The antisexism commercial “A Man’s a Boss, a Woman 's Bossy” came out in the Philippines on December 9th 2013. After a famous, American star saw it and posted it to their Facebook page, the commercial went viral. Many people were watching the video and being moved by the content of it, that they began sharing it on their own social media, in order to spread the word. The Pantene industry noticed this and were forced to move the commercial to play in the United States, instead of just the Philippines. Many women and men were agreeing with the commercial and coming to the realization of sexism in the United States. The commercial came out in 2013, a year where feminism and women 's rights were “trendy” topics. In 2013 many speeches and …show more content…
The commercial points this out by using rhetoric appeals such as, ethos, pathos, and logos.
First, The commercial uses popular models, such as, Gisele Bündchen to star in the commercial. This is a way of persuasion through ethos. She appears in the end scene, walking down a crosswalk being labeled as a “show-off” when all she did was dress up a little. She does the signature hair flip for the “strong” hair strength that all Pantene commercials do. The producer uses her to appeal to the audience by showing her off and kind of saying, Gisele believes and trusts in this commercial, so you should too. Trust is a huge part of ethos and Gisele is an example of trustworthiness, people see her and may look up to her, which may cause them to trust the commercial as well. Pantene is also a brand that is used by many women, so by using ethos in this commercial, Pantene expresses a moving statement, while at the same time, Pantene is most likely going to get more women to join them on this movement and trust what they have to say and trust the product. In an article about the commercial it shows that the commercial got multiple views by saying, “judging from the commercial’s popularity, many of its stereotypes resonate with women around the world” (Claire Suddath, par. 3). Women were being reached everywhere and being touched by the powerful words.
Next, The commercial uses pathos through the hard work and determination that is shown by the women in the commercial.
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Rhetorical devices are statements used to persuade an audience. Rhetorical devices, such as ethos, pathos, and logos, have been used effectively in advertisements for years. All rhetorical devices can persuade consumers to buy their products. AT&T’s “Close to Home” commercial effectively uses rhetorical devices, particularly pathos and ethos, to persuade consumers to not text and drive and to use AT&T.
By asking the viewer to imagine themselves in a certain situation the creators of this ad are asking viewers to empathize with others. The clever use of pathos in this ad, is what will make viewers feel compassion and
Advertisements are everywhere. From billboards, to magazines, to newspapers, flyers and TV commercials, chances are that you won’t go a day without observing some sort of ad. In most cases, companies use these ads as persuasive tools, deploying rhetorical appeals—logos, pathos, and ethos—to move their audiences to think or act in a certain way. The two magazine ads featured here, both endorsing Pedigree products, serve as excellent examples of how these modes of persuasion are strategically used.
Ram’s advertisement immediately begins by utilizing logos and pathos to embolden women to fight against stereotypes. First, the commercial’s narration uses a series of repetitive rhetorical questions to inspire the audacious emotions of the audience. Ram repeats “have you ever thought” multiple times to capture the female viewer’s attention. This technique establishes an understanding and inviting tone that prepares the viewer for Ram’s overarching message. Next, allowing the viewer to ponder these rhetorical questions, Ram briefly pauses the narration. Following this pause, Ram articulates their message: “You can break a stereotype and throw it into a whole ‘nother gear. Because
The woman in the commercial reminisces of her father when she was younger which appeals to the audience’s sense of empathy. When she was young, her father taught her to ride a bike. The audience at one point likely learned how to do something from their guardian whether that was riding a bike or tying their shoes. Just like in the commercial, learning these qualities
The main purpose of commercials and advertisements is to persuade the viewer to purchase the product that is advertised, but not all commercials are successful in this endeavor. Companies, such as Budweiser and Kleenex, appeal to the viewers’ ethos, logos, and pathos in order to influence them to buy the advertised product(s). In order to appeal to each of the categories, companies use different tactics to catch viewers’ attention. The use of ethos, logos, and pathos can make or break an advertisement based on how it is being used.
Watching the commercial for the first time, keeping in mind how it used pathos, ethos, and logos, I noticed that it does not utilize ethos nor logos to promote the commercials product. The commercial relies heavily on pathos to connect with its audience. The commercial plays on such emotions as: patriotism, encouragement, and inspiration. The advertisement also speaks to a comprehensive
television advertisement companies, main intention is to captivate the audience in other to purchase their product that they are portraying. In this essay, I will be analyzing these two ads, “Whale” (Old Spice) and “Susan Glenn” (Axe). These ads are formulated to get their products noticed, along with sparking the interest of the other goods they may offer. Countless methods are used to convince the audience that’s being targeted to buy the product. Therefore, these ads are similar in its ability to gain the attention of their audiences by appealing to pathos. Through this essay I will analyze the rhetorical effects that help bring these commercials to life.
