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
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
Hershey’s and Quaker are two well established brands in the snack food world. The weight of their names carry a specific ethos; a persona that will influence the consumer to buy their product, as it is a name that the customer trusts. Two advertisements are analyzed, both found in a February 2007 edition of People magazine: Hershey’s Extra Dark Chocolate and Quaker True Delight print advertisements. The main connection between these two prints is rather apparent: they are both snack foods, and they contain dark chocolate. However, both prints, as they are introducing a new product line, paint a new image of their merchandise: this snack food is healthy, ergo this creation should be chosen over all other products. Hershey’s Extra Dark Chocolate utilizes a cause-and-effect strategy by outlining that consuming their dark chocolate will improve cardiovascular health, backed by the logic and ethos of a study performed by a well-known university. Quaker’s True Delights, however, emphasizes the fact that their product tastes fantastic and is low in calories, in addition to using their ethos of their brand. Ultimately, both products utilize their established persona to draw
Advertising contributes in a large way as to why massive amounts of people that eat junky food. There is no doubt that the rich, colorful commercial...
The commercial clearly captures a typical everyday scenario of a man battling with the constant temptations of food and the lack of will power to control those urges and temptations. It displays the extremes a person will go to in order to simply satisfy a craving, while a strong willed woman helps to keep him on track in various and humorous ways.
M&M Minis are marketed toward kids by using an energetic marketing forum. They are usually shown running, jumping, and sliding around all over the place. There is a new flavor of M&M's specifically targeted at the increasing American Latino population. This new flavor is called dulce de leche, or caramel. Caramel has been a staple in the Latino diet for many years, so it is clever for M&M/Mars to develop this product and direct it towards Latinos. The elegantly packaged holiday gift box of chocolates called "Creations" is directed towards middle-aged women because it allows her to give a gift that she knows will be appreciated. It looks like it costs a lot more than the actual price and it is a familiar product everyone likes. The new confident image of the green M&M is aimed at women. Women can relate to her sexy and self-assured attitude. Women can also appreciate that "green's" allure comes from her personality and not her figure. M&M's works hard to make sure that their brands are at the back of consumers heads all ...
Each year, companies spend millions of dollars on advertisements. The main objective of the advertisement is to get their product or whatever it is that they are showcasing to sell. Every piece of the advertisement is very carefully chosen to ensure that it will grab the attention of the audience. The individuals who produce these advertisements use the appeals of rhetoric, which known as ethos, pathos, logos, and kairos. These appeals of rhetoric deal with emotions and logic and thrive on credibility and timing. Even advertisements that are geared towards children use these appeals to convince kids that they need to get their parents to buy them the product or to convince their parents to allow them to take part in an event. A close analysis of a Day Out with Thomas advertisement reveals that rhetoric is used effectively by the outstanding credibility, perfect timing, and happiness portrayed by the children.
Marketing campaigns for fast food are stronger and louder than ever now days. It is among one of the fastest growing strategies in advertising. For instance, the marketing of food in the mass media, particularly television has saturated children with advertisements touting all manner of fast food, cereal, and candy (Malvasi, 30).
With the media becoming the main source from which the current society gets their daily information concerning products, news stories, and entertainment, it is wise to think critically about the messages they are conveying to us. These corporations spend large sums of money every day in order to grasp our attention. The question as to whether or not they have their customer’s best interest in mind arises and leaves the public no answer but to look to the advertisements they have produced. Consider the pistachio industry using a woman with a whip to grasp the viewers’ attention. In reality, is a provocative image what it takes to sell us a simple bag of pistachios? With advertising decisions like these come negative consequences such as the common practice of objectifying and degrading women, along with influences on the cognitive growth of young girls.
Rhetoric is easily seen when comparing and contrasting these two forms of advertisement, as was 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. Therefore, analyzing them individually was not the challenge, but choosing which manipulated rhetoric the best was hard. In general, it is important to recognize and interpret the pathos, logos, and ethos in all things and