rhetorical analysis ads
Published on: January 31 2023 by pipiads
Table of Contents About rhetorical analysis ads
How to Analyze Advertisements
it has been estimated that the average person is exposed to thousands of advertisements per day. due to this constant bombardment of brands, we've largely become numb to the side of them, which means an advertiser really only has a fraction of a second to make an impact on a viewer, using a variety of subtle and not so subtle strategies. the goal of these carefully crafted product pitches are to briefly get our attention and weave their way into the back of our minds in the hopes that when we go to the store, we'll have a positive association with a partikular brand and thus be more likely to select it over the competition. when it comes to analyzing ads, it's important to keep in mind that if an ad is well made, everything is there for a reason. the best marketers are experts of the human psyche and understand how the specific audience they're looking to target is influenced by characters, colors, symbols, text and how all of these elements are arranged on the page. let's take a look at a couple of advertisements to see this in action. first, we have a simple advertisement that, upon first glance, seems pretty straightforward: a couple of dogs fight over what is presumed to be an artikle of clothing, and the word sale above them gives us the quick impression that this might be a clothing ad, but there's a bit more going on. here again, everything is a conscious choice on the part of the advertiser, so it's important to note that they chose to focus on dogs instead of people fighting over a product. when you represent humans as non-human creatures, this is known as zoomorphism. the ad might be using animals to tap into a primal urge within us that is motivated by the idea of scarcity, and the fact that there are two dogs and only one item helps feed into this idea. also, note that there is a red background. again, this could have been any color, so there's probably a reason they chose red over other options. red has many potential associations: it's the color of passion, but it's also blood and danger- stop in reference to stop signs, perhaps, and research has shown that it induces hunger. so, with so many possible interpretations, we need a bit more to figure out how or why this is being used specifically in this ad. one clue to how the red might be being used are the dogs themselves. these aren't just any dogs. more specifically, their dalmatians. now, if one were viewing this advertisement, the united states- there are certain associations we have with dalmatians. one of them might be the movie 101 dalmatians, but unless there are 99 more of these hidden somewhere in the image, this really wouldn't apply. however, there is another association that is also very common: dalmatians are known as the fire dog. we are used to seeing images of dalmatians alongside firemen when they're rushing to the scene of a fire. and what are the color of fire trucks? red. so we might be seeing all these elements coming together: the red, the dalmatians, the word sail in all caps, with an exclamation mark on the suggestion of scarcity to give us a sense of urgency, and like firemen rushing to a fire, the advertiser is hoping we will feel the need to rush to this sale. see how even a seemingly simple ad, when done well, can have a lot of subtlety behind it. now let's take a look at an ad that definitely has some more complexity to it. this is an advertisement from around 2010 from a popular company called juicy couture. on first glance, it may seem like a simple ad. we have a model center frame holding a bottle of perfume and the juicy couture logo. in the lower right half we see the words peace, love. near the upper left hand corner, under a different and smaller font, noting the new fragrance. since it says the new fragrance, we now know that this is for juicy couture's perfume line and not a clothing ad, which they also sell. we might also notike right away that there are a lot of colors colliding in the ad and that the model is surrounded by butterflies. the model itself is dressed in a frilly outfit and adorned with a lot of jewelry. needless to say, there is a lot coming together within the frame here to unpack. let's take a little bit of time to do that. let's start with the text. the words peace, love are one of the first things a viewer would notike upon looking at the ad. that's because this ad follows an advertisement layout known as the z pattern, where our eyes follow the natural path of reading left to right, top to bottom. here we follow the text from left to right at the top, follow down through the model and end at the juicy couture logo. so you can see that there is a clear design pattern here for the layout. but the words themselves are also significant. you can see that piece love is in a specific font, like it's written in graffiti. did you notike that? next to the juicy couture font, in the lower right there is an ampersand with the same graffiti font, so put together the text. it is meant to be