Rhetoric Analysis

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RHETORICAL ANALYSIS ON AN ADVERTISEMENT

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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…...

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