Rhetorical Analysis Of Justin Bieber's Girlfriend Fragrance Ad

The commercial shown in figure 1 is for a perfume called ‘the one gentleman’ which Matthew Mcconaughey a well-known actor did for Dolce & Gabbana, a trade mark for designer products. The commercial tells us that this is a body spray to use when one wants to be seen as a gentleman. In reality a gentleman is not a man who just uses this body spray, but a man is seen as a gentleman by certain attributes society sees as being acceptable. Commercials like these can really have an impact because the viewer wants to look like the person with the body spray, and themselves be perceived as a gentleman. The unspoken

When it comes to the topic of commercials, most of us readily agree that commercials are irritating. Where this agreement usually ends, however, is on the purpose of the commercial. Whereas some are convinced that commercials are meaningless, others maintain that commercials tell a story. Effective commercials are repetitive and illustrate a story. Marketers use rhetoric marketing, the art of persuasive speaking and writing, when persuading an audience to buy a product. Rhetoric marketing is especially effective through the illustration of a story. It is effective because the marketer is able to relate to the consumer with a story or message. Advertisers also use the appeals of logic, credibility, and emotions to intrigue interest in a company. Coca-Cola’s advertisement, “Falling,” depicts the product as a confidence building companion suitable for young love through a series of logical and emotional appeals that visibly promotes the brand’s credibility.

The reason for this is that from the advertisement one could sense an appeal to our sense of identity, self-interest and emotions. It added some amount of excitement and humor. A positive image was created from the video about the Papa John’s Pizza and it really made me feel persuaded to buy the pizza.

In most commercial advertisements on television, women show more skin than men. Commercials use women to sell sex because it attracts more attention than men showing their bodies. For instance, Britney Spears, a singer whom many teenagers admire, appeared in a music commercial for Z100, the number one radio station in New York. Z100 promotes commercially hot music in modes such as pop, rock, and R&B. In Z100’s new commercial, Britney Spears is wearing a beige outfit consisting of a tight tube top and small shorts that accent her chest and buttocks. After talking for a moment, she starts dancing with her back facing the camera. Viewers are visually drawn to the shape of her body. As spokesperson for Z100, Britney Spears is being used as a marketing tool to attract men and increase ratings. Z100 could have had a popular male in its commercial. Instead the company’s executives chose a popular woman known for her hourglass figure because men prefer to look at young, shapely, nubile women.

The commercial can be broken down into the three rhetorical appeals. The appeal to character, by having Rihanna serve as the main subject, engages the viewer instantly. However, Rihanna serves a purpose through her involvement, as a celebrity, “For the fan, celebrity culture can produce intense identification at rock concerts, athletic arenas, and other displays of the fantasy object, whether live or recorded and mechanically reproduced. Such identifications can lead to role reversals where the fan covets the wealth, honors, and supposed power of the celebrity”(Weeks). The commercial allows the viewer to have intimacy with the superstar, by gazing at her getting ready right before her performance. Rihanna fans are able to catch a glimpse of her intimate moment backstage, which identifies the social status of the viewer and the singer as equals. Rihanna’s established beauty is also a factor for why she is chosen to sell the product, “This distinction focuses on the appeal of beauty as a social control: As images of beauty continually shift, insecure consumers may perpetually justify their purchases of products and services. By endlessly manipulating and redefining beauty, advertising and corporate profits are secured”(McDonnell).What the character conveys intertwines with the logic of the commercial; if a superstar beauty like Rihanna cannot resist temptation, how could an ordinary person possibly resist the Twinkie as well? The epitome of beauty displays gluttony and her

The ad incorporates many noticeable and interesting sounds to give the audience an emotional reaction. The sound in the background of the ad is a gentle breeze that compliments the natural setting Honda chose for the ad. Nature is something that most people find calming, so putting the sound of nature in the background may emotionally calm the audience. The ad also uses many noticeable sounds that correlate with the visuals it used. There’s the sound of a kid’s laughter when we see the picture of the boy on the swing, and we can hear the sound of the mechanical heart inside the robot.

According to Hein, Music is a major influence in marketing today, “ There have been 1,050 references of about 66 different brands in songs ranked in the top 20 through the beginning of October, according to San Francisco- based brand consultancy LucJam”(Hein 346). Keeping up with the techniques of advertisement for marketers will help with the increasing demands of future generations.

Product placement in music videos is quite a fruitful source of money for artists who approve it. The content of many commercial pop songs, the imagery displayed in music videos and the conspicuous consumption apparent in the lifestyles of pop stars all reinforce the idea that mass consumption will lead to happiness.

Perhaps the largest appeal to pathos in this commercial comes from the use of the song “Can’t Help Falling

Calvin Klein understands the fact that men will buy a cologne that will, not only make them smell “hot”, but make them feel like it too. They employ a windowed effect with this poster, by providing the image of a future that can only be achieved by using this product. By utilizing this ad, men will automatically associate the experience of using this

The commercial’s appeal to women relies not only on the attractiveness of the actor and the settings, but to the humor that is based on the idea that such a perfect man can exist at all. Conversely, not only do these commercials reach out to women, but also there are men in the target audience and there is a message for them as well. These ads present an ideal image of how a man should be and what he should smell like. By using a good looking, fit, man for this advertisement, it gives the product an image that men want. The logical fallacy, ad populum, is present in this commercial. This ad almost shouts out the ideas that if you use the product you can look, smell, and be exactly like the man you see on your television. The Old Spice man, Mustafa, does everything better than you do and will give your woman more than you can give her. You can smell like the “ultimate man”, or as the slogan used in the ads says, “Smell like a man”. The ad

The saddening feeling at the end of the commercial where the narrator is in his bathroom, is an indirect way of appealing to pathos in this commercial. As an audience, you feel sorry for him, missing his chance with “Susan Glenn”. Therefore, of course you don’t want the same thing to happen to you and miss the girl of your dream because you don’t smell good, from not

This is Beyonce’s fragrance so it makes sense that Beyonce is the model for it. Since Beyonce is a worldwide phenomenon that many people look up to, she really grabs the audience’s attention by being in the ad. Not only is Beyonce a brand of her own, she is also a very attractive woman. Beyonce attracts men with this ad because she is Beyonce and the sexy glance that she is giving. She also lures women in with this glance because they see Beyonce looking like Beyonce and they think that if they get the same perfume that Beyonce uses, they will be sexy like she is. She is using ethos by including herself in this ad which shows that this product is a reliable and credible because Beyonce herself is using the product and being her own spokesperson/advocate for the product. This is personal branding which really works well for this ad because this is Beyonce’s product and it shows just how reliable this product

The intended purpose of this commercial advertisement is to try and encourage the audience to drink the product Diet Coke. Connecting, a readily available soda beverage to a popular, well- known singer is a powerful tool used by Coca-Cola. The advertisement persuades the audience to drink diet coke by including kittens and Taylor Swift, both objects that a large population finds appealing. Not only does the advertisement attract new customers, but it encourages

Since similar standards for beauty have been created by advertisements have been around for so long, women do not know they have been manipulated and now accept them as true. Because of this, this advertisement’s portrayal of a “beautiful” woman is an effective strategy to convince women to buy the Be Delicious perfume.