A Rhetorical Analysis Of A TV Advertisement For Headaches

St. Jude Children 's Research Hospital is asking for help from parents to support the hospital’s funding. This hospital was established in February 4, 1962 and their purpose “is to advance cures, and means of prevention, for pediatric catastrophic diseases through research and treatment” (StJude.org). The survival rate has arised and children are able to stay at no cost due to donation. They have raised survival of childhood of cancer from 20% to 80%. The St. Jude Children’s Research hospital advertisement is highly effective because it uses three different rhetorics. Firstly, it uses ethos to appeal to the credibility of the hospital by

Geico Insurance Company is known for using humorous and absurd mascots as a main selling point in their advertisements. Mascots that Geico has used in the past include the infamous Geico gecko, with the mysterious accent and the Geico caveman who seemed to be a jack-of-all-trades. Geico has recently taken a new approach to advertising their insurance. Authors of Geico commercials have recently introduced their newest mascot, Mike McGlone, a well-known actor, to play the role of pompous reporter. Through the use of their new character, Geico is able to able to reach their target audience of anyone that is uninsured by Geico. Geicos new technique of advertising is based on a heavy use of the pathos appeal to play on the audience’s emotions while using lesser amounts of ethical and logical appeals. This new strategy has proven to be a very effective method of marketing.

There are many rhetorical fallacies that advertisers use to trick customers. They prey on mankind’s belief in authority, and ignorance. They do everything they can to get you to buy their product. Some of the most common fallacies that you see today are faulty appeal to authority, emotionally charged language, and transference. Different industries use different fallacies to sell or promote their products.

In this celebrity endorsed PSA by the Candie’s foundation, features a young actress by the name of Bella Thorne, she has been featured on the Disney Channel and Candie’s TV commercial. She is also well known amongst the targeted audience: teen girls. Candie’s is a well-known junior clothing brand exclusively sold by Kohl’s department store. June 2001, Candie’s launched a non-profit foundation called the Candie’s Foundation. It was founded on the mission to educate young teen girls to think about the devastating consequences of teen pregnancy. In this particular PSA it starts out with a powerful message in bold white uppercase letters, “YOU’RE SUPPOSED TO BE CHANGING THE WORLD… NOT CHANGING DIAPERS.” (Candies Foundation n.d.). The advertisement relevant to teen girls because the PSA uses all three appeals (the celebrity endorsement, the impact of the words, and the statistics) and by the teen being exposed to the PSA the girl will think twice before getting pregnant. The purpose of the ad is to educate girl to not get pregnant at such a young age because they have a bright future ahead of them. Whoever created this advertisement used all three types of rhetorical appeal: Ethos, Pathos, and Logos.

Commercial advertisements create a strong presence in the media due to the power of persuading the audience to buy a certain project. The commercial is promoting the use of diet coke and using Taylor Swift to do so. Diet Coke is a sugar free, soft drink that is very popular, it is promoted and distributed worldwide by Coca- Cola. Coca- Cola spends nearly $3.499 billion in advertisements yearly (Investopedia, 2015, 1). This ad catches the eye of the audience with the use of Taylor Swift and the adorable kittens. In this commercial, it is clear that with every sip the pop-culture singer takes of the Diet Coke, more kittens seem to appear in the apartment until the whole apartment becomes invaded with the tiny kittens. This advertisement efficiently delivers the point to the audience during the commercial video by encouraging them to drink their product Diet Coke while trying to increase the consumption of their product, attract more viewers, and sell more of their product.

St. Jude Children’s hospital was established in February of 1962 with the “sole purpose of conducting basic and clinical research and treatment into catastrophic childhood diseases” (StJude.org). They have raised survival of childhood cancer from 20% to 80% since their opening through their research (Cancer.org). Even with an average of 7,800 patients a year and a 1.8 million daily operating cost, parents never pay anything for their child’s stay (StJude.org). The survival rate has raised and children are able to stay at no cost due to donations. Most of these donations come from people around the world that see St. Jude’s effective and strong advertisements. I will be analyzing three rhetoric’s ethos, logos, and pathos the hospital used to raise funds and make it effective.

An old saying that comes into play when just glancing at this advertisement, “An apple a day keeps the doctor away.” is an old saying pediatricians would say to their miniature patients. Who would know this could grab attention of people just watching TV? “An Apple a Day” illustrates four Granny Smith apples on one side of the ad while a slice of a Granny Smith apple sits on the other side of the ad. The product the advertiser is selling has more to offer than the other companies which, is shown by the whole apples and the slice of an apple. The small description underneath the Granny Smith apples has a formal, yet demanding tone that provides information about the product. In the fine print, it has some details on how their company is “one of the best. “Then below the small caption is a large, bold black logo followed by the contact information of the company all directed towards drivers. “An Apple a Day” is trying to connect with middle-class drivers looking for better quality insurance for an inexpensive price.

