Gabrielle Stevens
Mrs.Jenkins
English 1010-12N
October 25, 2015
Advertisments Today The purpose of advertisements is to persuade us into buying a particular product or service. Companies persuade us in the ads that they create by including text, images, and capturing the emotions of their audiences. They mostly try to appeal to certain values and ideals that will target specific groups of consumers that would most likely buy the product or service faithfully.

2010 ad from Seventeen Magazine (Proactiv).

This ad from the August 2010 Seventeen Magazine features the famous teenage singer Justin Bieber with clear and flawless skin holding a Proactiv product outwards showing the "secret to success". It's almost as if he was wanting to share the product with other people. The primary target group for this commercial consists of the millions of teenage girls who struggle with acne. Teenage boys who are able to identify with Justin Bieber are equally targeted. However, these target groups are specific and do not include adult men or women as they have other Proactiv ads to cater to this crowd. In this ad, the combination of Justin Bieber’s charming smile and his flawless skin capture the viewers attention to have them picking up the phone and dialing to order or hitting up the online site to checkout the products. It’s easy so why not try it? If it is an easy process that wont take up much of time and will clear my acne then it is worth a try. Also, included is a first time special offer: You pay $19.95 instead of $60.00 and you get a free “gift”, so if you call and order right now you are getting a better deal. If you are getting a better deal, then it is a good idea to pick up the phone and call immediately. Another great selling point is that according to the ad, Proavtic is America’s #1 acne system that was created by two “leading dermatologists”. So naturally the viewer trusts Proactiv. The logos of this ad lies in the idea that if you have acne and you are craving clear and smooth skin, you should use Proactiv because your skin will clear up and look like the skin featured in the ad. The ethos consists of Justin Bieber identifying with the millions of teen acne sufferers and confirming that it has worked to clear up the acne he started getting on his chin from his microphone. Last but not least, this ad gives viewers hope that they can find a solution for their acne. Justin states, “ Cause there’s no way I am gonna let a bunch of zits get in my way”. People identify with this feeling and they want to be as happy as Justin Bieber. This is where the pathos works its way in because acne suffers are likely to suffer not just physically, but emotionally from their acne as it can cause embarrassment and self-esteem issues. The Justin Bieber Proactiv advertisement weaves together a rhetorical masterpiece through the thoughtful combination of Aristotle’s three rhetorical proofs, logos, ethos and pathos. The design of the advertisement, the bright colors, and big font embellish the effectiveness of this advertisement and help it to reach a larger audience. Overall, the Justin Bieber Proactiv advertisement successfully accomplishes what it set out to do, which was to generate and heighten interest in the Proactiv products which intern leads to rising sales.