Stress Test #64267
For many years now, advertising has managed to have an effect of everything around us. Good or bad, the true purpose is to clearly convey their message to the targeted audience. To achieve this, advertisers will commonly use rhetorical appeals to successfully persuade their desired audience. Secret Deodorant’s “Stress Test” ad utilizes various colors, and ethical and emotional appeals to effectively grab the audience’s attention.
The “Stress Test” uses ethos to effectively develop trust between the advertiser and consumer. In Laura B. Carroll’s “Backpacks vs. Briefcases” she explains the use of ethical appeals and how they are used in advertising. Ethical appeals are not only used to persuade the consumer to buy something
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It is believed that emotional appeal can be the most common and effective rhetorical appeal used in advertising. Authors, Tapan K. Panda and Kamalesh Mishra, elaborated on this in an article titled “Does Emotional Appeal Work in Advertising? the Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude”. They both noted that, “ad-evoked feelings have direct influence on attitudes towards the advertised brand and purchase intention”. By this, the authors are saying that with the help of emotional appeals the ad can directly elicit a certain perception that the audience may now have of the ad. Referring to the “Stress Test” ad, the body language being shown is portraying a sense of anxiety within the advertisement. The woman’s face is pressed against the ad as her hair is going in different directions and she has a distressed look on her face. There also appears to be objects such as a mascara tube and astronaut helmet floating in the background, creating a sense of chaos for the reader. The target audience could relate to the ad because everyone has experienced stress before and this product claims to “take on stress sweat”. The purpose of this appeal is to persuasively induce a feeling of anxiety that is implied through the body language and text found on the ad. As a result, the ad effectively displayed pathos to demand the audience’s attention. Not only can …show more content…
Which only brings up the question, why is the background simply colored blue and not in outer space? Color is commonly used to affect ideas, feeling, and moods. Many of these colors are used to grab the reader’s attention. The main color to be focused on in this ad is going to be the color blue. With all the object floating around the ad, the main color seen along with the product itself, is a sky blue. In Gregory Ciotti’s “The Psychology of Color in Branding and Marketing”, he discusses the effects that color has on the world of advertising. Ciotti states, “colors influence how customers view the ‘personality’ of the brand in question”. The article states that color blue is commonly associated with having a sincere, honest, wholesome, and friendly brand personality. This will create a very reliable down to earth experience for the audience. The author also gives the readers an illustration of a color emotion guide. This guide is used to show how each color can evoke a different emotion from the audience. Blue gave off the feeling of dependability, strength, and trust worthiness. These are all things that someone would most likely expect out of their deodorant brand. The essay also brought up statistical studies regarding the favorite colors of men and women. This resulted in blue coming in first place of which 35% of those tested chose blue. The author also
In the ad, the burger is magnified to the point where fine details are made obvious and flavors can be hypothesized. Fowles describes images of such to be “primary and primitive” and emotionally appealing, which attempts to find its way into the minds of viewers (Fowles 76). The burgers position is placed in such a way to where it becomes the primary object that captures the consumer’s attention and interest. Also, in the ad there is a contrast of colors that help bring depth to the burger, such as the black background, to make it appear as if it’s easily attainable to the consumer. The contrasts of ingredients in the burger (bright green lettuce, bright red tomatoes, and orange burger buns) help make the burger stand out, especially when placed over a dark background.
The emphasis on supporting small businesses and independent artists helps to create a positive reputation for Etsy and appeals to audiences who value social responsibility. Additionally, the sentimental music and heartwarming moments evoke emotions in the audience, creating a positive association between Etsy and positive emotions. However, the heavy reliance on emotional appeals may come across as manipulative or insincere to some audiences. To address this concern, the commercial heavily relies on ethos, or ethical appeal, to establish the credibility and trustworthiness of Etsy as a platform for finding unique and personalized gifts.
For many years, companies have utilized advertising as a useful tool to promote their brands, convey a message, or sell their products. In today’s world, advertisements can be seen almost everywhere from enormous billboards along highways to a diminutive ads on a phone. But not all advertisements are successful. To convey a message, advertisements must contain rhetorical devices such as pathos, logos, and ethos. A good example of how rhetorical devices are used to persuade an audience is the Edward Jones “Nine Days” commercial.
Robin Williams once said, “No matter what people tell you, words and ideas can change the world”. So, why limit those words and give people ownership of them, shouldn’t everyone have free access to words? Ira C. Herbert, from the Coca-Cola Company didn’t thinks so. Herbert, in his letter to Richard Seaver, Executive vice president of Grove press, demanded that Seaver should discontinue the use of the phrase, “It’s the Real Thing” in their advertisement because Coca-Cola has made use of it in their advertising in the past. Seaver replied adopting a very sarcastic and mockery tone.
