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Comm 1010

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Submitted By kelseyspaight
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Miranda Chesson
COMM 1010
Rhetorical Analysis
The image that I have chosen for my rhetorical analysis is an advertisement for the company Wonderbra. In this advertisement it shows an attractive woman, in her mid to late thirties, with only a black bra on, breasts up and pushed out, and her hair tasseled around. In the middle of the advertisement it has a line of text saying “I can’t cook. Who cares?” This advertisement presents plenty of issues, which will be discussed throughout this analysis.
The rhetor of this advertisement is the company Wonderbra. The purpose, or goal that the Wonderbra company had was to make it seem to the audience that it is okay to be basically a trophy wife and not do anything around the house if you look like this, and if you have this bra that this company makes then you will look like this and not have to worry about a thing. The intended audience for this advertisement is women that are mid to late thirties, like the woman in the picture, or also it could be guided towards men. If men saw this advertisement they would think that they need a wife or woman that looks like that and they will be more willing to buy them this wonderful bra as long as they will look like this when they wear it. The men could also think that if they had this woman, that they would basically be a bimbo and not even know how to cook, but it doesn’t matter because they look they way they do. The extended audience is the audience that is affected by the discourse, and in this advertisement the extended audience would be the women that are in the same age group as the woman in the picture, mid to late thirties, that do not happen to look like this.
The rhetor uses many message strategies in this advertisement. The three message strategies that are used are egos, pathos, and also logos. The rhetor uses ethos because the definition of ethos is talking about the credibility of the author. This advertisement uses ethos by having their brand name on advertisement. The company Wonderbra is a very well known company and is credible because of the reliability of their products. The definition of pathos is talking about emotions. In this advertisement the rhetor used this message strategy to create emotions by how pretty the woman is and also the text that is written across the screen. People can see this add and get envious or jealous of this woman based on her looks. And people can see this ad and also get angry because of what the text says and how it is degrading to women. The last message strategy used is logos which is talking about if it is logical or not. This advertisement is logical based on the fact that it is obviously selling a bra because that is what is being shown off in the middle of the ad.
The arrangement of this ad is quite odd, but it gets the job done. The ad has the woman in the middle with only a bra on and her breasts are in the dead center and that is what is emphasized. The text that is going across the picture is also what is emphasized. The logo for the company oddly is not very emphasized. It is in the top corner, in very small print.
The advertisement has a unique style to it. The words themselves that are on the advertisement create effects that people would assume that this woman is a mother and that she is sort of a bimbo, and that as long as she looks this good that nothing else matters, including how to do stuff for herself. The colors on this ad say a lot too. The dark coloring in the background brings out the woman’s pale skin and blonde hair. And the choice of a black bra is a style because again it pops when it is on the woman’s pale skin and also is a common color of bra.
This advertisement as a whole has both good and bad characteristics. The rhetor is effective in this advertisement because it is appealing to both men and woman, and I am sure that the company Wonderbra sold a lot of bras after this ad was released. The bra appealed to the women because they were envious and wanted to look like her, and thought that maybe if they did look like this then they would not have to worry about things, like learning to cook. And it appeals to the men because they want a woman that would look like this. The unintended messages that are in this ad are, like stated above, that if you have this bra then you are going to look like this, you will pretty much be a trophy wife, and be a sexy mom. Different groups will have varying reactions to this ad. Feminist groups will most likely be very offended and also some women, but then there are men that would be thrilled with this ad because it has huge breasts on the front.

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