Category: Advertisement

Analysis of Nike’s ‘Best Day Ever’ Advertisement Through Jib Fowles’ Fifteen Basic Appeals

In 2021, Nike spent 3.1 billion dollars on advertisements. Companies put this much money into their advertisements to show that their product is the best one on the market. By analyzing Jib Fowles’ fifteen basic appeals, in this essay, I am going to understand the ways in which commercial advertising, specifically Nike’s ‘Best Day Ever’ ad, uses all of these appeals to get people to buy their products and goods.

For my analysis paper, I chose Nike’s ad ‘Best Day Ever’ because I am an athlete and I can relate to everything being showcased in the ad. The ad starts by showing us a young athlete who wakes up early to the sound of her alarm to go on her first run ever. She is still tired but wants to reach her running goals, so she gets outside and runs. In the next scene, a track runner runs a sub-10-second 100-meter run. Next, the ad features scientists that discovered that growing shoes on plants won’t cause pollution like producing them in factories does, so the video shows them cutting shoes off plants. In the next scene, the ad showcases Lebron James dunking the ball in a game where he scores 100 points and breaks Wilt Chamberlain’s record. The narrator then tells us that the WNBA will surpass the NBA in viewers, and the first marathon will be hosted on Mars. In the last scene, A’ja Wilson proposes to world leaders that sports should be a right.

In an effort to understand how advertising affects people Jib Fowles created fifteen basic appeals, which were heavily influenced by the work of writer and psychologist Henry Murray. The first basic appeal is the need for affiliation, which is the desire to be in good company, create family bonds, and establish healthy relationships with friends. Many people want to be affiliated with pro athletes and the best sportswear brand. The next appeal is the need for sex. This appeal is not used often in advertising because it distracts from the message. Fowles found that people do not remember ads that contain sex or nudity in the way that advertisers want them to. The next basic appeal is the need to nurture. This appeal targets women and their need to take care of children and animals. An example of this is seeing ads in the paper or on TV about dogs needing to be adopted. Many people fall for this and end up adopting a dog or animal. The next basic appeal is the need for guidance. Many people need to be pushed in the right direction with classwork and life and to be told life lessons whether it is from mentors or family members. Many people will buy products because advertisers target their traditions. The next basic appeal is the need to aggress. This appeal is “feeling the pressures of the real world to create strong retaliatory feelings in every human. These impulses can come from bursts of anger and violence” (Fowles, 282). Advertisers demonstrate the need to aggress in ads that show people disagreeing over a product. The next basic appeal is the need to achieve. This appeal refers to pushing people and overcoming obstacles. Once people overcome these obstacles, they can attain high standards and surpass their rivals. Advertisers show many people overcoming injuries, fear, and obstacles where they reach their end goals. The next basic appeal is the need to dominate. This is the need to “control one’s environment” (Fowles, 283). Although this is viewed as a masculine trait, many advertisers use this to empower and sell women’s products. The next basic appeal is the need for prominence. This is the desire to achieve a high social status and prestige. An example of this would be celebrities and other famous people being featured in advertisements. The next basic appeal is the need for attention. This is the need to be respected and the need to get noticed by people. This is used in advertisements because many people in the ad are being looked up to. This influences people to go buy their products. The next basic appeal is the need for autonomy. This is when you are trying to identify your worth and who you are. This is used in advertisements to convince people that their product can make them more independent. The next basic appeal is the need to escape. This appeal is the need for adventure and to have fun. In these ads, people go exploring and don’t have a care in the world. The next basic appeal is the need to feel safe. The need for security and the need to feel safe while you are at home. This can also be the security of having money and not worrying about being able to pay for things. This is shown by advertisers because their product can “diminish future threats” (Fowles, 285). The next basic appeal is the need for aesthetic sensations. This is when ads are pleasing to the eyes. Things like font, color, and the way things are filmed can make the ads more visually appealing. The next basic appeal is the need to satisfy curiosity. This is the need to wonder and to question. Many ads use this appeal to incorporate cliffhangers to draw people in to then buy or see the product. And the last basic appeal is satisfying physiological needs, such as food, drink, and sleep, which are necessary for survival. Many advertisers make food ads pleasing by how they are filmed. They make our mouths water so we have to go to the restaurant and get food.

An analysis of Nike’s ad ‘Best Day Ever’ shows that some of the 15 basic appeals were used to persuade viewers to buy Nike’s products. In the ad, the appeal of achieving their goals. She achieved her goals by winning the race and beating her competition. In Jib Fowles’ ‘Advertising’s Fifteen Basic Appeals’ he states: “The drive energizes people which causes them to strive for their careers and dreams” (Fowles, 82). At the beginning of the race, it shows a panoramic view of the Colosseum and all the people that are there. This ad also demonstrates dominance and winning the race. As Fowles states, “The need to dominate is one to control your environment” (Fowles, 82). At the end of the race, it shows the girl winning and getting her trophy. In this ad, the need for affiliation is demonstrated because you are wearing a brand that so many famous athletes and other famous people wear every day. Fowles states that “the need to affiliate consists of desires to draw near and enjoy cooperating with another” (Fowles, 78). In the ad, the appeal of affiliation is in this ad because the runner knows the other runners and she congratulates them on how well they did. He states: “Americans lack in any case that associates with others in the ad” (Fowles, 78). The need for escape is shown throughout the ad. The girl’s escape is running. When she runs, she goes on adventures to all these other places where she sees different things, different places and she sees different people. She is escaping her world and finding other places where she likes to run. Jib says: “The need to escape is the desire to duck out of social obligations to seek adventure” (Fowles, 84).

With Nike putting this much in the advertisement does it actually work and do people buy the product? The answer is yes, Nike is the largest supplier of shoes, apparel, and other athletic equipment.

