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- Due 9/8 at 5PM: Analysis of an ad
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Ashley Peren
9/06/19
Analysis of an adThe rhetorical situation in these ads is the negative and long term effects of smoking. More specifically, these ads target the younger audience, teenagers and young adults. This is implied by how they chose to put a young female to buy cigarettes in the first ad and then show another young female smoking in the second one. People started noticing that these companies were using and targeting young adults to promote their products. So what better way to raise awareness than to put a commercial on TV? Both ads are informative and persuasive because by visually showing the audience the consequences of smoking, it makes the audience either want to stop smoking or to not try it all in the first place. The first ad graphically shows you how smoking can cause damage to your skin which is just one of the many things that come with smoking. Then the second ad shows the audience how smoking can make you age way quicker and who wants to do that? Another key factor would be how the employee said, “See you again” in the first ad. This leaves you with the information that tobacco is very addictive.
These ads entice the audience by being graphic. To some people, it may even be disturbing to watch the first ad. But, that’s the whole point. The point is to scare the audience into not picking up a cigarette. This is also all part of the creator’s ethos. With that being said, the ads mode is a combination of visual, text and audio. The design of the video with the dark and dull colors play a role in the tone of the ads. Colors speak a language words just can’t replicate. In other words, they communicate with us on an emotional level and are thus more effective at persuasion. With the black and white in the second add and how dull the first ad is, it adds a serious and sad tone. I believe the composer chose this format because it’s way more effective and easy to visually show someone something like this. “You got to see it to believe it”, no? If this was a poster perhaps with just text, people wouldn’t even waste their time.The rhetorical situation in this ad is the bad conceptions about women. Especially what are considered normal for men to do, and not when it comes about women. This ad target the female audience. The purpose of Nike, using Serena William voices, is to show that women can achieve what are seem to be difficult or crazy. It says: “If we (women) show emotion, we’re called dramatic,” “If we (woman) want to play against men, we’re nuts. “And if we dream of equal opportunity – delusional.”, “When we stand for something, we’re unhinged. When we’re too good there’s something wrong with us.”
However, crazy can be more than what people think, and it only crazy until someone (female) does it. Making an exploit is also crazy and woman have to show what crazy can do.
They use celebrity that a lot of people might know, who maybe used to struggle in the past, and Nike is very popular. which is the ethos. and the logos is that gender does not really matter, women can do things that used to consider for men. They use emotional tone to motivate the audience, bright color to captive anyone who’s watching.The purpose of this ad is to celebrate the 100th season of the NFL which is starting this week actually. The audience is for football fan but you can also say this is to bring in new viewers. The Rhetorical appeal is pathos. It shows players from the past and present that current NFL fans and old NFL fans can have a real connection to. The mode is visual(because it’s a commercial) but it can also be audio due to they mention certain stuff only football fans will get. The media is digital. The genre of convention is really interesting as they did a sort of rewind. They look back to iconic players and moments in the NFL. The style is in 3rd person and the tone is very happy and reminiscing. The design is a formal place but all hell break lose for a golden football. The source is off course the NFL players
The rhetorical situation in this ad is to highlight how every day life can get messy quick. The purpose of the Bounty paper towel ad is to depict how their paper towels are the ideal choice to cleanup every day messes and spills compared to their competitors. As their paper towels are more absorbent and faster to pick up spills, hence the slogan “the quicker picker upper”. The target audience in this ad are families. in the ad Bounty portrays how their paper towels will clean up these messes easily so that families can get back to spending quality time and creating memories together, instead of cleaning up. This is done through the use of rhetorical appeals such as; pathos to play on the audiences emotions and values regarding family and the use of ethos used to convey why bounty is the exemplary choice. The ad also makes use of visual and audible modes. Visual-The boy drops his dumpling thus knocking over the bowl which creates a mess and two separate brands of paper towels are use to clean up the mess and compared.( in this case bounty and the competitor). Audible- The father telling the child the dumpling is slipper, them screaming no, the sound of the sauce within the bowl spilling and the narrator stating why bounty is the better pick. All this is done through the use of digital medium.
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