Rhetoric is the art of persuading effectively with the intent to argue, influence or clarify a situation. In fact, Rhetoric is used in all types of writing. Interestingly, it is used in advertisements as well. Two of the rhetorical appeals that advertisers constantly use to persuade and sell a product are ethos and pathos. With the chemistry of emotional appeals and credibility certain advertisement are appealing to a specific group of audience because it’s the best approach to make a judgment of their needs and wants. According to Hirschberg “the underlying intent of all advertising is to persuade specific audiences”. One particular advertisement that’s been successful of using the two appeals is Levi’s from 1943. In that year World War 2

Words like “help,” “feel,” and “faster,” are used in this ad to subtly make readers believe that NyQuil will cure Mom’s illness quickly when, in fact, they really only say that the products might make her symptoms briefly subside quicker than another indistinct method of treatment. This subtle method of advertisement is actually very common in all types of ads. Another technique used to attract attention of audiences is the adorable image of a mother and daughter playing dress up together. When someone sees this image, they are expected to feel strong, loving emotion for the seemingly deep mother-daughter connection in the photo. This mode of persuasion, pathos, is used to play on the emotions of viewers who see this ad. By using pathos in advertising, advertisers are also showing the main values of a culture.

From this advertisement, the pepsi, a food company convinced the customers to purchase their products-coke. The pepsi used a Chinese famous star to attract those people who liked him. And the color of blue symbolized the hope. The company wanted to persuade people that if you purchased their coke, you would accomplish your dream. And this advertisements is ethos, owing the fact that pepsi used a music star to try to convince people, after drinking the coke, you will success, like the

Think of the days when lighting cigarettes in diners, movie theaters, and even in the doctor’s office were commonplace. Cigarettes were marketed as being good for your health, weight loss, and even as a stress reliever. Rhetorical Analysis provides the means to look at text on a deeper level. Through conducting a rhetorical analysis of a 1920s Lucky Strike advertisement it can be deduced that Lucky Strike effectively uses ethos, logos, and pathos to exploit the values of women and subsequently sell cigarettes to women.

In the Baby Sweeper commercial, pathos is utilized to evoke the effect of asyndeton, convincing the consumers to buy the product, by displaying how the Baby Sweeper will assuage the mother's’ pains and depression from household chores. The Baby Sweeper advertisement is commenced with questions that the young parents would agree on, “Are you too overwhelmed by household chores? Do you want to spend more quality time with your baby?” (Happy House). Despite how much the parents adore their children, all the household works cuts down the time that the parents are suppose to spend with their charming babies. Consequently, the questions in the commercial engross parents’ concentration into the product by begetting the them to agree on the question

In the scary world which we live in, a child’s protection is the most important thing on most parents minds. With so many alarming things go on, children always need security. The world continues to become more dangerous on a day by day basis. Advertisements often use social groups to target an audience that the company predicts will purchase their product. For example, in this Pampers ad, its anticipated target audience are both mothers of babies, caregivers or parents. This is the target audience because these are the people that are likely to purchase this product, and Pampers thinks they will find the product appealing. Pampers portrays the single mother in the advertisement as protective, and concerned to show that the mother is worried

“How far would one go for his or her child?” It can be observed from the video that a person cannot alter his destiny, however, he can do something in order to create a better one. The 2015 Metlife advertisement, “My Dad is a Liar,” is about a father-daughter relationship which used rhetorical devices to create a deeper and more emotional appeal to sell the product life insurance.

Certain types of media (e.g. a video clip/a television commercial) often contain multiple linguistic concepts that have yet to be analysed. But upon further examination into this interaction, these concepts become more apparent to the viewer. The Dr. Pepper TEN commercial that is being analysed has a primary focus within a predominantly male-dominated setting. Specifically depicted as an action movie starts the commercial in such a way that it reflects advertising directed towards men. Although it is not the setting that has a negative connotation towards women, but it is the dialogue that is influential. This connotation is depicted throughout the commercial and it becomes more obvious towards the end of the interaction. As it’s evident within this interaction that there are three distinct linguistic discourse concepts that can be analysed: double-voicing, contextualization cues, and participation.