Rhetorical Analysis over the Dr. Pepper Ten Campaign
By the early 20th century, soda pop fountains were an integral part of drugstores around the United States. Throughout time, many brands started to become available and thus campaigns began. Many advertisements in the past always featured a tall, “hour-glass” figured women in campaign advertisements. If you compare Dr. Pepper from the early 1900’s, to present day, a lot has changed. A specific drink I would like to put into the spotlight is “Dr. Pepper Ten.” This new diet drink is being specifically branded towards men, being offensive to women.With the target audience being men, it encourages them to drink a “manly” drink.
The first notable difference from the usual diet Dr. pepper and the Dr. Pepper Ten is the color of the can. The original diet can is sold in a white can with the traditional maroon text. The Ten can, appears to have gun metal type of coloring and it doesn’t have wispy bubbles on the can
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Some examples of the Dr Pepper Ten campaign include: “Tastosterone,” “mankind,” and “it’s not for women.” Looking at the first word mentioned, it is blatantly referencing testosterone, a male hormone. Mixing the word taste into is promoting the drink. In my opinion, I think this is creative yet disgusting. The kind of ignorance to include that as a main slogan promoting a soda is ridiculous. Below are a few examples of advertisements within the Dr Pepper Ten campaign that focuses solely on word choice.
The picture on the right is something I would specifically like to point out. In only four lines of text, the word “manly” is referenced twice. When you account for the beard and the mountains, it is obvious that this product is targeted solely, only for men. If you look at the picture on the left, the phrase says: “Manliest low-cal soda.” This is also just emphasizing on the direct fact that this product is intended for men and only
Juice and soda have been around for a long time, however; during that time, two brands have weathered the societal storm of advancement and have stayed effective in their reiteration the nation over. Sunny juice and Crush soda are the two brands that I have chosen for my compare and contrast of the rhetorical strategies used inside their takes note. The chief advertisement we picked was from Sunny juice. This print advancement, which we found on the web, shows a container made out of 100% of vitamin C that have stayed in American culture since their hidden rising to reputation. Next, we have the Crush soda advertisement.
There’s a certain collective effervescence Coca Cola wants to be associated with drinking Coke. We all know the sort of “high” we get after going to a concert; Coca Cola wants drinking Coke to have that same effect on people. Describing collective effervescence, Shilling states “This force is experienced mentally and physically, and binds people to the ideals valued by their social group” (196). The ideals this ad wants you to have is drinking Coca Cola and having fun. This again circles back to Coca Cola drinkers being in an in-group.
The ad’s appeal to logos is entertaining and subtle. The many visual effects and vibrant background music provide the viewer with a palatable visual and auditory experience. The thematic elements of fire in the commercial will illustrate the experience of spicy when one eats a bag of Doritos “Blaze.” Correspondingly, the visual experience of Morgan Freeman in a icy palace exemplifies the cool, refreshing experience of enjoying a bottle of Mountain Dew “Ice”.
In Advertisements R Us by Melissa Rubin, she analyzes how advertisements appeal to its audience and how it reflects our society. Rubin describes a specific Coca-Cola ad from the 1950’s that contains a “Sprite Boy”, a large -Cola Coca vending machine, a variety of men, ranging from the working class to members of the army, and the occasional female. She states that this advertisement was very stereotypical of society during that decade and targeted the same demographic: white, working-class males- the same demographic that the Coca-Cola factories employed.
Annotated Bibliography Introduction: Examine different kinds of advertisements and the problem at hand with how they perpetuate stereotypes, such as; gender, race, and religion. Thesis: The problem in society today is in the industry of social media. In efforts to attract the eye of the general population, advertising companies create billboards, commercials, flyers and other ads with stereotypes that are accepted in today’s society. Because of the nations’ cultural expectation for all different types of people, advertisement businesses follow and portray exactly what and how each specific gender, race, or religion should be.
The drink’s name is essential for customers to go outside and buy it, yet, in the ad the company hardly mentions the name of the drink. If the advertisement included the drink’s name throughout the commercial and mentioned it multiple times it would bring more awareness to the drink. Awareness directly correlates with people not forgetting the name of the drink which in return will increase sales of that drink. To make the source more effective would be to include some humor or satire. Humor is a great way to include the audience into the ad but provides great entertainment.
These advertisements are created in a way that capture’s the audience’s attention and makes them want to purchase the product. In specific, the ad “It’s Beautiful” and “Taste the Feeling of Summer with Coca Cola” are only two of multiple others that sells their product successfully with the use of the rhetorical appeals:
Logos is identified as dietary coke that does not harm your body, in fact it gives you life. Through Taylor Swift and characters demonstrating positive behavior, you can determine the lag on how to drink dietary coke seems to be good for you. Ethos is credited to Taylor Swift, because it symbolizes Coca-Cola as extraordinary. The final statement that “stay extraordinary” closes the announcement.
Doritos were first introduced in 1968 by Frito-Lays. From 1968 until now Doritos have used many advertisements to promote their product. Over the years, Doritos has become a successful company and is known for their different flavors chips. During 1995 and 2013, Doritos created two different Super Bowl commercials that are broken down between their target audience, historical context, media choices/composition of advertisement and rhetorical appeals. In these commercials there are three rhetorical appeals being presented: logos, ethos, and pathos.
The advertisement I chose for this assignment is a Camel cigarette advertisement from the 1950s. The top half of the advertisement depicts an older male doctor smoking a Camel cigarette. The caption for the top half of the image uses rhetorical strategies to convince the viewer to purchase Camel cigarettes. The author of this advertisement uses different text sizes and effects to highlight what is important in the advertisement.
Dywane Wade This advertisements claim is that if someone drinks Gatorade, he or she will be as athletic as Dwayne Wade. The ad is persuasive because Dwayne Wade is one of the most athletic and skilled basketball players in the NBA, and he drinks Gatorade, so others feel that if they drink Gatorade that in return they will be just as athletic. Most people may not believe the ad to that extent, however they will at least realize the fact that if a professional athlete is using the product it must be a good decision. Gatorade made the advertisement effective because of its logical appeal, and since Dwayne Wade is a well known basketball player, and he drinks Gatorade other athletes may feel the need to as well. The color red is used a lot in this advertisement.
The intended audience in this commercial is the everyday person. According to Statistic Brain Research Institute, “96% of the world’s population can recognize Coke just by their logo”. With that being said, most age groups will buy the product because of taste and marketing techniques. While watching “Love Story”
However, it’s not like Coca-Cola needs to sell more drinks. Why should they bother advertising at all, when people would undoubtedly buy their products regardless? Well, the drink - and, consequently, the brand - has been around since 1886. Companies don’t survive that long without both quality products and consistent, effective advertising. This ad is just one of the hundreds, if not thousands of Coca-Cola advertisements that wants people to associate Coca-Cola with love, happiness, and family.
In the Sixties sexism was a widely accepted part of society but not in modern times. Commercials still stereotype women today but not nearly as much as in the Sixties. In the 1960’s Folgers Coffee commercial, the husband’s attitude towards the wife, Papa Eddie’s interaction with the woman, and the woman’s reaction to the men reveal the sexist attitudes of the time period. The husband’s attitude towards the wife gives an example of how women were perceived at the time.
GENDER & ITS ROLE IN ADVERTISING Nowadays, in society, the role of male and female have changed dramatically, as opposed to the prominent roles in history. Today women are changing to break out of the mold that which our society has placed her in. This is cannot be when it comes to role representation in the different advertisements. Nowadays different organization from medium to large are spending millions of dollars on developing their marketing strategies. They spent countless hours to study their target audience to study them so that they can attract them a better way to their competitors.