read as peace, love and juicy couture this phrase peace, love and is reminiscent of a series of phrases that were popular in the 60s and 70s, such as peace, love and harmony, peace, love and understanding and various other incarnations. in fact, it is still referenced in pop culture today. this provides us with the first clue as to what this ad might be trying to do: evoke feelings and sentiments associated with the 60s and 70s hippie movement. but we would need to connect more patterns to confirm this. well, if we look closely, we can also see that there are actually piece symbols placed into the advertisement: one on the bottle itself, another near the top of the bottle, and we might even look at her fingers as flipping a peace sign as she holds the bottle itself. so now we have a pattern of clear, tangible connections to the idea of the hippie movement. now that we have this concrete connection, it helps us to focus the discussion and we can begin to examine everything else through this lens. for example, we have common stereotypes associated with hippie culture, such as closeness with nature, and we do see a lot of nature represented in the image, the butterflies flocking to her are the most apparent, but also the clothes she wears seem to represent fur. she also wears a butterfly ring and her hair has flowers in it. the idea of flowers in the hair is actually another common association with hippie culture. now that we've well established the hippie vibe juicy couture is going for here, it doesn't seem too far of a stretch to make a couple more connections that might be a bit more abstract. for example, drug experimentation is another common association with the hippie movement, and if we look closely at the model's eyes, they do appear to be constricted. this, combined with her blank expression, we might get the sense of a distant euphoria. but what's the drug she's high on? well, maybe the perfume itself, which is placed interestingly inside a container that looks reminiscent to an alcohol decanter bottle. if we look at the alcohol as a drug, then we might see a subtle suggestion that this perfume will give you some sort of high or drunk like experience. this might seem like a bit more abstract interpretation, and it is, but in the context that we've already established more concretely, that this image is evoking hippie culture sounds plausible, doesn't it? going further, we might look at the swirl of colors all over the ad as evoking a subtle tie-dye effect. but the fact that this ad is evoking certain stereotypes of the hippie movement isn't what intrigues me most about this partikular advertisement. it's the fact that there is actually another layer built into all of this. let's go back to the phrase. we began studying the ad with: peace, love and juicy couture. well, you may have notiked that the juicy couture font is not written in graffiti like the other words. instead, this font seems to have a more victorian feel to it, which is a font we might associate more with the idea of upper class royalty. perhaps what happens if we set aside all the hippie interpretations for a moment and examine the image throug?
Rhetorical Analysis on Gatorade commercial
so, hey, how you doing. great, okay, uh, you know what electrolytes are. yeah, Oh, could have fooled me. it looks like you don't. you know I. you got to sweat it to get it this. you got to burn something to earn some got take action for extraction. you know, I mean, you got a big at this. you don't get it. it's a lot of rhymes it's trying to get. the rhymes are supposed to help you understand that I can't sell you the Gatorades that are full of electrolytes. Gatorades are for people who sweat. I don't understand. I just want to buy these from you. man, it's not my policy. you heard we said: so, hey, how you doing, Thanks. Gatorade aimed its audience at kids to adults, ages ranging from 7 through 65. it encourages people to work out more and to you, and to be able to drink Gatorade afterwards instead of recreational use. great, okay, uh, you know it. electrolytes are. yeah, Oh, could have fooled me. it looks like you, don't you first begin to see logos occurring in this ad? Gatorade is trying to teach its audience how powerful their drink is and that it cannot be drunken cackle due to the amount of electrolytes that are given. once you're done working out, you can reward yourself by this pleasurable drink. for those who, gesturing Gatorade as a regular drink with no intentions of working out, should feel embarrassed. you know I, you got to sweat it to get it this. you got to burn some to earn some that take action for extraction. logos is still being used here. the knowledge base isn't clear to the average customer that buys Gatorade, which is the exact reason on to why Gatorade made such an ad. everyone is familiar with Gatorade, but not everyone knows the actual purpose of the product. this ad is trying to show what it should actually actually be useful. you don't get it. it's a lot of rhymes is trying to get. the rhymes are supposed to help you understand that. I can't sell you