Break the Cycle and the National Dating Abuse Helpline have collaborated together to produce an ad that not only appeals to younger people, but also brings awareness to dating abuse. The advertisement titled, “Dating Abuse Affects 1 in 3 Young People” is set up in a way that gets young people thinking about the frequency in which dating abuse happens (Ede 86). The purpose of this visual analysis paper will be to analyze the ad’s use of Aristotle’s three appeals. While pathos and logos dominate the ad, ethos just as importantly supports the ad’s persuasive purpose.
The cotton advertisement utilizes both pathos and logos to convey their message. The ad uses pathos by presenting the consumer a picture of a group of friends smiling and laughing. The example set by the picture, sends the message that if the consumer purchases items from that company, that they too can be as happy as them. However irrational the message, the ad is able to send a subconscious message to the brain which ultimately will help determine the conscious decision of whether or not the consumer would buy the products. Additionally, the company’s logo in the bottom right corner of the ad followed by the website, shows ethos. The company’s logo and website embellishes their authority and professionalism, which in turn creates trust in
The Grande Odalisque is an oil painting from 1814 by Jean Ingres. The painting is of one of the most famous harem girls in the history of art. The girl is young, nude, and beautifully lounging in a luxurious environment with a turban on her head an a peacock feather fan in her hand. This painting is currently located at the Louvre Museum in Paris and can be found in any art history textbook. The word Odalisque in the title is a French term for a woman kept as a sex slave in a Turkish, Persian, or Arab harem. In lecture we are shown how this image has been borrowed and modernized for an advertisement in a 2005 magazine for a cosmetic lotion. The image is also of a young nude girl lounging and showing off her smooth shiny skin with a turban located on her head and a peacock feather fan in her hand. This ad now has a level of credibility or ethos added to it now that we know of its origin and this may help sell the product better. This image also comes with an ideology that can still appeal to people in the 21st century by giving us a belief that men want to have a harem and for
Most Shocking Second a Day Video it is based on a little girl’s life change. This visual argument shows how in an exact year a Syrian girl’s life completely falls apart because of the war. It shows how the development of an armed conflict negatively impacts the life of a child. In just one minute and thirty-three seconds this advertisement managed to represent the situation that many kids are facing. The rhetorical appeals and the compositional features of the video make the audience feel touched by the experience of the little girl making the argument effective. Nevertheless, it fails to support logos making pathos and ethos the most important appeals of the argument.
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
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.
Ad design is used to persuade the audience since the overall design is using a bright and vivid color scheme to drawn a person into looking at the advertisement whether the person was flipping through or reading an article nearby. The ad design also uses psychology, as bright colors commonly causes individuals to become energetic and optimistic which the advertisement is fully taking advantage of by using its color scheme and trying to get the audience to try the popchips because an optimistic individual would be more likely to try out the popchips. The ad along with ad design uses word choice to draw individuals into buying their product. One example of the word choice is “undelicious” which follows “never baked”. The word isn’t a proper English word, but it has an impact on its audience because the words unappetizing, distasteful and unsavory doesn’t have a large as an impact as the word “undelicious” and using this world will give a better understanding for more of the younger teenagers who are just starting to become conscious of physical appearance. Another word choice is “guilty”, the word “guilty” has a stronger connotation than other synonyms such as ashamed, or remorseful causing it to draw individuals into the advertisement especially if it is paired with “less”, as it draws individuals with an insecurity
Advertising is a form of propaganda that plays a huge role in society and is readily apparent to anyone who watches television, listens to the radio, reads newspapers, uses the internet, or looks at a billboard on the streets and buses. The effects of advertising begin the moment a child asks for a new toy seen on TV or a middle aged man decides he needs that new car. It is negatively impacting our society. To begin, the companies which make advertisements know who to aim their ads at and how to emotionally connect their product with a viewer. For example, “Studies conducted for Seventeen magazine have shown that 29 percent of adult women still buy the brand of coffee they preferred as a teenager, and 41 percent buy the same brand of mascara” (Source
Another rhetorical strategy used by CoverGirl in their ad campaign is logos. The ideology that CoverGirl is trying to sell is that women should be perfect and pretty at all times. Ellen’s commercial pokes fun at women who are aging and encourages them to try to cover the wrinkles with their product. Her message is introduced with humor, but it appeals to a person’s fears. No woman wants to be laughed at or called “wrinkle face”(Ellen). They do not want to be insulted like Ellen joked, so they should use the product to prevent it. Ellen and Sofia’s commercial uses humor to sell their product. Queen Latifah tells her audience that they can save time and money by using the product she is advertising because it can save them time and money (Queen). They also use the tagine “Department store beautiful for less” (Drew). They are trying to convince the audience to buy the product by saying that it is just as good as department store brands, and it is cheaper than the department store brand. It is good quality makeup for less. Why would anyone go spend more money on a product if they can get the same product for less? This appeals to logic. But, this is not the only strategy used by CoverGirl.
The following analyses will be performed on an advertisement about cold medicine-DayQuil and NyQuil presented by “Vicks”, which is posted on one of the pages of Health magazine. The purpose of this ad is to deliver the information about this medicine to the consumers and encourage them to purchase this product. This advertisement is very effective in selling the described above product by using all of the rhetorical appeals and by being placed in the magazine, that target readers concerned about their health.
Running is generalized by the world as just a way to stay in shape, but Asics shows that this one way of exercising has more to offer than the perks of its weight loss. They promote running as a way to run away from negativity, and break through to become a positive and more radiant version of you.
Advertisement two: Calvin Klein is a dark-full colour advert, for Calvin Klein Jeans advertisement (Figure II). Nudity combined with the body position and body language make this a highly sexual ad and a solid reason for its inclusion in the study. The Calvin Klein advertisement features a woman with a nude torso positioned on top of man with a nude torso. The visual elements presented in the second ad by Calvin Klein create visual texture; the ocean/rocks surrounding the human figures creates a frame focusing the eye on the bodies in the centre. The woman’s fixated body pulling away from the male model attracts the viewer down her arm, to her waist pointed at the logo at the bottom of the page (right-hand-side). The females almost exposed breast in the centre of the ad is positioned under the man’s arm. This juxtaposition
The first canon of rhetoric is invention. Lori Moses defines invention as “the identification of the target audience so the message can be tailored to them, and the use of logical rationale to appeal to the needs, concerns, or desire of that audience” (Moses 59). The target audience is the group of people the media message is intended for. Demographics and psychographics are the basis for defining a target audience. Demographics categorize characteristics such as age, marital status, income, education, employment, gender, and race. Psychographics categorize personality traits, behaviors, attitudes, and desires (59) John Barry argues in his article “Business Psychographics Revisited”, that understanding psychographics are imperative to creating
The ad used is by DiamondAura which was found in the magazine Psychology Today. The advertisement uses the three rhetorical appeals to have people notice the ad. The ad mainly uses the basic appeals of advertisements. The ad is about jewelry for cheap pricing, this one specifically about diamond rings. With the large picture of a diamond ring and large heading DiamondAura aim to draw the attention of women or men looking to buy. Overall the ad is not successful because it is too lengthy and empty of color.