Rhetorical Analysis of an Image: Essay

Owned by Phillips-Van Heusen Corporation (or PVH Corp), Van Heusen is a high-end lifestyle brand that conforms to the firm’s mission statement: fashion for professionals. The target market for the brand is a successful, sophisticated, multi-faceted professional who values style as much as content. Van Heusen is now not just the most popular workplace brand, but it also seamlessly traverses the whole range of events such as casuals, ceremonial, and partywear, which distinguishes it as a luxury lifestyle brand. Even though Van Heusen began as a men’s brand, it did not take long for him to realize that today’s woman is just as much a part of India’s growth narrative as her male counterpart. The Van Heusen woman is vivacious, clever, and well-educated. She is elegant and attractive, and she lives life on her own terms. The ‘Everyday Couture’ idea for womenswear acknowledges that today’s lady effortlessly spans various cultures and roles. The brand encompasses her numerous qualities and provides her with a sophisticated, contemporary wardrobe that is genuinely one-of-a-kind.

As the message is delivered to the buyer, advertising may have a big influence on a person’s worldview. The advertising methods of Van Heusen have evolved throughout time, having a significant influence on what a woman should be and her role in society. After learning that a woman had more to contribute, the corporation was able to radically shift the message of its advertising campaigns. Through a rhetorical analysis of two advertisements from completely different eras of the Van Heusen brand, I will demonstrate how the company’s conceptions have significantly changed. More precisely, my analysis will illustrate how the earlier ad emphasised Van Heusen’s ethos and logos by demonstrating how the man was in command of the lady, whereas the latest ad relied more on pathos by how a woman should be able to control and exert power over her own life.

The first ad was published after the First World War in 1951 promoting ties that were for ‘men only’. This advertisement would have referred to men’s feelings back in that time. The man on the bed appears to be at ease, attractive, and well-dressed with his tie, ready to go to work. His arms are spread behind his head to represent how unconcerned he is. We might assume the woman kneeling beside his bed is his faithful and dedicated wife. She’s dressed in an orange robe that makes her appear as if she’s just gotten out of bed, yet her hair is groomed neatly and she looks gorgeous with her makeup on. She’s also serving him breakfast on her knees and looks at him like she’s lucky to be with him. It is interesting how the man is dressed compared to his wife. The name of the corporation is bolded in red with a picture of a man of authority wearing a tie. Additionally, the tie’s price is bolded indicating that one may be joyful for only two dollars. I couldn’t find information if the ties have a meaning in the picture, but I presume that the colours are green and red as it is a Christmas advertisement. Furthermore, the paragraph on the bottom right states plenty of words that represent a powerful man such as ‘men-talking’ or ‘power-packed’. The background of the picture gives a warm vibe with its neutral colour, which reminds the contrasts of colours back in that time and today.

From this description, it seems as if Van Heusen wanted to market their ties by using the logos of the brand. In other words, what can we do to make the man feel special when wearing our ties? Well, the answer would be based on the culture that was implemented in the 1950s. Back in time, the woman was known to be the one taking care of the house and had minimal rights. What would make a man successful on the other hand would be him in control of the woman and of finances, dressing nicely to fit with his suit, which represents that he’s the dominant one with the power in his hands. As a result, the corporation answered the question by making the man the authority of the house, having all the attention on him. To do so, her wife is on her knees serving him breakfast to show that she’s the inferior one and that her man is the one with all the power. “Show her it’s a man’s world”, the ad states. The advertisement portrays a man’s society in which women exist solely to care for him. “Wow, this tie will turn me into a successful man and make the world mine”, I’m sure any male viewing this would think. The description of the ties at the bottom image reinforced Van Heusen’s ethos as a business that caters to only the most powerful and strong men. It symbolizes the male’s dominion over his wife, as well as transforming him into the ideal man in society. The word ‘sewmanship’ is intended to imply that the ties were sewn by men, or that they were sewn so beautifully that they meet some kind of masculine standard and are thus unavailable to women. The word ‘truly’ is italicised in the last phrase, implying that the ties operate effectively and accomplish Van Heusen’s mission. It takes advantage of men’s egos and masculinity to urge them to carry out their civic duties while wearing Van Heusen ties.

‘Show her it’s a man’s world’ wrongly used pathos by promoting sexism and discrimination, which was pretty common in the 1950s. Because the era we live in now has entirely altered, it would be difficult to market an ad with such gender inequality. This ad was designed for men, but it did so by oppressing females. It proves how women were seen as nothing but men’s servers who had no moral rights. The way that Van Heusen marketed their ties is purely immoral and wrong. Even though companies today fight for ethical rights and gender equality, I am confident that the marketing was effective at the time. Van Heusen focused on what distinguished men and used it in their ad to market ties that would help them be perceived as successful. This tactic, however, is obviously outdated as everyone who sees an ad like this would respond negatively because it is a blatantly sexist advertisement that favours the male. Finally, because of the period we live in, with so many fiercely independent women, this advertisement looks silly to me now, yet it was perfectly normal and believed to be acceptable back then.

Moving on to the second ad, we can clearly notice how gender equality took its place and how the company’s perspective of a woman has shifted. This ad from the 2007 advertisement campaign ‘Lead Lady’, put together by J. Walter Thompson Bangalore advertising agency, is bold and simpler compared to the 1950 advertisement. The picture features only one woman seated in a gold chair in the middle of the advertisement. She is dressed in jeans with a gold top and blazer, along with gold jewellery and high heels. She appears to be staring at the camera, disinterested, with a smirk on her face, as if she realises she’s the focus of attention. Even though I was unable to find any information, I am convinced that the lady was involved in a campaign for gender equality or is a strong advocate for women’s rights in society. A paragraph at the top of the image describes how she knew nothing but to obey the rules, concluding with the slogan ‘Now, Nobody Sits Till I Do’, as well as the campaign’s name, ‘Lead, Lady’, on the right. What’s also interesting is that the picture contains the name of the corporation on the bottom right, with the word ‘woman’ on top, indicating that it’s a female-oriented advertisement. In contrast to the 1950 ad, the gold background has a lot more significance and emotion.

