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Effect of advertising on consumer behavior
Rhetorical appeal of advertisements
Rhetorical appeal of advertisements
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Everyday people see advertisements, whether it is displayed on commercials, radio stations or even in magazines. With high competition always submerging in the advertising world, companies are willing to do anything to catch an audience’s attention. One such company is PETA, People for the Ethical Treatments of Animals (PETA) is a nonprofit corporation that is worldly known for their “risky” publications to convey their message. In this campaign image, PETA is trying to argue against the production of meats by dehumanizing model, Traci Bingham, as an animal, using pathos to reach guilt of the viewers and presenting the slogan “ALL ANIMALS HAVE THE SAME PARTS”. In this ad, PETA displays the model, Bingham, as being almost animal-like. …show more content…
In this image her skin is marked with black text that labels her body with words such as “ROUND” and “LOIN.”(PETA). Bingham is exploited in a sexual pose with no clothes on as if she were a piece of meat displayed in a market. She is sitting down with her back facing the viewers’ and looking over her shoulder. Additionally, her buttock is exposed. There are vivid colors displayed; such as an orange and yellow background. The slogan and logo are in bold, capitalized, white letters. The center focal point is the slogan “ALL ANIMALS HAVE THE SAME PARTS” (PETA). Below that statement, a black cow is shown with a white heart inside, with the words “HAVE A HEART GO VEGAN” (PETA) surrounding it. This draws a parallel to advertise pictures of cows that can be found in meat markets that show the best parts of the meat. Furthermore, this image is also used to say that all animals have the same meat parts that not one is better than the other. PETA’s main purpose for advocating this issue is to show that eating meat is ethnically wrong and to encourage the idea of becoming a vegan.
PETA’s genre was a commercial that was originally supposed to be launch during the Super Bowl but was “too hot” to be distributed. This was a perfect timing because millions of people (targeted audiences of men and young teenagers) could see the advertisement, which this is karios. PETA uses the power of female sexuality by displaying the beautiful Bingham’s body in order to attract their targeted audiences, which ties in with ethos. But people were outraged because of how sexual the ad was. In response to this reaction, PETA’s College Campaign Coordinator, Ryan Huling stated, “Our ‘naked’ demonstrators and models chose to participate... We believe that people should have the choice to use their own bodies to make social statements, and that there is nothing shameful or ‘wrong’ about being naked…” (Gregory). This quote emphasizes the reason why PETA chose to portray Bingham sexually. Although it was vulgar in the eyes of critiques, one can understand why PETA chose to create this “risky ad” to entice the audience’s attention because sex sells. By utilizing sexuality, pathos is being clearly used. On the other hand, for general females in western society, not only is PETA dehumanizing Bingham as a person, but for women as
well. Not only does PETA use Bingham’s body as a sexual image to appeal to certain audiences but also promotes about becoming vegan. Pathos is presented in this scenario by using 21st century, westernized societies and appealing to the upper and middle class people in that culture. The presence of model’s bodies guilts viewers into questioning their life choices, and presents the idea that if you become a vegan, you can have an ideal body too. The logo on the advertisement, “HAVE A HEART GO VEGAN” (PETA) further demonstrates the appeal of how PETA is trying to target audiences with logos. The slogan shows that the animal meat that a person eats is no different than cannibalism. This eventually makes the viewer guilty for what they are eating, which is exactly what PETA wants. If this ad comes across their mind every time a person eats a piece of meat, this will eventually lead them into become vegan. The use of different of colors in this advertisement emphasizes PETA’s method to target the audience’s emotion. The main colors that are consistently used are yellow and white. Yellow is represented as dishonesty, joy, and happiness. In this advertisement, yellow represents the dishonesty for people who are carnivores and the happiness and joy you will receive from becoming a vegan. While white is represented as innocence and death, for in this advertisement, the message, “ALL ANIMALS HAVE THE SAME PARTS” and the slogan, “HAVE A HEART GO VEGAN” (PETA) is in white to symbolize the innocence of and the death of animals. By using these colors, it points out that meat is humans’ opulence and animals are victims of that luxuriousness. Above all PETA uses a variation of methods to draw an audience’s attention and successfully uses pathos to appeal to the consumers. It allures to many classifications of ethos, pathos, logos, and kairos by using their specific medium of advertisement. PETA uses famous celebrities, woman sexuality, guilt, and body image to place idea in the minds of consumers to attempt to alter their choice of lifestyle.
