The Rhetorical Analysis Of Political Advertising In The Advertising Industry

What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.

Rhetorical devices play a crucial role in captivating audiences and persuading them to buy a product. Rhetorical devices like ethos, pathos, and logos are used to appeal to the audience's credibility, emotions, and logic. They can work together to create a persuasive message for the audience. There are so many rhetorical devices in each commercial that there are three that stand out. There are so many rhetorical devices in every commercial, in my three commercials “Share a Coke,” “Sprint- Charts”, and “Travis Scott- Mcdonald's" I found at least three for each.

I would like to take this opportunity to thank you sincerely for your many years of service. I truly appreciate the stands you have taken to uphold the values that have made this country and state such a wonderful place to raise a family.

Since then, commercials have all had a similar format, appealing to your emotions, showing you why you need it. Emphasis is put on you rather than their products, and how much some products sold is unreal. This growth in the market for those advertised products isn’t refutable, and obviously politicians realized this technique works because they started using it too. There’s little doubt in my mind that it works for politicians just as much as it works for multi-million dollar corporations. Emphasis on emotional appeal rather than reason and logic is a big theme in this chapter, and Postman is correct in making it one because it is undeniably what changes our view on politics

     When candidates develop a plan of attack for campaign advertising, they tend to aim for at least four types of commercials. One form or type of commercial is those which play on the fears of countrymen. Fear

III. Purpose and stance; Here’s where we “read” the ad and describe it – visual rhetoric

American’s most savored beverage is beer. It’s one of the top consumed drinks and can be drank for different occasions. Budweiser, one of the most top selling beer companies puts out their commercials to advertise their beers. While their commercials are used to produce sales, what most don’t see is the message they associate when drinking a Budweiser. These commercials often use rhetoric to persuade us. Rhetorical devices are used to be the most effective way to persuade and audience into thinking. Pathos, ethos, and logos are used to make a powerful statement to be successful in their beer sales.

Throughout history, literature, pictures, and speeches have been laced with modes of persuasion. In modern society, thousands of advertisements are produced a day. Each one uses either ethos, pathos, or logos to convince viewers to shift and support a certain belief. One field of advertisements that relies heavily on pathos and ethos is the health field. The national anti-smoking campaign advertisement, below, uses blatant visuals and medical facts to make viewers understand how smoking negatively impacts people’s lives.

It is very common among the United States’ political sphere to rely heavily on T.V. commercials during election season; this is after all the most effective way to spread a message to millions of voters in order to gain their support. The presidential election of 2008 was not the exception; candidates and interest groups spent 2.6 billion dollars on advertising that year from which 2 billion were used exclusively for broadcast television (Seelye 2008.) Although the effectiveness of these advertisements is relatively small compared to the money spent on them (Liasson 2012), it is important for American voters to think critically about the information and arguments presented by these ads. An analysis of the rhetoric in four of the political

Commercial advertisements create a strong presence in the media due to the power of persuading the audience to buy a certain project. The commercial is promoting the use of diet coke and using Taylor Swift to do so. Diet Coke is a sugar free, soft drink that is very popular, it is promoted and distributed worldwide by Coca- Cola. Coca- Cola spends nearly $3.499 billion in advertisements yearly (Investopedia, 2015, 1). This ad catches the eye of the audience with the use of Taylor Swift and the adorable kittens. In this commercial, it is clear that with every sip the pop-culture singer takes of the Diet Coke, more kittens seem to appear in the apartment until the whole apartment becomes invaded with the tiny kittens. This advertisement efficiently delivers the point to the audience during the commercial video by encouraging them to drink their product Diet Coke while trying to increase the consumption of their product, attract more viewers, and sell more of their product.

An old saying that comes into play when just glancing at this advertisement, “An apple a day keeps the doctor away.” is an old saying pediatricians would say to their miniature patients. Who would know this could grab attention of people just watching TV? “An Apple a Day” illustrates four Granny Smith apples on one side of the ad while a slice of a Granny Smith apple sits on the other side of the ad. The product the advertiser is selling has more to offer than the other companies which, is shown by the whole apples and the slice of an apple. The small description underneath the Granny Smith apples has a formal, yet demanding tone that provides information about the product. In the fine print, it has some details on how their company is “one of the best. “Then below the small caption is a large, bold black logo followed by the contact information of the company all directed towards drivers. “An Apple a Day” is trying to connect with middle-class drivers looking for better quality insurance for an inexpensive price.

When analysing all of the advertising around us, sometimes we don’t look at what the true message of a commercial really is. We live in a world that is controlled by mass media and because of this advertisers are trying harder each year to outdo themselves and their competitors. Rhetors use techniques in their advertisements such as fantasies or surrealism to catch the attention of their audience. Companies like Audi pour millions of dollars into their marketing teams to make sure their cars look the best and attract consumers. Commercials that are shown on television today are great examples of rhetorical artifacts because of the many techniques being exercised by the rhetor. Analyzing this through the lens of rhetorical

In “Propaganda Techniques in Today 's Advertising” by Ann McClintock, the author discusses how Americans are being brainwashed by advertisements and the different techniques they use to catch our attention. Ads are simply everywhere we look, it is impossible to get through the day without seeing one. All advertising companies put tons of research into how consumers spend money or even vote. Once these companies finish their research, they create advertisements that appeal to the masses. The basic propaganda techniques that McClintock writes about are Name Calling, Glittering Generalities, Transfer, Testimonial, Plain Folks, Card Stacking, and Bandwagon. Each one of these propaganda techniques is used in specific ways by advertisers to sell their product or service to consumers. I have selected a political ad which uses the Glittering Generalities technique, a coffee ad that uses Transfer technique, a soda ad that uses the Testimonial technique, and a soup ad that uses the Name Calling technique.

Many businesses and organization use the method of advertisement to sell their products. Ads enhance products and encourage the audience to buy its products. There are many strategies in which influence how successful an ad can sell its product. In this essay, I will be conducting a rhetoric analysis on a chip advertisement created by Popchips. This essay should identify the audience the ad is trying to reach; the message the ad delivers; and the three modes of persuasion (ethos, logos, and pathos) that are used in this ad. For reference, this ad can be found at the end of this essay.

Campaign Advertising Though clearly constant in the effort to win the electorate's vote for each candidate, campaign advertising since the 1950's has become more intricate. In each decade since television advertising for a candidate has begun, the messages have been designed in one way or another to play on the emotions of the electorate. However, over time the way in which this is done has changed constantly, most clearly in the utilization of "positive" and "negative" ads. Moreover, the utilization of information and statistics in ads has changed dramatically, delivering the core message of a candidate in concise, hard hitting, and effective way.