Kellogg 's Pep Cereal Ad : A Rhetorical Analysis Essay

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.

Within society power struggles are inevitable and in the business world it is no different. The letters of correspondence between an executive of the Coca-Cola Company, Ira C. Herbert and a representative of Grove Press, Richard Seaver express their different viewpoints on the use of Coca-Cola’s slogan “It’s the Real Thing”, in an advertisement promoting Diary of a Harlem Schoolteacher by Jim Haskins. Both Herbert and Seaver attempt to out smart each other through their use of rhetorical techniques and strategies.

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.

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

Dealing with death and the emotions that come along with it is common to humans. This is especially true when it involves a parent or grandparent. In the commercial, the woman is having to deal with her ill father who is bedridden. This is an event most will have to go through once in their lives and letting go can be difficult. However, there is one thing that can help soothe the process of death and that is the existence of deep love for the person. Despite the commercial presenting this sensitive topic, the advertisement effectively reminds the audience the importance of everlasting love because of the use of pathos and ethos.

PETA, an animal rights organization, has been known over the past several decades to post racy ads. In June of 2013, PETA launched an ad with the purpose of getting its audience to go vegan. The ad is a photo of a toddler with a lit cigar in his mouth with the quote next to it, “You Wouldn’t Let Your Child Smoke. Like smoking, eating meat increases the risk of heart disease and cancer”. The ad included “Go vegan!” in the bottom right corner with the organizations logo next to it. PETA is trying to send a message to its viewers to stop eating animals. The attention drawing ad evokes an emotional response, contains logical reasoning and is from a credible source.

Altogether, the ad’s effectiveness covers every factor of persuasion well. The enticement of the Cheerios commercial relies on factual evidence, professional reputation, and touching emotional scenes to appeal and relate to a variation of audiences. By utilizing reliable credentials and appealing to the viewers feelings and rationale, Cheerios is able to successfully persuade the audience that what they use for ingredients in their cereal is just as important as keeping you and your family

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.

Denotation- A female bunny, wearing a pink bow, sits in an open area under a tree. A bumble bee buzzes down from the tree and flies into a flower. The bunny tells the bee to relax and feeds him chocolate. The bee and bunny both relax when a mole come digging by disturbing them and pops up where the bunny was sitting, she moves and offers him chocolate, then he blushes.

Growing up during the time when I was considered a "latch key kid", I know how easy it was to persuade guilty parents to buy cereals that I liked. During my childhood days, typically after school, commercials would run in between watching cartoons, advertising happy families at the breakfast table eating cereal that had colorful characters and promising a toy in each box. However, General Mills began advertising that their cereal was made from "whole grain", therefore implying that a healthier cereal option, which often were not. "Those messages are often contain misleading messages appealing to the benefits of eating high-sugar cereals and leading to believe high-sugar cereals are healthy choices" (Song, Halvorsen & Harley, 2014, p. 575). The rabbit on the box of Trixx, the bird on the Cocoa Puffs (that we went coocoo for), the leprachon on the lucky charms, the Captain on Captain Crunch, etc. all served as cereal from memories.

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.

Sporting goods companies continue to grow as each year passes. Successful brands in this industry include Adidas, Under Armour, Jordan and Oakley. However, Nike is seemingly the most famous and successful brand in the entire industry. Recently, Nike has began a campaign to spread equality by coming together through sports. The campaign is supported by several iconic athletes around the world.

“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.

Even though PEP cereal is no longer selling, one advertisement during its era of popularity brings up controversial points. Dating back to its early release during the 1930s, the classified ad is of antique value. The photo also features a husband just getting off work, dressed in a suit, putting his arms around his wife, embracing her with a back hug. The wife is wearing typical housewife clothing (heels, cooking apron, dress, and feather duster), returning the back hug with a smile. The picture also features a box of vitamins in the left lower corner, along with the couple’s conversation. The content of the image seems to discuss with an audience immersed in a traditional viewpoint of gender identity.

The puppy and horse advertisement has been going on for a while now. It’s Budweiser's signature style of promoting their brand. For most, of their commercial uses, the rhetorical appeal of pathos and is an emotional one. Initially, the ad gives the audience the impression of a good looking rustic ranger with a horse living the “ classical” American dream lifestyle while playing a nostalgic melody in the background. Their speaker is obviously Budweiser, and their target audience is anyone above the age of twenty-one, I would hope. In the commercial, there isn’t a spoken language, so it targets a broad audience. It targets an audience who have feelings and have somewhat of a connection with animals. It targets someone who is into the “classical” American lifestyle that wants to share a beer with his “friends.” I quote friends because in the commercial the handsome ranger is sharing the brew with a horse and his puppy, but he might consider these pets his friends. It also targets those who work hard. If you watch the commercial, it starts out with a man who appears to be working hard on a farm. The purpose of the ad is, of course, to sell more beer and to give the audience a memorable commercial. It was a successful commercial by using a heartfelt appeal (pathos). If we can remember the ad, we can remember the brand.