Free Essay

Rhetoric Analysis

In: English and Literature

Submitted By slimmoxie
Words 911
Pages 4
RHETORICAL ANALYSIS ON AN ADVERTISEMENT

Name
Institution
Date

The aim of every advertisement is to reach out to as many people as possible and relay the intended information to them. The hallmark of its effectiveness is only measurable through determination of its levels of persuasion. It is not very easy to appeal to a given mass and have the ability to change their beliefs, behaviors, intentions, motivations and attitudes. To do so, there are a number of factors, that different and distinct, that must be brought together intricately to create a complex appeal mechanism. To achieve the intended purpose within the set limits, an advertisement or campaign must employ the different modes of persuasion that are ethical strategies used for rhetorical appeal. These strategies are categorized rhetoric devices that classify the appeal that an advertisement might have on the audience. They are; pathos, logos and ethos.
Pathos is an appeal on the emotions of an audience. It is responsible for eliciting sympathy and empathy from the target audience. Logos is the logical appeal that an advertisement might have on the audience. It is the aspect that deals with facts and figures. Ethos is particularly concerned with the authority the proposers of a given campaign have on the given field. The qualifications that a creator or an advertiser may have with regard to the content of their advertisement will definitely influence the audience’s ability to relate with the advert.
In 2007, a UK charitable organization that offers extensive treatment for people in substance abuse released an advertising campaign that reminded people that not many people who abused drugs lived to long age. The advertisement featured two old ladies using cocaine, an octogenarian couple injecting drugs into their veins, an old man smoking crack on a pipe and a lady injecting drugs between her toes. At the end of the advertisement there is the tagline “There is no such thing as an old junkie; Take back your future”
Just like any advert that will appeal to the target audience, it has a creative side that tells a serious story in an almost hilarious way. The overall effect is that the humor infused (despite being dark humor) expresses the seriousness of the situation in a jocular manner but hits the point precisely. In showing the ‘old junkies’ the creators bring to terms the facts and the idea of how out of place they seem sends the core message. It is by far and wide a successful advert if the persuasion it has is anything to go by. This persuasion has been achieved through the use of different ethical strategies to achieve the dramatic masterpiece.
Coming from Focus 12 Rescue Center, a widely known organization that does charity rehabilitation work, the advert has some credibility on the message it is trying to drive home. The center is definitely well informed on such issues and must have the data to support it as well as the ability to stop it. It is so obvious that they have mastery of content and know much about drugs. The idea of injecting between the toes further underlines this. It comes as a shocker and the sublimity created by the old lady sinking in the seat after injecting herself showing the gravity of the matter.
Further still, the persuasion of the advertisement is undoubted since the entire clip is 1.05 minutes of pathos. The emotion that the advert elicits is unrivalled. The most appalling thing is the transition from the ‘elderly home’ setting in the beginning to the crack house that the thesis creates. The choice of an almost sepia color scheme serves to show how pale the life there is and the gravity of the issue. The setting and locale directly appeals to the feelings of the audience as does the mood. Bing Crosby’s performance of James’ Monaco’s composition as fading background music as the life fades away from the old lady slumping in her seat goes further to elicit the hopelessness of a substance abuser. The advert as whole is a satirical piece. It scoffs the idea that there are old age drug addicts; toying with the idea as laughable. The unnatural acts of the advert are hilarious but the mood is extremely pitiable. It is not very easy to draw contrasting feelings from an advert at the same time, especially in just a minute. This therefore shows that the advert hits a milestone in eliciting the feelings of the audience.
The advert is obviously informed and the tagline is direct and precise. Just as logos would suggest, an advert that persuades its audience must have facts and figures as well as deep rooted information. Whereas there are no facts and figures that are provided in the advert, the tagline summarizes the seriousness of the matter. It gives one fact; people who abuse drugs do not live too long! The unforgiving attitude that the tagline flies in with is not an appeal, it is a sound warming. It cautions the drug users that lest they get help they will not live long. The advert has widely been shared and discussed on social media for long. It has also won an award and this strengthens the fact that while it is a mastery of artistic creation, it is a persuasive piece. With consideration of the different rhetorical appeals, it hits the milestones as a creative advert that definitely reached the target audience in a great way.

