A Rhetorical Analysis Of The Ncr 390

NCR 390
The machine seen in the ad is known as the the NCR ‘390’, and it is a computer system that was released in 1962. It was the first low-cost, mass-marketed computer of its time. However the NCR 390 wasn’t the only thing that came out in 1962. The Second Wave of feminism also surged and touched on every area of women's experience — including family, sexuality, and work. In the ad, it can be inferred that the target audience is women who are interested in entering the labor force and those who support women in the workforce. With the the targeted audience made clear, the purpose of the ad is to persuade the public into purchasing their brand-new system. By providing statistics, credibility and even support for women, the NCR corporation is attracting American customers to buy their contemporary machine.
The NCR ‘390’ computer was a low-cost, mass-marketed computer that used punched tape recorders for original data

entry. With up to 11,000 systems installed worldwide and with a price of $75,000, this computer was the first of its time. In this NCR advertisement, what can catch the attention of the audience is the woman working among high tech machinery. For women, this is can be considered empowering, especially for the time in history that the advertisement was made in. During the 1960s, feminist activity was at its peak in the United States, and it eventually spread throughout the Western world and beyond. The feminist movement addressed topics, including rights regarding domestic issues and employment. Before the 1960s, women did not tend to seek employment because of engagement with household duties, which was seen as their priority. Therefore, seeing a woman working in an advertisement released during this time provides a great deal of information about the US, especially the NCR company, and their stance on feminism. The picture in the advertisement can evidently give off a feminine tone accompanied by accomplishment because there is a woman. Also, the tone of the advertisement where information is given can be considered intellectual, informative and sophisticated because it gives details about the success the product has had since the date of its release. What can also catch the attention of the reader can be the vibrant, green background. In this ad, green can symbolize renewal, considering the new age for females. It can also symbolize money and banking because the NCR 390 was mainly used in banks and for accounting purposes.
From the advertisement, the audience can be concluded to be women, those who support women, and even those who do not support women. Components within the advertisement that are designed to target this specific audience include the statistics and their visualisation of women.
In order to persuade the audience, two rhetorical devices can be identified within the advertisement.

One of the two rhetorical strategies involved in this advertisement is logos. In the description under the picture of the woman, the NCR provides percentages of the NCR ‘390’… “the 390 has returned 52% of our investment- while plant production has increased 150%”. This statistic proves that the ‘390’ is effective and people are definitely purchasing it. Another rhetorical strategy involved is ethos. Under the last paragraph, there is a signature of approval from the president of Molded Fiber Body Glass Company, which seems to have collaborated with the NCR to make the product. Although this may seem like a meer signature, it can have significant effects because it is a sign of credibility that the NCR 390 is competent and the Molder Fiber Body Glass Company is proof of so. With these two rhetorical strategies (logos and ethos) the advertisement is appealing to their audience with logic and credibility in order to entice them into purchasing

it.
The NCR corporation is working on persuading Americans to buy their new computer system by using statistics, credibility and support for women. Released in 1962, the NCR '390' was the first low-cost, mass-marketed computer that used punched tape recorders for original data entry. Based on the amount of purchases worldwide, the NCR ‘390’ effectively attracted the public with the use of rhetorical strategies. The importance of the product is that it is promoting women in the workforce, which is significant concerning the time period. Women were becoming more involved in the environments and were also determined to fight for rights beyond the freedom of voting. Not only did the NCR ‘390’ successfully sell their products, they also promoted females and proved to the US that they support their hand in the labor force.