The woman in the 2007 picture exudes confidence and a sense of authority that is comparable to that of the old Van Heusen ad. The advertisement represents the Van Heusen woman, who symbolizes an independent and educated woman who is eager to create life on her own terms. She embraces fashion to express her passion, and she does so with her facial expression, thus utilizing pathos. ‘Lead Lady’ refers to how a woman can now ‘lead the world’ or how she can choose for herself without permission of any male dominance. Taking a closer look the paragraph on top, mentions how she had no rights as a child to sit how she wanted: “to sit with my legs crossed”. It’s similar to the older advertisement in which the woman’s mission was just to ‘listen’. Today, she is not just sitting in a comfortable position, but “nobody sits until she does”. That is to say, she wields complete power. What makes this commercial so strong is how she sits on a gold chair in front of a gold background. I couldn’t find the meaning in any external sources, yet gold reminds people of power, dominance, and wealth. Hence, she doesn’t only have the power to think for herself, but she has the power. She’s the one that can control everyone around her as no one can be on top of her. By corporations supporting equality and women’s rights nowadays, Van Heusen is invoking a feeling of power and boldness for women. When they wear their brand, they feel as if they have the authority in their hands. As a result, the company’s ideas on gender’s role in society have significantly changed since the 1950 ad; not only males but also women may be in positions of authority.

In this campaign, Van Heusen used gender equality to their advantage once again to market their fashionable clothing line. Customers nowadays seek businesses that promote social causes such as racial and gender equality. By promoting the ‘Lead Lady’ campaign, Van Heusen is promising the public that women should not be afraid of being the boss or having authority in the workplace. They should be proud of how far they’ve progressed since they were subjected to male oppression. To demonstrate its argument, the ad mentions “When I was young, they told me to sit…” in the line above, which emphasises the ad’s emotional approach. It’s a great way to reach out to working women because they can relate to it. In other words, they marketed their fashion clothing brand by telling the women in the work field that if they buy from them, they could end up like the lady in the advertisement, who is in charge and has all the power. What’s remarkable is that, unlike the previous ad, this one didn’t promote a specific product. They advertised an image giving awareness to gender rights and women awareness in the community. It’s an emotional image that describes how women were treated in the past and how far they’ve come. Therefore, Van Heusen didn’t need to promote the product itself, but rather the image connected with it, giving attention and importance to a ‘Lead Lady’ campaign with its slogan: ‘Now, Nobody Sits Till I Do’.

My rhetorical analysis of two Van Heusen ads from different eras of the brand has demonstrated how society has changed dramatically because the values and gender roles were expressed by the same company, only fifty years apart. The notion that males are always in command and superior has given way to the belief that women are equally powerful and capable. It has evolved from empowering males to enabling women to be their own individuals and take control of their own lives. The words used in both ads are indicators of how far gender beliefs have progressed. For instance, the ethos from the 1950 ad was extremely discriminating towards women, and if there was such an ad in today’s world, they would be banned without question. Even though Van Heusen caused horrible problems in the past that should never be forgotten, it is incredible how their campaigns and ideas on gender roles have changed over the years.

Skin Care Products and Advertising: Essay

On a basic level, skin care is important because it is the human body’s barrier against outside factors. How you care for your skin will have a direct effect on your general health. Consumers now realize how important their skin is to them and will do and pay anything to make sure they can hold on to their youth. Therefore, customizing your skin care is a popular rising trend that is helping to expand the skincare market more and more every year.

Expanding the range of beauty products offered should have happened ages ago. But it is in the process of becoming the norm. Video and influencers are advertising tactics that utilize seeing products used by ‘real people’ and seeing the effects and opinions of these influencers. People are far more likely to consider purchasing something when they hear good reviews from somebody they know and trust. It can also help the brand find its tone of voice much easier. They have tapped into the interests of their followers, and their audience and can communicate with better genuity than a big brand can.

For example, we can take Rihanna’s skincare line called Fenty, which became a pivotal moment for the industry. It called the beauty industry out on how many people are left out, and how many skin tones are not served. The brand connected with real people. There is no doubt that anything Rihanna releases is absolutely fought over and sold out within minutes, so to say that some of Fenty’s success comes from the loyal audience that Rihanna has built. Fenty is a diverse brand for different people. Fenty carries 40 different shades of foundation priced at the low end of luxury. Because of the lack of darker makeup tones, a big chunk, 85% of sales were attributed to African Americans in the US in 2017. Fenty marketed its values and was very genuine and unafraid of showing the true colors of the brand from the very beginning. Fenty paved the way for many other companies to come out and expand their products to cater to the underserved.

Skinfluencers are also a big thing for advertising in the skincare market. Take the example of Sarah Brooks, also known as @hydratedho on Instagram. She is partnered with Glossier, one of the skincare industry’s biggest brands. In an interview with Fashion Magazine, Sarah talks about how she never buys anything without first talking to somebody about it, looking up reviews, or at the very least Googling the product. She speaks about how the skincare community is becoming ingredient-savvy. They are so much more than they used to and take the time to do the ingredient research to see what is truly good for them. She keeps her honesty as a top priority and will turn down PR packages if it means writing a positive review is required, or if the brand asks for a certain amount of posts. She makes small commissions when orders are placed through her page on Glossier, which also has products she recommends and a snippet of her thoughts on how they affect her skin and why she loves them so much.

I think the future of skin care will have even more customization than it does now. I think brands will start taking in factors of everybody’s routines to make more effective routines that they can sell. Or perhaps the wellness, beauty, and skincare realms will mix and form a package. That way I see the industry becoming so much easier to figure out. In addition, given the rapid development of advertising, I am convinced that the range of its types in the context of the skincare market will also expand, which in turn will give the opportunity to influence the target audience to a greater extent.

