...Advertising seeks to obtain the greatest number of customers by spending the least amount of money. Therefore, advertisers must carefully consider their target audience and employ several rhetorical principles to convince their audience to buy a specific product. In January of 2009, Cover Girl released a new ad campaign featuring Ellen DeGeneres promoting a new anti-aging product. In the advertisements featuring Ellen, the advertisers at Cover Girl uses ethos, logos, and pathos in an attempt to convince women to buy their products. By identifying the ways in which Cover Girl’s new advertisements appeal to their audience, students of rhetoric can gain a more complete understanding of how advertisers employ rhetorical principles as tools of persuasion in order to motivate their audience to buy new products. Choosing Ellen DeGeneres as the new spokesperson for Cover Girl most overtly appeals to authority. Many women trust Ellen both because she maintains a level of respect both personally and professionally. On a personal level, Ellen presents herself as an average woman who happens to be funny. Cover Girl hopes that women will identify with Ellen because of her positive and prominent personal reputation. Furthermore, Ellen hosts a talk show that, among other things, establishes her as an honest and reliable source of information. Several American women watch Ellen’s talk show daily and trust her as an authoritative and reliable source of helpful information. For example, Ellen...
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...In this paper, I will be analyzing one the most successful campaigns in the history of advertising. In August ’97, Steve Jobs who had co-founded Apple Computers returned to the Company once again as its chief executive officer. Those were the times Apple was amidst crisis. Among many things that he addressed, the most important was to redefine Apple’s image in the global market. People were not ready to buy computers from a company who might not last a year. Jobs needed to change this image. Therefore the “Think Different” campaign was an attempt to change to consumer’s perspective for the company. With the “Think Different” campaign, the writers wanted to remind both their consumers and their staff, how Apple thinks differently, using rhetorical appeals of logos, ethos and pathos. It also symbolized the return of the genius that was removed from the company. Apple had lost the “creative” touch during his absence therefore it was very essential for him to create a campaign that would remind the consumers what Apple brand was all about. Through the campaign they hoped to gain their cool, hip image back. The writers used reasoning (logos), rhetorical appeal to stimulate audience’s common sense, beliefs and values by honoring revolutionary heroes and rationalizing that creative thinking produces positive change. The writer used pre-existing simple facts that drew conclusions in their favor. The visual elements included a set of historical influential people having...
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...intertwine rhetorical appeals and opposing diction to make their pointsIn his proposition, Ira Herbert pleads the Grove Press to stop using Coca-Cola’s slogan “It’s the Real Thing.” Herbert uses calm, warm diction in hopes of getting Seaver to stop using the aforementioned slogan. Through Herbert’s use of such words as “appreciate” and “cooperation,” he anticipates that Seaver will discontinue using the slogan. However, Seaver does not share this feeling, as evidenced in his words “we will defend to the death our right to use ‘It’s the real thing’ in any advertising.” This use of semi-didactic diction by Seaver helps clearly state his point on this issue.Furthermore, both writers use ethical appeals to help persuade the other writer oftheir side. Herbert attempts to get Seaver to see his side, by trying to level with Seaver. Herbert states that the the Grove Press’s usage of the slogan would “dilute the distinctiveness of the trade slogan and diminish its effectiveness.” This is undesirable, which is why Herbert uses this appeal. Seaver, acknowledging Herbert, states that he “fully understands that the public might be confused.” Through this acknowledgment, Seaver recognizes what Herbert is requesting, and flat out ignores him and his request. Although both writers present their points with different diction and rhetorical appeals, one writer clearly is more persuasive. That writer, to me, is Richard Seaver. Seaver is stronger in his use of diction and rhetorical appeals, as well...
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...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...
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...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...
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...Rhetorical Analysis Vintage Ad Essay Crystal Cash DeVry University Rhetorical Analysis Vintage Ad Essay This Palmolive soap advertisement’s headline reads: "Let your beauty be seen.” While looking at this headline from a modern prospective, one might find such claims absurd. When one considers the context of the ad, and that this advertisement targeted the female demographic in America during the 1950’s it kind of makes sense that the ad may have been persuasive. The 50’s can be regarded as one of the happiest decades in American history, it was the end of World War two and the economy was expanding to a global standard. There were two forms of advertising in the 50’s era, pathos and logos. Looking at it from the 50’s perspective, the housewife wants to use this product to look appealing to her husband because in that time the women stayed at home and looked after the home while the men worked. In this ad, Palmolive targets the growing population of suburban women and uses rhetorical strategies that will appeal to emotion and logic. The primary focus of the ad is Palmolive’s appeal to emotion. The depiction of the housewife looking very beautiful with a flawless complexion and the doting husband apparently hanging on her shoulder admiring her beautiful complexion suggests that with this product you “too” can have an adoring husband admiring your new flawless complexion when you use Palmolive soap. In the text of the ad, it states how Palmolive’s beauty plan brings exciting...