the Gatorades that are full of electrolytes. Gatorades are for people who sleep more. logo's is being showed by trying to educate the unworthy customer. the belief system in this ad is that sweating as a priority so that you can be privileged to drink Gatorade, but if you don't work out, then you should be ashamed for trying to gin Gatorade. as you can see now, pathos is starting to form because of the praise and worship this drink is getting from the cashier. no, his remark: Gatorade is for only people who sweat. but I don't understand. I just want to buy these from you now, not my policy, stop. well, in the background, you can say that a credible person comes in to judge the situation in the store. now there's a mixture of both pathos and ethos: pathos because with the funniness and excitement the customer is getting from Cam Newton, also how Cam Newton walked into the store as if he was someone very important- which he is- and the sad. the ethos is shown in a way of how credible quarterback of the Carolina Panthers Cam Newton is. cam obviously works hard in the gym. he even comes into the store very sweaty. therefore he's very credible. there isn't any misinformation in this ad because they cleared up all the confusion on to whether or not if it's okay to drink Gatorade like a regular drink, Gatorade is telling you not to drink it unless you sweat. this is why cam approaches the customer and smacks his unworthy hands off the drink and says: you heard what he said. referring to the cashier yourself, I like to think the customer in the ad is representing the audience. the audience's personal stake would be wanting to buy Gatorade with no questions asked, but of course there is a Gatorade policy that the cashier says: you don't sweat it, you don't get it. this ad is meant for people to work out even harder so they can be worthy enough to drink Gatorade. Gatorade is also stating two differences: people that drink Gatorade recreationally and people that work and sweat hard enough to drink Gatorade. Gatorade, Gatorade intentions are to send a message to the average customer to drink Gatorade responsible way, which is teaching, which is a teaching standpoint. and it brings us back to
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Nike commercial Rhetorical analysis
hey, kid, we shorted. I want to run. we're sort of guy, you're up, though we're short a guy. let's go right to Jeff's point to drive a short break. wait what? okay, where you been, I'm sure the guy you want to run. all right, hey, kid, we short a guy want to run. its trying to sell Nike a pair. the audience they target is teenagers and adults, but mostly teenagers. it begins when a boy is riding his skateboard alongside apartment and these other kids call him out and ask him if he wants to join us. this is when the product begins to be sold, because it changes into the different products- the 19 offers for people who play basketball, such as high socks, shorts, shirts, etc. a group of people run towards the guy and ask him if he wants to join them. this is when the commercial appeals to pathos, because it shows a wide range of people of different races, ethnicities, genders and body types. it's trying to make people feel like they belong and can identify with the people in the course. we're sort of guy, though we're short a guy. let's go. like to check, like to drive back, sword ready, wait what? the boy switches from running to baseball, next to volleyball and then lacrosse, finally to football and back to basketball. they also use the different sports to indicate that their products can be used all year long. this commercial was strategically released in July because it's the beginning of summer and it's trying to incite kids to go outside and play sports and indirectly trying to convince them to buy these products. okay, where you been the shorter guy you want to run. during the sport of baseball, often when he goes back to the basketball court, famous athletes know between the sports they come out and we're seeing asking the boy to come and join them, for example, and baseball scene, Mike Trout and Jared Richard are seen in the football scene, Andrew Luck and in the basketball scene, Anthony Davis. it appeals to ethos because it uses famous professional athletes to promote the products. that's giving them credibility, that they must be good. it then indirectly appears to logos because it states that these people, who are known for their great athletik achievement, must use great products to help them train and improve and that the product they use must be of good quality. so they're saying that these are facts and that the products are good due to these people promoting and using them. in the end, it appeals to pathos as well, because it shows the place that is supposed to be the first scene from the high point of view and you can see that the neighborhood is a low to middle class area. it's trying to make people who come or living in similar neighborhoods sympathize. it also says that people can become great athletes by using these products, no matter where they come from.