Evaluation Essay on an Advertisement

The world of fitness and the perfect body image has been around for thousands of years. At the beginning of human existence, the men with the best physique were more apt to survive in the wild and were the best hunters. Fast forwarding thousands of years during the Ancient Greek and Roman times the male physique was the centre of ancient culture. This was a time when the world was littered with war and young men became more physically fit to survive on the battlefield. The first Olympic Games were also during this time period, where men improved their bodies to outperform their competitors. Art even depicted the perfect muscle composition of the male figure. During the Renaissance, thousands of years after the Greek and Roman time periods, research was being done on human anatomy and how muscles worked which increased the outlook of the male physique. During the Industrial Revolution, a couple of hundred years after the Renaissance, the need to be physically fit increased to be ready to serve one’s country as a patriotic gesture. In the modern fitness world that we know today, the view of male and even female physiques has increased dramatically since the beginning of human civilization. This day in age scientific study suggests that being physically fit helps one have a longer healthier life. The rise of competitive sports has also driven the increase in fitness. However, today, the media exploits popular views or ideas. Men and women are always looking to get ahead of their peers or competition because of the influence advertising has on the culture. Sports nutrition companies have gotten out of control, questioning their ethical standards. Maximum Human Performance (MHP) is one of many companies that utilize corrupt advertising techniques to persuade the reader to buy their product. Utilizing the placement of a paid professional, misguided words to appeal to the audience, and scientific words MHP effectively persuades the audience to buy their products.

Maximum Human Performance is one of many companies that has a professional bodybuilder pose in their advertisements to show what their product can do. This advertisement in “Muscular Development”, Maximum Human Performance utilizes the placement of Victor Martinez flexing with heavy dumbbells in his hands. MHP’s advertisement has Victor Martinez Team MHP – IFBB Pro written in small non-contrasting text. There are many different federations that sponsor professional athletes like the International Federation of Association Football FIFA, United World Wrestling, or UWW, just to name a few. The International Federation of Body Building or IFBB sponsors professional bodybuilders. This phrase states that not only is Victor Martinez a professional bodybuilder of the International Federation of Body Building but he is also sponsored by Maximum Human Performance. Someone who is passionate about fitness but is naive to the different chemical agents that are necessary to achieve that body image would buy this magazine, see this advertisement, and think they need to buy this product to achieve that professional body-building physique. The problem with these professional bodybuilders is it takes years of dedication to a healthy diet and an intense training program to achieve that image. On top of all that most professional bodybuilders have dedicated their lives to training which consists of taking more supplements than the advertisement advertises. However, this technique is used by all sports nutrition companies to sell their product. Maximum Human Performance develops believability in their company and product by advertising their product in Muscular Development and by utilizing a sponsored professional bodybuilder.

What is said in an advertisement is a vital part of how a company successfully makes its ad appeal to its audience. Using catchy phrases or words is one way the company makes its product appeal to the audience. Combined with the image of a professional bodybuilder, Maximum Human Performance sells its product with misconstrued words and phrases. At the top of the MHP advertisement, in big bright yellow letters, it says REBUILD! which initially catches the reader’s attention. Getting the reader’s attention is the most important step in persuading the reader to dig deeper into the advertisement. Below that in white lettering it talks about the benefits of taking this post-workout drink mix. Sports nutrition companies place these descriptions closest to the top right corner of the advertisement because it has big scientific words in it to make their product seem elite. However, as the reader digs deeper into the advertisement they will see a phrase at the very bottom of the advertisement that states the product of the advertisement isn’t evaluated by the Food and Drug Administration. Sports nutrition companies don’t have to have their products evaluated by the FDA. Not all but most products sold in sports nutrition are not sent through the Food and Drug Administration. Being so, this proves that the smart scientific paragraph describing their product doesn’t have any structural evidence or proof that their product can do what it says it can. In Muscular Development, Maximum Human Performance sells their post-workout drink powder by using misguiding scientific words that aren’t supported by the Food and Drug Administration to have their product appeal to the reader

In advertising, the way the company persuades the reader to buy their product is the most critical part of the advertisement. Sports nutrition companies use flashy logos on their bottles with a supporting paragraph of the ingredients within the product. Maximum Human Performance has a professional bodybuilder showing what results the product produces, a paragraph talking about the ingredients and their purpose in muscle building, and a fancy bottle with a creative appealing name for their product to persuade the reader that their product is better than their competitors. Having Victor Martinez posing in the advertisement shows the reader what they will look like if they take their product. However, there isn’t one single product that will give one the image of a professional bodybuilder. Then Maximum Human Performance has a detailed paragraph of the benefits of their product. When the audience reads this paragraph, they see big words like BCAA’s and anabolic which makes the product seem beneficial for muscle growth. These ingredients that are listed in the paragraph are good for muscle growth however, as previously stated, their product isn’t supported by the FDA. The bottle of their product is dark blue with a bright yellow lid and a bright yellow name called DARK MATTER. This strategy is commonly used to make their product eye-catching and appealing. This better helps convey why the reader needs to buy their product. Maximum Human Performance is one of many companies that exaggerates the potential of their product with the use of a posing professional bodybuilder, misleading text, and an appealing label to convince the reader their product is better than their competitors.

Maximum Human Performance utilizes advertisement techniques such as the placement of professional bodybuilders, misguided words to appeal to the audience, and scientific phrases to persuade the audience. MHP gains its credibility by having Victor Martinez, a professional bodybuilder, pose in its advertisement. Also, by having sports nutrition distribution companies’ logos on the bottom of the advertisement. They have contrasting colors of their product, and by using catchy scientific words to make their product appeal to the audience. Maximum Human Performance subliminally debates why its product is better than its competitors by having a professional bodybuilder as a visual of what its product can do supported by a meaningless paragraph about the ingredients of its product. Fitness, but society in general has changed dramatically since the beginning of primitive man. Today peoples’ goals and interests are manipulated for economic gain. Companies that sell sports nutrition supplements know that today there is a huge market of competitors wanting an edge, so they manipulate their advertising to make their products seem elite.

Argumentative Essay about Advertising Ethos, Pathos, Logos

Throughout the country, eating fast food has been proven to be unhealthy and can lead to obesity, but warnings are ignored daily. Most people tend to eat fast food for its convenience, but many are unaware of the negative side effects it can have on their bodies. It is often questioned how to raise awareness to prevent obesity and the other negative effects eating fast food can have on our bodies. The most effective way is through using rhetorical devices in advertisements. People see ads everywhere, which is very important because everyone needs to be aware of the negative effects fast food can cause. Obesity is becoming a bigger problem each day in America and thousands are even dying from it. By comparing two fast food ads, it is clear that the first one is more effective in making the public aware of the negative effects of fast food.

