...The acceleration of a fist towards a man’s face, both displaying painted images of vehicles, mimicking a car crash. Don’t drink and drive: the words printed upon the image under the point of collision between the fist and the man’s face. A stark black background contrasts with the colored text and the image of the truck and the car painted upon the bodies of the subjects of the advertisement. The man’s face is pained, pushed upward by the force of the fist. An advertising campaign, Stop the Violence or Chega de Violência designed to stop dangerous driving. Taking a metaphorical approach, the advertisement uses the empathy of its viewers to draw attention to a largely ignored but very serious issue. The pained expression on the man’s face leads the viewer to have a desire to cringe their self, similarly to seeing someone get injured. It appeals to the desire to assist those in need, and creates a deeper sense of urgency than simply hearing about a car accident, despite how unreasonable it sounds. Simply hearing statistics or seeing vague depictions of calamity is less impactful than seeing a specific example of the calamity taking place, and the metaphorical approach to creating the example leads to a more intriguing display which allows...
Words: 591 - Pages: 3
...Exegesis on Decoding Advertisements “We can only understand what advertisements mean by finding out how they mean, and analysing the way in which they work. What an advertisement ‘says’ is merely what it claims to say; it is part of the deceptive mythology of advertising to believe that an advertisement is simply a transparent vehicle for a ‘message’ behind it” (Williamson 17). In the world today, advertisements can be seen nearly anywhere and everywhere. In fact, it has been estimated that the average person sees as many as 5000 advertisements per day (http://www.cbsnews.com/news/cutting-through-advertising-clutter/). As Williamson explains above, the most important question to ask when consuming advertisements is not “what” but rather “how”....
Words: 845 - Pages: 4
...As technology widens in a growing society, advertisements has changed to appeal and affect people over time. Companies and organizations use many different rhetoric skills to try to connect to an audience and to bring attention to whatever they may be trying to focus on. In the “#CATmageddon” YouTube ad, truthorange, an anti-smoking organization tries to appeal to the young generation through the use of cats. Truthorange uses pathos as a rhetoric skill to appeal to the younger generation by connecting with them using pop-culture and emotional connections. Since the founding of YouTube in 2005, they have reached up to 3 billion views per day. There are 48 hours worth of video uploaded every minute (geek.com). With the usurped amount of YouTube videos, there are over 2 million that feature cats, totaling up to nearly 25 billion views just about cats along (tubularinsights.com). With these statistics, it is safe to say that the takeover of cats on the internet has led to a mainstream culture shift. Companies and organizations have taken advantage of this popular fad by using cats to catch the attention of the younger generation. Truthorange takes advantage of making a normal informational ad that one might view as boring, and turns it into something that is popular in today’s society to catch the attention of viewers. Using cats to grab the attention of viewers is an example of pathos because it evokes a love for cats, and draws the viewer to continue to focus on the ad...
Words: 492 - Pages: 2
...Within both passages, they state negative and positive things about advertising. In Text A, his tone about the students change. The tone strengthens his tone in order for the reader to understand that he really means what he had been saying. His tone also lets you know when he is stating something of importance, like when he had said, "Kids want everything they see and don't take into account the quality or cost." With this quote he is saying that with advertising we are letting children stare at it long enough where they feel they are needing whatever has been advertised. Also his tone stays strong towards the end because he states that there is always another way to get money into the school than by advertising. But the other student in Text B, she says that not having enough...
Words: 583 - Pages: 3
...Anti-smoking ads are some of the most powerful and rhetorically rich images in media. They carry strong messages meant to invoke emotional responses within the viewers. They, whether it is implicitly or explicitly, call for action. This ad is no exception; it exhibits various rhetorical techniques that can be categorized as emphasis, arrangement, or tone. The source behind the image also greatly contributes to realizing and understanding its purpose. There is much that can be learned about an image when learning about where it came from. Emphasis, or making certain parts more prominent in an image using size, shape, and color, is one of the many ways the creator of an image conveys their message. This is a very simplistic image. There is little need to use emphasis because of this, but there are still some aspects of it that can be seen. The most prominent is that the girl is the only part of the image with color. It draws attention immediately to her. In doing this, along with establishing what in the image is...
Words: 759 - Pages: 4
...The final advertisement was advertised through the Internet. The aim of this advertisement is to entice audience to drink Coca-Cola on a hot sunny day. As illustrated in the appendix, a colourful image was used to attract targeted audience; the youth. The image displays a man enjoying his time at the beach until he discovered it misplaced . At the same time, a penguin was hidden behind the individual’s chair and enjoying Coca-Cola for itself. The chief focus of this advertisement is to persuade and entertain the audience by bringing mainly pathos into the picture. The image illustrates the penguin happy and relaxed after consuming Coca-Cola, whereas the man looked troubled and confused for misplacing his drink. Consequently, it persuades...
