Array Express
Brittny Magulias

second analysis, February 12

Revision for Brittny Magulias

Jie Chen

Ad Analysis

            This picture appears in Array Express magazine aiming at men interested in bodybuilding. If the man with disproportionate arms was not enough to draw our attention (which it was), the predominately red ad shout “stop”. It appears to pathos to drawing out attention to the white area where the man flexing his unusual muscles shows unusual humor.

The most prominent feature in the ad is the picture. Appearing to the logos, the comparison of the skinny arm with the other strong one connotes a manly man should be aware of a proportional body. Obviously, he wants to choose the strong arm, which fits his body, yet, the slim one makes him look strange. The antithesis of positioning two contrasting ideas (two different shaped arm) implies that the right weight-set can make your body look perfect, and this company shows its confidence in helping man achieve it.

The words are grouped. The example of enthymeme, the arranged wording on his arm and stomach effectively persuades that if you “offline” and do as we tell you to do, you will gain a perfect body. The “online” and “the XYZ Network Marketing Co.” ironically indicates that it is useless to search those companies which only cause your muscles to shrink. A wanted tag or catch in bold fine print denotes that we can help you to set the weight to build your muscles. Subsequently, we see the name and online address of the company in bold. The tag or catch phrase being positioned first and in bold signifies its importance in terms of the pathos appeal.

            In the right hand corner of the ad is the company’s logo and this is as an appeal to ethos. The company is using their logo and reputation to sell the ad. The logo is put in the right bottom corner and this is effective because most ads are for skimming and most westerners read from left to right.

            The analogy of the ads directs you to choose this company to help you build your muscles. In the other words, if you want to have a beautiful body, you need to have our plan to set the right weight for you. Otherwise, you may lose your muscles.

Brittny Magulias 

Ad Analysis

            I chose this ad because of its unusual appearance. If the man with disproportionate arms was not enough to draw my attention (which it was), the predominately red ad shout “stop”. I believe that this ad is appealing to pathos. It is humorous, unique, and intriguing.

            The unknown man flexing his muscle unusual muscles is a sure laugh. The appeal is an emotion one, although this is not to say that other techniques are not at work. This ad intentionally tries to draw in the audience first with unusual humor. The most prominent feature in the ad is the picture. The words are secondary.

            The words are grouped into thirds: a wanted tag or catch in bold, the fine print, and the company name and information in bold at the bottom. The arranged wording of this ad goes so that the two pieces of information noticed first is the tag or catch phrase and the company information. I believe that the tag or catch phrase being positioned first and in bold signifies it importance in terms of the pathos appeal. Also, it gives the persona of a solution to the young man’s problem.

            The middle text is the fine print. This text informs the reader what services it the company is offering, and comically enough it has nothing to do with weight lifting. This ad is for computer software. Some would assume that this information is important and should not be sized down. However, I believe that because the ad is coming from a computer software company and computers are all about images, then it seems more appropriate to have the image as the focus and the text as a side note.

            The last bit of text is the company’s phone number and web address and this is in bold. It is clear that it is in bold because the company wants the reader to recognize and remember this information. Although this information is the same type as the tag line, it appears more prominent because it is on two lines as opposed to one. The block formation takes up more space and catches the eye.

            In the right hand corner of the ad is the company’s logo and this could be seen as an appeal to Ethos. The company is using their logo and reputation to sell the ad. The logo is put in the right bottom corner and this is effective because most ads are for skimming and most westerners read from left to right.

            Although there is more than one appeal in this ad, I believe that the ad is appealing most to the readers emotions. The appeal to pathos is the strongest. The picture is the predominant image and its humor is clear.