To compare two ads accurately, there are specific criteria that must be met that can also be used for all ads of the same kind. First, an effective ad against fast food must contain an image that makes the viewer aware and frightened by the negative effects that fast food can have on one’s body. If the viewer is aware of the negative effects of fast food, he or she will be less likely to eat it. Also, if the viewer is frightened by the ad, the viewer will be more likely to have a negative outlook towards it. Next, the ad must come from a trustworthy source to meet the criteria for an anti-fast food ad. Today, anyone can create an advertisement for anything he or she wishes and upload it to the internet, so it is crucial to be sure the ad comes from a reliable source. Finally, the advertisement needs to have some logic to back it up. This means to be an effective ad, it must be presented with facts based on the negative effects of fast food. Altogether, to be an effective ad it should contain logic, come from a reliable source, and make the viewer aware and frightened.

The first ad contains an open cigarette carton that appears to be standing up. Rather than containing cigarettes as a cigarette carton would normally contain, the box is full of French fries. The ad is comparing French fries, which represent all fast food in general, to cigarettes. Fast food is known to have a direct relation to obesity in the United States, but the facts are ignored daily. The words “French Fries” are written across the carton with the words “Not-So-Light” below them. In the center of the carton, there appears to be a McDonald’s logo. On the bottom of the ad it says, “The obesity death rate is overtaking cigarette smoking. Consume with caution.” At the very bottom of the ad, there is a Department of Health and Human Services logo. The image’s primary focus is on the French fries within the cigarette carton. The ad does a great job of meeting all criteria and would be considered a very effective ad.

The Department of Health and Human Services uses this ad to make viewers feel frightened of fast food and to make them aware of the negative effects that come from consuming it. The ad is intended to make the viewer feel paranoid about the negative effects of fast food because of the writing. Knowing that French fries in a cigarette carton are not very scary, the author had to take a different approach to frighten the viewer. Most people know how bad cigarette smoking is for the body and have seen the damage cigarettes can cause. Furthermore, by the author stating that the obesity death rate is overtaking cigarette smoking, the author instills fear and anxiety in the viewer through the use of a warning. The ad also makes the viewer aware of how big of a problem obesity has become by comparing it to cigarette smoking. The words “Consume with caution” also give the viewer a sense of awareness by making the viewer feel as though he or she should be more cautious about what they consume. Pathos is just one rhetorical device used in this advertisement to help make the ad more successful.

The advertisement also has a good representation of ethos. The ad originated from the Department of Health and Human Services, which is a very reliable source. The logo is easily visible, located at the very bottom at the middle of the ad. Most people have heard of the Department of Health and Human Services and many would refer to the department as trustworthy. By coming from a reliable source, the viewer feels as though he or she can trust the information provided, making the ad even more successful. Another rhetorical device used to make this advertisement effective includes logos.

In this particular advertisement, there are no numbers or statistics that represent logos. The ad simply states the fact that the obesity death rate is overtaking cigarette smoking. The ad uses factual information and logic to prove that fast food is bad for the body and to make viewers feel a sense of fear towards fast food. This information given to the viewer is also used to make the viewer aware of how bad the obesity death rate is by comparing it to cigarette smoking.

Moreover, the second ad, which is also an anti-fast food ad, is also trying to make the public more aware of the negative effects of eating fast food. This ad simply contains a photo of a salad, which is located at the top of the ad. In big bold letters across the center of the ad, it says, “Healthiest Choice?” Below this question the ad states, “Fast food’s ‘healthiest’ choice is a salad packed of antifreeze’s chemical compound, Propylene Glycerol, which causes eye and skin irritation.” There appear to be no logos on the ad. The ad is mainly focused on the salad, as the salad is the first thing the viewer sees when viewing the ad.

The second advertisement does not have a very strong use of pathos, as the only thing the ad shows is a salad. The image is supposed to make the viewer conscious of the effects fast food can have on the body through the use of rhetorical devices, but the image is not frightening and does not warn about the negative effects. In this particular ad, it is not the image that is intended to scare the viewer, it is the writing on the ad. The writing claims that even the healthiest of fast food, which is normally a salad, is packed full of harmful chemicals that cause eye and skin irritation. This statement most definitely evokes fear and awareness in the viewer because it makes the viewer think that, if even the healthiest of fast food can cause skin and eye irritation, then what can the rest of normal fast food do to the consumer’s body? This question is enough to make the consumer worry more about what he or she consumes and rethink eating fast food.

Pathos is not the only rhetorical device used within the ad, but it is also important to pay attention to the use of ethos for it to be an effective advertisement. This particular ad does not include any symbols or logos to tell who created the ad. This goes to show that the ad does not have a strong use of ethos, since the viewer cannot tell where the ad comes from. Without being able to tell if the ad comes from a reliable source, the ad does not meet the previously listed criteria of an effective ad against fast food. The ad could still have a very strong influence on fast-food consumers, it just may not come from as trustworthy of a source as the first advertisement.

Thus far, the second advertisement has not had as strong of a use of pathos or ethos as the first ad, but there is still another rhetorical device used that could make the ad more effective, which is logos. This ad does not have any statistics or numbers, but it does claim that fast food salads are packed full of Propylene Glycerol, which causes eye and skin irritation. Without being able to tell if the advertisement is from a reliable source, through ethos, the viewer may not trust

this claim. Typically, logos include facts or numbers, but the viewer may doubt that fast food salads are full of Propylene Glycerol if there is no source that the ad came from. This ad does not contain a successful use of logos, because the viewer does not know if the statement presented is a fact.

After analyzing both advertisements, the first ad is far more effective because the second ad does not meet the established criteria as well as the first ad. The first ad has a very strong use of pathos, comes from a reliable source, and also uses logos by including a statistic. The second ad does not have a successful use of pathos and does not appear to contain any ethos. Since the second ad does not contain the use of ethos the viewer may not trust the logos within the ad. Overall, the first ad was far more effective in the use of pathos, ethos, and logos, and also met all established criteria. The first ad also does a better job of making the viewer aware and frightened by the negative effects of fast food than the second ad. The first ad is far more effective than the second and could be viewed as a successful anti-fast food ad.