Similar Documents

Premium Essay

Analysis of Political Rhetoric in "The American Promise"

...Analysis of political rhetoric in “The American Promise” 2. Divide the speech into sections. Give each section a headline. American workers have kept the promise alive for more than 200 years. Page 109, Line 1-15. Hard work, Individuals, American Family, Sacrifice, Dreams, Belief. The American Promise. Page 109, Line 16-Page 110, Line 2. “Our own lives”, Freedom, Drive, Innovation, Growth, Education, Opportunity, “I am my brother’s keeper; I am my sister’s keeper”. The American Spirit Page 110, Line 4-Page 110, Line 17. Wealth, Rich, Strong, Powerful, Envy, Binds us together, differences, promise. Martin Luther King, an inspiration. Page 110, Line 19-Page 110, Line 31. Destiny, Lincoln’s Memorial, A young preacher, “people of every creed and color”. Be a man of your word. Page 110, Line 33-Page 110, Line 42. No turning back, much to be done, fix, rebuild, save, protect, mend, Walk together. 3. The American Promise according to Barack Obama. The American Promise is about being helpful, responsible, industrious, believing and not giving up. You have to look out for your fellow Americans, and the government has to make sure everyone has the same opportunities. You are not only responsible for yourself, and you rise and fall as a nation. And when you get these opportunities, you are responsible of using the opportunities. You have to be hard working even in hard times. 4. Rhetorical Techniques used in the text. Alliteration: “.. who weren’t well-off or......

Words: 1033 - Pages: 5

Premium Essay

Paret Rhetoric Analysis

...The passage uses syntax, diction, and figurative language to convey to the reader a sense of shock, loss, and regret. The syntax defines the pace of the passage, beginning with complex sentence structure. It then switches to long, run-on sentences, eventually settling on shorter, simpler sentence structure to suggest a sense of shock and stupefication to the reader. The frank, graphic diction also enhances the pathos of the essay, horrifying and shocking the reader. Figurative language such as imagery also enhances the feeling of loss and regret by comparing the actions in the boxing ring to the life-and-death struggle of a rodent-or even worse, to a vegetable, defenseless even as its head is smashed in. The syntax of the passage contributes greatly to the readers shock because of the way it manipulates time. The syntax first begins to shift at the outset of the fight, alternating between long and short sentence structure to enhance the feeling of speed and intensity. However, when Paret “got trapped in a corner”, the sentence structure becomes longer, including many fragments in one sentence to accentuate the slowness of the event-almost as if time is stopped entirely. Paret’s death is then recounted using short, fragmented sentence structure in order to provide stark contrast to the previous paragraph-to symbolize the transition from the fight for survival toward death. The sentence structure also conveys the shock of the situation with short, simple sentences. ...

Words: 514 - Pages: 3

Premium Essay

Rhetoric Analysis Paper

...Delcia Cardoso English 102 Hungry for Change Among many disadvantages of fast food, there are also plenty of advantages as convenience. Fast food is convenient for many people because nowadays people have been busier than ever and having food on the go is very practical for whom needs to get things done fast and take advantage of the time they have. Moreover, fast food is much cheaper than organic or fresh food and also everyone can afford to buy fast food. Consequently, we wont have many people struggling to have food. Besides exercising, drinking plenty of water and getting enough sleep, eating healthy is one of the components to maintain a good health. However, in present days our society has become a more of frozen and canned or even man made food consumer than natural and fresh food. This is due to the way we are living our lives, it seems that over time people have become busier, so we want to be able to get things done faster to take advantage of the time we have; therefore, canned food other types of fast food are very convenient without forgetting to mention that they are cheaper. In the documentary “Hungry for Change” directed by James Colquhoun, Laurentine Ten Bosch, and Carlo Ledesma they show secrets behind weight loss, diet, eating habits and strategies used by food industry to keep people buying their food and craving for more while they make money out of it. Indeed, they are explaining that diets do not work, and what we need is to change our lifestyles...

