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Rhetorical devices in advertisements
How ads use rhetorical appeals
How ads use rhetorical appeals
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Advertising and Rhetorical Analysis A Comparative Analysis of Urban Outfitters “Make It Party” and Ralph Lauren’s “Polo” Ad Citations and Descriptions 1. “Make It Party” by Urban Outfitters. Advertisement. www.behance.net 17 September 2015. Online. Immediately after looking at the first ad you know it resembles a party like scene. The words don’t draw you in as much as the background: four people (girls?) all of whom are wearing striped shirts and nearly transparent leggings with wine or liquor in their glasses. In the foreground is the heading, “Make It Party” which goes along with the background. This makes it seem as though every circumstance can be a party with Urban Outfitters. The people in the background have their faces cut off, …show more content…
The ad wants to establish credibility for its chill and party ready clothes by making an ad inspired by a party. The trash on top of the table with the half empty bottle of wine and the teens or young adults all huddled together makes for an iconic party. The words on the party “Toast. Play. Dance. Love. Flirt. Kiss.” adds to the ethos by giving clues to what Urban Outfitters can do for you. The word “toast” seems to allude to an adult party however “flirt and kiss” bring to mind the connotations associated with teens. The polaroid like image makes it seem as if it was taken at an actual party by sloppy teenagers too drunk to get the faces of the people in the shot. This brings to the ad an air of authenticity and passion not found in most other …show more content…
The ad uses the people in the foreground as models for their clothes. The two men and one woman are perfectly groomed and stately. This causes the reader to believe that by wearing their clothes they can become like them. The background establishes a cosmopolitan feel. The mountains feel as if they are the Italian Alps which contrasts with the all American clothing the models are wearing. This contrast makes the ad appeal to everyone who wants an upper echelon or 1% feel in their lives. Who wouldn’t want to vacation in the Alps? The colors of their clothes are red, white, and blue symbolizing the American dream. Reinforcing this is the American flag on the back of the woman’s sweater. The words “Polo” followed by “Ralph Lauren” establish credibility through the fact the ad does not need to explain itself. You are expected to know Ralph Lauren as you are expected to know how to eat or sleep. The ad itself does a fine job highlighting the lifestyle associated with Ralph
Jonathan Kozol revealed the early period’s situation of education in American schools in his article Savage Inequalities. It seems like during that period, the inequality existed everywhere and no one had the ability to change it; however, Kozol tried his best to turn around this situation and keep track of all he saw. In the article, he used rhetorical strategies effectively to describe what he saw in that situation, such as pathos, logos and ethos.
In chapter two of Be Our Guest, the system of guestology is addressed and dissected in more detail, with examples of success when correctly done. The book tells us how Disney would aim to please the audience, regardless of the rejection they received from distributors.
By quoting the commercial, and analyzing the logos and pathos, and ethos it uses, Gray has adequately used the rhetorical appeal of logos. She also supports her statements by comparing the Hanes commercial to other underwear commericials. “Underwear commercials in general seem to abound in their portrayal of morning sunrises and beautiful people making beds.” Throughout the entire article, from her describing the scene of the commercial, to talking about the stereotypical men, women, and underwear commercials, she is able to stir emotion from the audience. “Women on the other hand…know how to be women…Just show a woman good old fashioned love scene and most likely she’s sold.” Because Gray was just a Freshmen in college when she wrote this essay, she does not establish credibility in terms of her
This ad targets teenagers that can drive. In 0:12 - 0:21 the ad is showing a group of teenagers, Andrews and friends, having a party in the car. This part of the advertisement is showing the target audience because teenagers are in the advertisement. Once kids go to high school, the social group is more defined than
Politics is dirty and competitive and has not changed between 1879 and 2018. It is a complex system of jargon, charm, facts, and lies. Mark Twain’s “The Presidential Candidate” satirically expresses the essence of both old-world and modern politics as a presidential candidate who blatantly tells the truth of his wrongdoings. As a politician, one must be an open book. Their life must be truthfully written on the pages for the readers to analyze and evaluate their credibility as leaders. “The Presidential Candidate” resonates both in 1879 and 2018 with his use of humor, use of diction and use of subtlety.
Over the years, J. Crew’s catalog incorporated a unique look featuring young, attractive, models having fun in different appealing backgrounds. The photographs in the catalog appeared to be photographed at a house party of friends. Many of the photographs taken featured the same ...
