A Rhetorical Analysis Of Kraft's Advertising Campaign

In 2013, Kraft launched a daring advertising campaign featuring the charismatic "Zesty Guy," aiming to challenge conventional perceptions of salad dressings. Kraft used him as a symbol to redefine perceptions of salad dressings, transforming them from condiments to symbols of excitement. Kraft claimed their “Let’s Get Zesty” campaign is supposed to appeal to their female audience and give their Kraft Salad Dressings a new look, but diving deeper into the deliberate choices made by the creators shows their true intent. Through an examination of the rhetorical elements, it is clear the advertisement aims to evoke a sense of playfulness, allure, and sensuality, while intentionally sparking controversy to capture attention and generate engagement.

Instead, there is clear emphasis on the man, proving he is meant to be the ads focus. By juxtaposing the alluring figure of the "Zesty Guy" with the hidden presence of the product, Kraft cleverly generates intrigue and anticipation, compelling viewers to explore further and discover what the brand is trying to sell. In terms of rhetorical appeal, the advertisement primarily relies on pathos and ethos to engage its audience on an emotional level. Pathos is evident in the ad's use of provocative imagery, which aims to evoke emotions of desire and excitement in viewers. By presenting the "Zesty Guy" as a symbol of sensuality and adventure, Kraft is attempting to elicit a connection between the advertisement and the audience. Furthermore, the ad uses ethos by aligning the "Zesty Guy" with qualities of confidence and allure. By creating this confident character, the audience might view him as being a credible source for how Kraft Dressing has changed him to become who he is now. At the same time, some of the audience might view him as a credible source due to his obvious good physical health, which could help sell the