ANALYZING PERSUASIVE APPEALS IN ADVERTISEMENTS: 2005

Dee Dee Coursey

Polo Jeans 

            Targeted at America's awakening political youth, this Polo Jeans ad seems, at first glance, quite simplistic and straightforward.  Featured squarely in the middle and taking up the majority of space on the page is a nice-looking, apparently hip man who is casually sporting the jean that Ralph Lauren and Co. is urging the reader to purchase.  However, upon closer examination of the rhetoric in the ad, one finds artistic proofs throughout. 

            First, consider the advertiser's choice to feature a black male, a move that is clever in that it says, without stating it, that Polo Jeans are no longer just for white yuppies.  Conversely, however, the use of a black and white photo of the young man simultaneously downplays his race while also serving to emphasize the text on the page, rather than the image of the product.  The text is written, coincidentally, across the portion of the photo one would look at if one were actually trying to see the advertised jeans.

            The advertisement is a case of the classic "non-sell," with the actual subject of the advertisement barely mentioned.  In their hope to dupe the reader into thinking they are not looking at a sales advertisement, the advertisers have not bored us with details of how many different shapes Polo jeans can accommodate nor how good they can make the sorriest butt look.  In fact, not only are the jeans not featured prominently in the ad, we are asked to take for granted that Edward is even really wearing Polo jeans since there is no real evidence of this offered in the photo.  Such studious avoidance of the real purpose of the advertisement is like the man who claims not to have an "image," thereby achieving ethos by not attempting to sell directly to his audience; in this case, the advertisers have camouflaged the sales pitch behind a community service message.

            In the upper right corner is a small space dedicated to providing the reader with a short bio of the individual so centrally featured in the ad.  Here the advertisers provide the wearer's full name, Edward James Allen, IV (thus making the ad more personalized, so that we feel as if we know him), and have noted that Edward is an AmeriCorp volunteer.  This information again encourages us to feel a connection to the person depicted and, more importantly, provides the opener for the implied anthropological purpose of the ad, hence providing both an ethical as well as pathetic appeal.  These artistic proofs are also achieved by the word choice within the bio, which informs us that Edward is "helping maintain" the environment on Padre Island, Texas.  He is not just working with AmeriCorp in Texas, but "helping," thus implying a giving nature (as if his volunteerism were not proof enough of that), and "maintain," which is much more important sounding than simple ''work.'

            Providing some heavy-handed pathos to enhance the credibility of the ad is what appears to be a personal appeal from Edward himself, which we are to assume Edward not only wrote but signed.   This strategy enhances the advertisement's ethical appeal, also.  He, looking serious and straight into the camera, urges us to "be the miracle" in order "to change things for the better."  As an added touch to the testimony of Edward's upstanding citizenship, the very official looking patch on his right lower sleeve (of which the reader can see just enough to read "U S…") also serves to provide further proof of the credibility of not just the ad, but the person in it as well.  Additionally, perhaps taking advantage of a bit of kairos in today's atmosphere of the ''hip-ness" of social awareness, the ad uses what seems to be a real person, with a real name, who performs volunteer work for a real charitable organization.

            Also of interest to the rhetorician is the metaphorical use of a "miracle" in his statement.  This is no simple appeal; to be a part of the effort for change, but instead an equation of that effort to divine intervention and the work of a higher being, a comparison with the potential to invoke images of angels and choirs singing "Hallelujah!"  You can almost hear the advertisers wondering who would not want to be a part of that.  However, while Edward's rally cry to get involved appears in large, bold print, below that in smaller, more inconspicuous text the reader is reminded that one way to go about it is to buy Polo Jeans.

            Further supplementing Edward's message against indifference (and adding to the pathetic appeal of it) is the use of red as the color of the message text.   By using red, a color associated with blood and passion, the ad is perhaps offering a subliminal suggestion that, at worse, we are at risk of bleeding to death from our apathy toward environmental concerns, or, at best, we are capable of making a difference by passionately pursuing this "miracle."  Whichever way it translates in your subconscious, the purpose of this particular text color is to inspire and motivate (not to mention increase sales).  Both ethos and pathos are embedded through the repeated use of the word "we" in Edward's message.  The word "we" again invites the reader to be personally involved in the advertisement, as well as offering an assurance that "we" are all in this together, a reminder that "we" all have a stake in the betterment of our environment, and an unspoken promise that through the implied togetherness of "we," even something as big as miracles are possible.

            Lastly, just in case the buyer is still hesitating, the advertisers offer a final ethical appeal.  Continuing the use of the red text, broken only by a well-placed "Ralph Lauren" in white text amidst it all, the reader is reassured of the Polo Jeans Company's awareness of and commitment to "community service through volunteerism." As proof of this, "a portion" of the money spent on these jeans will "support" the effort toward volunteerism, thus perhaps offering what is a final attempt at logical appeal as well.  Yet, notably absent is any equally committed statement of exactly how much of those "proceeds" actually end up donated.  However, they have generously provided us with a clever acronym for their product; by responding to "the G.I.V.E. jean," the reader can easily memorize how they can "Get Involved." "Volunteer." and "Exceed."

English 5730 is taught by Dr. Richard Nordquist.
Armstrong Atlantic State University
Savannah, Georgia 31419
912/921 5991
    

                                       

17 February 2005