Crown Royal
Gordon Coffee

revised, February 12

Crown Royal Advertisement

Gordon Coffee

            This Crown Royal Ad appeared in a 2003 issue of GQ magazine.  There are two main rhetorical appeals utilized by this ad.  The first is a use of ethos to project an image of quality.   “The end of a perfect day” is framed in the center of the page by three different drinks.  The text plainly tells the consumer that Crown Royal is the way to complete the best of days.  If it should be consumed on the best of days, it must be the best of liquor.  The three drinks serve several purposes in the ad.  They allow the consumer to see the versatility of the drink, the broad appeal of the drink, and how Crown Royal fits in with any crowd.  The text, “Enjoy our quality responsibly,” at the bottom of the ad also helps establish a sense of superiority over other alcoholic beverages.

            The second appeal in this ad is much more subtle than its ethical appeal.  Notice how two of the glasses have lipstick stains, and the one in the middle does not.  Doesn't this suggest that there are two women and one man?  Now “The end of a perfect day” carries even more weight.  The ad is using pathos, or an appeal to emotion, by associating Crown Royal with a ménage à trois.  As a member of the the target audience for GQ magazine, it is easy to see why this ad would have been run.  This is supposed to the ultimate fantasy for men, and by connecting it with a product, the ad is trying to make the consumer associate Crown Royal with a connotation of ultimate fantasy.

               The ad is clever, and works on a couple of levels.  Although it appears to be targeted towards men, it's use of ethos could be effective with any gender.  Who doesn't want to associate themselves with a drink of such quality that it is the only way to end a perfect day?

original analysis

Crown Royal Advertisement

Gordon Coffee 

            There are two main rhetorical appeals utilized by this ad.  The first is a use of ethos to project an image of quality.   “The end of a perfect day” is framed in the center of the page by three different drinks.  The text plainly tells the consumer that Crown Royal is the way to complete the best of days.  If it should be consumed on the best of days, it must be the best of liquor.  The text, “Enjoy our quality responsibly,” at the bottom of the ad also helps establish a sense of superiority over other alcoholic beverages.

            The second appeal in this ad is much more subtle than its ethical appeal.  Notice how two of the glasses have lipstick stains, and the one in the middle does not.  Doesn't this suggest that there are two women and one man?  Now “The end of a perfect day” carries even more weight.  The ad is using pathos, or an appeal to emotion, by associating Crown Royal with a ménage à trois.  This is supposed to the ultimate fantasy for men, and by connecting it with a product, the ad is trying to make the consumer associate Crown Royal with ultimate fantasy.

            The ad is clever, and works on a couple of levels.  Although it appears to be targeted towards men, it's use of ethos could be effective with any gender.  The ad get an 8 out of 10 for subtle creativity.