Rhetorical Uses In Advertising : The Use Of Advertising

Print advertisement is the use of curious looking visuals that are used to try and sell the products to the intended audience. The image is used to grab the attention of the audience. The picture that is used must look impressive enough to keep the readers attention.

The Coca-Cola commercial, “Falling,” illustrates a rhetoric marketing image between two shy teenagers at an amusement park. The shy teenage boy exchanges a timid smile to the girl after getting a Coke from the Coca-Cola vending machine. The boy looks for confidence in his Coke and sits on the same bench as the girl, who is also drinking a Coke. Once the boy sits down, the music changes to the chorus “I was falling for you” and the couple is pictured on a roller coaster, swinging, eating popcorn, drinking Coke with

Logos, ethos, and pathos are essential components used in advertising. By learning to recognize logos, ethos, and pathos in advertising, we are able to understand the message and what is being portrayed. (Albert et al, 2014), suggested that Aristotle postulated that a speaker’s ability to effectively convince an audience is constructed on how well the speaker appeals to that audience in three different areas: logos, ethos, and pathos. These appeals together form what Aristotle calls a rhetorical triangle.

Have you ever tried to persuade someone to see something in a specific way? If so, you may have utilized the three rhetorical appeals, logos, ethos, and pathos. Rhetorical appeal or rhetoric is something students learn about in an English or Writing class. Rhetoric is a subtle way to make writing appear cohesive and engaging. According to Lynn Troyka and Douglas Hesse, there are “three central principles of rhetoric- the persuasive appeals”(18). The use of rhetoric in advertising is used to help the advertisers to appear more professional to consumers, and compel viewers to comply with the goals of the advertisers. Two other tools advertisers use to entice viewers are the design and color of an advertisement. The "Charity Water: Imagine" ad uses advertising tools such as rhetoric, design, and color to achieve a desired response from consumers.

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

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

Advertisements are everywhere in our lives. Whether you are listening to them on the radio, watching them on television, or looking at them in a magazine, you are constantly exposed to advertisements. There is always one common goal among the people that make these ads, they want you, the consumer, to buy the product or service that they provide. The most common form of persuasion that these advertisers use is Pathos, or the appeal to emotion. There are many forms and categories of pathos that dissect what the advertiser is trying to get you to feel or think in order to get you to buy their product or service. Jeep is one of the many companies that uses pathos advertising. Taking a closer look into Jeep’s 2015 advertisement in sports illustrated

The woman in the commercial reminisces of her father when she was younger which appeals to the audience’s sense of empathy. When she was young, her father taught her to ride a bike. The audience at one point likely learned how to do something from their guardian whether that was riding a bike or tying their shoes. Just like in the commercial, learning these qualities

Next will be the use of logos, the appeal of logic. The first example of logos in this commercial is the use of facts. The narrator gives specific facts such as, it costs 1.8 dollars to operate daily and families do not have to pay for their child’s stay. This direct fact could

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.

Pathos is brilliant in the fact that everybody feels emotion and would be affected by some of these commercials. For example, Lyndon B. Johnson has a commercial which consists of a sweet little girl looking around, leading to the explosion of a bomb. What happens right after is that he says “vote for me”, which creates the underlying tone that this would happen to kids if they don’t vote for him. In the Kennedy jingle, he doesn’t use pathos for an argument as much as he uses it for rhyming. Rhyming is a catch to most and it is easy to get stuck in your thoughts.

The ASPCA announcement featuring Sarah Mclachlan is an extremely well known artifact that vividly portrays images of many different animals. The ASPCA is an organization that works to rescue animals from abuse, pass humane laws, and share resources with shelters nationwide. The first scene in the advertisement is a shaking dog in a cage that appears to be sad and terrified. From the first scene on it is clear that the advertisement has a very sad mood to it. The ad then fades to text that says, “Everyday in America thousands of animals suffer from cruelty and neglect.”

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.

An old saying that comes into play when just glancing at this advertisement, “An apple a day keeps the doctor away.” is an old saying pediatricians would say to their miniature patients. Who would know this could grab attention of people just watching TV? “An Apple a Day” illustrates four Granny Smith apples on one side of the ad while a slice of a Granny Smith apple sits on the other side of the ad. The product the advertiser is selling has more to offer than the other companies which, is shown by the whole apples and the slice of an apple. The small description underneath the Granny Smith apples has a formal, yet demanding tone that provides information about the product. In the fine print, it has some details on how their company is “one of the best. “Then below the small caption is a large, bold black logo followed by the contact information of the company all directed towards drivers. “An Apple a Day” is trying to connect with middle-class drivers looking for better quality insurance for an inexpensive price.

When analysing all of the advertising around us, sometimes we don’t look at what the true message of a commercial really is. We live in a world that is controlled by mass media and because of this advertisers are trying harder each year to outdo themselves and their competitors. Rhetors use techniques in their advertisements such as fantasies or surrealism to catch the attention of their audience. Companies like Audi pour millions of dollars into their marketing teams to make sure their cars look the best and attract consumers. Commercials that are shown on television today are great examples of rhetorical artifacts because of the many techniques being exercised by the rhetor. Analyzing this through the lens of rhetorical