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...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...
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...After writing my module 2 assessment, I realized how much I had learned about Ethos, Logos, and Pathos. I now have a good understanding of what these Rhetorical appeals mean, and how they are used effectively when writing persuasive essays. Aside from rhetorical appeals, I also learned about the misuse of logos or in other words, Logical Fallacies. Logical fallacies are when a persuasive writer uses faulty or misleading reasoning when trying to convince an audience. There are many different logical fallacies, but some of the more common ones would be hasty generalization, begging the question, stacking the evidence, and the either-or argument. Throughout this module we talked a lot about logical fallacies and how often they are used,. Prior...
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...RHETORICAL ANALYSIS ON AN ADVERTISEMENT Name Institution Date The aim of every advertisement is to reach out to as many people as possible and relay the intended information to them. The hallmark of its effectiveness is only measurable through determination of its levels of persuasion. It is not very easy to appeal to a given mass and have the ability to change their beliefs, behaviors, intentions, motivations and attitudes. To do so, there are a number of factors, that different and distinct, that must be brought together intricately to create a complex appeal mechanism. To achieve the intended purpose within the set limits, an advertisement or campaign must employ the different modes of persuasion that are ethical strategies used for rhetorical appeal. These strategies are categorized rhetoric devices that classify the appeal that an advertisement might have on the audience. They are; pathos, logos and ethos. Pathos is an appeal on the emotions of an audience. It is responsible for eliciting sympathy and empathy from the target audience. Logos is the logical appeal that an advertisement might have on the audience. It is the aspect that deals with facts and figures. Ethos is particularly concerned with the authority the proposers of a given campaign have on the given field. The qualifications that a creator or an advertiser may have with regard to the content of their advertisement will definitely influence the audience’s ability to relate with the advert. In 2007, a UK...
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...because drugs are extremely harmful to your body. This Montana Meth PSA uses pathos and a use of color, text, and body language to show the endangerment when students are using illegal drugs. While looking at a PSA color plays a big part because it has to draw the audience attention as best as possible, so teens can understand what they are getting themselves into. “Colors connect to our feelings in a unique and memorable way, which makes them a powerful marketing tool to keep in mind (Color is Important)”. Humans tend to notice color first before they read any type of text in anything because a color is an attention getter. In the Montana Meth PSA, the man that looks to be assisting her is wearing a red flannel. The color red in advertising can come off as danger while viewing certain things (Color Wheel Pro). Red is one of the brightest colors that we know of. That is why that stops signs, fire hydrants, stoplights are red, because the color is able to catch our attention easily. “Brightness refers to the intensity of the color. Warm colors (i.e. red, orange, yellow) lie closest to infrared on the light spectrum. They are aggressive and tend to advance or stand out...
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...to believe something they use different types of rhetoric to try and convey their message. One of the types of rhetorical appeals is ethos, which uses character conveys to their message. An ad for a Pantene hair product uses this appeal. In the ad the actress Eva Mendes is the main focus; she covers around three quarters of the page and the picture is mostly of her head. Her hair is down and very prominent. Right next to her face is the Pantene logo in big letters. Underneath the picture is a quote long from Eva Mendes with certain words highlighted, a small picture of the products, and subtitle which says “Zero Fear of Breakage 100% More Strength”. This ad is in People magazine which targets women ages 20 to 50, most of whom are buying hair products. By using Eva Mendes as a spokes person creates an ethological appeal. The composition of the image forces the audience to focus on her long flowing hair. The message is that since Eva Mendes, successful and beautiful actress, who clearly has great hair uses this product, you are too. People are more likely to trust an ad with Eva Mendes in it then just a normal model because people are more familiar with her and know her character. Logos Another rhetorical appeal that companies use in advertising is logos; this targets the consumer’s logic to persuade him/her into buying their product. Aprica uses this appeal in their “MOTO” stroller advertisement. This ad has the stroller right in the middle of the page in an over head...