Coca-Cola Ad Analysis: Essay

“We’ve all enjoyed a Coke at some point, right? We’ve all experienced the advertising, the red and white branding, the script logo, the packaging, the bottle caps, the wavy-shaped bottles, the brown colour of the liquid, the bubbles, the lip-smacking refreshing taste of a giant swig. And along the way we’ve all experienced the corresponding sounds of the ‘Coke experience’” — Will Burns, CEO of Ideasicle.com.

The most popular and successful soft drink no doubt is Coca-Cola. It is also one of the most recognizable brands throughout the world. Coca-Cola advertisements are everywhere. It is nearly impossible that somebody never see one. Coca-Cola has appealed to many different cultures as well as appealing to a wide range of ages, all generations, young and old. The target audience that Coca-Cola is aiming the advertisement to is young people. Most of the time, we see people in advertisements as boring or doing normal activities, but no matter what the people in the advertisement are doing, with addition of Coca-Cola will transform a ‘boring person’ into a ‘really energetic and enjoyable’. In all adverts, always show them looking pleasure in drinking Coca-Cola and having a good time. Coca-Cola’s ‘Taste the Feeling’ shows a red Coca-Cola paper cup filled with full of dark colour cola and strong contrast red light showing bubbles in a cup with a really small tagline in white. In my opinion, this is a very successful and creative advertisement. Elements of the advertisement complement how fresh the drinks are.

Firstly, using a specific paper cup gave us a music festival feeling more than a normal glass that will give a more sit-down dinner feeling in the restaurant, or a glass bottle or a can always single-use, but the paper cup is refillable such as a endless skyline. Water drops tinkle around it, making audiences want to reach out and grab it. Water drops around the cup notice that this drink is supposed to be nice and cold. This drink will refresh you from hot weather or a crowd of people.

Secondly, the combination of red and black fits the brand’s colour identity very well. The colour red is a positive and active colour. Red is also often used to express love. The colour red is an intense colour that is packed with emotion ranging from passionate, intense love to anger and violence — representing both Cupid and the devil. It is a hot, strong, stimulating colour that represents excitement and energy. Studies show that the colour red can create physical effects such as elevated blood pressure, enhanced libido, increased respiratory rates, enhanced metabolism, increased enthusiasm, higher levels of energy, and increased confidence. Red represents power and courage. The black colour is the absence of colour. Black is a mysterious colour that is typically associated with the unknown or the negative. The colour black represents strength, seriousness, power, and authority. Black is a formal, elegant, and prestigious colour. Authoritative and powerful. The colour black affects the mind and body by helping to create an inconspicuous feeling, boosting confidence in appearance, and increasing the sense of potential and possibility. These 2 colours very well support the message that the brand needs to express and attract consumers’ attention. When using red and black in an advert, it is straight away linked to Coca-Cola.

Thirdly, if you look closer to see what their bubbles are made of, that’s the hidden message in this ad. The ad used a really clever way to guide the audience with a really small letters tagline ‘Taste the feeling’, which the audience needs to read closer and realise that bubbles are actually crowds of people in a concert or music festival. The background setting of people in concert. All hands raise up and enjoy the moment. Lots of them recording videos or taking photos with their phone — representing the digital age, the youth, and the new generation.

To summarize, Coca-Cola’s success throughout the world is mainly due to the advertises that Coca-Cola is not just another tasty drink, but will be giving you positive energy and a really enjoyable lifestyle. Coco-Cola has been so successful as the adverts allow people to identify the product right away. Its advertisements, such as ‘Taste the Feeling’ analyzed in this essay, help attract consumers’ attention because they are lively and relaxing, and therefore, in my opinion, very successful and creative.

Sexism in Advertising Essay

The images are evident examples of how advertising uses women as a tool for sexualization and objectification to sell products. Unfortunately, these images are sourced from an article that was published only four years ago, in 2015 (Chaudhary, 2015). This establishes that over the years the portrayal of women in advertising has evolved from typically stereotyping women to using them as sexual tools for visual appeal. An advertisement for a jewelry brand has a woman opening her legs up for a man, a car brand uses an attractive young lady in lingerie to sell the product, and Dolce and Gabbana’s advertisement showcases four men eyeing one woman. The easiest comparison between the portrayal of a man and a woman in advertising is the advertisement for the unisex t-shirt. While the gentleman in the advertisement is dressed appropriately, the same t-shirt when worn by a woman, has her showing most of her upper body, with all the buttons of the t-shirt open. A gaming advertisement showcases a woman with breasts on both front and back sides, with the copy “Touch both sides for added enjoyment”, reducing the body of a woman merely to a tool that is required to provide pleasure.

Fredrickson and Roberts (1997) explain sexual objectification as reducing a woman to merely her body, body parts, or sexual function. This sexual objectification therefore dehumanizes women into enticing objects that solely exist to appease the male gaze. Kilbourne (1999) states that on average an individual is exposed to relatively 3,000 advertisements in some form or another every single day. 1,988 advertisements were examined in 58 U.S. magazines. Stankiewicz and Rosseli (2008) identified that across all categories, including men’s, women’s, news, and business; 50% of the advertisements showcased the portrayal of women as mere objects of sexual pleasure. Advertising has become more and more sexually provocative over the years and the content can be described as closer to pornography than advertising (Soley and Kurzbard, 1986).

Lanis and Covel (1995) suggest that there has always been a stereotypical portrayal of women in advertising. Early advertisements of women portrayed solely as housewives and mothers, have evolved over the years and led to the sexual portrayal of women. Unfortunately, this stereotypical portrayal of women impacts the attitude that society at large has towards women. The major issue with using women as tools in advertising is that there is an impression that is formed in the minds of society at large because of this consistent portrayal of women as sexual objects. It is easy for people to learn values via symbolic environments such as media and advertising (Weaver, Graber, McCombs, & Eyal, 1981). Sexually provocative advertising has therefore led to not only men but also women believing that women are the inferior gender in society, deeming a lack of equality between both genders in the minds of people. The big issue of gender inequality has therefore been formulated by content viewed by people via different media. This establishes the inherent sexism that has always existed in society. What is as, if not more dangerous than women considering themselves to be inferior, is the fact that the male gender considers themselves to be superior to women.