Words: 982 - Pages: 4

Premium Essay

Aristotle

...and the Rhetoric Books I and II Aristotle (384-322 BCE) • Aristotle was a student of Plato’s who disagreed with his mentor over the place of public speaking in Athenian life • born in Macedonia about the time Plato was opening the Academy in Athens • age seven went to Athens and entered the Academy--stayed on as teacher; left 20 yrs later on Plato’s death in 347 • Was ineligible to inherit Academy because he wasn’t Athenian • believed only scientific demonstration and the analysis of formal logic could arrive at transcendent truth • Dialectic and rhetoric form 2 major divisions in his view of human inquiry but they deal with subjects on which true knowledge isn’t available • Rhetoric: making persuasion possible • for Aristotle, rhetoric as the discovery in each case of the available means of persuasion--this discovery requires scientific investigation o in terms of speech situations, he focused on civic affairs • forensic speaking considers guilt or innocence—judicial speech centering on accusation and defense • deliberative speaking considers future policy—political speech centering on future policy • epideictic speaking considers praise and blame—ceremonial speech ▪ Aristotle classified rhetoric as the counterpart of dialectic o dialectic is on-on-one conversation; rhetoric is one person addressing the many o dialectic searches for truth; rhetoric......

Words: 3666 - Pages: 15

Premium Essay

Rhetorical Analysis

...Jason Francis Herbert Pimlott Rhetorical Analysis November 13, 2012 This essay argues that the Globe and Mail (G&M) article, ‘Don’t Teach Until You See the Whites of Their Eyes’ (18 August 2012), is persuasive with its primary target audience of G&M readers. Clifford Orwin, the author of this article, is a professor of political science at the University of Toronto. Furthermore, the main focus of this article deals with the fact that: “Real education requires real teachers and students, not disembodied electronic wraiths.” Through the rhetorical analysis of this editorial, this paper will demonstrate that its persuasiveness can be attributed to four key aspects: through an emphasis on the use of deliberative stasis; its use of ethos and logos; and through its effective use of rhetorical imagery. Before the case can be made for understanding how and why this article is persuasive, we need to begin with setting the context of the issue or exigence to which the article was responding and whether that response was timely and appropriate. To understand the exigence of this article, the interpretation of Orwin’s implied audience is necessary to grasp how the two concepts within exigence, kairos and phronesis, both link text, context and audience together. Through an extensive analysis of the assumptions made by Orwin, the implied audience consists predominantly of instructors. Moreover, Orwin’s motto: “Don’t teach until you see the whites of their eyes.” Also used......

Words: 2331 - Pages: 10

Free Essay

Reading the Essay

...Sean Dobson September 5, 2012 English 015 – Section 056 Rhetorical Analysis Proposal The article that I have chosen to read and analyze for the rhetoric analysis paper is called “Death Penalty and Sentencing Information” by Dudley Sharp, the Death Penalty Resources Director of Justice for All. After reading through the document, the position is clearly in opposition of the death penalty. The paper is written to alert and educate students and adults of the violation of human rights that exist within the code of capital punishment. The author wrote the article in an attempt to make the reader consider their own personal beliefs on the death penalty, and also encourages the reader to delve further into the controversy that has been existent for quite some time. The rhetorical situation in this case is in the form of a well-backed, very detailed position paper about a highly controversial topic. The paper opens up the idea that there are more than just two opposing views, and offers a great deal of factual evidence in support of why the death penalty should not be a viable option of criminal justice. In reading this paper, I was able to identify several types of rhetorical elements. The logos present aree in the form of detailed, well-researched factual evidence that is brought to not only help the position of the author, but intrigue the reader and spur the reader to think about their own position on the matter. Pathos is used in the paper when the author turns to the......

