Rhetoric can be found in anything, from the very same music you listen to in your car, to the Super Bowl advertisements you see each year. An example of an advertisement that uses rhetorical devices would be the 1955 advertisement for Camel Cigarettes. It was created during a time where smoking was practically a social norm and before the anti-smoking campaigns you see today were even brought into question. The ad depicts an actor with the classic 1950’s “blue collar” look who has his dog in one hand and a cheesy wide grin accompanied by a Camel cigarette in the other. Camel Cigarettes use rhetorical devices to argue that their cigarette trumps the competition in flavor and pleasure which will result in a better disposition. Rock Hudson is placed as the forefront of this ad. He was a multi Global Globe Award winning actor who earned the respect of many homes nationwide; a strong basis for ethos. The ad illustrates a quote from Hudson, “I’ve tried ‘em all but it’s Camels for me!”. This simple statement from a major actor like Hudson established credibility with the brand. Why go out and determine whether or not one brand offers more flavor and pleasure than the other?, Mr. Hudson has already made it clear what you should be smoking on. His celebrity status and his “50’s blue …show more content…
The goal of the ad was to argue that Camel cigarettes amounted to greater disposition, pleasure and flavor. The earth tones helped set the stage with a sense of warmth and calmness. The dog was added to show how Hudson was just like any other average American who could associate with a dog’s comfort. He is also smiling with his sleeves rolled, all contributing to the laid back feeling of the ad. With all of these elements that appealed to the emotion of the audience, any blue collar American would want to have the same level of swagger that Rock Hudson demonstrated in this