A Rhetorical Analysis Of An Ad Essay

In conclusion, advertisements, although they are intended to only sell products, contain many different underlying ideas and opinions of the people who created them and the society from which they came. I analyzed a Red Robin commercial for a burger which included a suggestive woman to appeal to men and their appetites. This use of women and the ways in which American society has sexualized food have societal and cultural implications that are not overtly visible unless one is looking for them. If we look at the way Americans view women, we see that they are sexualized. This sexualization is used to sell much more than food, such as cars, watches, perfume

Old Spice is very blatant in the way they attract their customers. An obvious example is The Man Your Man Could Smell Like commercial. In this advertisement Old Spice envisions their audience to be anyone who is in a relationship or trying to be in relationship. The more obvious targeted audience is the female audience. To attract the female audience they put an attractive man in the commercials and try to make it seem that if their “man” uses old spice body washes their “man” will be like him.

Advertisements are all over the place. Whether they are on TV, radio, or in a magazine, there is no way that you can escape them. They all have their target audience who they have specifically designed the ad for. And of course they are selling their product. This is a multi billion dollar industry and the advertiser’s study all the ways that they can attract the person’s attention. One way that is used the most and is in some ways very controversial is use of sex to sell products

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.

Using logos, the advertisers make the female viewers see the logic in buying their girdle and bra. In addition, they use pathos to make female viewers feel self conscious, persuading them to purchase their products.

Sharon Capuano, Nurse and Manager of the Health Center at Salve Regina University believes that different cultures perceive the ‘perfect body’ in different ways. Capuano says,” The idea of the perfect body has gone through an evolution.” She adds, “When you look back in history, women were heavier but as time goes on, they become skinnier.“ Magazines are starting to portray women it a negative way and it gives people false perception. Capuano says it makes women think to themselves, “ Oh, I want to look like you because everything is perfect.” False perception gives women unrealistic expectations and they will constantly live in a world where they are striving to be something that they are not. This leaves many women with no other choice but to struggle with insecurities on a daily basis.

The female body image is highly influenced by the mass media and the media’s portrayal of women, ‘70% of college women say they feel worse about their own looks after reading women’s magazines’ (University of Massachusetts & Stanford University, 2006), the portrayal of women in the media has an unrealistic approach and brings out body dissatisfactions and this results in eating problems and disorders.

Sexual imagery has been used in advertising for a long time with a great deal of success. With the ever-increasing difficulty of advertisers to gain the attention of the media consumer, the use of both effective and ineffective sexual imagery has flourished in recent years. Some products such as perfume and clothing are relatively easy to sell with sexual imagery. Companies selling products such as fast food, however, must be more creative with their use of sexual imagery. Arby’s Roast Beef Restaurant took such a creative approach with its full-page advertisement in the 2009 Sports Illustrated Swimsuit Issue.

In the current media, women are idealized as skinny, airbrushed, and flawless. “The media has been harshly criticized for creating and perpetuating a cultural

The media has not always been this demanding of young women. Today, when most think of the “ideal body” we think of women who are skinny. The media constantly throws diets, cleanses, and workouts at people in order to achieve the perfect model body. As humans, we have always been obsessed with looking a certain way, however, skinny was not always in. The female body type has been analyzed, picked at, and depicted in so many different ways throughout our history, whether that be in art, writing, or personal examinations. This ideology

women. Men are targeted through the use of sex appeal Hilton was able to portray excellently and through the use of the car covered in mud and dirt. The badass car and sexy girl instantly attract the male audience’s attention as it claims to be a man’s two most valued and desired things. Women on the other hand are convinced to purchase and consume the juicy burger because they aim to portray the ideal female beauty through Paris Hilton’s body image. It is shown that Hilton is not harmed by the burger that contains high levels of fats and sodium and she is still able to consume and enjoy the food without the fear of gaining weight. Such ads significantly take away from the harmful factors fast foods contain by the use of hyper sexualized models to draw the attention away from the fats dripping down the meat. The purpose of the images that commercial media provides is not only to sell products, but also a desired, gendered look.

