Skittles Essay

Skittles were first made commercially in 1974 by a British company. They were first introduced in North America in 1979 as an import confectionery. In 1982, domestic production of Skittles began in the United States. Skittles' "taste the rainbow" theme was created by New York ad agency D'Arcy Masius Benton & Bowles. Skittles is a brand of fruit-flavored sweets, currently produced and marketed by the Wrigley Company
Skittles consist of hard sugar shells imprinted with the letter "S". The interior consists mainly of sugar, corn syrup, and hydrogenated palm kernel oil along with fruit juice, citric acid, and natural and artificial flavors. The confectionery has been sold in a variety of flavor collections, such as Tropical, Wildberry, Dessert and Sour. Skittles are produced in a wide variety of flavors and colors, including sour varieties. This product is a on the go candy item, people of all ages.

The Print Ad titled, “Skittles Four” was released in May 2007.

This ad appeared in several media outlets, like the local newspaper, worldwide magazines, and social media. The Print Ad titled Skittles Four was done by TBWA\Chiat\Day New York advertising agency for product: Skittles Gum (brand: Skittles) in United States. The creative directors of the ad were Scott Vitrone, Ian Reichenthal, and Gerry Graf. The art work was done by Hans Seeger and Craig Allen. This ad was also presented May 2007. This ad contains rainbow letters stating “if your fist were made out of sour skittles being hit in the mouth would be delicious”. The targeted audience are people of any age group that enjoy tasting the rainbow. All the candy loves that like skittles and the amazing taste. Also, the little kids with a sweet tooth. This ad is successful because it uses logos and ethos to convince people to buy the

product.
The rhetorical strategy used in the ad is logos. Logos is a Greek word meaning “logic.” Logos is a literary device that can be defined as a statement, sentence, or argument used to convince or persuade the targeted audience by employing reason or logic. In everyday life, arguments depend upon pathos and ethos besides logos. Logos mostly employs the utilization of inductive and deductive reasoning methods to be effective. Logos strategy is used to capture the audience attention. Convincing their audience that skittles taste so good you wouldn’t mind getting punched in the mouth.
Ethos rhetorical strategy is also used in this skittles ad. Ethos or the ethical appeal, means to convince an audience of the author’s credibility or character. An author would use ethos to show to his audience that he is a credible source and is worth listening to. Ethos is the Greek word for “character.” The word “ethic” is derived from ethos. Ethos can be developed by choosing language that is appropriate for the audience and topic, making you sound fair or unbiased, introducing your expertise or pedigree, and by using correct grammar and syntax.
After analyzing this and there were a few items revealed. This product was thoroughly plan for this Ad. Skittles took a pack of ordinary candy and made the more exciting. Their Ad is made with humor and amazing visual effects. The bold colorful letter is eye gazing. Skittle is a company full of funny people. They find a way to reach their customers. I think they keep an open mind and take risk to reach out to their customers, using these daring yet funny ads.