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Rhetorical Analysis of Budweiser Super Bowl Commercial - 2015
so this is going to be a rhetorical analysis of the 2015 Budweiser lost puppy commercial. this puppy thing has been going on for a while now with Budweiser, so it's worth thinking about in terms of rhetorical strategies and what they're really trying to do here. so before we begin, we can already unpack some of the basics here. we know that the speaker is Budweiser, it's their advertisement and their target audience. well, there are a few obvious answers, and none of them are necessarily correct, but they're they're obvious. so, for example, an obvious answer might be American audiences who are 21 and older, but that isn't necessarily true. it could be anyone who is eventually going to be 21, because if they can indoctrinate a 16 year old into value, value in their brand, five years down the road they'll have a paying customer. and there isn't any spoken language in this commercial, so it can apply potentially to any language, any country, as long as the same kind of values that are demonstrated visually here are shared. so maybe the audience isn't as broad as that. maybe it's not as broad as beer drinkers. maybe it's a specific kind of beer drinker as well, perhaps someone who has an affection for puppies, beer drinkers who like puppies, someone who buys into the classic American Dream style image of sharing a cold brew with a buddy next to your dog and your horse on a farm. if that idea sounds nice to you, well, you're probably part of their target audience. their purpose is probably going to be to sell more beer because their Budweiser, otherwise why spend all this money? but how have they wrapped that all up? that's what's really interesting about this kind of commercial. what's the message going to be here and how will that message send? how will that message sell more beer? it's probably something about Budweiser and friendship. tight little sales pitch. okay, so let's see how they do it from the get-go. we've got this guy. he's white, he's probably American. ambiguous, age easy: 25. is he 35? is he 45? who knows? he's wearing a hat and it does a very nice job of of disguising his age there. and of course, the hat says Budweiser on it and we've already got plenty of visual rhetoric to tok about here. Budweiser is for hard workers, Budweiser is for Cowboys, etc. etc. we could do this all day. okay, let's move forward. the puppy emerges from the hey, this is pathos city. you could make this your wallpaper and have just a path OSA tack. every time you look at it, emotions are totally a vocht here. now let's see if we can trace what Budweiser does with these emotions now that they've got ahold of them. okay, so that puppy that we love runs outside because he's a curious little guy, and that horse gives them a little neigh. so that continues to foster this relationship between those two animals, and that's a relationship that actually began many commercials ago. so it's already existing and it's only deepening with this little moment. when I wake up, the curious puppy jumps into a car. now, if we were doing a literary analysis, we might tok about symbolism, about lightness and darkness happening here, but instead we'll focus on pathos, because that's the Train that we are on. if you have half a soul, you're worried about what this little guy is going to do. where is he going? is he going to be alright? is the horse going to miss him? there's no beer. there is really no logos or ethos happening here. it's strictly an emotional train that we're riding. I know I'm gonna be, I'm gonna be the man, and when I go? so now, the juxtaposition of scenes is very interesting here. one is the owner, which is a relatively frantik scene. he's lost his puppy. he's posting flyers. they contain a photograph that happened to be from the previous Budweiser commercial, again fortifying the depth of that relationship. what's currently at stake, what's falling apart? and in the second scene, the lost puppy. he's totally out of his element. he's in a busy city right, which is the first time that's that's ever happened in these kinds of commercials- and it's not portrayed in a positive light. there's a lot of traffic. it's distressing for the poor little guy and for us as well, ya know. okay, let's freeze it on this image here. this is the saddest puppy I've ever seen in my entire life and God knows how many hours they kept him in that box in that rainfall, trying to capture this precise shop. it is so powerful, this is pathos magic. it's 23 seconds into the film and we are attached to a puppy, were attached to the relationship that he has with his owner, his horse, and now we are feeling absolutely awful. imagine if the commercial had ended here. it would be, it would be ridiculous. it would be a pretty solid propaganda campaign if they ended it here and posted, let's say, an opponent's brand on the screen. if they just grow Coors Light and had that picture of the puppy, that would be a pretty effective propaganda, pretty effective rhetoric, but this commercial serves a different purpose. okay, more sorrow, more sadness. the horse and the man, they're distressed. it's worth speaking to the power that an animal has in this argument. it's worth thinking about it in terms of ethos, and this is something that we often overlook. but it's really interesting. we know that humans can be manipulative. we know that humans can pretend to be sad about something, but animals are typically not so sociopathic or