Jazz'd
Alex Atkinson 

Alex Atkinson

English 5730

Rhetorical Ad Analysis

                                                            Jazz’d

            This ad was taken from The South magazine, October/November ’07; and it appeals to both ethos and pathos.

            Pathos is the most emphasized appeal. The subjects of the ad—the well dressed young blonde, and the inexplicably shirtless waiter—are posed in a manner that is sexually suggestive. The lighting is dark and colorful, and behind the subjects are almost alien looking wine racks. These elements suggest an atmosphere of mystery and intrigue—and sexual tension, which can only be aided by the potential of the unopened wine bottles. The girl’s leg is above the table, cocked in such a way that the viewer’s eye automatically follows it to where her heel meets the man’s chest. This is intentional; because her calf is pointing to more than just waiter—whom she appears to be seducing. It is also pointing to the restaurant’s address, logo, and contact information. In fact, everything about her seems to be pointing in that direction. Her leg, her necklace, and–perhaps most importantly—her gaze all draw the viewer’s eye and attention toward the logo. So in addition to the sex appeal, her posture serves a practical purpose.

            Another appeal—which is perhaps less emphasized, but is by no means secondary—explicit in this ad is an appeal to ethos. This ad is selling reputation. The food—in the waiter’s hand and on the bar—is ornate and expensive looking, and the girl is holding some kind of decorative, blue martini with her left hand; while she tugs on a string of pearls with her right. “This is class,” the atmosphere of this ad seems to say; or perhaps more specifically: “This is where the classy—not to mention attractive—girls go, when they’re looking for a good time.” All of this (the atmosphere, the models, the sexual tension) implies to the viewer the statement of the ad—“maybe….maybe not,” which hangs above the line of her leg, and is an example of both anaphora and anadiplosis—before he/she even reads it.

            A night at Jazz’d, the reader is meant to infer, is a night with potential.