Smell like a Man’s Burger
For the average adult on a Tuesday morning, there are a number of things that may happen; wake up, brush teeth, get ready for the day, make a cup of coffee, get in the car, and start a drive to the office. When following this routine, a mass exposure to advertisement subconsciously occurs. The average adult is exposed to over 5,000 advertisements and brands per day (Johnson). By being exposed to this many advertisements on a daily basis, how are companies able to grasp the attention of the consumer? The answer to this question can be answered using three simple techniques. Aristotle arranged these three techniques into the following appeals: emotional, ethical, and logical (Lunsford 145). These appeals are the basics
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when it comes to persuasion. Through the use of the basic appeals, the McDonalds and Old Spice advertisements share several similarities in their advertising techniques. These techniques include figurative language, emotion grasping, recognizable logos, and the physical showing of the product. The biggest similar aspect both advertisements hold is the targeted audience. With using these appeals and target audience, the following advertisements wrap together a tight advertising campaign to attract consumers to their products. An emotional draw from an advertisement is a crucial part of getting a message across to the consumer.
In comparing the McDonalds burger advertisement to the Old Spice body wash advertisement, both these advertisement target different emotions. For McDonald’s, the emotions being targeted are hunger and happiness. These emotions are targeted using pictures and figurative language. McDonalds figurative language is given in three quick and to the point messages, “big.beefy.bliss.”. The definition of bliss is perfect happiness (“Bliss”). When rereading that statement, “big.beefy.bliss”, it is being drawn as huge, lots of meat, and the perfect happiness at the end of eating a McDonalds burger. Through the experience that comes from understating the wording, McDonalds also provides visual stimulation by lining up their beefiest burgers. By showing the fresh the toasted buns and melting cheese, resisting a mouth watering effect seems impossible. Moving onto the Old Spice advertisement, the emotion being targeted is a man’s manliness. To target manliness, Old Spice uses an attractive man who looks confident and in control. To show how this man is a real man, Old Spice uses figurative language stating “Smell like a Man’s Man”. By writing this statement and the actor holding up a bottle of Old Spice body wash, it reinforces that every man can be a manlier man by using Old Spice. McDonalds and Old Spice both use the methods of figurative language and visual stimulation effectively to …show more content…
grasp the wanted emotion. Bringing an ethical appeal to an advertisement is important in the brand of the company itself. Is the company trustworthy? Are they a strong company? Will someone know the company just by looking at the advertisement? For both the McDonalds and Old Spice advertisement, the answer to the above three questions is yes. Both of the logos in these advertisements are easily recognizable and spread good quality about the products. For McDonalds alones there are 36,000 restaurants in over 100 countries (“Our Story”). The golden arches are recognizable by millions. For Old Spice, their name is a tradition among men. Old Spice has been used for male body products since 1938. (“Procter & Gamble”). That brings over seventy-eight years of good quality manhood smells, passed down from generation to generation. For Old Spice, coming up with this advertisement was meant to change the way men looked at body wash. This was a large expansion of their product. Old Spice did a study that showed 50% of women were shopping for their male counterpart’s body wash. Old Spice wanted to bring attention to both men and women so they would talk about their Body Wash. Based on this advertisement alone, not the stand still image but the video, sales went up 107% and made them the number one brand of male body wash in the US (“Case Study: Old Spice Response Campaign”). Both of these advertisements hold credibility, history, and a quality that lasts. A logical approach to an advertisement shows the customer exactly what they are going to get. In the case of the McDonalds advertisement and the Old Spice advertisement both provide a physical image of what is being sold. McDonalds is showing their three beefiest burgers that are readily available. While Old Spice shows their bottle of body wash that will make one “Smell like a Man’s Man”. Together these companies provide the images of what they are selling through their advertisements. While overlooking the pathos, ethos, and logos of the two advertisements, the main question comes into play.
Who are these advertisements solely for? The target audience for the initial advertisement is for male figures. When picturing a big, beefy, bliss burger, only a man could handle something so strong! It takes a big mouth and an even bigger appetite. For Old Spice, smelling like a man targets the male audience. The target goes more towards teenagers and above for age. With McDonalds, when younger, a Happy Meal would be more appropriate. For soap wise, young boys are still working on becoming men, so this soap will get passed to them when the men in their lives see it has become the appropriate time. These products are made by men, for
men. Advertisement alone is a crucial piece to any business. The way information is perceived from an advertisement can make or break the success of the product. This is where reviewing the emotional, ethical, and logical appeals are important. When reviewing these appeals, the main goals of the company itself shines through. While comparing the McDonalds advertisement to the Old Spice advertisement, the three appeals are used widely in the advertisements. The companies use these appeals by including persuasive language, the spark of emotions, familiar logos, and providing imagery of the selling product. The audience of both advertisements are similar as well, targeting males. When wrapping together all the aspects of pathos, ethos, logos, and the audience, a successful and effective advertisement has been born!
