Example Of Rhetorical Analysis In Advertising

Companies have rhetoric in their advertisements. The goal is to persuade a watcher or listener into believing that their brand of a certain product is the best. This in turn will make people want to buy the product. When it comes to advertising for a product, the majority of people see it as a concept that is both simple and harmless. As Chidester points out, through the eyes of popular culture as religion, the product associated with the advertisement is considered to be a fetishized object. In chapter seven, Chidester uses Coca-Cola as an example of this. He says that “the religion of Coca-Cola revolves around a sacred object, the fetish of Coca-Cola, which is both a desired object and the objectification of desire (Chidester 135).” He even cited the company’s director of advertising, who said that working there was more a like a religion than a business.

When the majority of people think of soda or drinking a soda, there are reminded of Coca-Cola. In a similar manner, when people think of candy bars, Snickers is one a many popular candy bars that comes to mind. A Snickers bar commercial aired during Super Bowl 49 (a “religious” event). The commercial begins with a daughter complaining to her parents about an injury to her nose. As a result the daughter is irate and appears to be out of character. Her

This commercial implies that one must satisfy their hunger in order to be their normal, tamed self. The only way to do that is to eat a Snicker’s bar. In a similar manner, organized religion claims to have the quality or object that will fulfill the desire that they have. They persuade the individual that their religion is the only way that they will be satisfied. In the use of religious rhetoric and imagery, the commercial is consider to make something religious, when it is based on performing an action and fulfilling a purpose. The only way to consider it as such is by looking at it from a functionalistic