Throughout the seventies smoking cigarettes was one of America’s favorite past times considering it was “cool” and “in fashion”. One of the biggest and popular cigarette brands of the time was Benson and Hedges, and their newest product branches were Benson and Hedges 100’s, the cigarettes being advertised. Advertising provides a direct line of communication to existing and prospective customers about a product or service. The purpose of advertising is to coerce customers to become aware of the product or service and to draw customers to a business. This specific Benson and Hedges advertisement was released in 1971 as part of a playbill for “Lenny” only two years after antismoking ads became more prevalent and the Cigarette Smoking Act of 1969 was made. In 1969, it was …show more content…
Ethos convinces someone of the character/credibility of a company/producer. White, bold faced text practically screaming “Benson and Hedges 100’s” makes the viewer feel like he/she should already know what brand they are. The barber holding up a mirror to his smoking client makes the viewer feel like if they have Benson and Hedges they will look marvelous as well. Pathos tries to convince the viewer of an argument by creating an emotional response. The slogan “America’s Favorite Cigarette Break” is used to drive the viewer to feel like America has decided that Benson and Hedges are the best so the viewer should purchase it as well. Logos is a way of persuading the viewer by reason. The smallest text possible that the eye can read easily gives the statistics the FTC reported about the mg of nicotine and tar in the product. Also, in the same sized font is the warning of health label. If a viewer was questioning whether or not to buy the product, statistics may sway them in any given direction and compel the viewer to feel that if the warning is so miniscule it may not be serious enough to be that much of a
The Snuggie, a device that has been sold millions of times has one of the best examples of a company using pathos, ethos, and logos to sell their products. They use many different examples of this by the timing of this advertisement being aired when the recession hit the United States. The original Snuggie ad appeals to pathos, ethos, and logos in the pursuit of selling the most amount of Snuggies. They do this by playing into a persons, emotion, character, and reason to sell Snuggies. Pathos, ethos, and logos are modes of persuasion used to convince audiences.
The advertisements use rhetorical devices such as ethos, pathos, and logos will be used to further understand how this organization’s advertisements appeal to their audience on all levels. Ethos is an appeal to
My favorite ad is #CATmageddon by the organization, Truth. This commercial started running in the beginning of the year and used video of current internet cat memes such as, Keyboard Cat, Roomba Shark Cat and Pirate Cat along with facts and slogans to address Truth 's anti-smoking campaign, "Smoking Kills pets too". The video first presented the fact that cats are twice as likely to get cancer if their owner smokes. This demonstrates the use of rhetoric logos to convince the audience with logical reasoning. In addition, the video also uses pathos, the love and enjoyment people get from watching cat video.
Ethos, Pathos, and Logos are rhetorical devices used to persuade an audience to do what you say. Ethos comes from the Greek root of ethics and is all
Logos is shown because they us Terrie who was an ex-smoker whose life had become more difficult because of smoking,because of smoking she lost her teeth, hair and has a permanent blowhole. In the advertisement she states in that she has been smoking since the age of seventeen and that she is was fifty-three, she eventually
McDonald's Advertisement Is Rhetorical What do you do when you’re hungry for breakfast, but don't have the time to cook? Maybe McDonald’s Egg Mcmuffin pops into your head because you're really hungry or maybe it's the giant billboard you saw advertising McDonald’s Egg Mcmuffin. McDonald’s first opened its doors on April 15, 1955 and is most famous for its Big Mac, Filet-O-Fish, and the Egg Mcmuffin.
Advertising is an attempt to persuade an audience. Companies who create these advertisements want people to buy their products, to enlist their services, or to support an organization or cause. The way they deliver these messages should match the habits of the targeted audience. This image is an advertisement for the new Chrysler 300. It is from Ebony magazine.
Extra -Gum Advertisement The purpose of this commercial is to encourage the viewer to realize the importance of a stick of Extra gum in their life. The commercial begins with a tender moment between a new father and his young daughter as he chews a piece of Extra gum and makes an origami bird out of the wrapper. The father’s act of giving an origami gum wrapper to his daughter is repeated through different stages of the daughter’s life: at her birthday, at the beach, at the ball game, at the house with a date, and an emotional moment ending with the father’s discovery that she has always kept the origami birds in a special box. The audience of this commercial is everybody who are chewing gum and there is no age limit.
At the end, a sticker appears that says quit and gives the logo and the website of the antismoking company that engineered the ad. The commercial utilizes rhetorical appeals to draw the audience in, then persuade them to stop smoking. Quit’s aim is to reach older men and women who smoke and have kids. This is clear because they use a mother and child to convey their message.
Rhetorical strategies including pathos, ethos, and logos are stylistic elements often used as a persuasion technique to get an audience to either buy a product or participate in something. Advertisements almost always have at least one of these three components, and Super Bowl commercials specifically are renowned for their entertaining use of these strategies. Of the many Super Bowl commercials, two stood out to me for their in-depth use of all three of these rhetorical strategies. The first commercial combines the extreme measures taken by an overprotective dad and the new Hyundai Genesis. These two seemingly unlike ideas are brought together in a collaboration that effectively use pathos, ethos, and logos to prove the audience of their product.
To make a good advertisement, a company must take the rhetorical concepts into consideration. With theses methods, a perfect advertisement can be produced. These steps are known as ethos, pathos, and logos, each one of which has a different effect on how one perceives the image. Ethos is a method which allows the viewer to believe what the advertisement is trying to reveal. Pathos is a method that appeals the viewers emotions.
Ethos imagery focuses on the viewer questioning the author’s credibility. Logos focuses solely on logic and reasoning. Pathos is the only rhetoric device that persuades an individual by appealing to their emotions. Appealing to individual’s emotions stimulates a response. That response is first emotional, such as getting sentimental over seeing an underprivileged child, or feeling insecure about yourself, or even patriotic after seeing your countries flag.
Ethos is the ethical appeal and how we choose to persuade our target audience through using character and credibility with purpose so that they will embrace us as a brand or even listen to the message that we are trying to tell them. Pathos is the emotional appeal, the underlying means to connect with our
Rhetorical Analysis of Colgate Advertisement Most people take care of their teeth, and in doing such, need to buy products to keep their teeth clean, and healthy. Advertisements for a toothpaste company need to be persuasive to their customers so they can keep the business. Color schemes, rhetoric, statistics, and even celebrity endorsements can all be used in advertisements to hook a customer on a product. Dental hygiene products are extremely important to some, and companies must be careful, and meticulous about how their merchandise is being portrayed.
Ethos is utilized by establishing credibility towards the company. Pathos is utilized the most within the advertisement to appeal towards the emotion side of its intended