Many people enjoy the new car smell just as much as the actual new car. In today’s society there is a wide variety of companies and different brands to choose from. Companies have to advertise their products in a way that would stand out to the intended audience. The commercial for the 2017 Lexus LC adequately persuades its target audience, which is both male and female teenagers and adults, to take an interest in their product.
What a good way to urge viewers to donate money than by showing in the commercial pictures of sorry looking animals? The type of objects they use are cages, crates, and the animals. It targets any animal or anybody in reality because they can see that these animals are in need of help, also that these animals have been abused. This commercial has demographic is an extremely important factor in commercial productions, the fact that so many different people are susceptible to the pathos of the commercial to the point of tears. This commercial had a use of music and it also plays an important role in the use of pathos. The song “In the arms of an Angel” by Sarah MacLauchlan has a part that makes me sad every time I seen the commercial “There always some reason, to feel not good enough” (Sarah McLachlan SPCA, n.d.) and this is sad because these animals don’t feel good enough and you can tell by their
One of my favorite commercials to watch is the Chick-Fil-A commercials. Their commercials are very ironic but at the same time interesting and entertaining. The main purpose of their commercial is to persuade an audience to go and buy their product or maybe convince an audience to come back again and buy more of their product. They are able to influence their audience through the use of rhetorical elements. Rhetorical elements include: the rhetor, discourse, audience, and rhetorical triangle. Their commercials don’t necessarily target one particular audience, they incorporate different ideas into their commercial to target different audiences such as families, and football fans.
Advertisers all have one goal in common, that is an ad that is catching to a consumer’s attention. In today’s fast paced society there are so many selling products and charities. As I exam the advertisement for the American Society for the Prevention of Cruelty for Animals (ASPCA), I will show how they use the pathos, ethos, and logos – also known as Aristotle’s Theory of Persuasion.
These commercials make the audience feel fear, love, guilt, or joy about the situation being shown. The American Society for the Prevention of Cruelty to Animals or ASPCA for short shows commercials to get donations that will help prevent animal cruelty and rescue animals all across the country. I have not seen this commercial on any of the apps on my phone however this is a commercial that I see often on regular television. The target audience of these commercials is animal lovers; it could be a child or an adult. The use of Pathos in the promotion of joining the ASPCA or giving a one-time donation uses animals that look sad, hurt, homeless, abused or scared needing help. It is very effective as it makes the intended audience either want to donate to help the animals or to rescue one through adoption to give it a better life. The type of music played goes along with the feeling of sadness and helplessness that the animals are feeling and makes the audiences feel sad as well. These commercials also either use the voice of a celebrity or show the celebrity holding a dog or cat while giving information about how to help the animals. The audience is shown abused, beaten, or neglected animals and asked for donations to help give medical care, food, shelter, and love to them. The commercial is effective as it pulls at the emotions of animal lovers
This advertisement from the American Society for the Prevention of Cruelty to Animals (ASPCA) immediately affects the viewer’s emotions. By playing sad music in the background while images of scared and injured animals pass the screen, the creators of this advertisement are successful in compelling many viewers to open up their wallets and donate to the cause. Through the use of common rhetorical devices as well as less obvious strategies, this advertisement targets the viewer’s mind and succeeds in its goal of presenting the topic as a problem that needs to be solved. However, it is interesting to consider whether the problem that should be addressed is really animal neglect or something bigger, like the fact that many citizens prioritize
In a society dominated by visual activity, it is not uncommon to be faced with images meant to render a specific reaction. It is the intention of industries to provoke a reaction whether it is mental, emotional, or physical and specifically through the use of ethos, pathos, and logos. Both images displayed, the first by the PETA organization or People for the Ethical Treatment of Animals and the other by UNESCO or the United Nations Educational, Scientific, and Cultural Organization share similar tactics in which they influence their audience’s reaction. As an American animal rights organization that campaigns for the “ethical treatment of animals”, PETA’s most dominant mode of persuasion is especially exemplified by the use of pathos. In an attempt to induce sympathy from the audience, specifically from animal rights advocates, PETA uses the representation of a woman with the pattern of a tiger’s stripes.