Words: 288 - Pages: 2

Free Essay

Rhetoric vs Sophistry

...Stephen Mailloux’s (1995, ed) discussion of “Sophistry and Rhetorical pragmatism” (pp1-30) and West and Turner’s (2010, pp.312-327) discussion of “Rhetoric”. This essay is a review of Stephen Mailloux’s discussion of Sophistry and Rhetorical pragmatism (Mailloux, 1995) and West and Turner’s discussion of Rhetoric (West & Turner, 2010). The writings in question discuss the origins and evolution of Rhetoric, with Mailloux introduce a historical and philosophical criticism of “sophistic Rhetoric as applied in the modern American context” (for example, neopragmatism and poststructuralism), and evaluated in the rest of the book, whilst West and Turner enlighten the reader about the heurism and globalism of Aristotle’s Rhetorical theory with a focus on the discipline of public speaking. Mailloux introduces sophistic Rhetoric as founded on the pragmatic doctrine that “Man is the measure of all things: of things which are, that they are, and of things which are not, that they are not”, a phrase attributed to the Sophist Protagoras (Patrick, 2006). Others Sophists of note include Gorgias, Prodicus, Hippias and Thrasymachus – quoted in Plato’s Republic as saying “… ‘Just’ or ‘right’ means nothing but what is to the interest of the stronger party” (Plato & Lane, 2007)). West and Turner’s account of the Rhetoric show that the first teachers of Rhetoric were the "Sophists”, who were nomadic teachers of public speaking that were respected for their intellect and subsequently paid......

Words: 2288 - Pages: 10

Premium Essay

Ethos Pathos Logos

...John Fitzgerald Kennedy is credited as being one of America’s greatest speakers. That is why, when asked to choose a speech to do a rhetorical analysis on from the Top 100 American Speeches on www.americanrhetoric.com, I had to choose his “Inaugural Address” from January 20, 1961. This speech is ranked second, under Martin Luther King Jr.’s, “I Have a Dream.” President Kennedy utilized many of the tools typically used in rhetorical or persuasive writing. He took full advantage of Aristotle’s three areas of rhetorical speech writing: Ethos, Pathos, and Logos, paired along with other literary tools such as repetition, rhythm, and comparison. President Kennedy opens his speech by establishing credibility, or ethos, “For I have sworn before you and Almighty God the same solemn oath our forebears prescribed nearly a century and three-quarters ago.(Americanrhetoric.com)” This excerpt tells the American people that he has followed the rules and has a legitimate responsibility to the American public as did the Presidents in the past. He is official. Then, a few moments later, JFK begins to capitalize on the emotions of the people, tying himself to them, identifying with them by using words such as “we.” This is the pathos part of his speech, “the torch has been passed to a new generation of Americans -- born in this century, tempered by war, disciplined by a hard and bitter peace, proud of our ancient heritage, and unwilling to witness or permit the slow undoing of those human......

Words: 663 - Pages: 3

Premium Essay

Here to Help

...A VERY INCOMPLETE GLOSSARY OF TERMS Rhetoric: All of the methods by which meanings are communicated Rhetor: The source of the communication—writer, speaker, filmmaker, photographer, etc. Euphemism: An alternative word choice that alters (usually softens) the rhetorical effect (“die” vs. “pass away” vs. “in a better place”). Different choices of language signal different implications and underlying philosophies. Euphemisms tend to distance the audience from the subject, using more vague and imprecise language (“collateral damage” vs. “unintended killings,” “got the better end of the deal,” vs. “swindled the other guy”). Paraphrase: An alternative phrasing of an author’s original language. Don’t paraphrase simply to pretend an author’s arguments or content are your ideas, or to avoid accusations of plagiarism. Instead, paraphrase in order to reveal something that wasn’t obvious in the author’s original words. Effective paraphrases make the implicit explicit (“What she’s saying here is...”) Always give credit to your sources, even when you paraphrase. Summary: Similar to paraphrase (in that you choose your own words to describe an author’s argument), except in a summary, you compress large portions of text into a much smaller space. You’ll need to choose specific things to focus on in a summary. You aren’t trying to restate every claim and every piece of evidence. Instead, choose smaller parts of the text that are relevant to your work and explain how you want your......