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...Hidden techniques in advertisements Advertising has become the most useful and effective tool for companies to promote their products. By definition, advertisement is a form of “promotion of ideas, goods, and services by an identified sponsor” (qtd in Wright 13). The ability to attract consumers is the crucial key to determine if the advertisement can successfully promote the product to consumers. Usually, we can say an advertisement is successful if the product is well-known by consumers, and attract consumers to be willing to pay money for it. Each company has its special technique to persuade consumers to purchase their products through web advertisement. Estee Lauder, a distinguished cosmetics company, attracts more and more consumers to buy their products because it has unique techniques in advertisements. In a particular ad for Estee Lauder, the marketers use, web design, color and rhetorical appeals in ad to successfully increase consumption of their new released product , Resilience Lift Collection, to mid-age women. One of the crucial keys the ad uses to attract consumers is the unique and reasonable web design which well explains the product. Instead of lengthy and gathered product information, the ad for Resilience Lift Collection divides it into small categories. The close-up facial feature of a captivating woman with the text “ Now, look as young as you feel. Our first, multi-faceted, 24-hour lift” on the side. The picture of the woman subconsciously inject...
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...Rhetorical Analysis: Happier Than A Body Builder Directing Traffic Insurance is known for being boring and tedious, something that nobody looks forward to dealing with. In their recent advertising campaign, however, GEICO stands out through their silly use of a body builder directing traffic and comparing him to how happy GEICO customers are. When you think about it, a bodybuilder is the perfect person to direct traffic. He's fit enough to move his arms around for hours at a time and he's big enough to be noticed by passing motorists. In the commercial I have chosen to analysis, a bodybuilder is seen in the middle of a busy city street, flexing his muscles as drivers wait for their turn to navigate the intersection. All this is done in the name of directing traffic, and the wide grin suggests that he’s more than a little excited at the opportunity to show off his hard work with each point and wave. After about twenty seconds into the commercial, two guys are standing on top of a stage on the sidewalk in view of the body builder and they start a conversation: Jimmy: “You know Ronnie, Folks who save hundreds of dollars by switching to GEICO sure are happy.” Ronnie: “And how happy are they Jimmy?” Jimmy: “I’d say happier than a body builder directing traffic.” Ronnie: “He does look happy.” At the end of the commercial, the company’s name and website are shown in the middle of the screen and the announcer says: “Get happy, Get GEICO. Fifteen minutes could save you fifteen...
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...Rhetorical Analysis on vintage ads: Palmolive Introduction: Vintage advertisements have been studied with the sole purpose of understanding the change in the customer profile with the changing times. An advertisement of 50 years ago would be a vintage advertisement at a time when technology was less advanced and it was the advertisement that created the brand value and was instrumental to the success of a product or the failure of. I have chosen the Palmolive Vintage to do a rhetorical analysis of because it is a classical advertisement of the conventional methods of creating advertisement campaigns and yet it still generates interest among people to use the soap today based on the curiosity generated by the vintage advertisements of the Palmolive soap decades ago (Thomas, 2008). Research Statement: The Palmolive Vintage advertisement was one of the most classic advertisements that launched the Palmolive Soap and made it a runaway success. The success of the advertisement campaign has managed to generate the attention of people even now 50 years later about the soap. Analysis of the vintage advertisement: This advertisement is based on the two concepts of advertising capture. It is capturing the target audience with logo awareness or with emotion. 1950 was a growth period for American history with the economy expanding and there was economic improvement which meant that the spending power of the population had also...
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...Title: Tiger in a Tank Do you wish that you could move as fast as a Tiger? In today’s world you need to have gas for your car in order to go somewhere. In the Enco Ad from 1964 there was a slogan on there that said, “Put a Tiger in Your Tank.” Basically this is saying that if we use this gas then we will be as fast as a tiger. There are many people that would like to drive as fast as a tiger and believe that the gas that they put in their car would be the best option. When people trust a certain gas and know that it works really good for their car then they normally continue to buy that fuel. In this ad it tells you that there are three ways that this gas will help your car make you go as fast as a tiger. The first way is the Cleaning Power. It is letting you know that while using this gas that not only will your car stay cleaner but so will the other things in the car as well. Secondly the gas will give you firing power to go as fast as you need to move. Like the ad said, “Put a Tiger in your Tank.” Lastly, while using the Enco gas you will have Extreme Power in your car. This will allow you to think when using this product that your car will perform to the extreme and go really fast. The use of Pathos comes into this ad because of the way that they are using the tiger. The ad shows the emotions of a tiger pushing a car and letting the driver think that it will become fast with the Enco gas that was put into the gas tank. Also this gas has been improved with...
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