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Rhetorical analysis of advertisement
Rhetorical analysis of advertisement
Advertising rhetorical analysis essay
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Every car on the road needs tires. The question isn’t if someone will buy tires rather, which tire will they choose to buy? With countless types and brands of tires out there, tire companies must do something to stand out from the rest of the pack, to influence consumers to select their tires over the competitor’s. In the late ‘80s, Michelin, a vastly popular tire company realized this dilemma and began integrating a baby into their ads to grab potential customer’s attention and to persuade them to buy their tires. The Michelin advertisement was exceptionally effective at targeting a parent-based audience; it does this by using the three rhetorical appeals to influence the decisions of potential customers’.
The audience for this advertisement is mainly parents who have or had children, specifically those parents of infants. The baby certainly draws the attention of a parental audience by effecting their emotions. Parents immediately have a connection to a child when they see it even if it isn’t their own because they had the experience
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of raising children of their own. Child safety also helps draw the attention of parents to this ad, and Andy Alaszewski sates “Babies and young children are seen as particularly vulnerable to risk and their parents or guardians are expected to protect them from hazards and harm. This responsibility underpins the development of intense and potentially anxious or paranoid parenting (Furedi 2001) through which parents seek to deflect potential blame by taking a riskaverse approach to childcare, seeking and following expert advice on the identification and management of risks.” (Alaszewski 384) Furthermore this helps show that parents feel they are the ones responsible for keeping their babies/children safe and the baby in the ad seems to have a sense of safety associated with the tire. On the other hand the quote Michelin used, “Michelin. Because so much is riding on your tire”, is aimed at the same audience because being a parent carries certain responsibilities most other people don’t have to worry about. The design and tactics used in this ad clearly point to the older more mature parental audience. Michelins use of pathos in its advertisement is the element that makes the ad so effective. The baby appeals to the audience’s emotion because most people, especially parents feel a certain happiness when they see a baby. The design of this ad also helps strengthen the appeal to emotions; by having a plain background it draws your attention to the baby and its facial expression. The concerned look on the baby’s face also worries the audience, causing them to question if they are keeping all passengers in their vehicle safe, as parents should feel a sense of responsibility for not only children in their vehicle but all passengers. A quote as direct and to the point as the one used by Michelin creates a sense of guilt and responsibility amongst the audience while implying that if people don’t use their tires they are putting themselves, passengers and other motorists in danger. Not only were the baby and quote used as an appeal to emotions but also an appeal to logos.
“Michelin. Because so much is riding on your tires” is a very logical quote because not only your life is at risk when you are behind the wheel of a vehicle but also passengers or other motorists. Drivers, especially older drivers and parents, want to feel confident that every piece of the vehicle they’re in control of is of the best quality and safety standards and by using this that is exactly what Michelin implies. The design used like the pose of the baby with its arm resting on the tire is used to try and influence potential customers to pick their tire because it is supposedly safer. As mentioned before it is an assumed responsibility for parents to ensure their child’s safety, therefore parents should equip their car with the safest tires possible. The overall design of the ad and the elements with it all make strong appeals to
logos. Michelin is an established American tire company that many people can easily identify. The simple design of this ad draws attention to two things their tire and brand name. Having a name and a logo people know and trust, along with a clean looking professional ad, make its audience more likely to trust them and feel a sense of security for themselves and passengers in their vehicle. As the quote from the editorial referenced earlier states, parents feel they are the ones solely responsible for keeping their child safe, therefore they look to credible and more knowledgeable sources for guidance. This is a natural course of action most parents take and Michelin saw this as another great opportunity to promote and sell their product, doing so very successfully. The Michelin ad was such an effective one that it was used for over a decade following its creation. The use of pathos (by posing a baby with a concerned and innocent look in front of one of their tires), ethos (by displaying the companies’ well-known name and logo), and logos (by creating a simple, clean and understandable ad), Michelin persuades its audience to purchase their tires. This ad took a very simple design and coupled it with very strong emotional appeals, and brand superiority to help effectively reach a largely specific audience.
Attention: The commercial grabs the viewer’s attention by having a baby as one of the actors. First the viewer might have thought that the man was asking his boss for a day off. In reality, the man was asking his son for a day off.
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.
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.
Our lives are influenced by visual rhetoric on a daily basis. Rhetorical components go unnoticed unless one is intently searching for them. Companies carefully work visual rhetoric into advertisements and use it to their advantage to lure in potential consumers. The German car company, Bayerische Motoren Werke, or more commonly known as “BMW”, uses a clip from NBC’s Today Show in 1994. In the clip, the characters are discussing the newfangled idea of the internet. BMW uses nostalgia of the 1990’s as bait to attract an older audience who remember the ‘90’s and when the internet was a new invention. BMW uses the rhetorical elements of character, dialogue, and focus to sell their product.
In their advertisements, the St. Jude Children’s Hopsital Research Foundation packs their thirty second commercials with as many rhetorical appeals as possible. The purpose of these celebrity-endorsed commercials is to encourage viewers to donate to the foundation, and the producers have creatively inserted various rhetorical appeals in hopes to sway viewers to open their wallets. By using an immense amount of rhetorical appeal; including ethos, pathos, logos, and kairos, the St. Jude Children’s Hospital Research Foundation has successfully created an informative and heartfelt commercial that has inspired many to donate to medical research for children.
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
This advertisement features Pathos, because the little boy in the advertisement will probably make people feel guilty, because they spend a lot of money on unnecessary things and waste it, but this child says “Don’t I deserve a happy life?”, and this will probably make people from our society want to spend money to support this cause. This advertisement also features patriotism, because it suggests that purchasing this product will show the love, and support you have towards your country. This company makes people from America want to support this cause. It says in the advertisement,” Help stop child poverty in America”. This advertisement also features Transfer andWeasel Words because it uses positive words, and positive images to suggest that the product being sold is also positive.
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
The commercial emphasizes an altruistic parent-child relationship throughout. It shows all of the incredible ways a father sees his daughter grow through her first years of life and the impact she has on him. Using this relationship coupled with the nostalgia-inducing music played throughout the commercial provides the audience with a feeling of saudade that shapes the advertisement.
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.
The manipulative nature of the commercial targets adults with some sentimental connection towards animals. With the incorporation of logos directed towards the payment via credit or debit cards, directs the audience to be adults solely because someone has to be at least eighteen years old to own a credit or debit card, and that person has to have some sort of revenue to consistently donate to the ASPCA Organization as promoted. Similarly, the addition of pathos directs the audience to be older generations because that audience would be wise enough to understand the problem, from personal or impersonal experiences, of abused animals that are tormented and left to fend for themselves for the rest of their lives. To reiterate, this ASPCA commercial uses rhetorical tools such as pathos and logos to manipulate the intended audience, adults with some sentimental connection to animals, and reveal the underlying purpose of gathering donations to benefit the organization’s
This is a picture of a young child so we would have to assume this advertising piece is intended to target parents and other guardians, typically the working family due to it have being published with Newsweek magazine. To narrow it down even further we could also assume it targeting
The advertisement portraits children baring horrible facial bruises and cuts. some children look as if they have a broken nose, while others with severe looking bruised eyes. The ad has a caption that illustrates the relationship to their mother 's features.
Advertising uses the power of suggestion to sell a product. In the case of children, a company’s advertisement hopes to suggest that their product is best. Many food companies target children with the hopes that they can influence their parents'choices when it comes to buying a product. The product is a. Animated characters, catch phrases, and toys are used to lure a child to the product. WORKS CITED Dittmann, Melissa. A. (2004, June 6).