Words: 1328 - Pages: 6

Free Essay

Martin Luther King Speech and Letter Analysis

...Letter From Birmingham Jail Vs. “I Have a Dream Speech” The first way that a “Letter from a Birmingham Jail” and “ I have a Dream” differ are in their intended audience, as one is intended for a group of white clergymen while the other is intended to rally a large group. This difference in audience and how Dr. King chooses to appeal to each of his audiences causes for the choices in language and the purpose of “Letter from a Birmingham Jail” and “I have a Dream” to differ. “Letter from Birmingham Jail” is addressed to white clergymen, and the purpose of the letter is to defend the demonstrations that were taking place. As Dr. King is trying to defend the demonstrations to these white clergymen, his language choice is quite interesting. One brilliant way that he chooses to defend the demonstrations is by appealing to the white men through his choice of Anglo terms. For instance, in the letter, Dr. King writes, “Just as the prophets of the eighth century century B.C. left their villages and carried their “thus saint the Lord” far beyond the boundaries of their home towns…I am compelled to carry the gospel of freedom beyond my own home town” (King). This choice of wording makes Dr. King’s argument stronger since as these white men disagree with Dr. King and his form of peaceful protest, the white clergymen will not be able to argue back because he is using religious references that if the white men chose to argue against, it would make them look like hypocrites......

Words: 1811 - Pages: 8

Premium Essay

Rhetorical Analysis, "Crazy World."

...Name Tutor Course Date Rhetorical Analysis, "Crazy World." Introduction Music is one way through which the audience receives messages from composers. Good music is that which achieves its objectives of convincing the audience and drawing their attention towards its message. In order to produce good music, a singer will have to be well- organized in order to achieve his ojectives, as this is the main secret to winning the audience’s attention. Thesis statement “Crazy world” is one of the most influential songs that Lucky Phillip Dube ever composed. Born and raised in South Africa, Lucky Dube managed to reach many people across the globe through his emotional and well-organized songs. His ability to properly employ ethos, pathos, and logos helped a lot in persuading his target audience. Though he passed away in the year 2007, his legacy will forever remain with us and his songs will always keep educating generations and generations. "So far so good we still living today, but we don't know what tomorrow brings in this crazy world; people dying like flies every day!" This is the first line of a song that the world has recognized as one of the most emotional and educational. Lucky Phillip Dube was and will always be one of the world's best and most influential musicians. The messages that come from the songs of this humble and ethic driven African reggae artist sticks in the minds of his target audience and have changed many lives. His efforts to......

Words: 1630 - Pages: 7

Premium Essay

Good Essay

...course: reflection, narration and description, critical analysis, comparison and contrast, problem and solution, and persuasion and argument. ▪ Students review annotation acronyms, how to do a close reading, literary elements and rhetorical devices. Students also review the SOAPSTONE (subject, occasion, audience, purpose, speaker, tone, organization, narrative style and evidence) strategy for use in analyzing prose and visual texts along with three of the five cannons of rhetoric: invention, arrangement and style. ▪ Students learn the format of the AP test, essay rubric and essay structure. ▪ Students take a full-length AP test for comparison purposes in the spring. Reading: The Scarlet Letter – Nathaniel Hawthorne Writing: Answer the following question in one paragraph. Use quotes from the novel as evidence. Some readers believe that the elaborate decoration that Hester embroiders on the scarlet letter indicates her rejection of the community’s view of her act. Do you agree or disagree? Explain your position using evidence from the text. (test grade) Writing: Write a well-developed essay addressing the following prompt. Document all sources using MLA citation. Compare Hester to a modern day person who has been shunned. Provide at least two research sources for the other person. (project grade) Reading: “Sinners in the Hands of an Angry God” Jonathan Edwards Analyzing: SOAPSTONE and cannons of rhetoric Reading: Teacher Introduction......

