Rhetorical Analysis

803 WordsMar 20, 20134 Pages
Rhetorical Analysis of Pedigree Advertisements 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. In the first example, we see an exaggerated, humorous depiction of yellow Labrador retriever using its “superdog” strength, which it apparently acquired from eating Pedigree, to dig up a…show more content…
Now that we have been brought into a close relationship with “Echo,” we feel as if it is our responsibility to improve her situation. The final sentence of the narrative tells how we can do just that: by buying Pedigree, the proceeds of which will go toward finding loving homes for dogs like Echo. This statement, along with the heartwarming slogan placed below it, not only offers a logical solution to the homeless dog problem, but also strengthens the ethos of Pedigree: by donating to a good cause, they establish a reputation as a generous and benevolent company. Thus, by creating appeals to logos, pathos, and ethos, companies use advertisements as powerful persuasive tools. This can be done through the careful selection of color, imagery, narration, design, and layout, to name a few significant elements. When used correctly, these rhetorical strategies can make the difference between whether a product or idea is embraced or rejected by the
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