Persuasive Social Media Ads
Persuasive Social Media Ads
Persuasive Social Media Ads
Academic Work • April 2024 • Individual
Academic Work • April 2024 • Individual
Academic Work • April 2024 • Individual
In this project, I created three persuasive social media posts that will encourage people to join their local Freecycle group. First, I identified the target audience and developed a persona by the name of Selena Lopez to represent them. Then, I made three persuasive arguments (Pathos, Logos and Ethos) to persuade the persona. Later, I designed three social media posts, one being animated and they all had to follow Freecycle trademark guidelines.
To effectively target users like Selena, I decided to make social media ads for Instagram. Selena has concerns regarding environmental waste and landfills. Plus due to her job, she often uses social media to keep track of the latest trends, which leads her to follow social platforms that promote sustainability to stay informed. Moreover, Instagram particularly appeals to a younger audience, with many users in her age group actively engaging on the platform. Instagram is particularly popular among her age group due to its emphasis on visual content, user friendly interface and most importantly, the presence of numerous influencers who engage with their audience by sharing content on the platform. The content covers areas such as entrainment, news, politics, media and so on.
In this project, I created three persuasive social media posts that will encourage people to join their local Freecycle group. First, I identified the target audience and developed a persona by the name of Selena Lopez to represent them. Then, I made three persuasive arguments (Pathos, Logos and Ethos) to persuade the persona. Later, I designed three social media posts, one being animated and they all had to follow Freecycle trademark guidelines.
To effectively target users like Selena, I decided to make social media ads for Instagram. Selena has concerns regarding environmental waste and landfills. Plus due to her job, she often uses social media to keep track of the latest trends, which leads her to follow social platforms that promote sustainability to stay informed. Moreover, Instagram particularly appeals to a younger audience, with many users in her age group actively engaging on the platform. Instagram is particularly popular among her age group due to its emphasis on visual content, user friendly interface and most importantly, the presence of numerous influencers who engage with their audience by sharing content on the platform. The content covers areas such as entrainment, news, politics, media and so on.
In this project, I created three persuasive social media posts that will encourage people to join their local Freecycle group. First, I identified the target audience and developed a persona by the name of Selena Lopez to represent them. Then, I made three persuasive arguments (Pathos, Logos and Ethos) to persuade the persona. Later, I designed three social media posts, one being animated and they all had to follow Freecycle trademark guidelines.
To effectively target users like Selena, I decided to make social media ads for Instagram. Selena has concerns regarding environmental waste and landfills. Plus due to her job, she often uses social media to keep track of the latest trends, which leads her to follow social platforms that promote sustainability to stay informed. Moreover, Instagram particularly appeals to a younger audience, with many users in her age group actively engaging on the platform. Instagram is particularly popular among her age group due to its emphasis on visual content, user friendly interface and most importantly, the presence of numerous influencers who engage with their audience by sharing content on the platform. The content covers areas such as entrainment, news, politics, media and so on.
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Mockups
Mockups
Persona
Persona
Arguments to Persuade Selena
Arguments to Persuade Selena
Pathos Ad
Pathos Ad
This advertisement utilizes pathos effectively because it’s convincing the viewer to join a Freecycle group by connecting with their emotions. The focus of this post is on an individual, who is passionate about event planning or managing. The imagery of the woman with her hands over her chest and a relaxed, happy expression evokes a sense of relief and tranquility. Additionally, the image of the woman sitting with a laptop resonates with viewers, as they are likely to use a laptop for planning events.
The phrase “it’s always FREE” emotionally appeals to Selena (calm and relieved) since she is on a budget and always looking for ways to save money. Additionally, the choice of typography is very simple and clean to give a sense of simplicity, while the choice of colours matches the groups theme, which is primarily green.