Words: 3064 - Pages: 13

Premium Essay

Cultural Thought Pattern in Inter-Cultural Education

...need to have a different teaching approach to reading and composition for foreign students and a different way for American students due to the cultural differences and nature of rhetoric. Although babies do not learn languages through grammar books or dictionaries, it is a subconscious process, and they learn through exposure to the language and surrounding environment. Learners of a language are subjected to a conscious process, and have to learn the language through memorizing alphabets, grammar rules and memorizing vocabulary and common phrases. Contrastive rhetoric as described in the article has three assumptions that; each language has a set of rules for writing unique to it that linguistic and rhetorical conventions of a first language interfere with the learning of a second language and that spoken word and written words are cultural phenomena. As rhetoric concerns itself with what goes on in the mind rather than what comes out of the mouth, we have to realize that diversity affects not only the languages, but also the culture. Language, in turn, is the effect and the expression of a certain world view that is manifested by a culture. Language presents a kind of destiny, so far as human thought is concerned, this diversity of languages leads to a radical relativism and thoughts. Rhetoric being a means of thinking or a way of finding available means to the realization of a desired ending must be remembered that the foreign student, ideally, will go back to......

Words: 574 - Pages: 3

Premium Essay

The Struggle Against Sweatshops - Rhetorical Analysis

...Rhetorical Analysis Many agree that exploiting impoverished people as a source for cheap labor and consequentially cheap products is a morally unacceptable practice. However, the problem of sweatshops remains prominent in our globalized world. Tara J. Radin and Martin Calkins explore this problem in “The Struggle Against Sweatshops: Moving Toward Responsible Global Business” by breaking down their essay into two primary sections. The first describes the difficulties of both external and internal forces in permanently discarding sweatshops while the second division highlights the complexity behind any plausible solution. While the content of this article is of elevated interest, more important for our purpose is the success behind their rhetoric. They utilize the emotions of an audience on an already sensitive topic while simultaneously providing evidence from a variety of environments and sources to point out that their conclusive recommendations are of great value when the urge to change the manner in which we get products finally sets in. In their essay “The Struggle Against Sweatshops: Moving Toward Responsible Global Business”, Radin and Calkins both inform and persuade their audience at an effective level through their credibility, emotion, and logic—ethos, pathos, and logos, respectively—to conclusively come about at more fully understanding the need for reform in global labor markets. I will first define ethos followed by an analysis and illustration of the......

Words: 1694 - Pages: 7

Free Essay

A Rhetorical Analysis of Nike.Com

...A Rhetorical Analysis on Nike.com Tony Rashad Walker, Jr. DeVry University A Rhetorical Analysis on Nike.com Well known for its athletic apparel, Nike, Inc. widespread slogan “just do it” shows their target audience, adults; adolescents; and teenagers, “how to take it to the next level”. (Hill, 2011, para 2) To showcase their apparel, Nike classic “swoosh/check” trademark is displayed on all clothing, shoes, jerseys, socks, and sports even display Nike banners during games. (Id.) Being that Nike.com advertised brandish are first and foremost used to irradiate physical health and fitness and the improving of athletic ability, the current theme of Nike.com is “Don’t break resolutions… Beat Them. Get better with us this year in our latest looks, layers, and innovation”. (Nike Women’s Spring Style Guide, 2015) Inasmuch, this rhetorical analysis is on NikeFuel, a Nike, Inc. brand advertised effectively and convinces Nike.com target audience that this brandish is the next level to their physical health and fitness and athletic endurance and abilities. (Explore the Power of NikeFuel, 2015) Insofar as Nike.com empowers through their themes and slogans, many of us look at this as Nike.com “battle cry.” These themes and slogans have become the essence of Nike, Inc.; therefore, Nike.com sets the mood and there slogans are the crux of the company. These slogans and themes are “the company identity, the corporate motto, and the battle cry”. (Forsythnov, 2014, para 5) Nike.com......

Words: 1466 - Pages: 6