Self-Promotion and Celebrity Endorsements of Healthy Lifestyles

It is incredible how advertisements can lure an audience into trying out their products. Certain advertisements and commercials may seem simple, but at the same time, those are the ones that people remember and talk about. When people think about beer advertisements, they usually remember the ones like this one because it demonstrates things that people want. This advertisement shows how BudLight is interconnected with Paradise and makes people remember the picture. The luxurious aspect of this ad and the

"There is a stronger link between childhood trauma and addiction, then there is between obesity and diabetes" is the first example using logos to correlate the research to the inartistic proof that there is logic behind their appeal. The second example is "two thirds of addicts report being abused as children" establishing the correlation that a childhood trauma is what is driving them to use drugs. The choice of words in this ad to gain support from their audience are stronger, trauma, addiction, addicts, abuse, children, war on drugs, and traumatized. Each word is, meant to gain an instant emotional reaction from their audience with each word. These reactions could range from anger, sadness, outrage, and

Budweiser is known for creating advertisements that convey messages that you wouldn’t otherwise tie with beer. In one of their more popular commercials “Lost Dog”, they attempt to show that your “buds” will always have your back, just as Budweiser will always be there for you. Budweiser managed to relate this life lesson to their notable company and a wide-range of viewers. In the “Lost Dog” commercial they successfully persuade viewers to buy their beer with the use of rhetorical appeals including ethos and pathos, while also lacking in the third appeal logos.

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.

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.

Millions of teens and adults are faced with eating disorders and negative body images everywhere they go. Celebrities promote unrealistic standards and display what the “acceptable” body is. Because of our stick thin role models we have in the media today much of our society holds their own body image to the unobtainable standards of celebrities. People are bombarded with images of what’s “sexy” instead of what’s healthy (Helmich). In a world based around celebrities and media, shouldn’t they be promoting a healthy body image instead of the negative ones we are being smothered with?

Abstract: Excessive use of diet pills by American women stems from the idea that thinness is ideal. This ideal is unlikely to change in the near future, so the use of diet pills and other unhealthy fat diets is likely to increase. If women remain unaware of the health risks associated with the use and abuse of these unregulated drugs, rates of illness and even death are also likely to increase. In 1997, the use of diet pills directly caused seventeen deaths (Cohen). Medical professionals speculate that many other deaths are indirectly related to weight-loss drugs. FDA regulation of 'natural' substances such as ephedrine and caffeine would alleviate widespread use

Cultural reinforcement, the main tool involved in captivating an audience with a video text, is what Scholes believes to be the largest factor included in this Budweiser commercial. Without the cultural background of living where we do, comprehending the plot pummeled upon us in this commercial would be impossible. Without knowledge of baseball and its rules, we wouldn't know that the umpire had made a close, yet correct call, we wouldn't know that a screaming old white man running out onto the field was commonplace; we wouldn't even know why the man who swung the stick at the ball was running towards a white bag on the edge of a dirt path lined by grass. All commercials rely on some amount of previous knowledge, this commercial is no different. Late in the commercial in question, while the manager is toasting the umpire, and the Budweiser music is playing in the background, the viewer realizes subconsciously that the umpire has "made it," that he will live happily ever after, however untrue this may be. Our culture has influenced us so much that we almost require happy endings, within a 28 second commercial we can see the entire life of a black man unfold before our eyes, and by the time the commercial is over, we know he will have a happy life. The commercial doesn't actually sell beer, it simply sells the

My mom is the biggest supporter that I have, and Procter and Gamble (P&G) demonstrates this perfectly in their commercial. This commercial was featured during the 2016 Rio Olympics for a universal audience to see. Procter and Gamble put together a tear-jerking, heart warming, incredibly relatable commercial to promote their products and what they stand for as a company. They appeal to everyone who had a mom who supported them in some way and especially target moms who care for their children and want what is best for them. The usage of ethos, logos, pathos, and kairos play a very important role in ensuring their commercial is effective. Rhetorical fallacies are also important to P&G for making a persuasive and effective argument, although that argument may be false. The usage of

Advertisers use a variety of appeals to convince the viewer’s to buy certain products or bring a topic to the awareness of the viewer. The anti-child abuse announcement that San Francisco Human Services Agency released is no different. A public service announcement is designed to publicize a problem the nation is facing. Advertisements can appeal to the audience through a variety of elements such as images and speech. In this advertisement pathos and ethos are represented through the sounds and visual content while logos is presented through the statistics given at the end of the advertisement. With this advertisement it is also important to consider the

While this commercial does not display much logos due to the solely emotional premise of this commercial, it more than makes up for that void through the noteworthy use of pathos. Budweiser effectively puts the viewer’s emotions in a chokehold from the beginning when the lively puppy pops its head out from the pile of hay. This hold only grows firmer as the commercial progresses with lost dog posters, which feature a photograph of the lost dog and the horse. Next, Budweiser catapults the audience into an emotional roller coaster when “bud” is seen trembling in a box near a trash bay in the city, followed by an intimidating wolf approaching the travel-weary Labrador retriever. However, like most effective advertisements, Budweiser leaves the viewer with a warm feeling in their heart when the commercial is all said and done. This technique of presenting a story loaded with emotion appeals heavily to the American culture because people in society today often choose emotion over logic. These type of stories not only make the viewer more likely to buy the product, but also leave an imprint in the audience’s head that continually associates Budweiser with patriotism and the pursuit of the American Dream. While the pathos in this commercial is extremely strong, the commercial has absolutely no credibility without any ethos, which is more implicit than explicit. Budweiser is a traditional beer company that has always been supportive of both patriotism and the American Dream. This commercial alone proves that Budweiser has a strong ethos through the fact that this ad has over 29 million views on YouTube in only seven months. The lack of logos in the commercial is more than made up by the persuasion employed by pathos, and the credibility that the ethos of the

This threat creates a subtle pressure in the advertisement that carries 1950s attitudes into modernity. There is pressure on the reader of the advertisement to be a responsible, capable parent. In the 1950s, this “involved a reduction in the moral aspect of domesticity and an expansion of its orientation toward personal service” (Coontz 27). The advertisement continues this trend: while the copy states that the company has stopped targeting children, it hardly gives a reason. The closest is that “parents tell [Coca-Cola] they prefer to

The third way the advertisement tries to evoke a sense of “parental guilt” into a parent is by utilizing negative space. All the content in the advertisement is surrounded by dark space, the background is all black. The negative space creates a sense of fear in a parent that if you smoke your child will fade away into the blackness. The negative space also evokes a sense of danger in a parent, like something is going to grab their child and pull them away from them if they keep smoking.

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.