This advertisement uses a combination of star power and a simple color scheme to draw viewers in. Most people know who Kim Kardashian is and by showing her having fun, the viewer subconsciously links that to the fun they would have. The black and white shades are all bland when compared to the green color of the bottle, the drink, and Kim's dress. By using the natural color of the drink to show off Kim's dress in the middle of the crowd, tells the viewer that by drinking this liqueur, they will also stand
This past month I made my last visit to the popular teenage/college student retail store Abercrombie and Fitch. Finishing up some back to school shopping, I was on a quest for jeans, and I knew the place to get them. My last two favorite pairs were from Abercrombie and Fitch, and I was planning on buying the same kind once again. Happy and relieved that I would not spend the afternoon ransacking the mall for one pair of jeans, I entered the store to the pulsating beat of techno dance music. In front of me was the teenage Mecca of what is truly hip -- the first thing I noticed were the life-size pictured that covered the walls -- half-clad muscular and glistening young men, frolicking around with pouty faced but beautiful young women who were wearing either size 2 short shorts with bikini tops or 3 layered sweaters. The tables were covered with overpriced shorts, shirts, and sweaters, strewn about by desperate customers searching for the perfect outfit. The sales people who roamed the floors were definitions of cool themselves -- ranging from age 16-22, they modeled their employee discounts in a haughty way which encouraged the customers to strive for their ultra-hip look. And strive the customers did. What was the most noticeable upon entering the store (besides the blaringly loud music which made me wonder if I was at a clothing store or a dance club) were the herds of desperate young men and women, who seemed to range from age 12-25, strutting around the store and searching for anything that had the name A&F on it. I can only imaging how many nights of baby-sitting it would take some of these eager teenagers to buy one sweater. The young custome...
Pollan’s article provides a solid base to the conversation, defining what to do in order to eat healthy. Holding this concept of eating healthy, Joe Pinsker in “Why So Many Rich Kids Come to Enjoy the Taste of Healthier Foods” enters into the conversation and questions the connection of difference in families’ income and how healthy children eat (129-132). He argues that how much families earn largely affect how healthy children eat — income is one of the most important factors preventing people from eating healthy (129-132). In his article, Pinsker utilizes a study done by Caitlin Daniel to illustrate that level of income does affect children’s diet (130). In Daniel’s research, among 75 Boston-area parents, those rich families value children’s healthy diet more than food wasted when children refused to accept those healthier but
“A Modest Proposal” and “Let Them Eat Dog” have a common argument that we are dealing with over population of humans and animals. Swift uses satire to make us think that he really wants us to eat babies. Foer tells us of people eating animals were not accustomed to. This can put an economical strain on everyone if we don’t use our resources wisely. Both of these articles may be elusive for some to read. Both papers touch on the topics of eating animals, economic issues, and culture.
There are many denotations in this ad. There is a man, three women, bags, sides of buildings, a chair, writing on a window, a sidewalk-like walkway, a bottle of Southern Comfort, some white lines, and two lines of copy. The first line of copy reads, "Your free time may have changed. Your drink doesn't have to." The second line reads, "Hang on to your spirit." There is also a division in the ad, the top two-thirds of the ad being the photo image and the bottom one third being a black background.
The movie trailer “Rio 2”, shows a great deal of pathos, ethos, and logos. These rhetorical appeals are hidden throughout the movie trailer; however, they can be recognized if paying attention to the details and montage of the video. I am attracted to this type of movies due to the positive life messages and the innocent, but funny personifications from the characters; therefore, the following rhetorical analysis will give a brief explanation of the scenes, point out the characteristics of persuasive appeals and how people can be easily persuaded by using this technique, and my own interpretation of the message presented in the trailer.
The Letter from Birmingham Jail was written by Dr. Martin Luther King Jr. in April of 1963. Dr. Martin Luther King Jr. was one of several civil rights activists who were arrested in Birmingham Alabama, after protesting against racial injustices in Alabama. Dr. King wrote this letter in response to a statement titled A Call for Unity, which was published on Good Friday by eight of his fellow clergymen from Alabama. Dr. King uses his letter to eloquently refute the article. In the letter dr. king uses many vivid logos, ethos, and pathos to get his point across. Dr. King writes things in his letter that if any other person even dared to write the people would consider them crazy.
An array of young models, each idealized and every one showing themselves off in a beautiful, yet sexual stance. The focus on flowing dark hair and thin bodies draped with trendy clothes that in some cases leave a lot of skin to be seen and admired. The idea of perfection is personified through facial expressions of self-confidence and uncompromising appearances in each image. These are just a few ways in which Calvin Klein’s ad campaign tries to attract customers. Attempting to convince the public that Calvin Klein clothing will look as impressive on anyone and will have people staring in envy like many do at the ads is the technique being used in this ad campaign along with many other aspects such as the setting, the outfits, and the models, which all play a big role in the ads effectiveness.
According to Wikipedia, Juicy Couture is currently owned by the Liz Claiborne Fashion Company made in the U.S. Juicy Couture was previously owned and founded by Pamela Skaist-Levy and Gela Nash-Taylor in 1997 until it was bought by Liz Claiborne in 2010. It is now a global seller with their signature velour tracksuits and other fashions that expand from clothing, shoes, fragrance, sunglasses and many more. I picked this ad from a fashion blog online called FiveFiveFabulous by two sisters who share their personal experience of fashion, traveling and life. The ad shows a picture of a beautiful model wearing an expensive looking gown with designer shoes and luxurious accessories, in a Beverly Hills neighborhood. Based on what I observed, the social class is pitched on white women, particularly women with money, good jobs and/or a higher education level. These factors help the ad because consumers with money, especially women, who see the ad, will want to look like the woman in the ad; on the other hand, these factors hurt the ad because women who cannot afford the product, a beautiful dress, will move on and find something similar but at an affordable price. Overall, I believe this advertisement to be successful.