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1940 Sears Fall Catalog Rhetorical Analysis

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hen analyzing an advertisement, the three elements to look for are Ethos, Pathos and Logos. In every advertisement, the makers use either emotional, ethical or logical appeal. Ethos and Logos are the two elements used in the 1896 Sears Fall catalog. The clothing designs are influenced by the culture and women’s role in society. The following advertisement is from 1940 Sears Fall Catalog highlights how the American society have changed throughout time. Between 1896 and 1940, the United States experienced a massive economic boom and social changes, causing a greater economic stability and a more rights for women in the society.

The front cover of the 1940 Sears Fall Spring portrays an independent woman dressed in formal clothing, walking freely
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Ethos is utilized by establishing credibility towards the company. Pathos is utilized the most within the advertisement to appeal towards the emotion side of its intended

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