During the technological boom of our current day and age, many argue that printed media is no longer worth the paper it is printed on - between the power of television internet advertising, ads in papers and magazines have become a decaying source, and as such, it is important that the issue be addressed appropriately for the urgent matter putting the jobs of many current and future graphic designers at risk. However, while works such as Stefan Hampel, Steven Heinrich, and Colin Campbell’s “Is an Advertisement Worth the Paper it’s Printed on?: The Impact of Premium Printing Advertising on Consumer Perception” prove to provide the proper rhetorical appeals to convey both the problems and solutions that graphic designers must face, other works …show more content…
While establishing oneself to be an authority is indeed a common and useful appeal to make, it can also backfire should the speaker be the only “authority” referenced throughout the entire work - the credibility of the argument at hand simply becomes questionable, as the reader is given no other indication as to the validity of the statements made other than being told that the speaker knows what they are talking about. Although most will ask for quality over quantity, both strategies in terms of sourcing have their own effects in writing. By referring to his own knowledge rather than others’, Sawyer’s opinionated piece has his own view exaggerated in a sense, showing that what he is writing about is unique to him and his own perspective, not a universal mindset for advertisers. Meanwhile, by focussing on sheer quantity of sources, one can achieve an opposite effect of making the argument at hand seem like a common belief that is agreed upon by the masses of a discourse community. In “Is an Advertisement Worth the Paper it’s Printed on?: The Impact of Premium Print Advertising on Consumer Perception,” not only to do authors …show more content…
In Sawyer’s article, he opens the texts first by explaining his experiment; “to update a presentation on print-advertising effectiveness, [he] needed to select about 20 ads to test their stopping power, branding ability and level of engagement--the three key elements that drive purchase consideration and, ultimately, sales.” To begin with, Sawyer chose 50 ads from 15 magazines, hoping to select prime examples of both good and bad advertising. However, he came across a vital issue while narrowing down those 50 ads down to 20 for the next step - almost every had he had selected had caught his eye because they were examples of bad advertising, with only 5% of all of the articles selected being deemed “good.” Sawyer then concludes the experiment by stating “Maybe I've become one of those old codgers who bemoan the lack of standards and whines that everything was better in the old days. But here is another possibility: Maybe print advertising today just isn't very good.” However, there is the issue of him being a scholar, or rather, the experiment is rather skewed, as his judgement of how the general marketing audience, and audience that varies from ad to ad, is all determined based off of his sole perspective, one that is much more elevated and analytical than the majority of people meant to see the ads. Instead of
The Onion’s mock press release markets a product called MagnaSoles. By formulating a mock advertisement a situation is created where The Onion can criticize modern day advertising. Furthermore, they can go as far as to highlight the lucrative statements that are made by advertisements that seduce consumers to believe in the “science” behind their product and make a purchase. The Onion uses a satirical and humorous tone compiled with made up scientific diction to highlight the manner in which consumers believe anything that is told to them and how powerful companies have become through their words whether true or false.
This essay is an analysis of two advertising posters, one of being a modern piece of media, the other being aimed at the previous generation. I will be reviewing posters from Coca Cola and Benetton, the latter being the modern piece of media in this comparison.
This essay is a perfect example of the importance of a thorough introduction to provide the reader with a concise synopsis of what the paper intends to covers. Had Gladwell excelled in both areas he neglected, this would be an extremely interesting, thought-provoking look into the world of advertising. Works Cited Gladwell, M. (1997). The New Yorker. Listening to Khakis.
Advertisements often employ many different methods of persuading a potential consumer. The vast majority of persuasive methods can be classified into three modes. These modes are ethos, pathos, and logos. Ethos makes an appeal of character or personality. Pathos makes an appeal to the emotions. And logos appeals to reason or logic. This fascinating system of classification, first invented by Aristotle, remains valid even today. Let's explore how this system can be applied to a modern magazine advertisement.
Postman states, advertisements were created to “appeal to understanding, and not to passion” (60). It is also stated that producers would make the assumption “that potential buyers were illiterate, rational, and analytical.”(58) Though Neil Postman makes it apparent that advertisers are not always truthful about what they say. Advertisers also tried to appeal to the masses by coming up with catchy slogans to lure people in.