The advertisements that she studied all had the same patterns, depicting women as sexual objects who were submissive, domestic, and attractive based on male standards (2010). Even though men were sometimes depicted as sexual objects, they were never under the same scrutiny as women. Although people stated that advertisements do not affect them, that they merely tune them out, this notion is incorrect because advertisements are cumulative and subconscious; considering, 8% of the advertisement is taken up by the conscious mind (Kilbourne 2010). Thus, media images do influence the consumer, and makes them believe the gender roles reinforced through the advertisement because that is what their mind takes in subconsciously. Moreover, advertisements act as socializing agents because each gender is expected to act according to their gender role that is society constructed. As noticed in the pampers commercial, the idea behind the mother holding the newborn child reinforces the idea that women are expected to be domestic. Additionally, the same idea is present in the Disney World commercial where the women hold a status as a mother, in which her role is to be a caretaker of her daughter, while her strong husband and son bring the luggage to the hotel. Although subtle, the same message of the man being strong was shown in the Geico advertisement, where there are more men than women riding the motorcycles. However, there was gender role reversal in the Chase bank advertisement, where the man was shown as emotional and intelligent, while the women held the role of intelligent. This reveals the idea that even though there are advertisements that feed into the gender role socialization, there are some advertisements that stray away from this socially constructed notion. Overall, a majority of the

Burgers and breasts top the list of many men’s favorite things. While most Americans may be familiar with restaurants like Hooters and Twin Peaks, one fast food chain is making these establishments look like family-friendly alternatives in comparison. Sex sells and Carl’s Jr. fast food restaurants has been cashing in on this fact for more than ten years. Carl’s Jr. employs some of the most racy advertising techniques in all of the food world. From scantily clad models to recognizable reality show stars, Carl’s Jr. has used attractive women from all over the entertainment industry spectrum to sell their burgers. While these women don’t always share a common background, the one thing that they do share is the memorable, messy, close-up bite of burger they all take at the end of their sixty-second time slot. This cringe worthy moment for some, is the selling factor for others. Although Carl’s Jr.’s advertisements may border on inappropriate and offensive, they are some of the most effective marketing strategies in food advertising.

Men who portray the masculinity in these advertisements show robust strength, self-reliance and can be business oriented. While the majority of research is focused on women, men can be affected as well by unrealistic body expectations. A study done by Phillippa Diedrichs and Christina Lee examined the impact that average-size and average muscular male fashion models had as opposed to overly in shape models had on normal men’s and women's body images. The researchers wanted to take perceived advertising effectiveness into account. A sample of over 300 men and just under 300 women viewed either no models, muscular models, average-slim or average-large models. The men and women actually rated average-size models as equally effective in advertisements as muscular models. It was also determined that for men, exposure to average-size models was actually associated with a positive body image in comparison to viewing no models, but there was no difference when compared to muscular models. These findings suggest that average-size male models can promote positive body image and appeal to consumers (Diedrichs, Phillippa, & Lee, 2010.) On the other hand, men are sometimes portrayed as incompetent people who need their children and wives to come to the rescue. This could be because the advertisement was targeted at women who are the caretakers for their family. Although the commercials may be humorous, they can be offensive to fathers who are the

Most advertisers use different appeals to create stereotypes about their audiences because people often buy magazines which fit the stereotypes they make about themselves. For example, people who always read Newsweek are mostly people who are at work, who are economically stable, and who are interested in the world situation. On the other hand, the audiences of Shape are mostly young women who are interested in reducing their weights or shaping up. In Jib Fowles’ essay, “Advertising’s Fifteen Basic Appeals,” he discusses the fifteen emotional appeals that are often seen in many advertisements. To corroborate his postulations of advertisement, I focused on a specific magazine, Cosmopolitan, and