scientology would lead to great things. Yet, the creators and executive directors behind the scene utterly messed up by creating such a lie. Not only did they misinform the viewers, but they also created a gap for many to question the veracity of Scientology itself. Calling out the inaccuracy of who was influenced by the belief, will then lead to questioning the credibility of Scientology as a whole, and anyone involved. It’s important to note that the advertisement was also degrading the legacy that all these historic people left behind, by boiling it all down, and claiming that it’s all due to Scientology, nothing else.

At first glance the advertisement is filled with accelerating visuals and demanding narration, and implies that Scientology has revolutionized (and will continue revolutionizing) the world as we know it. However, the advertisement fails to establish its credibility by presenting historic individuals on the screen and claiming that they had been influenced by Scientology, when in actuality that was a lie manufactured by the creators. e advertisement, “Curious”, did not prove itself to be an effective Scientology promotion, and also went as far to undermine the intelligence of the viewers and anyone who happened to come across it. In today’s day and age, questioning the reliability of anything presented to us is crucial, so when observing an advertisement such as the Scientology one, it doesn’t harm oneself to investigate its credibility.

Money, Happiness, and Instant Grati cation

A F

The Japanese commercial “Dog to Lion” is a powerful advertisement intended to persuade the viewer to buy Amazon Prime. Amazon is a company that intrigued the world with its accessibility, reliability, and usefulness. e website contains everything you can imagine, all available with the push of a few buttons. Amazon Prime allows you to have free one day shipping on every order and discounts on certain items, while only having to pay a small fee every month. e “Dog to Lion” advertisement is explicitly selling you its membership benefits, but is implicitly selling you much more. Along with Amazon Prime, you are being sold the concept of instant gratification. Instead of waiting weeks, you can marvel at what your money has bought you the next day. Additionally, the idea that money can buy happiness is indirectly expressed throughout the commercial. rough the use of various appeals to ethos and pathos, this ad attempts to convince the viewer that life with Amazon Prime is easier—that you will be happier, less stressed, and more successful. e commercial begins with a golden retriever laying down sadly, then picks its head up in excitement as the owners return