Toothpaste Troubles Popular brands and companies typically rely heavily on brand names to unfairly convince people to buy their specific product, even though another brand would likely work almost the same. In order to do this, those companies use many elements of ethos, but they also attempt to establish the superiority of their brand with logos and pathos. In the commercial, “Colgate Dentist DRTV,” the brand attempts to persuade consumers to buy Colgate Total toothpaste by presenting their name and relatable women, followed by attractive visuals, but ultimately the advertisement fails to provide enough logic to convince a well-informed audience that it truly matters which brand of toothpaste they buy, and that Colgate is better than any …show more content…
The commercial opens with a video of a smiling African-American woman discussing plaque, a common dental problem that many people can relate to, and that her dentist recommended Colgate Total to help. After that, a smiling white woman appears on the screen and explains that she assumed bleeding while brushing meant that she brushed her gums too hard, but her dentist explained that gingivitis could be the real cause, and Colgate Total could help. These women are multiracial, middle-age, and share stories common to many different types of people, causing adult consumers to begin to feel connected to them. After that, Colgate attempts to introduce an expert to further persuade the audience by having a man dressed as a dentist elaborate on the superiority of the brand, but Colgate fail to establish his personal credentials or the source of their claim that Colgate Total is the number one dentist recommended toothpaste. Colgate attempts successfully appears reliable, and also leans on the emotional appeal of attractive visuals instead of providing real …show more content…
The actor dressed as a dentist boldly asserts, “Only Colgate Total has an antibacterial ingredient.” The simple statement without a source does not logically convince adults who think about the fact that other brands probably contain a different antibacterial ingredient. The brand attempts to provide additional logic, but this too has no clear basis. The man states, “Only Colgate Total reduces plaque by up to 98% and gingivitis by up to 88%.” These statements appear in text on the screen, but lack any listed sources or studies that could support the claim. Without another brand to compare Colgate Total to or studies proving the superior effectiveness of the toothpaste, many educated viewers could see that the commercial has no real scientific basis or supported logic behind its brazen claims, leaving the audience feeling as if Colgate simply provided them with a pretty face that will provide no real
When viewing this advertisement, one can say it is effective in a way by using the tactics of ethos and pathos. Moreover, relating back to our common struggle with acne in comparison to a well-known celebrity, Adam Levine. Adam was trying to make it seem as if he went through the same phase any normal non-famous teenager would experience. Thus, this advertisement was effective in persuading the viewers who endeavor with acne and wish to stop being held back form living their life into buying Proactiv’s
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
The media continues to surround us with various advertisement to persuade us one way or another. Although they might be plain and simple to see, they always have an underlying message behind them. In particular, a great example that displays this is the advertisement “Sense of Community” with Dr. Jay Grossman. “Sense of Community” presents us with a poorly made picture of Dr. Jay Grossman in a dentist office treating a “homeless” patient. Some may assume that this advertisement’s purpose is to exhibit the noble deeds and great qualities that he has as a dentist, however, this is incorrect. In my opinion, according to some evidence that are made visible by the author, what he truly wants the audience to believe is how great being in the
The article I have chosen for my rhetorical analysis is #Gamergate Trolls Aren’t Ethics Crusaders; They’re a hate group because it seemed interesting. The reason I was drawn to this article was because of the title, I was interested to know what it meant. This article, written by Jennifer Allaway, is about gamergate, an online gaming community, and the hate they show towards others. Jennifer does research on sexism in videogames and how it correlates to the gamers that play these games. She was collecting data from different organizations by using a questionnaire that gathered information on diversity in the videogame community. When some gamergate members
Becoming a critical reader means learning to recognize audiences, writers, points of view and purposes, and to evaluate arguments. In addition to the rhetorical triangle, structure of an argument, and rhetorical appeals, you should look at the following devices used by authors when performing critical analysis. Keep in mind too that these are only some of the devices, and that authors may use other rhetorical devices as well.
In everyday life we are bombarded with advertisements, projects, and commercials from companies trying to sell their products. Many of these ads use rhetorical devices to “convey meaning [,] or persuade” their audiences (Purdue OWL) . Projects, such as the Dove Self-Esteem Project uses native advertising in their commercials, which refers to a brand or product being simultaneously and indirectly promoted. In this essay, I will analyze the rhetorical devices, such as ethos, pathos, logos, and kairos, as well as the fallacies corresponding to each device, that the Dove Company uses in their self-esteem project .
