ANALYZING PERSUASIVE APPEALS IN ADVERTISEMENTS: 2000
(Click on thumbnail images to see full-size image of each ad.)

Contents

Lubriderm
Cat Food & Dog Food
Mercedes-Benz 2000
Absolut Mandrin
Softsoap Body Wash
Maxwell House Coffee
Quaker Oats
Discover Brokerage
Hennessy

AD ANALYSES 2002

Lubriderm Ad  

Evanita D. Wallace-Lewis

"Dry skin is one thing....But extra dry skin is a whole different animal."

The first thing that would pop into my mind while observing this article would be -"Who wants to have skin that looks like an alligator?" As a woman, in many instances, appearance is #1, right? This is an obvious message that is portrayed in the article. I think the article plays with all three of the concepts that we are studying:

1. Ethos- (self that is projected)- Who wants to have scaly skin? Smooth skin is considered beautiful. That is why thousands of women pay for plastic surgery a year. It is better to look good. The ethical appeal is by far the strongest because it can be the most logical. It also doesn’t help that there is a beautiful model sitting in the chair that has FLAWLESS skin, and her toe is touching the skin of the alligator to give you the "yucky" reaction. Who wants to feel "yucky"?

2. Pathos- (emotions)- If you have Lubriderm-Advanced Therapy- you will feel better about yourself, and more "accepted." It may even foster self-esteem for a person that doesn’t consider herself "pretty."  The ad  also says that it "heals"skin, thereby making the reader think she has an illness that can be cured. (not to mention the vitamins and nutrients, so it’s good for you too!!)

3. Logos -(logic)- Lubriderm is the best lotion because it is a different lotion. Dry skin is apparent in everyone’s life, but Lubriderm can change that.

This article is a classic example of something that portrys a "fix all" concept. All of your dry skin problems will go away if you use Lubriderm. The key word in this ad, though, is Advanced Therapy.  It makes the reader think that she is getting high quality lotion. These are the assumptions implied and suggested. The very methodical use of words in this article contributes to its effectiveness as well:

"Uncomfortable feeling, tight" - Who wants to feel uncomfortable?

"Enriched" - has the connotation of being enhanced, higher quality

"Advanced Therapy" - "above the normal". Therapy has the connotation of some type of "ongoing treatment" with the end result being better than when you started.

Overall Rating - 7.5

As a whole, I think the advertisement is effective because of the visual metaphors in the picture.  All they really needed was the lady, the alligator, and they could have placed the bottle of Lubriderm on the alligator's claw with the words: "It’s that simple." By doing this, the reader is going to come to the same conclusions. It would just be less wordy, and less is more!

Cat Food & Dog Food    
Jennifer Ballard

I chose two advertisements because I couldn’t decide between the two. I also thought that comparing how advertisers deal with similar advertisements is interesting.

The advertisement for Purina One cat food is relatively simple with the focus on the product and the cat for whom the product is meant. The main appeal in this advertisement is an emotional (pathetic) one.  The main caption "Reflection is good for the soul (but a shiny coat will get you noticed)" appeals to the stereotypical ego-centered cat personality.  Cat owners will feel that their cats will be happier with a stronger coat; therefore, they should buy Purina One for their cats. The reflective blue centerpiece of the bag is soothing and ties back into the header of the ad. The cat can see its reflection in the bag, which also ties back to the header and illustrates the ego of the cat backing up the claim of the header. The ad claims that this cat food will provide your cat with a shinier coat. A shinier coat equals a healthier cat, so if your cat eats this food, it will be healthier. The advertisers also provide a toll free phone number and an internet site so that, it is assumed, cat experts can answer any questions you may have about the food. On a scale of one to ten, I would give this ad a 4 on credibility and an 8 on panache.