This advertisement utilizes pathos effectively because it’s convincing the viewer to join a Freecycle group by connecting with their emotions. The focus of this post is on an individual, who is passionate about event planning or managing. The imagery of the woman with her hands over her chest and a relaxed, happy expression evokes a sense of relief and tranquility. Additionally, the image of the woman sitting with a laptop resonates with viewers, as they are likely to use a laptop for planning events.
The phrase “it’s always FREE” emotionally appeals to Selena (calm and relieved) since she is on a budget and always looking for ways to save money. Additionally, the choice of typography is very simple and clean to give a sense of simplicity, while the choice of colours matches the groups theme, which is primarily green.
Logos Ad
Logos Ad
This advertisement utilizes logos effectively because it uses evidence and statistics (facts) such as “Help us keep over 1000 tons a day out of landfills” and “This amounts to 15 times the height of Mt.Everest in the past year alone…” These facts support it’s reasoning and indicates the importance of why the user should join their local Freecycle Group. The call to action button at the bottom “Join your local Freecycle group now” seems logical and reasonable in relation to the information that is presented on the screen.
Furthermore, using images illustrarting two mountains; Mt.Everest and garbage (landfills) also provides a logical reasoning for the post, as it visually represents the information that is being provided on the screen. Plus, the use of bold numbers catches the user’s attention. Lastly, this post is animated and it focuses on the mountain growing smaller and bigger, making the content visually entertaining and catches the user’s attention.
This advertisement utilizes logos effectively because it uses evidence and statistics (facts) such as “Help us keep over 1000 tons a day out of landfills” and “This amounts to 15 times the height of Mt.Everest in the past year alone…” These facts support it’s reasoning and indicates the importance of why the user should join their local Freecycle Group. The call to action button at the bottom “Join your local Freecycle group now” seems logical and reasonable in relation to the information that is presented on the screen.
Furthermore, using images illustrarting two mountains; Mt.Everest and garbage (landfills) also provides a logical reasoning for the post, as it visually represents the information that is being provided on the screen. Plus, the use of bold numbers catches the user’s attention. Lastly, this post is animated and it focuses on the mountain growing smaller and bigger, making the content visually entertaining and catches the user’s attention.
Ethos Ad
Ethos Ad
This advertisement utilizes ethos effectively because it appeals to the user’s moral responsibility of reducing environmental waste and create a connection with the community. The information presented on the post shows the creditability of the Freecycle Group. By using their call to action phrase “changing the world one gift at a time” indicates that the group is dedicated to their cause, aligning their values with the viewers, since they both want to be part of a “better community” focused on helping each other and re-using resources.
The phrase “join your local Freecycle group” shows they are reliable and reinforces their credibility because they want the viewer to be a part (join) of their cause.
Lastly, the image that shows two hands indicates people helping one another. It resonates with the information on the post, reinforcing it's credibility since the visual aligns with the message. Plus, emphasizing words such as “gift”, “people”, and “community” highlights the group's key values and mission for the viewer.
This advertisement utilizes ethos effectively because it appeals to the user’s moral responsibility of reducing environmental waste and create a connection with the community. The information presented on the post shows the creditability of the Freecycle Group. By using their call to action phrase “changing the world one gift at a time” indicates that the group is dedicated to their cause, aligning their values with the viewers, since they both want to be part of a “better community” focused on helping each other and re-using resources.
The phrase “join your local Freecycle group” shows they are reliable and reinforces their credibility because they want the viewer to be a part (join) of their cause.
Lastly, the image that shows two hands indicates people helping one another. It resonates with the information on the post, reinforcing it's credibility since the visual aligns with the message. Plus, emphasizing words such as “gift”, “people”, and “community” highlights the group's key values and mission for the viewer.
Work in Progress Iterations
Animation Iterations for the Logos Ad
Final Design
Work in Progress Iterations
Animation Iterations for the Logos Ad
Final Design
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© Arsh Sidhu 2025. All Rights Reserved ✿
© Arsh Sidhu 2025. All Rights Reserved ✿