It’s clear that those advertisements try to make an impact on our buying decisions. We can even say they manipulate viewers by targeting specific group of people or categorizing them so they could have a feeling this product is intended for them or what he or she represents. For instance, they use gender stereotypes. Advertises make use of men and woman appearance or behavior for the sake of making the message memorable. Therefore, most effective and common method is to represent a woman as a sexual object. They are linked with home environment where being a housewife or a mother is a perfect job for the. In other hand men are used more as work done representations. They are associated with power, leadership and efficiency. Those stereotypes make the consumer categorize themselves and reveals the mainstream idea of social status each gender needs to be to fit in and what products they are necessary to have to be part of that
This analysis paper will analyze one advertisement picture that was produced by the mega food chain known as McDonalds. The ad is exuberantly promoting three cheeseburgers that the fast food chain is attempting to sell. The three cheeseburgers on the advertisement are the more popular attractions of the fast food chain including the “Angus Deluxe Third pounder”, the “Double Quarter Pounder with Cheese”, and the most famous one of all, “The Big Mac”. These three cheeseburgers have been the baseline for the McDonalds fast food chain ever since the restaurant opened. The burgers are also known world wide, making this advertisement is just a way to get the public to come and buy there food.
The first element of the rhetorical structure and possibly the strongest in this documentary is pathos. Pathos refers to the emotion exhibited throughout the documentary. Food, Inc. is filled with an array of colors, sounds, stories, and images that all appeal to emotion. Miserable images of cows being slaughtered with dark music in the background, pictures of industrial factories with no sun and unhappy workers, and even a depressing and eye-opening home video of a young boy who was killed by the disease as a result of bad food were all portrayed throughout Food, Inc. Barbara Kowalcyk, mother of the late Kevin, is an advocate for establishing food standards with companies throughout the nation. When asked about her sons death, she replied, “To watch this beautiful child go from being perfectly healthy to dead in 12 days-- it was just unbelievable that this could happen from eating food.” (Food, Inc.) Obviously very devastated and still heartbroken over her loss, Kowalcyk fought
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
Where commercials that are selling a product to women focus on beauty or the ease of use using wording like sleek clean lines, soft, makes life easier. This is because men are portrayed as being masculine and being responsible for outdoor chores like lawn maintenance where as women are portrayed as delicate and weak and tend to be in charge of daily in home chores like cooking, and cleaning. While analyzing the genders used in the commercials and what the roles were we found that the women tended to do the shopping and asking the questions about products and the men seemed to be bored and were there to pay the bill and be the one responsible for the assembly of the product purchased. The colors of the products being sold play important role as well. Men seem to be more attracted to darker or bolder colors like black, red, green, and blue where products for women are usually lighter or softer colors like white, or pastels.
n today's world it`s practically normal to see every kind of ad, and they are everywhere! In the article “Advertising's Fifteen Basic Appeals” By author and professor Jib Fowles. Who claims that advertisers give “form” to people’s deep-lying desires, and picturing state of being that individuals yearn for…” stated by Professor Fowls. I will describe the fifteen apples that advertisers use when trying to sway to the public to buy their product. These apples are the following… sex, affiliation, nurture, guidance, aggress, achieve, dominate, dominate, prominence, attention, autonomy, escape, feeling safe,aesthetic sensation, curiosity, and Physiological needs. By observing some magazines which are frequently bought, I will examine three full page advertisements to to see what of the fifteen appeals are working in each ad to convey that desire.
“The Persuaders” by Frontline is about how advertising has affected Americans. It starts out by stating the problem of attaining and keeping the attention of potential customers. Balancing the rational and emotional side of an advertisement is a battle that all advertisers have trouble with. Human history has now gone past the information age and transcended into the idea age. People now look for an emotional connection with what they are affiliated with. The purpose of an emotional connection is to help create a social identity, a kind of cult like aroma. Because of this realization, companies have figured out that break through ideas are more important than anything else now. But there are only so many big
For the first rhetoric article, I chose the McPick 2 McDonalds commercial. This commercial displays pathos with a catchy jingle playing throughout the ad, and how they repeat, “Let me get a McPick 2.” It displays ethos because McDonalds is a well known fast food chain that many people like, so people are normally going to believe what they say. It shows logos by explaining how the deal works, and how the food is delicious, or juicy, which makes you want to go eat some of the food. I think this commercial is very effective because they put a catchy jingle in your mind about juicy food. This makes you want to go eat at McDonalds.