The second ad is a Pro Plan dog food advertisement. This ad approaches from a more logical (logos) angle. The ad places the close-up photo of an award winning show dog, his owner, and his medal to back up the claims that the ad makes about the food. Supposedly, this dog and his owner rely on Pro Plan to keep Johnny (the dog) healthy. We are to assume that without Pro Plan, this dog would not win the championships that he wins. The color of the photo supplies us with a clear view of the health of the dog and the "earnestness" of the owner without distractions of color. A color photo would invite the reader to see the owner more than the dog, and it would distract from the dog’s medal and the bag of food, which are both in color. The paragraphs in the ad describe Johnny and notes his "phenomenal genes" but claim that he could never have made it without good nutrition, which Pro Plan provides. They provide the first and last names of the owner which adds more credibility to the ad. The underlying assumption we are supposed to make is that if Pro Plan is good enough for Johnny, surely it is good enough for our pets. The truth conveyed by the ad is questionable. You would have to try the food on your dog before you could determine if the ad is true or not. Probably, any dog food with the correct vitamins in it is as good for your dog as Pro Plan is. On a scale of one to ten, I would give this ad a 6 on credibility and a 10 on panache. The dog is a beautiful dog. Anyone who is a dog lover would be attracted to the ad simply because of the dog. In addition, the color of the ad lends to its serious approach to dog food, which in turn leads to its credibility.

Both of these ads came from Life magazine. It is strange that the cat food ad takes an approach that appeals to the owner’s opinion that a cat is most interested in his looks. However, the dog food ad appeals to the owner’s desire to have a healthy dog. In the end, both ads attempt to appeal to an owner’s desire to have a healthy pet.

Advertisement Analysis: Mercedes-Benz 2000   
Steve Ray

This advertisement for the Mercedes-Benz 2000 series automobile uses several affective rhetorical devices. Initially, the visual appearance of the ad gives the impression of a classical and nostalgic item. It is also important to note the proxemics of the car itself (hidden in the bottom right corner). This gives the viewer the perception that the name and persona of Mercedes-Benz speak for itself.  Other rhetorical devices are as follows:

Type of appeal used? I think that this ad is driven by ethos, or ethical appeal. Now the speaker is the car and the strength of the ad is the name quality of Mercedes-Benz.

Persuasive strategies used? This ad also subtly relies on celebrity testimonials. Not that Jackie Robinson, NASA, or Ernest Hemingway is saying drive this car, but the quality of their legacy and name is directly tied to that of Mercedes-Benz. There is an understated quality to the ad that makes us believe that the car does not need loud graphics or even a large profile picture of the automobile. The ad is built on a visual tetracolon climax, with a series of four.  Further, the ad builds on the tendency to read left-to-right and top-to-bottom, which leads to the final image of the Mercedes.

What claims are actually made? The slogan, "Sometimes words can be hopelessly inadequate," seems to portray that this car, much like the people and event in the ad, were more-special than words can describe. This claim leads the audience to believe that this is not an average car but something exclusive.

What claims are suggested or implied? The implication of this ad is that as a driver of this car we are experiencing something special and nearly monumental.

What are the underlying assumptions? The assumption that I get from the advertisement is that you have to have a certain quality to drive this car. You have to be able to appreciate Hemingway, Robinson, and the moon walk and their significance to be able to understand and appreciate the Mercedes. This is an elitist appeal that makes you feel a part of a special group.

How much truth is conveyed be the advertisement? There is some truth in the ad. It is true that sometimes words do not properly address the person or event (as evident by the 3 captions). But that truth is then stretched to include Mercedes as a monumental experience.

Rate the advertisement? I give the ad about a 7 because the ad is subtle. You will probably not be won over the first time you see the ad but as you see it more you will pick up on the underlying meaning of the image. It becomes a credible ad because of the elitist persona that is presented by expensive and quality cars. Obviously, the ad contains a great deal of understated style and class. That would naturally find an audience of people who want to identify themselves in their car.

Absolut Mandrin Advertisement   
S. Michelle Gordon

Foremost this advertisement uses the rhetorical appeal of pathos. The scent of freshly peeled mandarin almost streams from the page at the first glance of the ad. Wouldn’t a mandarin orange taste good? When looked at closer, we see that this is another in a series of Absolut Vodka’s sensory ads: Absolut Citron, etc. Like the others the advertisement successfully uses metaphor, comparing the product, the bottle of vodka, with a fruit in nature. In this case the claim is that Absolut Vodka shares some of the qualities of a mandarin orange: the perfection of a fruits in nature.

