Using Rhetoric to Analyze Advertising--

Goals of this ppt

• Practice more visual analysis, as you need to include at least 1 visual with your analysis in Writing Ass’t #2

• Practice using rhetoric for your journal/portfolio

• Analysis is always good for critical thinking, and it helps us become wiser about the consumer culture we all live in.

How do ads work?• Advertising presents an argument, designed to persuade

us to buy something.

• Most often, the way advertising works is implied, or not literally stated in words. Rather it works through the power of suggestion and unstated meanings.

VisualMetaphorAlert:

Let’s use RHETORIC to analyze ads

• According to Aristotle, rhetoric is “the means of persuasion” in any stated argument or case.

He cites 3 types of persuasion:• LOGOS: logical appeals, or reasoning• PATHOS: emotional appeals • ETHOS: the credibility of the speaker

*Some ads use a combination of these and not just one.

Let’s use RHETORIC to analyze ads• In “The Rhetoric of

Advertising,” Stuart Hirschberg argues that examining the rhetoric of ads helps us find deeper meanings.

• In doing so, you notice what

the ad says about culture, social values, gender roles, identity, politics, and of course, our wishes and dreams.

How do you analyze ads?CONSIDER:•Who is the target consumer: Age group? Men or women? A certain personality type? Income bracket? Race or ethnic group? •How is the ad persuading this target group? Look at*LOGIC: reasons to buy this product?*EMOTIONS: what emotions are brought up?*CREDIBILITY: how does the ad establish its credibility? •Also, pay attention to the details in ads. They may be surprising…

LOGOS: or, reasoning…The ad states, “From the Mercedes-Benz Dream Factory.”

Why dream factory?

What are the reasonsto buy this car?

What is the reasoning here?

This is a Nike ad from a men’s magazine. Why buy the shoe? Go beyond the cliché, “sex sells.” VISUAL METAPHOR ALERT—why is the shoe on her knee?

An earlier version of that ad with the same idea:

What is the logic here?

--James Bond film posters

MOVIES also use the same strategies

--James Bond film posters

This ad targetswomen who drinkexcessive alcohol.

What is the logic used to get women to stop drinking?

What does this adpresume is veryimportant to women?

PATHOS: emotional appeals--

•Ads play on our emotions to make us “feel” something about a product. It is manipulative, but very effective.

•Writing in the Journal of Consumer Psychology, University of Michigan professor Scott I. Rick did a research study, finding that 79% of shoppers felt “more in control” and “less sad” when making a purchase (“Shopping to Be Happy” 2 and 3).

EMOTIONAL APPEALS:

In advertising, shopping is thehappiest activitythat you could ever do (saysthe companiestaking all your money.)

Negative Emotional Appeals--• Sometimes, ads creating negative feelings. They make us feel bad

about ourselves, or inadequate; they prey upon our fears or insecurities. So, we will buy something to fix the problem and feel better.

More body shaming ads

ETHOS—credibility

• This rhetorical technique functions on the ad’s trustworthiness.

• Ads often use celebrities and other successful people.

• We purchase products because we believe and

trust in that person, or we want to be like them.

Based on this ad, why buy Nikes?

More ETHOS examples:

Start them early! According to Consumer Reports, we see some 300 ads per day, starting at a very

young age. Do ads have an effect on your behavior?