Maxwell House
Kelly Ondriezek

second analysis, February 12

Kelly Ondriezek

              I chose to analyze a coffee advertisement in the January/February issue of AARP Magazine. I think this ad encompasses each of the three rhetorical devices we have been discussing. It appeals to the consumer’s logic, values and emotions. 

            This ad uses ethical appeal to sell coffee. They claim that it is roasted with “the finest coffee beans in the world.” This statement encompasses both ethics and logic. It is unethical for the company to falsely advertise their product. Therefore, it must be made with the best coffee beans in the world.  

            They use a pathetic appeal to influence the consumer’s purse strings. The tag-line states “Here’s to a world without bitterness.” This is written in all capital letters and in a contrasting color to the background. The idea here is that when you drink this coffee not only will you enjoy the coffee being smooth and harmonious with your life, but the world will be a better place. Just think, all those foreign diplomats trying to solve issues of war and injustice and all they had to do was but some coffee.  

            The smaller text at the bottom of the ad also has emotional appeal. It has “the sun’s going to come out tomorrow” sort of appeal. It states “It’s a new morning. Brew some good.” The ad wants the consumer to believe that when they buy their coffee they will have more positive life experiences. This idea coincides with the picture of the coffee at the top of the ad. There are several bubbles in the coffee which form the shape of a smiley face. This picture reinforces the idea that you will be happier if you drink Maxwell House coffee.  

            The emotional appeal can also interlock into the logical appeal. Consumer’s logic for this ad could be that the world would be a better place if there were more coffee drinkers.       


Second analysis, by Taylor Henry (February 12)

Ad Analysis for Maxwell House Coffee

• Ethos- Prime example of ethos is “It’s our best Maxwell House ever!”  They are giving themselves inventive ethos by making this statement.  Immediately after the ad says “it’s a new morning” there is a Maxwell House emblem so people will make the tie of the name to the theme of newness they are going with.  They say the finest coffee in the world.

• Pathos- At the bottom of the ad they say “it’s a new morning.”  This gives the feeling that regardless of how yesterday was today is new and that we have control over it so start it with some coffee.  The whole theme to the ad is about newness and joy (without bitterness).  The smiley face in the coffee is also something that ties in with the joy helping create this pathetic appeal.