Also effective in this series is the typography used on the bottle itself. It is at once elegant and modern. The use of the bold shade of orange with the words ABSOLUT MANDARIN is fresh and hip. The typeface is a sans-serif with clean, sharp edges. Good choice to get the words to stand out. In contrast, the wording on the bottle is printed in formal script. It reminds us of lettering that might be used on a formal invitation, a wedding invitation- when we dig deep into our pockets to afford the very best. It reminds us of tradition, it tells us that the company is hip while being firmly established.

All of this appeals to our logic, emotions and the idea of ethos. Consumers take pleasure in giving their business to companies with a history and even base part of their identities on their buying patterns (I’m a Ford man, etc). At the same time, particularly those who would purchase the magazines in which these ads appear, there is interest in being accepted in society. There is concern about how they appear to others.

The advertisement works on a couple of levels. The beauty and scent of the freshly peeled mandarin is pleasing and pulls us in immediately. Fruit is healthy and aesthetically pleasing as is the design of the bottle. This product is one in which we would like to associate ourselves. It would look good to serve this at a dinner party. The type faces send the message that while this might be a bit more expensive, it’s worth it. It tempts us to reach for the best, don’t we deserve the best. The bold orange print reminds us that this isn’t what our father drank. No, ABSOLUT MANDARIN is now.

The ad is a ten in terms of panache. It is an eight in terms of credibility mainly because the series is still running after years. It has legs. It must be working or they would have trashed it long ago.

The assumption is that consumers will be willing to spend more for this product.

Analysis of Softsoap Body Wash 

Regina M. Cantelope

I selected this particular advertisement because I feel there were some interesting persuasive devices at work in it. First of all the emphasis of the ad is placed at the far right hand side of the page to attract the attention of anyone casually glancing through the magazine. The picture within the ad depicts a fantasy-like scene of a lovely women surrounded by beautiful wildflowers being bathed by what looks more like a tropical waterfall than your typical shower spray. The use of bold and colored text helps to draw the reader’s attention to the words "escape" and "relax."  The monochromatic element within the ad helps the reader’s eye to flow easily from top to bottom and before you know it you are reading the name of the product. The elements that stand out from the lavender color scheme are the lavishly colored flowers in the shower and the brightly colored bottles representing the product. Lastly, something I felt was a small but well-used detail are the lady's clothes  carelessly dropped in the bathroom. The reader can not quite make out what she was wearing, but we can tell that it wasn’t old blue jeans or ratty sweats. This is obviously a business suit of some type insinuating that this women is of a certain class, a woman of taste and distinction.

Maxwell House Coffee Ad
Jennifer R. Cummings

This Maxwell house coffee advertisement is a pathetical appeal to one’s senses. It appeals to one’s desire to luxuriate in bed on a warm, bright morning rather than give in to the hurry-scurry, rat-race world of bosses and demands somewhere outside this idyllic bedroom.

The ad implies that Maxwell House coffee is the ingredient in this scene which brings comfort and contentment to life. The cup of hot, steamy coffee is better defined than any other item in the picture besides the logo. (The handle is positioned so one can almost reach into the picture and enjoy the coffee.) In fact, everything else seems rather dreamy, even the text looks soft and fuzzy. Words emphasized in the text strongly whisper to one to indulge in satisfying activities while there is an obvious lack of timepieces.

The effect of the bright morning light softly filtered through an unseen window implies that one did not stay in because the day was dreary, but rather, one chose to linger within the satisfying recesses of this coffee break.

The fabric looks like a Polo or Laura Ashley print/texture giving a rich feel to the room. Peace and quiet are illustrated by the "ringless" telephone. Carelessly scattered croissant crumbs give the idea of "someone’s presence" (insert self) who doesn’t have to worry about the mess, at lease not right now. To personalize it even more, one has not just been reading a good book; rather one has been reading something more personal, handwritten letters.