Cambridge Advanced Learner’s Dictionary defines sexism as “(actions based on) the belief that the members of one sex are less intelligent, able, skillful, etc. than the members of the other sex, especially that women are less able than men (‘SEXISM | meaning in the Cambridge English Dictionary’, n.d.). The stereotypical beliefs that accuse the victim, exonerate the perpetrator, and trivialize the trauma and violence are called rape myths (Brownmiller 1975; Burt 1980; Lonsway and Fitzgerald 1994). Research formerly conducted suggests that hostile and benevolent sexism towards women are linked to rape myth acceptance and victim blaming (Abrams et al, 2003; Glick and Fiske 1997; Viki et al, 2004). Hence proving that it is this sexism and gender inequality that has been ingrained in society that leads to rape myths that accuse victims, exonerate the perpetrators, and trivializes the violence of rape.

It is those men that have cynical, adversarial, and hostile ideas of male-female as well as intimate relationships that rape women. These feelings include feelings of shame and a sense of being inadequate. This sentiment is masked by anger in addition to the urgent need to control women (Malamuth, Sockloskie, Koss & Tanaka, 1991). It is this kind of men who embrace interpersonal violence to a higher degree and also have adversarial sexual beliefs (Malamuth, Sockloskie, Koss & Tanaka, 1991; Malamuth, Linz, Heavey, Barnes & Acker, 1995; Abbey & McAuslan, 2004). It is clear that when men, who believe themselves to be superior, do not internally feel that superiority and feel incompetent instead, resort to the means of rape to feel better about themselves and to feel adequate and competent again. In addition, those men who cannot fulfill provider roles, rape women in a quest for the attainment of this sense of power (Bourgois, 1996; Wood, Jewkes, 2001; Wood, Lambert & Jewkes, 2007). The act of assault, force, and rape is conducted to achieve a sense of entitlement.

Rhetorical Analysis Essay on Commercial on ‘Skittles’

Advertising is a powerful tool that uses various rhetorical strategies to engage viewers, evoke emotions, and influence consumer behavior. The Skittles commercial titled “Taste the Rainbow” masterfully employs these strategies to create a memorable and effective advertisement.

Introduction to the Commercial

The Skittles commercial opens with a vibrant, colorful scene that immediately captures the viewer’s attention. The setting is a lively, eccentric town where everything is made of Skittles candy, from the buildings to the people. This whimsical environment sets the stage for the brand’s central message: Skittles offers a unique and enjoyable experience.

Ethos and Pathos

The commercial appeals to ethos by leveraging the credibility of the Skittles brand. Viewers are already familiar with Skittles as a well-known candy product. The presence of the Skittles logo and the iconic “Taste the Rainbow” slogan establishes the brand’s credibility. This ethos-based approach reassures consumers that Skittles is a trusted and established choice for a delightful treat.

Moreover, the commercial strategically employs pathos by evoking emotions such as joy, surprise, and wonder. The characters’ expressions of excitement as they interact with the Skittles world elicit a sense of happiness in the viewers. The whimsical scenarios, such as a woman kissing a Skittles cow or a man using a Skittles beard trimmer, create a playful and joyful atmosphere. These emotional connections encourage viewers to associate positive feelings with the brand, making them more likely to remember and choose Skittles in the future.

Visual and Verbal Elements

The use of vivid and contrasting colors is a prominent visual element in the commercial. The vibrant colors of the Skittles candies pop against the colorful background, reinforcing the brand’s promise of a sensory-rich experience. This visual contrast not only makes the candies visually appealing but also reinforces the idea that each Skittles candy offers a unique burst of flavor.

Additionally, the commercial employs clever wordplay and puns to engage viewers. The narrator’s voiceover uses humorous phrases like “you can feel the rainbow” when showing a man petting a Skittles giraffe. These verbal elements add an element of playfulness and reinforce the brand’s tagline. The repetition of the tagline “Taste the Rainbow” throughout the commercial creates a memorable and consistent message that sticks with the audience.

Logos and Call to Action

The commercial employs logos by emphasizing the variety of flavors that Skittles offers. The diverse characters in the commercial interact with various Skittles-related scenarios, highlighting the different colors and flavors. This logical appeal suggests that Skittles offers a wide range of taste experiences in each pack, increasing its appeal to consumers seeking variety.

The commercial concludes with a clear call to action: “Find the Rainbow. Taste the Rainbow.” This directive encourages viewers to actively seek out Skittles and experience the taste for themselves. By using imperative verbs and direct language, the commercial prompts consumers to engage with the brand immediately after watching the advertisement.

Conclusion

In conclusion, the Skittles commercial effectively employs a range of rhetorical strategies to convey its message. Through ethos and pathos, the commercial establishes the brand’s credibility and evokes positive emotions. Visual and verbal elements create a playful and memorable atmosphere, while logical appeals highlight the variety of flavors Skittles offers. The call to action encourages immediate engagement with the brand. Overall, the commercial succeeds in captivating the audience’s attention, conveying the brand’s essence, and motivating viewers to experience the joy of Skittles for themselves.

About High Fructose Corn Syrup Advertisement: Rhetorical Essay

Advertisements play a crucial role in shaping consumer perceptions and behaviors. A closer look at a high fructose corn syrup (HFCS) advertisement reveals a web of persuasive techniques aimed at influencing consumer choices. By conducting a rhetorical analysis of this advertisement, we can uncover the hidden strategies employed to persuade the audience.

Introduction

The high fructose corn syrup advertisement is part of a larger marketing campaign promoting the consumption of products containing HFCS. HFCS is a controversial sweetener, often criticized for its potential health implications. This advertisement aims to reshape public opinion by highlighting perceived benefits and downplaying potential concerns.

Thesis and Argument

The central argument of the advertisement is that HFCS can be part of a healthy lifestyle. It seeks to counter the negative reputation that HFCS has garnered in recent years by asserting that it can be consumed guilt-free and without consequences.