“An examination of almost 160 commercials-after that point, it was either stop or incinerate the TV set-contribute 120 ads featuring thin women exclusively, 27 ads depicting heavy males, mostly in a normal or positive light, and all of 12 heavy women, half of whom, interestingly, were either African-American, older, or both” (Goodman 408). The example illustrated above displays how Goodman used the logos appeal by providing the reader with exact numbers and information backed up with evidence. The information provided helps the reader appreciate the author in a respectable way and also builds trust in the author. The appeal allows the reader to connect with the essay and understand what the writer is trying to present. Using reliable information enables the reader to trust the writer and agree with his or her idea.
The academic discourse community has certain expectations about an argument which make the work convincing and credible to members of the community. Before the work is even considered however, the community has expectations of the author. The author must fulfill these expectations in order to be considered credible or convincing. Some general criteria for an author in the academic discourse community include having a voice in the work, credentials and experience that make him or her qualified to write on the subject, a sense of professionalism about them shown in the tone and diction of the work, and a balanced view of all sides of the issue. In the case of author Damien Cave and his article "On Sale at Old Navy Cool Clothes for Identical Zombies!" and John E. Calfee with his article "How Advertising Informs to Our Benefit" one can see the difference between an author who fulfills the academic discourse community's expectations and one who does not. While Damien Cave can be persuasive in some communities, neither he nor his writing is credible to the academic discourse community because he lacks the qualities that this community values in an author.
The author of this book Bruce Barton was a partner in a successful advertising firm during the 1920’s. This was a time when the industry of advertising was under going some major changes. These changes had a lot to do with a number of factors the first of which being the post war prosperity this meant people had more money than they ever had before. Another one of these factors had to do with the high number of teens who were now attending high school, this proved to be important because it created a whole other market which hadn’t existed before. One more factor was the advances made in transportation and communication, these advances allowed goods, people, and information to travel long distances relatively quickly intern allowing companies to grow large enough to spread their services nationally. Still another important factor was the invention of financing, this allowed people to pay for durable objects (large objects that would last a couple of years) with affordable installments or payments. But the biggest changes were the actual advertising practices themselves, many of which were pioneered by Barton and his associates, and didn’t become norms in advertising until after the release of Bartons book “The Man Nobody Knows” in 1924. This book served not only as a manual on how to advertise more affectively but also as an example of good advertising itself.
Analysis of an Advertisement We live in a fast-paced society that is ruled by mass media. Every day we are bombarded by images of, perfect bodies, beautiful hair, flawless skin, and ageless faces that flash at us like a slide show. These ideas and images are embedded in our minds throughout our lives. Advertisements select audiences openly and subliminally, and target them with their product. They allude to the fact that in order to be like the people in this advertisement, you must use their product.
“The Less is More”: A Rhetorical Analysis of The Complexity of Neutrogena’s Simple Print Advertisement
All companies have their own ways of advertising a product, but in the end, they have similar techniques. The Onion, a publication devoted to humor and satire, released an article that ridiculed the techniques of advertising. This article mocked an advertisement for MagnaSoles in order to humor the readers, but at the same time show how advertisements can persuade individuals to buy a faulty product. Through a sarcastic and humorous touch, The Onion successfully amuses its audience and reveals the gullibility of individuals through the use of skillful diction, fallacies, and personal testimonies. All throughout the article, The Onion incorporates scientific sounding diction to convince readers why MagnaSoles is the right choice.
Maasik, Sonia and Jack Solomon. “Brought to You B(u)y: The Signs of Advertising.” Signs of Life in the USA: Readings on Popular Culture for Writers. Boston; Bedford, 1997. 172. Print. 10 Mar 2014.
Many do not consider where images they see daily come from. A person can see thousands of different designs in their daily lives; these designs vary on where they are placed. A design on a shirt, an image on a billboard, or even the cover of a magazine all share something in common with one another. These items all had once been on the computer screen or on a piece of paper, designed by an artist known as a graphic designer. Graphic design is a steadily growing occupation in this day as the media has a need for original and creative designs on things like packaging or the covers of magazines. This occupation has grown over the years but still shares the basic components it once started with. Despite these tremendous amounts of growth,
(2010). McClintock, Ann. A. & Co. “Propaganda Techniques in Today’s Advertising.” Eds. Chait, Jay. A.
Technological advancements have changed our culture in many ways, even having it’s personal effect on advertising. With the invention...