Top-Flite
Courtney Sanders

revised analysis submitted February 11

Courtney Sanders

Revision of Ad Analysis

My ad is about Top Flite golf balls, that ran in Golf World. The first thing that is noticeable is the ethical appeal. The company used a tour pro, Jim Furyk, instead of just an average golfer that one might see at a public course. The testimony and ethical appeal of this ad is similar because their saying the reason Jim Furyk did so great in 2003 is because of the balls he used. The logical appeal connects with the reader because if they work for him why can't they work for us. This point is followed up by the pathos located in the smaller print at the bottom of the page. It reads, "If you want major distance and feel, the Strata Tour Ace is the ball for you. It certainly worked for Jim." They ask a question to the reader but it is demanded. There is no time for the reader to answer a the question because the next sentence is "it certainly worked for Jim." All these points together equal the implied epithet:  Jim Furyk is a good golfer.  Jim Furyk uses Top Flite.  Good golfers use Top Flite.

Second analysis, submitted by Gordon Coffee on February 12
Ad Analysis Critique

Gordon Coffee 

Top-Flight (Courtney Sanders)

            I agree that this ad relies heavily on an ethical appeal based on the celebrity of professional golfer Jim Furyk, but it also has a strong logical appeal as well.   If the golf balls were good enough to improve the game of a pro golfer, imagine what they might do for someone less experienced.   You mentioned that it was strange how the picture showed Furyk setting up for a putt rather than showcasing the long distance drives the golf balls are supposed to produce.  I think the ad may be suggesting that Furyk now only has to worry about his putting game because his drives are taken care of by Top Flite.  Another thing to consider is the implied enthymeme this ad creates as it makes use of the ethical and logical appeals inherent in the ad:  Jim Furyk is a good golfer.  Jim Furyk uses Top Flite.  Good golfers use Top Flite.  


Original analysis

Courtney Sanders

My ad is about golf balls, Top Flite. The first thing that is noticeable is the ethical appeal. The company used a tour pro, Jim Furyk, instead of just an average golfer that one might see at a public course. The testimony and ethical appeal of this ad is similar because their saying that the reason Jim Furyk did so great in 2003 is because of the balls he used. The main testimony like the one ad we went over in class, they say "odds are we'll be running this ad again in about 12 months." It just says that he will have another year and will not get worse. It is funny in the ad that he is putting and not hitting a long shot. The pathos used is located in the smaller print at the bottom of the page. It reads, "If you want major distance and feel, the Strata Tour Ace is the ball for you. It certainly worked for Jim." They ask a question to the reader but it is demanded. There is no time for the reader to answer a the question because the next sentence is "it certainly worked for Jim." What average golfer is going to disagree? Many sports people do not have to be provoked to buy something that is sold by the athletes wordy ad, all they need to see is their favorite athlete wearing, using, or drinking the product and the fan will buy the product. The ad is good it sales.