manipulative. we don't expect them. as far as we know, they can't really pretend to be sad. if the man is sad, or perhaps it's because society is pressuring him to put up those fliers and to make him make himself seem that way, because he's lost his puppy. but if the horse sad, then we've got a real problem on our hands. oh, okay, so the puppy goes on a little journey, more interesting light and dark stuff happening- and the predator is introduced. so here's a wolf. we immediately hate him, regardless of what the Wolf's life has been like. we hate this wolf and it's because of the context we are supposed to hate them. it's part of this pathos train that we are on. okay, and the horses save the day. what a delight. that awful burden of pathos, that emotional burden that we've been carrying. it has been lifted completely by these horses, and they are the heroes. so what's the message there? that that even in your darkest hour, it's your friends that will bail you out. it's not your owner, it's not your family, it's not your mama and papa, Labrador Retriever, it's not a superhero, it's not a religious entity, it's none of those things. it's your buds. that's who bails you out in your darkest hour. your buddies. I'm here, the final shot, the thing that puts a nice little ribbon on the entire argument. the man is drinking a Budweiser with the horse and the pup with his buds. why? because Budweiser is a holy thing to be shared with best buds, with hashtag best buds. the argument is simple, seemingly irrelevant to beer, but it's pretty darn effective. Budweiser is that awesome thing, better than family, better than religious entities, better than superheroes. right, it is the glue between you and your buds. friendships, our importance. cultivate them more deeply with our product, the brew that friendships are made from: Budweiser. nicely done.
Rhetorical Analysis of Hyundai Car 2016 Commercial Kevin Hart
oh, you look good, thank you. hey, see the guy taking my little girl out. huh, yep, huh. you know why don't you go ahead and take my new car? thanks, pops. [Music]. [Music]- favorite spot, favorite car finder- on the Hyundai Genesis back so soon. P go, sir, because the dad's got to do what a dad's got to do, honey, would you guys do tonight? this commercial is titled Hyundai Super Bowl 2016 commercial featuring Kevin Hart audience. the commercial is targeted to kiss the eye of many people, all with different backgrounds, and the commercial, both teens and their parents, are represented. this commercial speaks to all different kinds of parents, ranging from those who are overprotective to those who may begin to think about the child's protection due to this commercial. it also speaks to the teens of those parents, illustrating an occasion that is relatable to them. going beyond that example that is provided in the commercial itself, this commercial also speaks to those who have a great concern over their safety as well on the safety of their loved ones. audio. during this commercial, the audio begins solely with the sound of the scene being Illustrated, but the absence of background music- Oracle commentator. this allows for the audience to become fully immerged in that commercial. once the commercial begins, there is an edition of light-hearted music in the background, the music begins to form the tone for the entirety of the commercial. the music added also acts as a barrier between the audience and the distractions around them. the commercial was designed in a way to use every sense in that order to portray their message, including hearing throughout the their commercial, there is no direct mention of the product trying to be sold. until the end, the only two things started by a commentator throughout the entirety of the commercial or the name and motto of the product. due to the light heartedness of the commercial, the visual aspect, alongside the audio of the commercial, seemed to be the most valuable pieces: the audience of the stage for the tone of the whole commercial message and argument. the commercial argues the OSHA of this car. you can track your family members and become certain that no harm comes upon them during the road trips. this car seemingly promises safety to family members. through through use of this car, all things that could worry a parent or anyone about letting their child or loved one leave the house are seemingly solved. it promises total vision to parents, but it also promises more than that. the traits being promised throughout this commercial are not the only things being promised from this argument. the traits not only applied to the situation of those who have kids who are or are limb selves dating, but also those who are yearning for us, the sense of comfort and knowing that they are kin, are in control. it argues the idea that society has a the unknowing involved when letting people go off in their own car. it provides comfort through the light, comical relief and rot relatability with the example of teenage dating. get through the stated motto because the dad's got to do what a dad's got to do. the designer of the commercials adding emphasis to the words being stated. beyond adding emphasis to the words, the designer is also providing a beautiful example of amplification. the repetition causes the audience to think strongly upon the reasoning behind the statement being repeated twice. the recurrence of the phrase emphasizes the words, seemingly putting them in bold in order to draw attention, recognition and thought from the reader. you
Good ads to do rhetoric analysis?