Words: 327 - Pages: 2
...And to accomplish this, the logo has a red, white and blue color theme. However, how Obama and his team manipulate this theme in their logo is anything but conventional. This logo’s main intention is to promote the brand, in this case, Obama. This is why the logo uses the letter ‘O’. Interestingly, when pronouncing Obama’s name the sound of the ‘O’ is very distinctive. So having the letter ‘O’ as the main aspect of the logo further emphasis Obama verbally (Arnon, Ben). The next step in marketing Obama is to set him apart from his other candidates. During his first election in 2008, he had to differentiate himself from McCain. To do so, Obama’s logo appears more modern-- using solid colors and simplistic forms. Obama’s campaign angle was advertising himself as being different, as being the new face of change. So, going along with Obama’s main message of change, the order of colors is not red, white and blue-- which could be seens as “typical” and “traditional”. Instead Obama’s color theme is the opposite of traditional-- blue, white and red. From a marketing point of view, Obama’s logo illustrates that while he shares many of the good qualities former candidates also possessed, he is the new face of change for a better...
Words: 839 - Pages: 4
...|Scoring Dimensions |Timing | |Students will be able to |Close Reading Quiz--presents students with a short passage from a written text and asks students to mark |Project will be worth 10 points based on thorough |This quiz would ideally assess students' progress| |identify and analyze |the passage, identifying any issues of rhetoric--both logic and style--as discussed in class readings and|identification of rhetorical devices and use of |in rhetorical analysis before the first formal | |rhetorical devices in written |conversations. The quiz then asks students to write three or so paragraphs analyzing how the rhetorical |appropriate vocabulary to define those devices; thorough |essay is due. | |texts. |devices are connected to the text as a whole. |analysis of those devices in relation to the ad as a | | | | |whole; competent grouping of ideas and use of academic | | | | |language. ...
Words: 351 - Pages: 2
...In this memorandum, you will find our individual analyses of four different documents that we found to be well designed. We have also included our group analysis of the document that we found to be the best designed overall. I. Connor’s Document Analysis: This document is effective for a multitude of reasons, other than just being aesthetically pleasing to look at. A fraternity posted this advertisement in one of my classes last year, and it achieved its rhetorical purpose effectively. The fact that I remembered this document in the first place out of the hundreds of other greek-life advertisements speaks to its design. Immediately the eyes are drawn to the title “ Phi Chi Theta”. This is due to fact that the title is the biggest typeface...
Words: 905 - Pages: 4
...IMAGES IN ADVERTISING: THE NEED FOR A THEORY OF VISUAL RHETORIC In this article, we are dealing with a meaning and representative reality of pictures. In todays world there are many pictures, shown and done in many different ways. We have various kinds of pictures in rich colours and textures. The objective of this article is to reorient the study of advertising images by advocating the development of a theory of visual rhetoric. When we are taking about rhetorical theory, we say that it is an interpretative theory that frames a message as an interested party’s attempt to influence an audience. The sender’s message must be send as obvious one. It is also important how the message is sent – style of delivery. It is important that audience understand the message, therefore he uses shared knowledge of various vocabularies and conventions. Receiver/s use this same body of cultural knowledge to read the message, infer it, evaluate the argument and formulate a response. If we want to explain advertising images as a rhetoric one, we need to understand that visuals must have certain capabilities and characteristics. Visual elements are for representing concepts, abstractions, actions, etc. There must be an ability to guide the order of argumentation and visual elements need to carry meaningful variation in manner of delivery. To explain a visual communication complex we would need a symbol theory of pictures: one in which visuals signify by convention and not by resemblance to...
Words: 3114 - Pages: 13
...Advertising and Consumer Culture Wednesday 10:00-12:00; SW 319 MDSB03H3 Instructor: Dr. Stacy M. Jameson Email: stacy.jameson@utoronto.ca Office Hours: Wednesday 12:30-2:30PM; HW411A (or make an appointment to visit my office on the St. George Campus) This course introduces students to the study of advertising as social communication and provides a historical perspective on advertising's role in the emergence and perpetuation of “consumer culture.” The course examines the strategies employed to promote the circulation of goods as well as the impact of advertising on the creation of new habits and expectations in everyday life. Required Course Texts: Juliet Schor and D.B. Holt (eds), The Consumer Society Reader Joseph Turow and Mathew Mcallister, The Advertising and Consumer Culture Reader *Additional PDFs posted on Blackboard Assignments and Grade Distribution: Participation, Reading Quizzes, and any In-Class Assignments 10% Essay One: Ad Analysis 15% Midterm Exam 20% Essay Two: Branding 25% Final Exam 30% Essay One: Ad Analysis This short essay (500-800 words; 12 point font, double spaced) will offer an analysis of a single print advertisement of your choice. You must situate your discussion of the ad within a historical context (what are some historical trends that set the stage for this form of commercial text?). You must then identify the central trope or strategy being used and explain its rhetorical function...
