The object presented for critical rhetorical analysis of brand advertising is the commercial, Monty the Penguin. The rhetorical artifact uses symbolic communication via commercialization of a religious day to persuade the public to behave, react, and think in a manner. This commercial appeals to values and attempts to establish symbolic meaning with its commentary, using a marketing ploy for a giant retail company. In a scenario where my colleagues (the public) are misinterpreting the rhetorical commercial, on the social understanding of the birth of Jesus in its absolute perfection –Christmas. The commercialization of Christmas and other religious holidays could be interpreted by some audiences as a rather slimy way to make money. Large advertising firms and businesses …show more content…
Inclusive of deeper aspects of narrative beneath the main recurring theme in search of the ultimate goal oriented vainglorious name recognition of the store, its owners, and by extension their bottom line. "Give someone the Christmas they’ve been dreaming of ", translates to: If you don't shop at our stores and trade your saved hard-earned money for our material objects and "gifting" them to your family and friends, you will be letting them down and be without Christmas spirit. We tend to feel guilty when someone is attempting to manipulate us and the last line in the commercial is a guilt trip, not a selling point. The commercial begins with a smile and melds imaginary properties with the real-life worldly aspects of a child and his toys. A time-line ensues to depict a growing private, delicate and poignant relationship as it develops between the boy and his friend. The convergent totality of the imaginary aspect of the penguin having life, the real-life humanity of the child, the provocative music and words borrowed, allows the toys to take on more meaning and adds depth to the piteous point of gloomy holiday loneliness. In the case of the penguin, this