iman says: could you please recommend a good advertisement in english for me to do a rhetorical analysis on it? i'm assuming that you're in advertising and you want to learn about different strategies and methods and you have to do an analysis to see sort of how how they structured it right. so there are a lot of advertisements out there. most people don't know advertisements off the top of their head. when you asked this question, i immediately thought of one that i sometimes. i watch it just because it's good. now it could be because i'm a fan of the people who are in it. tim and eric are these two guys who started a comedy team in the early 2000s and they had a show called tim and eric- awesome show, great job. if you want to get to know weird american humor, then check out tim and eric- awesome show, great job. and also check out- uh, check it out with dr steve bruhl- weird shows, but they represent a type of american humor that i think a lot of people don't often see or realize. anyway, let's take a look. i found one for you. here we go. this is called. so there's a mattress. it's called purple. i have a a purple pillow. my pillow is purple. this company makes mattresses and pillows, seat cushions, a lot of things actually. it's a very good company. i really like their products. if you need a a seat cushion for a computer chair, they make a really, really good one. anyway, they hired tim and eric, who i've been a fan of for many years, to do an a series of ads for them and they said: hey, tim and eric, do whatever you want. they just let them do whatever they want, and tim and eric did not disappoint. now i warn you this is weird, so fair warning. here we go, we're going to watch the whole thing. hi, my name is quirky purple, and welcome to the purple boys series on ideal sleep solutions and zonk strategies. i'm joined by one of the co-creators of the purple boys, gino purple. thank you so much, cork. i am indeed geno purple, the purple boy, and we are here to help you sleep. today we're going to be toking about the sunday scaries and we're going to take you on a wild ride to teach you how to say no, no to the sunday scare. no nose, release your mind, let the sleep flow through you. do you have two minutes of time to let me help you sleep? this is finally sleep you can count on. [Music]. there's nothing better than the weekend. that's why we are all familiar with the sunday scaries, that feeling at the end of the weekend where you've got the work week coming up and you just wish you could just enjoy that saturday night excitement for the rest of time. and then, uh oh, sunday night comes, we got a big work week, i'm not getting any sleep, i have anxiety, i have paranoia, i have claustrophobia, because i don't want to see my boss the next day [Music] been there. you know i love the weekends, i love zipping around and, you know, going to the movies and going to the beach, but then i get the sunday scaries. it's hard to sleep, but thanks to the purple mattress, i'm now able to get a real good night's sleep. no more sandy scaries. thank you, gino, thank you, quirky, love you both. i'll tell you a little story about my family. this week and, as you know, i've been making tiny personal pant pieces for my wife, gina, and this weekend i cut down some pepperoni slices into very small circles and i said: i love you, gina, we're having a wonderful time. and uh oh, i looked at my clock: [Music]. he's asleep, quirky. hey, we're here. what a creepy dream i was in a plane crash. we are the purple boys. let's sleep. [Music] purple boys. oh god, we got one of those new purple. oh, that's a real ad. this, oh, this is a real ad. okay, purple has a lot of really funny ads. i find their ads to be quite, quite entertaining. anyway, iman, if that is not what you're looking for, i'm sorry, but that's the first ad that came to mind that you might, that you might look at and you can see that it has four, point, almost five- million views. so they're obviously doing something right and it's obviously a very different style of ad compared to what you would normally see. but that might be a good one for analysis to try to understand. why does it have so many views? um, anyway, if you have any other questions about this, iman, let me know in the comments. don't forget, guys, to subscribe. hit the like button as well and check out the full courses in the links in the description. [Music] you.