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Example Of Rhetorical Analysis In Advertising

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Commercials are a part of every American’s life. From the series of 30 second ads in between your favorite television show to Pandora’s brief intermissions interrupting your favorite music station. Whether you find them annoying, funny or simply informative, companies have one goal: to get your attention. They do this by using a rhetorical devices: reasoning (logos), credibility (ethos) and emotion (pathos). My analysis will discuss how one of the largest insurance companies in the U.S. failed at using pathos when they aired a controversial and depressing ad, then, succeeded at winning audiences over using ethos in an ad featuring a well-known NFL champion. Ethos is a means of persuading someone using the character or credibility of the persuader. This is done by relying on the character’s morals, experience and reputation. Pathos is known as an appeal to emotion. It is a way of persuading the audience of an …show more content…

In 2014 the insurance giant created a sponsorship with the NFL, relying significantly on the influence of Football legend, Peyton Manning. Although, Manning is no stranger to the television commercial industry, the relationship between Nationwide and the football player proved to be especially successful resulting in over 10 advertisements starring the Super Bowl champion. The elder brother to a fellow NFL player and the son of one too, football was something Peyton exceled at. He is known as one of the greatest Quarterbacks in NFL history. Due to his impressive on field performance, he has broken many records such as the NFL player to win the most MVP awards and the highest paid player in the NFL. Although his twin children and wife tend to stay out of the limelight, they create a connection with viewers showing he shares the same family values as many Americans. Relying on his image, reputation and moral character, Nationwide used Manning’s credibility to increase their

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