ANALYZING PERSUASIVE APPEALS IN ADVERTISEMENTS: 2005

Jolene Burge

Ad Analysis: "Teens & Sex" 

            NBC's ad for a special program on "Teens & Sex" utilizes several rhetorical tools to compel parents to watch the show.  Most of the ad relies on a pathetic appeal. There is also a brief appeal based on ethos, but no logical appeal.

            The main picture tells a story--a couple in a romantic setting.  The pull quote reads "My parents' place or yours?"  These words are a cliché for initiating sexual intimacy, and by adding the word "parents" to the phrase "my place or yours?" the ad clearly indicates that the speakers are young. The silhouettes in the picture serve to allow parents to imagine any two youths in this situation – particularly their own children.

            The main caption reads "The 411: Teens & Sex." By using a commonly understood slang term for "information," the ad subtly indicates that parents will receive "inside" information gathered from teens. A description of the program reads "Everything you never wanted to know [reassuring parents that their reluctance to address this issue is normal] – but need to – about  your kids and what they may be doing."

This is a blantant attempt to frighten parents into watching the program. The choice of the words "'your kids" instead  of "some kids," combined with the imperative  "need" to know, is almost frightening. It seems to say "if you don’t watch this program, your child will be having unprotected sex, get an STD, and get pregnant – and it's all your fault."

            The final line of text states the program is: "A Katie Couric Special that every parent ad teenager must see."  The words "every" and "must" reinforce the imperative need to obtain this information, while adding a sense of urgency.  By including teenagers in the list of viewers, the ad takes some of the burden off of parents. The implication is that if parents watch this show with their teenagers, they will be relieved of the obligation to have "the talk" with their teens.

            A picture of Katie Couric has been placed at the bottom of this page. She is blond with blue eyes, smiling frankly, the very image of wholesome competence and reassurance. This is where the ad shifts from its pathetic appeal to an ethical appeal.  Katie Couric becomes a symbol for the reader.  Parents are intended to believe Couric has all the answers, and will help them save their teens from certain disaster.

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

                                       

17 February 2005