Finally, the text, "MAKE EVERY DAY" has a slight slant almost like a finger pointing toward the logo suggesting perhaps "make [coffee] every day." Naturally, the logo is bold and strategically positioned on the page.

Many people today feel rushed, pushed, and shoved from one moment to the next. This delightful ad appeals to the desire to just take some coffee for oneself. After all, one does deserve it, right? Perhaps just drinking a cup of this coffee each day will become mentally equated with that "time for self" to the extent that it is the daily substitute for real time for self. Maxwell House coffee itself will evoke a feeling of peace within.

Rating:

Credibility 2

Panache 8

This advertisement is very appropriate for it’s target audience.

Advertisement for Quaker Oats
Marcus Smith

The advertisement for Quaker Oats does quite a few things.

1. The header in simple terms mirrors the simplicity of the act of lowering your cholesterol.

2. It also shouts out its health benefits with the large number six. Color is important here. The logo color of the six and its surrounding circle are loud colors thus calling attention to the passing reader. But also it draws you in to the faces of these healthy looking, but older women.

3. The part about inner beauty is important because it parallels setting. The setting of the beauty shop implies that not only will you be beautiful on the inside buy also on the outside. Because this magazine is targeted to more conservative, older readers the women are identifiable.

4. Also by listing their names the reader gets the feeling that these women are not models but actual run of the mill people.

Advertisement - Discover Brokerage, Your Money Magazine, Sept. 1999
Jennifer Alves-Jackson

The type of appeal used is logical. In this advertisement the company is trying to suggest that a person will be left behind if they do not invest online. However, it also appeals to the emotional side, because a person does not want to be embarrassed when someone realizes that they do not invest online. The persuasive strategies used would be the testimony of experts. The company is claiming to be the expert. The claim is that everyone is investing online and the suggested claim is that you should too. The ad is somewhat truthful in its statement about investing online. However, it implies that the only right way to do so is through Discover Brokerage. The ad also claims that investing online is simple, so anyone can do it. I think the persuasive appeal deserves at least an 8. I think that the ad is very appealing. It’s clever and makes its point. At the bottom of the page Discover Brokerage is in large, bold letters, thus when turning the page i might actually catch the name of the company, as well as the point. I could actually be sucked into using Discover Brokerage. It’s a subliminal message, so when I do decide to invest online Discover Brokerage might be the first company I think of.

Hennessy Ad 
Jessica Motz

This ad plays on the supposition that women do not want a commitment with a man, and that women today are too independent for a commitment. This idea goes against what the whole magazine's message is about, which is relationships and sex. Magazines today display ads with topics such as "50 ways to tell if your boyfriend loves you" or "10 ways to tell if he’s cheating." Most of the articles in magazines for young women focus on relationships and sex.

This ad also implies that when women are having relationship problems, they should want alcohol to soothe them. Maybe this ad also says that if a women drinks Hennessy that there will be men chasing after her for a commitment, which is what women really want according to this magazine.

The coloring of blue and black hues suggests nightime, but the facial expressions do not suggest fun on the weekends or going out. The words at the bottom "appropriately complex" are ambiguous because the ad itself sends complex messages, but is saying that Hennessy is appropriate for a woman’s complex relationships.

The last noticable characteristic of this ad is that this couple has nothing to do this the alcohol. The ad creators are appealing to one's pathos, or emotions. There is also a sexual undertone with the words "creme brulee": she only wants sex.

Tenor= underlying idea

Hennessy will save your real problems and make a guy want a commitment with you.

Vehicle= Hennessy

I found the ad to be somewhat troublesome but a great psychological ad. I think that combining sex, relationships and the want for alcohol is appealing to young women who are going through relationship problems.

English 5730 is taught by Dr. Richard Nordquist.
Armstrong Atlantic State University
Savannah, Georgia 31419
912/921 5991
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02 January 2005