Words: 1235 - Pages: 5
...9 The Language of Advertising: Analysis of English and Lithuanian Advertising Texts Jurgita Vaičenonienė Annotation. The spread of globalization and marketing during the last century triggered the proliferation of advertising genres. The goal of advertisements is to persuade consumers to act or think in a textually determined way in order to boost sales of particular commodities and services. In order to capture attention, convey the message and persuade the consumer, advertising texts use a range of manipulative language devices. Moreover, different cultures may have different expectations with regard to stylistic choices, language use and other preferences in the same genre. Hence the aim of the article is to analyze the language of advertising in English and Lithuanian in order to estimate the specificities of the advertising genre in the two different cultural and linguistic systems. The approach employed in the study draws on the ideas of the functionalist interpretation of text typology and source text analysis as proposed by Nord (1997) and Reiss (2000). The functionalist approach provides an in-depth understanding of the source and target text conventions and functions which are prerequisites for successful intercultural communication and translation. The means to accomplish the task of the present article is the analysis of a comparable corpus of data consisting of 100 English and 100 Lithuanian advertising texts. For the analysis, only the textual part...
Words: 9879 - Pages: 40
...A Rhetorical Analysis on Nike.com Tony Rashad Walker, Jr. DeVry University A Rhetorical Analysis on Nike.com Well known for its athletic apparel, Nike, Inc. widespread slogan “just do it” shows their target audience, adults; adolescents; and teenagers, “how to take it to the next level”. (Hill, 2011, para 2) To showcase their apparel, Nike classic “swoosh/check” trademark is displayed on all clothing, shoes, jerseys, socks, and sports even display Nike banners during games. (Id.) Being that Nike.com advertised brandish are first and foremost used to irradiate physical health and fitness and the improving of athletic ability, the current theme of Nike.com is “Don’t break resolutions… Beat Them. Get better with us this year in our latest looks, layers, and innovation”. (Nike Women’s Spring Style Guide, 2015) Inasmuch, this rhetorical analysis is on NikeFuel, a Nike, Inc. brand advertised effectively and convinces Nike.com target audience that this brandish is the next level to their physical health and fitness and athletic endurance and abilities. (Explore the Power of NikeFuel, 2015) Insofar as Nike.com empowers through their themes and slogans, many of us look at this as Nike.com “battle cry.” These themes and slogans have become the essence of Nike, Inc.; therefore, Nike.com sets the mood and there slogans are the crux of the company. These slogans and themes are “the company identity, the corporate motto, and the battle cry”. (Forsythnov, 2014, para 5) Nike.com “just...
Words: 1466 - Pages: 6
...In my rhetorical analysis of the CoverGirl advertisement I analysis three rhetorical tools that are strongly conveyed to me. The advertisement uses these rhetorical tools to further persuaded audiences to buy the CoverGirl product and even stick with the brand. In this analysis I will cover the rhetorical appeals that try to convince viewers that the product is superior, the use of myth and how it is used to strengthen the persuasiveness of the advertisement, and the rhetorical situation of the advertisement. Let us move onto rhetorical appeal Rhetorical appeal is a very good way to structure any persuasive document and when used correctly it can service its purpose well. Let’s analysis how this persuasive advertisement uses rhetorical appeal. Pathos in this advertisement is very straight forward; it wants the view to be curious but also excited with a hint of wonder or in other words it wants “to raise emotions” (Aristotle, n.d. p. 146) within a viewer. The use of Taylor Swift along with the mention of more bang for your buck, since this cream can beat ones that cost $180, would draw on a viewer’s emotion and cause them to be persuaded because their idol is advertising a product that she, Taylor Swift, is using daily to perfect her skin and it isn’t an expensive designer brand. Next we will focus on logos and its use in this advertisement. Logos is the “logical appeals [that] stress the reasonableness” (Aristotle, n.d p. 146). This advertisement relies heavily on...
Words: 1396 - Pages: 6
...“FUNCTIONAL ANALYSIS of DOVE CAMPAIGN FOR REAL BEAUTY” E303 Project Report Submitted in Partial Fulfillment of the Requirements of UNITED KINGDOM OPEN UNIVERSITY/ ARAB OPEN UNIVERSITY for the Degree of BACHELOR of ENGLISH LANGUAGE AND LITERATURE to DR HAYAT AL-KHATIB ENGLISH LANGUAGE AND LITERATURE PROGRAMME COORDINATOR By Grace Abou Zeid ARAB OPEN UNIVERSITY LEBANON 2010 Functional Analysis of “Dove Campaign for Real Beauty” 1 DECLARATION I hereby declare that the project work entitled “FUNCTIONAL ANALYSIS of DOVE CAMPAIGN for REAL BEAUTY” submitted to the ARAB OPEN UNIVERSITY, is a record of an original work done by me under the guidance of Mrs. Ph.D. HAYAT AL-KHATIB, Head PG Dept Of English Language & Literature, ARAB OPEN UNIVERSITY - LEBANON, and this project work is submitted in the partial fulfillment of the requirements for the award of the degree of Bachelor of English Language & Literature. The results embodied in this thesis have not been submitted to any other University or Institute for the award of any degree or diploma. GRACE ABOU ZEID Functional Analysis of “Dove Campaign for Real Beauty” 2 ACKNOWLEDGEMENT I owe a great many thanks to a great many people who helped and supported me during the writing of this project. My deepest thanks go to DR. HAYAT AL-KHATIB, my SUPERVISOR, for guiding and correcting various documents of mine with attention and care. I also express thanks to the DIRECTOR of ARAB OPEN UNIVERSITY...
Words: 9029 - Pages: 37