Advertisements: Exposed When viewing advertisements, commercials, and marketing techniques in the sense of a rhetorical perspective, rhetorical strategies such as logos, pathos, and ethos heavily influence the way society decides what products they want to purchase. By using these strategies, the advertisement portrayal based on statistics, factual evidence, and emotional involvement give a sense of need and want for that product. Advertisements also make use of social norms to display various expectations among gender roles along with providing differentiation among tasks that are deemed with femininity or masculinity. Therefore, it is of the advertisers and marketing team of that product that initially have the ideas that influence
This author used pathos, ethos, and logos to persuade the viewer to buy their gum via emotional triggers and subtle details. When people see this advertisement, they are immediately given a unique perspective of Extra Gum. The author established ethos in the commercial. The commercial has a couple scenes of the daughter as a teenager.
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.
In the Budweiser commercial “Puppy Love” it utilizes the persuasion tool pathos for specifically this reason. The commercial follows a puppy that constantly sneaks away to visit his friend a Clydesdale horse (Budweiser Brasil). However, the puppy is always found by a man who returns him to his caretaker (Budweiser Brasil). The story of a cute puppy is already enough to get the average viewer to show an emotional response. Add that to a friendship with a beautiful Clydesdale horse and that is sure to get the viewers’ hearts warmed.
This commercial is incredibly heartwarming and cinematically beautiful, set in a field of flowers with a beautiful mountain range in the back, this commercial is designed to evoke an emotional reaction. Obviously, producers of this commercial used pathos, the rhetorical device that takes advance of people’s emotions to convince them. By featuring dressed up pets running around, it evokes a warm and fuzzy feeling, one that people are most likely to remember the next time they are shopping for
The impact of advertisements over the last few decades has transformed tremendously due to the close relationship between media and pop culture. Ads have switched from simple black-and-white newspaper columns to star-studded, mascot-driven television commercials that engage the viewer on a deeper level. The reason for this switch stems from the producer’s responsibility to impose the correct ethos, pathos, and logos on the consumer to convince them to buy their product in an attention-grabbing way. Ethos refers to the credibility of a source, pathos is the emotion received, and logos deals with the logical, statistical side. In partnership with their bee mascot, the Cheerios commercial from February 2023 utilizes ethos, logos, and pathos to
Watching the commercial, the intended audience for an adult man with a son. I say that because the main character’s are an old man and his son. This commercial instills values like the past meaning reliving what you loved and also family. It’s not effective because it doesn’t use the Rhetorical Appeals like Ethos and Logos but, it does include Pathos which makes it somewhat good. Pathos is a Rhetorical Appeal that the commercial does portray in many forms.
The Use of Rhetorical Devices in the “Google Home” Super Bowl Commercial Companies and other forms of media strategically use the three rhetorical appeals, ethos, pathos, and logos, to market goods and/or promote ideas. The appeals have been used for centuries are still prevalent in all types of modern day propaganda. If used correctly, ethos, pathos, and logos can be used as clever tactics to engrain information into the brains of consumers. One of the more notable ways that brands use these appeals are commercials. Google, the world’s most famous multinational technology company, used the three appeals to reach success.
Advertising has been around for decades and has been the center point for buyers by different subjects peaking different audience’s interests. Advertisers make attempts to strengthen the implied and unequivocal messages in trying to manipulate consumers’ decisions. Jib Fowles wrote an article called “Advertising’s Fifteen Basic Appeals,” explaining where he got his ideas about the appeals, from studying interviews by Henry A. Murray. Fowles gives details and examples on how each appeal is used and how advertisements can “form people’s deep-lying desires, and picturing states of being that individuals privately yearn for” (552). The minds of human beings can be influenced by many basic needs for example, the need for sex, affiliation, nurture,
No one would think to do a rhetorical analysis on such a humorous popular super bowl commercial. I discussed the author by giving a breakdown on the company and providing statements of how long they've been around and how they have continuously been one of the most popular laundry detergent brands. When talking about the audience I provided some insight in who the primary audience is and how tide switched up from making generally feminine aimed ads. Finally within the text I broke down the main components of Ethos and Pathos in the paper and how it strengthened the ad. At first it took me awhile to understand what to write the paper on, but while watching the Super Bowl I had the idea to select an advertisement from there.
Moreover, the infinite passion, the recognizable faces, and the glory of winning to ordinary people made what it takes to move the spirits of audience. Therefore, I believe the advertisement was effective