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
This next ad is an example of a Hasty Generalization. A Hasty Generalization is a logical fallacy that gives a conclusion based on insufficient or biased evidence. This specific ad tells the viewer that 9 out of 10 dentists recommend the advertised toothpaste. It does not mention how many dentists they asked or if they received an incentive for recommending the product or really any information about the statement. That is why people should be aware of this fallacy; sometimes the information that is given is simply false. The background of the ad is blue, which gives the viewer a calm or fresh feeling. It also has a tooth with banners claiming the toothpaste provides “sensitivity relief”, “cavity protection”, “freshens breath”, and “helps maintain
The commercial for Deep Magic Facial Cleanser starts out with a beautiful blond woman putting on makeup, this sets the mood for the commercial by implying beautiful people use this product. It then moves to a screen with a middle aged man briefly explaining the product and its benefits to the customer, the US is the face cleaner. To further the point that their face cleanser is better than any other, they show their face cleanser works, this is the UR. When a beautiful dark haired woman, is using Deep Magic Facial Cleanser to take off her make-up, this is the CS, showing that beautiful people use this product to stay beautiful. Finally, they add to the benefits along by telling about a new cost cutting deal of two bottles for a reduced price, resulting in the CR response, buy now this amazing product is on sale. The commercial ends with a clip of a full audience clapping
Frontline takes an in-depth look at the multibillion-dollar “persuasion industry” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements. Paragraph 7: Conclusion Rhetoric is easily seen when comparing and contrasting these two forms of advertisement, as has been proven. Between the Doritos commercial and the smoking billboard, examples of pathos, logos, and ethos were not hard to find. Both advertisements, though, were different in their ways of expressing rhetoric.
This is the final way that ads use to influence audiences to buy their product over another. The Pepsi ad provides a website that onlookers may visit if they wish to learn more about the “Pepsi Refresh Project.” By citing this website the ad has appealed to audience’s logical reasoning. However, unlike the Pepsi ad, the coke ad provides its fact on the advertisement. The ad informs readers that coca cola has been around for over 84 years. This is a better way to appeal to a person logical understanding, because the information is right there, and they do not have to go to a website to find information about the product. Overall, both advertisements provide information about their product in an attempt to persuade audiences to buy either Pepsi or Coca
Invoking feelings and bits of emotions like advertisement do, causes viewers to feel more connected to whatever is being advertised or presented. The use of feelings and emotions in a persuasive manor is referred to as using the pathos persuasive technique and is one of the most popular techniques used in our culture today. The feelings created from an ad like this could range from anger, to jealousy, sorrow, and even fear. This specific ad is oriented towards the specific emotions of determination and fearlessness that a quality competitor should have. Its displays the message to not ever give up and push on because the failures that even the greats of the sport have had motivated them to be better and become who they are today. The use of pathos helps Gatorade make it sound like anyone can succeed if they use their product by determining the viewers and providing that little bit of a push. This is meant to light that fire of emotion inside someone to do their best. Gatorade has been able to do the same thing with each of their commercials and that feeling you get when you watch commercials like that is due to the pathos persuasive
A small smile, a booming laugh, and a little play on words helped Pepsi’s ad “Scary Halloween” reach viral status on social media in 2013. Ads can be a triumph or a failure depending on how well the rhetorical appeals of logos, ethos, and pathos are used to convey an ad’s message. This ad’s largest draw was its use of pathos, making the viewers laugh and smile alongside Pepsi over their sly jokes.. “Scary Halloween” also engaged the audience by causing the viewers to cringe at the thought of their chosen soft drink being replaced. Pepsi also has massive amounts of credibility in the soda industry since it has been on the market for over 100 years, giving it ample room to poke at its competitors. Pepsi’s Halloween ad was successful because of
The mass production of consumer products has given rise to excessive use of branding. Due to increase in competition between companies that produce similar products, companies now aim to differentiate their product from others by solidifying their brand identity and creating awareness about their brands. The utilization of such branding strategies would not be much of a concern if they were only restricted to consumer products like food, clothing, beverages (Coke, Pepsi), etc. However, the influence of these strategies extends well beyond that. Even pharmaceutical companies have undertaken the approach of Direct-To-Consumer Marketing strategies where they target millions of healthy Americans by exposing them to persuasive commercials in the hope that they would buy the drugs sold by these pharmaceutical “brands”. This approach is very contrasting to the strategies used by pharmaceutical companies in the past. Previously, when patients needed medical attention, they would consult their doctors who would prescribe an appropriate medication for curing their illness. Due to this, pharmaceutical companies would target their marketing to medical professionals and doctors by promoting their drugs at conferences and in medical journals. However, today they have started using Direct-To-Consumer marketing strategies that entail consumer advertising, which directly target the consumers. The purpose of this research paper is to analyze the ways in which pharmaceutical companies use Direct-To-Consumer marketing for selling ailments to healthy customers and disillusion them into believing that they have a disease. To support this argument, the research paper will touch upon various marketing strategies that pharmaceutical companies use to creat...
In conclusion, Colgate’s advertisement used Logos, Pathos, and Ethos to reveal to the world that they have the best toothbrush out there. Their advertisement persuades everyone who has teeth to go out and buy their new product which is a toothbrush. The advertisement used Ethos, Logos, and Pathos to persuade viewers to buy their product. Although throughout the years, they’ve extended their products, their sales have gone down