Aristotelian Criticism
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Aristotelian Criticism
Evaluation
Why Uber’s Apology Ad Worked and Facebook’s and Wells Fargo’s Bombed is an article written by Prudy Gourguechon and published by Forbes.com. Gourguechon is an American psychoanalyst, psychiatrist and an author specializing in leadership strategies. The article attempts to explore the features of an effective apology given by a company. Gourguechon explores apologies given by Facebook, Wells Fargo, and Uber. She was motivated by the advertisement apologies aired by the three companies, which all employed different communication approaches. Of the three apologies, Gourguechon describes Uber’s apology as the most effective.
Gourguechon wrote and published the article at a time three significant companies in the world had issued advertisement apologies within the same time frame. Moreover, a survey suggested that Uber’s apology was accepted by 31% of the individuals who had watched the advertisement featuring the company’s apology.
Gourguechon’s target audience was individuals who manage companies and those who determine how companies communicate with their consumers. To persuade the target audience, Gourguechon provides a clear description of the different features of the advertisements by the three companies. Since companies make advertisement apologies to restore their consumers’ confidence in them, the article provides an important insight into the features of an effective apology advertisement.
Application of Canon
Gourguechon’s article is focused on logic. She incorporates information from a survey that provides credible data. The report from the survey reveals that compared to Wells Cargo’s and Facebook’s apologies, Uber created an honest and effective apology.
The article structure is evaluative in order. First, Gourguechon explores the importance of effective leadership and communication during crisis management. Also, she argues that leaders can learn for the missteps their peers have taken. Second, the report by Alpha revealed that compared to the advertisement apologies aired by Facebook and Wells Fargo, Uber’s apology advertisement was the most effective. Then, she provides a critical analysis of the three different ads. Finally, she concludes on the necessity of effective communication of an apology. Gourguechon’s writing is persuasive and has a professional tone that communicates the importance of the message.
Gourguechon, being a practicing psychiatrist, psychoanalyst, and author, displays an in-depth knowledge in psychology, and she seems to ne in control of the conversation. Also, her main focus is on leadership strategies; a topic that she is quite knowledgable on. The delivery of the article is impressive. Gourguechon incorporates links to all the apology advertisements she has focused on in the article. That said, Gourguechon strives to provide insightful information on crisis management. Moreover, the article is simple and easy to read, is founded on credible data, and is logical.
Analysis
The article provides compelling insights into effective crisis management strategies. It explores the features of an effective advertisement that seeks to communicate a company’s apology. Gourguechon demonstrates the differences between the three advertisements, and outlines the features of each advertisement. Through the articulate style used, individuals reading the article get a better understanding of the nature of an effective advertisement. Therefore, the article is essential because it gives readers an insight into effective corporate apologies. In a more digitalized world where Social media and instant messaging have revolutionized communication, companies will have to learn how to effective communicate to customers. Gourguechon’s article provides insight into the features of an effective apology communication.
References
Gourguechon, P. (2018, August 13). Why Uber’s Apology Ad Worked and Facebook’s and Wells Fargo’s Bombed, Forbes. https://www.forbes.com/sites/prudygourguechon/2018/08/13/when-are-corporate-apology-ads-worth-the-investment-and-when-do-they-backfire/#73f9a21c7cea