Advertisements are all over the place. Whether they are on TV, radio, or in a magazine, there is no way that you can escape them. They all have their target audience who they have specifically designed the ad for. And of course they are selling their product. This is a multi billion dollar industry and the advertiser’s study all the ways that they can attract the person’s attention. One way that is used the most and is in some ways very controversial is use of sex to sell products. For me to analyze this advertisement I used the rhetorical triangle, as well as ethos, pathos, and logos.
This is a compare and contrast rhetorical analysis paper focusing on a print billboard advertisement and television commercial. The billboard advertisement is centered on a smoking death count, sponsored by several heart research associations. In addition, the television Super Bowl commercial illustrates how irresistible Doritos are, set in an ultrasound room with a couple and their unborn child. The following paragraphs will go in depth to interpret the pathos, logos, and ethos of both the billboard and the television advertisements.
Michelle Carr uses the rhetorical mode of argumentation for the purpose of persuasion in her article, “The Reality of Zoos.” Carr focuses on the issue of the imprisonment and maltreatment of zoo animals in her article. She effectively presents her points by using the persuasive methods of pathos and logos. Carr establishes an emotional connection with the reader by recalling an occasion she noticed how unhappy zoo animals were during a childhood memory. Carr also uses logic and reasoning; she appeals to the reader by using facts and figures about the suffering zoo animals experience, for instance, the animals developing “zoochosis” and the animals being forcibly inseminated for money-making purposes. By establishing an emotional connection
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.
Abuse towards animals is recognized by many in the commercials shown on television, including the Sarah McLaughlin song and the pictures of animals starved and beaten. The commercials are shown quite regularly and give viewers a small look into the world of animal cruelty. What the commercials do not show, however, are the countless cases of people getting away with violence, as well as the hundreds of thousands of animals whom did not live to make the commercials. Television, radio, and internet ads often depict and portray the lives of animals living in shelters, and ask of the public to donate money each month for the cause. Without a doubt, this is the extent of what many people can say their experience with animal cruelty consists of: pictures and short video clips of half-dead dogs and cats left to die in over-crowded housing.
Ethical eating and food selection reveal that responsibility: “modern meat and animal products and industries are also explored.” (Crocombe 88) The author believes that the simple facts are enough to make consumers make the mental link between the awful lives of the animals that live and die for the purpose of
The short message “Imagine This is Yours” furthermore creates a sense of guilt in the viewers through clear associations between human children and all the animals that are being killed by humans. By relying on the audience’s moral values for children, the ad effectively calls out to people through a short phrase. The phrase “Imagine This is Yours” not only associate children with innocent animals, but it also relates parents to the animal parents who have to live in fear of losing their children. Through appealing to families with guilt, WWF aims to raise awareness of the animals in danger because of
Advertisements play a major role in what society purchases, strives for, and decides to stand for. In December 2005 the Union of the Finnish Feminists published an image displaying an anti-human trafficking message. By taking a glance at the image, we must notice the bland and seemingly odd interpretation of abused women. The advertisement certainly provokes a range of reactions from the viewers, and one of those being guilt. Viewers may interpret the image of “Fresh Meat” and feel led to help the cause.