Rhetorical Appeal For Burger King

A popular technique in the advertising world is “doublespeak.” Lutz explains that “advertisers try to wrap their claims in language that sounds concrete, specific, and objective when in fact the language of advertising is anything but” (133). This type of language essentially states the obvious while sounding seemingly unique which is exploitative to the consumers. The use of rhetorical questions and sweet words that get the audience ready for the sales pitch are a part of “doublespeak.” In this strategy, the advertisers do not go into depth about the products and continue to make general claims that make consumers think that the product is special. Unfinished words, also a part of “doublespeak”, leaves it up to the audience to assume and finish

These commercials featuring flavorsome char-broiled burgers with a delectable hand crafted bun sold at a local fast food joint appeal to me, they make me crave the product. This being said they achieve their goal to convince me I need the product they are promoting. Soon I find myself in line ready to purchase one of these fine burgers, I order a meal and anxiously hand the cashier money. I sit down ready to calm this beast in my stomach. I open the packaging to find a burger sloped together, it looks like a 2nd graders arts and crafts project. Soon I begin chowing down on the burger attempting to satisfy the craving. Halfway through my endeavor of the not so flavorsome burger I begin to feel disgusted. This isn’t the first time and it will probably not be the last. But why? Why do I fall for this multiple times? Maybe megaphone guy has drowned me with his brain deadness. Then I realized I’m getting dumber.

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.

With the location and the community near the ad out of the way, the rhetorical appeals can better be explained. Those being logos, ethos, and pathos. To begin with, logos, or logic, tries to appeal to the intellect and mind of the target audience that they are trying to reach. In the case of this specific ad, the logic of this ad seems quite direct. In that if you prefer to eat chicken, you should visit Chick-fil-A, instead of the alternatives. Which in the case of this ad, it is almost a blunt statement. Since it directly tells the viewer to, eat more chicken. The next rhetorical appeal would be ethos, or appealing to ethics. Which tries to convince you that the author behind the ad is credible and an authority on the topic in question. In

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.

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.

Fast Food Nation As stated by Eric Schlosser, "Fast food has had an enormous impact not only on our eating habits but on our economy, our culture, and our values"(3). Over the last four decades fast food has become an American necessity. There are fast food restaurants on every corner. Whats not to love about fast food? It is nearby, cheap and ready in a matter of minutes.

In the novel Fast Food Nation: The Dark Side of the All American Meal, journalist Eric Schlosser investigates the influence of the American fast food industry. One of the most prominent rhetorical devices that Schlosser utilizes throughout his writing is Logos. Logos is one of three rhetorical appeals and, as defined by Aristotle, is the appeal to logic and is a way of persuading an audience through reason. By presenting facts and statistics on nearly every page Schlosser subconsciously causes the reader to see his point. He uses data to reinforce the reality that is how fast-food has negatively revolutionized the average American’s way of life.

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

American’s most savored beverage is beer. It’s one of the top consumed drinks and can be drank for different occasions. Budweiser, one of the most top selling beer companies puts out their commercials to advertise their beers. While their commercials are used to produce sales, what most don’t see is the message they associate when drinking a Budweiser. These commercials often use rhetoric to persuade us. Rhetorical devices are used to be the most effective way to persuade and audience into thinking. Pathos, ethos, and logos are used to make a powerful statement to be successful in their beer sales.

Thesis Statement: Although McDonald’s and Burger King are similar; they have evident differences in their advertising models, food and their commitment with the community.

Although this ad is crude and misleading, the creator of it uses pathos, ethos and logos very well in order to reach a future consumer. The pathos, or emotion, that the advertiser sets through his ad is that of sex and pride. Both of these are not actually stated in the ad, but these are the emotions that take place when the ad is comprehended. The creator of this ad has a certain target, and that target is any man over the age of thirteen. He uses their greatest weakness, their sex drive, to lure them I to wanting one of those burgers. This use of sexual reference is a very good example of logos because the creator uses the tactic of testing men’s pride. A great amount of a man’s pride comes from his sexual endowments. Here in this article those endowments are being tested from the standpoint of almost saying, “Are you man enough to eat this burger?” The ethos of this ad though is low. Usually it is not right to take advantage of someone’s greatest

In order to attract a specific demographic, advertisement companies employ diverse methods of persuasion. Corporations such as Wendy’s hire advertisement agencies for their expertise in how to attract target audiences to their products. Wendy’s advertisement campaign for ‘Where’s the Beef?’ integrates a few different methods of persuasion; credibility, similarity with the target, and likeability. Wendy’s is trying to entice the 16-40 age demographic of Americans. By incorporating these methods of persuasion to attract the aforementioned target age demographic, Wendy’s is anticipating to attract new customers, consequently increasing profitability.

The average person will watch approximately 2 million commercials throughout their lifetime. In this technologically driven environment, it’s the most effective method of appealing to an intended audience. However, there is a lot more to an advertisement than meets the eye. There are numerous methods being used in order to appeal to the audience. Corporations and businesses focus on rhetorical appeal when it comes to creating a successful advertisement.

Another way Burger King tries to make their menu stand out and appeal the consumers is by, using a variety of fonts. Burger King assumes that their customers struggle to stay focused while reading a boring menu so, to keep their customers interested and focused, Burger King uses a plethora of bold attention-grabbing fonts. Burger King wants to be flashy and use fonts to create this bold image. Finally, vibrant color on a menu is used to make it appear energetic, or even exciting to the customers. If the menu was boring or dull in color, it would create the same negative impression about the food. The entire Burger King menu is packed with various colors for each section of the menu, this creates an appealing image for the menu. So, what impressions do these tactics provide on the actual quality of the food served at Burger King? Unfortunately, there does come a point when too much on a menu becomes a bad thing. Over using pictures, fonts, and colors on the menu tends to make the quality of the food seem cheap and unfulfilling. Burger King uses pictures, fonts and colors to provide an appealing and positive impression about the food they serve however, these tactics may also distract the customers from the quality of the food.