Kara Scott Professor Piner ENG 201 28 April 2017 Rhetorical Analysis Paper Most commercial advertisements have good intentions when promoting their company but some end up making it controversial. The most recent Pepsi advertisement is a great example of this. Soon after the airing of this commercial, it was banned and Pepsi sent out an apology. This leads to an ineffective advertisement. Although rhetorical appeals, imagery, and metaphors are used to enhance the purpose, it was taken the wrong way by the audience. Pathos is the most noticeable technique in this advertisement. The commercial begins with scenes of millennials of different races protesting in a city’s street. They are holding signs that are encouraging love and peace but there is a line of police officers blocking their path. More and more people stop what they are doing, painting or playing music, and merge into the rally. One girl sitting at her desk later becomes frustrated with her photography and rushes into the crowd, this helps build up to the climax. Pathos is the appeal to emotions, and this is meant to give the audience a sense of …show more content…
Various young woman look up to Kendall Jenner, she is a model and comes from a famous family known as the Kardashians. Having Kendall Jenner be the star of the commercial helps the popularity largely. Only minutes after this commercial came out, teens were already posting tweets and statuses mentioning this advertisement. Another ethos appeal seen would be the inclusion of the multiple races and hobbies. People are more likely to connect faster with humans that share the same ethnic group and interests as them. The audience will see this and feel as if these people are credible and reliable enough to follow their footsteps. Even though Pepsi is using the techniques well, the usage of metaphors in this advertisement is where it goes
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.
1. This advertisement features Taylor Swift, which is a celebrity spokesperson; she is supporting the company, “Diet Coke”. People that enjoy listening to Taylor Swift’s music will most likely buy this product, because they think that buying this product, diet coke will make them closer, and more like their favorite pop star Taylor Swift. This advertisement also features Pathos, an appeal to emotions, because Taylor Swift may be someone’s favourite musician or person in general. It also features ethos, an appeal to credibility, or character, because Taylor Swift is famous for her music, therefore she is well recognized throughout our society, and the music industry.
In 2010 the ASPCA (The American Society for the Prevention of Cruelty to Animals) came out with a commercial that would shock the advertisement industry. The effectiveness of this commercial is proven, simply by watching the reactions of the commercial’s viewers. For those who have never seen the video it has a very sad and morose tone to it. The commercial begins with showing pictures and videos of suffering animals with the song “Angel” playing in the background. While this is going on the narrator of the commercial (Sarah McLachlen) is softly talking about the suffering and abuse that these unfortunate animals go through. Through many different rhetorical techniques the viewers are many times brought to tears after watching this commercial. When thinking of pieces of Rhetoric that demonstrates the use of pathos, the first thing I think of is this commercial. The sole purpose of this commercial is to emotionally compromise the audience until eventually the viewers will donate money to the cause. This video is so affective at completing this goal because of the way it connects to the viewers, and the way it uses many different methods to attack the viewer’s emotions.
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.
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 advertisement of the Office of National Drug Control Policy strongly persuades the reader not to dabble with marijuana. In the image, the close-up of a crooked bicycle wheel sits on an asphalt road. At first glance, maybe the reader does not recognize what the image explains the reader and what is about. However, the viewer figures that there is a sad story in the ad. The viewer reads the story of this wheel on the upper right hand corner of the picture. Then the viewer understands that this advertisement is about marijuana. In this advertisement, Pathos, which is used for emotional appeal, is embedded efficiently. Also, it is the best choice for this anti-drug ad and more suitable than ethos or logos because appealing to person’s character or logic do not work so much for the marijuana addicts. That is why this image successfully persuades people who disregard the risks of marijuana.