Ethos: Establishing Credibility

The advertisement establishes ethos by prominently featuring the logos of reputable health organizations and nutrition experts. By aligning itself with these authorities, the advertisement aims to convey a sense of credibility and legitimacy. This strategy attempts to position HFCS as a product endorsed by experts.

Logos: Logical Appeals

The advertisement employs logical reasoning to support its claims. It presents statistics about HFCS consumption trends, asserting that it is a common ingredient in many products. The advertisement argues that the ubiquity of HFCS suggests its safety and acceptance within the food industry. This logical appeal aims to convince viewers that HFCS is an acceptable and widespread choice.

Pathos: Evoking Emotion

While logical appeals are present, the advertisement relies more heavily on emotional cues. It employs images of happy families and smiling children enjoying products with HFCS, creating a positive emotional association. This tactic attempts to connect HFCS with joyful moments, invoking a sense of nostalgia and comfort.

Visual Rhetoric

The visual elements of the advertisement play a crucial role in shaping its message. Bright, vibrant colors and joyful expressions convey a sense of positivity and happiness. These visual cues create an atmosphere that aligns with the advertisement’s message of HFCS being a wholesome choice.

Anecdotes and Testimonials

The advertisement features brief anecdotes and testimonials from individuals who have integrated HFCS-containing products into their lives. These personal stories aim to humanize the consumption of HFCS and present it as an everyday choice made by real people. By sharing relatable experiences, the advertisement strives to resonate with viewers.

Contrast and Comparison

To further its argument, the advertisement contrasts HFCS with other sweeteners or unhealthy practices. It positions HFCS as a preferable choice over alternatives, suggesting that it can be part of a balanced diet. This comparison technique aims to downplay concerns about HFCS by emphasizing its relative advantages.

Repetition and Slogan

The advertisement employs repetition of a catchy slogan or tagline that captures its core message. The repetition of phrases such as “Choose HFCS for a sweet life” reinforces the central argument and creates a memorable association between HFCS and a positive lifestyle.

Conclusion and Call to Action

The conclusion of the advertisement reinforces the main argument by inviting viewers to “join the sweet life” and make HFCS a regular part of their diet. The call to action encourages viewers to embrace the product and its purported benefits.

Reflection and Impact

The high fructose corn syrup advertisement strategically blends ethos, logos, and pathos to create a persuasive argument. It employs emotional appeals, visual rhetoric, and logical reasoning to shape the audience’s perception of HFCS. By associating HFCS with happiness, healthiness, and everyday consumption, the advertisement attempts to shift public opinion and encourage increased consumption.

Final Thoughts

Through this rhetorical analysis of the high fructose corn syrup advertisement, it becomes clear that the advertisement is not just promoting a product; it’s shaping a narrative. By appealing to emotions, credibility, and logic, the advertisement attempts to redefine the way consumers view HFCS. It underscores the power of persuasive techniques and visual elements in shaping public perceptions, while also inviting viewers to reconsider their stance on this controversial ingredient.

Media Analysis on Car Commercial Essay

Introduction

Car commercials are ubiquitous in today’s media landscape, bombarding viewers with enticing visuals, captivating narratives, and persuasive messaging. These advertisements play a significant role in shaping consumer perceptions and influencing purchasing decisions. In this critical essay, we will deconstruct a car commercial, examining its underlying messages, techniques, and the broader implications for society.

Target Audience and Ideology

Car commercials are carefully crafted to appeal to specific target audiences. Advertisers employ various techniques to create a sense of aspiration, status, and desirability around their products. By associating the car with specific lifestyle choices, values, and identity markers, these commercials seek to convince viewers that owning the advertised car will fulfill their desires and enhance their social standing.

However, beneath the glossy surface lies a carefully constructed ideology that reinforces consumerism, materialism, and the notion that one’s worth is determined by the possession of luxury items. By linking the car to success, status, and personal fulfillment, these commercials perpetuate the idea that the acquisition of material goods is essential for happiness and social acceptance.

Narrative and Emotional Appeal

Car commercials often employ narrative storytelling techniques to engage viewers on an emotional level. These narratives typically center around themes such as adventure, freedom, and personal empowerment. By weaving emotional narratives, advertisers tap into viewers’ aspirations and desires, creating an emotional connection between the car and the viewer’s sense of self-identity.

Furthermore, these commercials utilize visual and auditory cues to evoke specific emotions. High-quality cinematography, dramatic music, and skillful editing enhance the viewer’s emotional experience, capturing their attention and fostering a positive association with the advertised car.

Gender and Representation

Gender plays a crucial role in car commercials, as they often reinforce traditional gender roles and stereotypes. The portrayal of men and women in these advertisements reflects societal expectations and norms. Men are frequently depicted as powerful, assertive, and in control, while women are often positioned as objects of desire or adornments to enhance the car’s appeal.

Such representations perpetuate gender inequalities and reinforce harmful stereotypes. By presenting men as dominant and women as passive objects, these commercials contribute to the objectification and marginalization of women, reinforcing the notion that their value lies in their appearance and their ability to enhance male pleasure or status.

Environmental and Social Responsibility

As society becomes increasingly concerned about environmental sustainability and social responsibility, car commercials attempt to align their products with these values. Many advertisements emphasize fuel efficiency, eco-friendly features, and charitable initiatives to create a positive image for their brand.

However, it is crucial to critically analyze the extent to which these claims align with the company’s actual practices and impact. Some commercials employ greenwashing techniques, presenting their cars as environmentally friendly without addressing the broader environmental and social consequences of car culture, such as air pollution, congestion, and resource depletion.

Conclusion

Car commercials are powerful tools of persuasion, shaping consumer perceptions and influencing purchasing decisions. By deconstructing these advertisements, we can uncover the underlying messages, techniques, and ideologies employed by advertisers.

Critical media analysis of car commercials reveals how these advertisements reinforce consumerism, perpetuate gender stereotypes, and manipulate viewers’ emotions. It is important for viewers to engage in media literacy and question the messages presented in these commercials, recognizing the broader social and cultural implications.

By cultivating a critical mindset and being aware of the persuasive techniques employed in car commercials, individuals can make more informed choices, challenge harmful ideologies, and contribute to a more conscientious and responsible consumption culture.