Trustworthiness

Trustworthiness http://www2.ecco.com/aw2006/campaign/ Analysis of Ethos

1. Competence • What competence does the sender explicit or implicit seek to signal? • The site is very professionally made. It looks elegant and trustworthy, everything works there, but it’s a bit slow in my home-computer. • It has technical information about the making of the shoe, see an example on the next slide, that makes the sender of the site very confident

Example

Competence Consistent • As seen on the previous slide there is a consistency in the layout. All the pages definitely belong together. Videos are used in an elegant way which fits very well to the design of the site

Competence Clear • The sender seeks to appear very clear by stating distinct points of views, direct and clear communication? • Examples (from the intro): • “Shoes-Designed to move you” • Shape • Sculpture • Design • Emotion • Move • Movement • Comfort • Feeling • “Not just shoes”

2. Character • The character the site represents is honest because the reader can get detailed information about the product • Example: (from slide 3) • The character is also kind, because we get information about shoes that will move us in a comfortable way. • It’s humane because it stresses on comfort rather than how much the shoes cost.

3. Presence • The sender of the site is authentic because he is trustworthy, both because the site is very professional and also because the product is well know and has a reputation for being a good product. • The sender is also very lively, because we get information in an understandable and vivid way. The design of the site is made so the navigator doesn’t get confused.

Conclusion • All in all this is a very good site because of the following things: • Elegant design • Easy navigation • Every function works • Relevant information on site • Very professional

Trustworthiness