PepsiCo with almost a 3-minute commercial using Kendall Jenner as the silent communication source, using visual language with all ethnic and race being included using career choices such as a cellist, a photographer and dancer; a song written and sung by Skip Marley “Lions”; not to mention the men in blue was expected to be a hit advertisement by showing it was time to bring the world together as one. To be able to bring peace and understanding to every individual or let it be shown that all people count, not just one ethnic group or race. This advertisement was used to try to defuse the conflict of street protest and the violence that often comes with it, particularly the black lives matter movement. Showing the men in blue there to protect and serve; yet will do whatever it takes to control the ongoing issue at hand. The way Jenner being shown ditching a high fashion photo shoot ripping off her blonde wig, to join a protest and prance around with every nationality with a Pepsi in hand smiling as saying this is what will make the world a better place. The words in the music “we
A good advertisement always can leave a deep impression to the audience. It associates with the rhetorical skill to represent the meaning of advertisement. An advertisement I want to discuss is about domestic violence topic. (this advertisement from Amnesty International). It is a public service advertising. The purpose is hope three types of audiences can pay more attention to domestic violence and makes an effective use of pathos by appealing the sympathy of the audience. This is the most impressive ad I have ever seen.
The target audience is both males and females in their late teens to mid twenties. This company gets the male side of the equation by getting their attention and interest drawn to the attractive woman on the right with bright colors drawing your attention there as well as the bottle of whiskey which is right in the middle of the page. Then what gets these peoples attention to stay there is the fact they have an incredibly good looking female who is posing in next to nothing. Then a way that they try and get the females to look at the advertisement and read it is by showing a very plain girl who seems to be very typical of girls during their younger years. Then beside they show the same girl who now has become a women who is very attractive and just seems so much more powerful and sure of herself. One way that you can achieve that is if you drink Evan Williams Kentucky straight bourbon whiskey.
Frontline takes an in-depth look at the multibillion-dollar “persuasion industry” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements. Paragraph 7: Conclusion Rhetoric is easily seen when comparing and contrasting these two forms of advertisement, as has been proven. Between the Doritos commercial and the smoking billboard, examples of pathos, logos, and ethos were not hard to find. Both advertisements, though, were different in their ways of expressing rhetoric.
The use of rhetorical appeals in advertisements are used in many of different ways. The way an advertisement is designed depends on the intended audience. Two car commercials that successfully appeal to their intended audience are the Hyundai Genesis first date commercial and the Lamborghini Aventador commercial. The Hyundai company specializes in making and selling mid-sized family cars. In this commercial Hyundai advertises the Genesis with the car finder feature which can locate your teenage driver.
Vanessa Toe Rhonda Italiano Rhetorical Analysis 27 February 2017 Running Head: Rhetorical Analysis Marketing considers as one of the key element for the success of any business. Without marketing, it is impossible for producers to grab the attention of targeted consumers and become aware them with the qualities of their products and services. Market planning pervades the way to reach for willing consumers and the result increases in sales and profit for the company. The new wave of technology and competition has changed the way marketing people use different techniques to pursue their audience. The primary purpose of commercial of products is to grab the attention of an audience and make more profit.
Advertisements are everywhere. They’re at the grocery store, on television, in magazines and newspapers, and annoying, they pop up all over the internet. Whether selling a service, a product, or an idea, these advertisements have varying degrees of success. The effectiveness or ineffectiveness of an advertisement comes from the use of pathos, logos, ethos, and Kairos. The way these four rhetorical strategies are used and combined is essential in all advertising.
Bandwagon appeal is used by the visual of Kim and the Kardashian name as popularity. Lastly, the Appeal to doubtful is also presented by the Kardashian name due to, they are non-experts defending their product through status rather than evidence. These logical fallacies being used is what strengthens the ad and brings in the
Microsoft is advertising Word, Excel, PowerPoint, Outlook, and OneNote, Publisher and Access. Every color on the advertisement represents a product the company offers. The audience who seems to be targeted is the everyday workers or more likely the workaholic. The person who is lacking the ability to still have a life and work are the ones who would seem to benefit from this product. Microsoft’s primary strategy is to target the people who are always working, now they can work from anywhere.