Pedigree Ad Analysis Essay

Television advertisements have been a part of pop culture for years, these quick minute long clips gain the popularity of its viewers through humor, shock, or simply good salesmanship. The ShamWow infomercial has become one the most well known television ads in America. Its popularity came from its snappy dialogue, believable offer, and enthusiastic spokesman. But what made this infomercial so successful? Today I will be analyzing how the ineffective use of the appeals of ethos and kairos, and the highly effective appeal of logos and pathos effect the audience in the ShamWow commercial.

To put this in a language that you can understand, advertisement ads will use humor as a distraction from their product that may contain data that is inaccurate, or that maybe disputable. Advertiser uses humor in hopes that it will turn the audience attention from the inaccuracy of the data. While researcher has shown that humor is a proven tactic in the persuasion process, it has also proven that it does not affect persuasion directly (Cline & Kellaris, 1999).

In February 2015, Budweiser released a commercial named “Lost Dog.” Unlike many other commercials, “Lost Dog” tells a story of an incredible friendship between two different animals. This friendship successfully catches the audience’s attention and captures their hearts. The commercial effectively persuades the audience to purchase their beer through the use of pathos, logos, and ethos. Although Budweiser uses the fallacy of non-sequitur, the commercial still works in their favor to prove their point. Through the use of different rhetorical strategies, Budweiser’s commercial was able to triumphantly make their audience feel several emotions in just one minute.

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.

Do you ever watch the Super Bowl for its commercials? Have you ever bought a more expensive product because you had seen its advertisement? If the answer is yes, then you might have been a victim of today’s marketers. Jean Kilbourne, the author of “Killing us Softly” stated in one of her lectures, “The influence of advertising is quick, cumulative and for the most part, subconscious, ads sell more products.” “Advertising has become much more widespread, powerful, and sophisticated.” According to Jean Kilbourne, “babies at six months can recognize corporate logos, and that is the age at which marketers are now starting to target our children.” Jean Kilbourne is a woman who grew up in the 1950s and worked in the media field in the 1960s. This paper will explain the methods used by marketers in today’s advertising. An advertisement contains one or more elements of aesthetics, humor, and sexual nature.

Advertisers all have one goal in common, that is an ad that is catching to a consumer’s attention. In today’s fast paced society there are so many selling products and charities. As I exam the advertisement for the American Society for the Prevention of Cruelty for Animals (ASPCA), I will show how they use the pathos, ethos, and logos – also known as Aristotle’s Theory of Persuasion.

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.

Lastly, logos is at work in this advertisement but it is being used with the audience instead of the company. They must think about the topic that is being presented in the ad and the reasoning behind why someone would make an advertisement about this

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.

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

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.

Don’t you just hate when you are watching television and out of nowhere, you hear Arms of an Angel start playing and see Sarah McLachlan holding a dog and showing you pictures of starved and abused dogs? Half of us end up trying to send every penny we have and the other half of us, change the channel or walk out of the room to avoid having a breakdown in front of the television. The truth is the sad music playing in the background and the slides of sheltered dogs was purposely placed in the commercial to make us feel certain ways. The Pedigree ad I choose had the same effect on me. The central purpose of the ad I choose is to tap into the audiences’ feelings and convince them to adopt a sheltered dog and to promote the offer Pedigree has going if you buy a bag of their dog food they will donate money to shelters.

According to Brown.edu “People with negative body image tend to feel that their size or shape is a sign of personal failure, and that it is a very important indicator of worth” (paragraph 8). We always see in the media how women are portrayed as they should look a certain way in order to meet society's’ needs. In magazines such as OK! and Life&Style show celebrities on the front cover that say “I’M BACK IN A BIKINI!” or “HOW I GOT THIN FAST”. These magazines make women reflect on their body image because they wonder how celebrities can look like that and they do not. When a woman is displeased about her body image, negative thoughts may come to her mind. Such as eating disorders, depression, and individual harm.This advertisement is a prime example of how women view themselves negatively, and are losing their self esteem due to the media. The way that others viewed them showed them that maybe the perspective of how they think about themselves is not always

Humor is one of the tools many advertisers utilize to make its audience comprehend, watch, and enjoy their ads. Comedy is a prime way to entertain the audience and to keep their attention instead of looking away or changing the channel or radio station. Fred K. Beard, a tenured advertising professor at Gaylord University, expressed in his book, “Researchers have found that as children get older they increasingly enjoy wordplay, and when they reach adolescence (ages 12 to 18), they like puns and irony but continue to enjoy slapstick and physical forms of humor. When people reach adulthood, puns and other forms of wordplay are among the types of humor they enjoy the most” (Beard 75). While this technique should be used for a particular audience

The Encyclopedia Britannica defines humor as a ¡§form of communication in which a complex, mental stimulus illuminates, or amuses, or elicits the reflex of laughter¡¨. Many marketers use humor in advertising as a way of appealing to consumer¡¦s emotions. These positive emotions can potentially lead to cognitive processes that entice the consumer to purchase the related product. Doing it right means not only engaging the prospect but getting them to remember the product. However, that depends, among others, on Social and psychological factors, How a person has been socialized may affect there judgment of humorous advertising. Humorous advertising can be found in variety of forms including TV, radio,