They want to show a “sparkling version” of the product and that implicates that, “if you buy the one, you are on the way to realizing the other” (26). So the portrayal of gender is essential in advertisement when it is trying to catch the viewer’s attention, since gender norms can be considered as a form of silent language in the society. Simply put, it can be said that gender roles are “a language which needs no complex translation by the viewer, just transmission through the image” (Capener 3) and therefore it is important for the advertiser to utilize the imagined gender roles within the advertisement
Advertisements have been utilized for many years to sell products. The very popular company Old Spice, who is one of the top men’s hygienic production companies, is well known for their series of humorous advertising campaigns that uses references to the ideals of what a stereotypical masculine man is supposed to be characterized as. The Old Spice commercial, “The Man Your Man Could Smell Like” that first appeared during the Superbowl in 2010, illustrates that the company successfully utilizes the influence of humor, gender stereotypes, and ethos and pathos to connect emotionally with the audience and persuades men to start using Old Spice Red Zone body wash so that insecure men can become more of a masculine man that females will desire.
Many people do not realize that the jobs in the fast food industry are very dangerous. These are the jobs that no one realizes what it’s like behind the scenes. The workers face high rates of injury in the factories and in fast food restaurants, so we feel like we shouldn’t support the fast food industries. In chapters three and eight of “Fast Food Nation,” Eric Schlosser uses pathos to highlight the fact that fast food jobs are difficult as well as dangerous. The jobs involved with fast food are so dangerous that more regulations should be reinforced more firmly, as well as more laws should be put into place.
This book has opened a whole new perspective on advertising and the reasons we buy things and regret them later. Thinking that I have the urge for a McDonalds hamburger may feel real, or it might just be an elaborate, expensive advertising technique used to manipulate my buying behavior.
An average American is said to be exposed to about five thousand advertisements in one day. Through these ads, producers can connect with consumers at a manipulative level. That instead of just simply displaying their product to attract the consumers’ interest different motifs and sale pitches are used to manipulate customers into buying their product.
Objectification of the female body has long plagued advertisements for products ranging from perfume to fast food, in which advertisers depict women in a sexual light, marketed towards appealing to the male gaze. While the passivity of this sexualized female role has recently shifted to accommodate more “active, desiring sexual subjects” (Gill 255), women who are “powerful and playful, rather than passive and victimized” (Gill 258), it is still remarkable to note how “the continued history and presence of women in decorative and sexual roles have generated much interest and controversy than similar portrayals of men” (Sheehan 101). Freeman and Merskin point out in “Having It His Way: The Construction of Masculinity in Fast-Food TV Advertising” that fast food commercials sometimes depict meat as synonymous with female flesh, both being “mutual objects of male desire” (Freeman and Merskin 470) and “objects of the camera’s implied heterosexual male gaze” (Freeman and Merskin 470). The issues presented within these representations of women are that they are unrealistic in strengthening the concept of power imbalances between the sexes and in reinforcing standards of beauty and fitness that are not easily attainable. By presenting the genders with an array of limits as such, the sexualization and normalization of “inequality, domination, and even violence” (Caputi 312) occur, allowing advertising to influence adolescents much like propaganda does, by “[reinforcing] or [modifying] the attitudes or behavior” (Portia 42) of its target groups to form uniform masses of consumers, ultimately disregarding any differences that make every individual unique, and encouraging its demographics to do the
There are a lots and lots of advertises that contains a bit of exaggeration, sex and a message to make the consumer feel an association going on by using or buying that product. For example, Coors light beer commercial contains a lot of stuff that might get people to feel an association going on if he or she drinks that Coors light beer. On one of the Coors light beer commercial, there's a commercial that shows couple of young man and woman drinking Coors light beer and playing volleyball up on the Rocky mountains. A lot of people especially the people around their 20's would be convinced that if he or she drinks Coors light beer, then they could enjoy the coolness of being young and active. Since the commercial contains both sex, it would refer to the people aroun...