The second rhetorical appeal, pathos, is used in this commercial. Teen violence is becoming the norm of young ladies. People look at young ladies as angels. As they can do no wrong. But that was back in the day of our mothers and their mothers. Times have changed in the twenty first century. The mass media has increase the context of violence throughout the years. More than ever, young ladies are dreaming of becoming the next reality star. Shows like “Love and Hip Hop Atlanta” and the “Bad Girls Club” promotes violence and the lavish life of money. Sex and drugs also play out on these shows. According to Eugene V. Beresin, Director of Child and Adolescent Psychiatry Residency Training at the Massachusetts General Hospital and McLean Hospital,
The Pantene Ad being analyzed uses the fame of actress and music artist Selena Gomez to persuade readers through ethos. It obviously targets a younger generation through Selena Gomez, as she was a Disney star growing up, starring in things such as Wizards of Waverley Place and Mickey Mouse Club House. Now Gomez stands as an icon for strong females as she was recently named by Billboard Magazine the “2017 Woman of the Year,” (Wariner). Pantene even goes as far as to make her the major focus of the advertisement by making her cover approximately 80% of the page, thusly selling Selena Gomez as part of the brand. Gomez stares confidently into the camera that so when readers look
Advertisers use pathos in order to sadden people into purchasing the product the company is selling. In order for the advertisement to achieve a sentimental appeal to the audience, most ads take the viewer into a past time of nostalgia. As mentioned in Hirschberg’s “The Rhetoric of Advertising”, “Grandmotherly figures wearing aprons and holding products that are advertised as being “like Grandma used to make” offer the consumer an imaginary past, a family tradition, or a simpler time looked back to with warmth and sentimentality” (270). By creating an ad that
In the commercial for Neutrogena Oil-Free Acne Wash with fragrance Pink Grapefruit, the producer uses persuasive appeals including ethos and logos is used. Proactiv+ uses a mixture of all three appeals ethos, pathos, and logos. Neutrogena utilizes ethos by using Bella Thorne as the spokesperson for their product, Thorne is a well-known actress and the creators of this commercial realize when the commercial comes on people automatically have something to recognize when they see the face of Bella Thorne. The same goes for Proactiv+ when they use Julianne Hough as their spokesperson. The most effective persuasive appeal is the use of logos, or the use of facts, within both commercials we see this appeal used.
Pathos is the main rhetorical device used throughout this commercial. Pathos is a quality that evokes emotions. It all begins with the puppy coming out from under the hay and the audience falling in love. Pathos is then used to tug on emotions when the puppy gets lost in the back of the truck. We soon see the emotion of the owner, but also the horse. Then we see the puppy all alone in the rain trying to take shelter. Towards the end, the puppy tries to find a home, but gets himself in trouble with the wolf. We then see the ending, we want, we see the puppy is saved and returns home to end the commercial with the owner enjoying a Budweiser. Throughout this commercial pathos creates a sense of happiness, pride, worry, and then happiness all over
Occasionally to be heard, it takes more than one voice and the bigger the number, the stronger the message. When thinking of what a feminist advocates for people tend to think on the small scale; pay gap, equal opportunities, protecting rights. On a larger scale, globally the issues increase by ten folds. The issues, feminist focus on in the United States are miniscule compared to the genital mutilation and the normalizing of rape that goes on across the globe. These women’s organizations are working wonders,fighting to protect the rights of women, and provide safety; Isis International and The African Women’s Development and Communication Network. Providing women with better opportunities and giving them, strength is what these organizations
On May 2014; the Women’s and Health magazine published an advertisement for Sofia Vergara featuring Head and Shoulders. Head and Shoulders is a shampoo product with different kinds of shampoos. This advertisement is selling the green apple head and shoulder shampoo with its conditioner. Who are the targeted audience? Why would any person choose this product not the other? A lot of questions the advertisement must reply on to be considered as a good advertisement. One of the main questions asked would be if this was a persuasive advertisement or not. Such a question is answered through the use of logos ethos and pathos.