I am going to analyze an advertisement campaign according to Aristotle’s Model. I choose “TEL-SIM” advertisement campaign, which is an ongoing advertisement campaign right now in Turkey. “TEL-SIM” is one of the mobile phone line in Turkey. If we arrange in order the mobile phone line companies according to their popularities “TURKCELL” is the first one and “TEL-SIM” is the second one in Turkey. “TEL-SIM” has been making a big and effective advertisement campaign in all around the Turkey since six months. Its aim is to be the most popular mobile phone line in Turkey, to pass the “TURKCELL”. First of all I want to explain the Aristotle’s Model. Aristotle tells us that we must consider three elements in communication; source ------ message ------- audience. Source means ‘credibility’, ‘ethos’. How did the advertisement campaign make the source credible? What are the external facts? Message means ‘logic’, ‘logos’. What is the logic of the advertisement? What are the appeals in the message? What is the message trying to tell us? What is good about the product? Why is the product good? Why you should do it? What is the key benefit? What is in it for me? Are they logical appeals? Why is it good for us? What do we get from it? The message should be clear. Audience means ‘feelings’, ‘pathos’. Who is the target audience? Who received mediated content? What do they feel? Range of feelings about it. Who is it composed of? As I said before “TEL-SIM” s aim is to be the most popular mobile phone line in Turkey. “TEL-SIM” s this dream can become a fact only if they use advertisements. Because advertisement is a way to link producers directly to consumers. (Jib Fowles, Advertisement and Public Relation, PG: 48) And to be linked to consumers, product producers use the media tools to deliver the messages from a source to audience. (Jib Fowles, Advertisement and Public Relation, PG: 48) So “TEL-SIM” has been making a big and effective advertisement campaign in all around the Turkey since six months. They are using every kind of media tools like; print media, magazines, posters, newspapers, street campaigns and television advertisements, to reach the audience. They have succeeded in what they have done and what they have still been doing.
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