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English  Ad Rhetoric Analysis. ,,

English 101.27

Rhetorical Appeals in Advertising

Due Tuesday, Nov. 12

For this assignment, choose an advertisement and discuss in one page (or more, just not less than one page), typed and double-spaced, how it uses rhetoric (and how effectively it does so).

Ads are found everywhere: online, on TV, on the radio, on billboards, on clothing, on the sides of busses, on buildings, and in newspapers and magazines.

Your task is to analyze how an ad uses rhetorical appeals in order to persuade an audience to think in a certain way about a product. The purpose of ads is not simply to convince you to buy the product; it is to make you think of that product when you decide to make a purchase. So, if you are hungry, advertisers want you to think of their product as a means of satisfying a desire, in the same way a car manufacturer wants you to associate their product with fun, adventure, and freedom.

By advertising often, companies establish a presence in the minds of consumers. If you watch any amount of TV, how could you not think of Flo and Progressive Insurance, if you were shopping for a car insurance plan? Have you ever thought about why Flo always wears white clothing, has on tennis shoes, wears bright lipstick, and is always so upbeat and friendly? What do you think this ad is selling besides insurance? Do all of these things ad up to ideas and feelings that Progressive would like consumers to associate with their product?

Besides the three rhetorical appeals (ethos, pathos, and logos), your analysis may also consider the audience for the ad and how they may be swayed by the ad.