Analysis on Alcohol Ads We live in a time characterized by an “I want it now” attitude. This creates a cutthroat competition between companies for the consumer’s business. Three different ads from the same Esquire magazine issue show different alcoholic drinks, which demonstrate how each advertisement appeals to different needs. As reported by these ads, when one consumes these beverages one will experience those extravagant parties, attract the company of beautiful women, or feeling of accomplishment. When in all actuality, the consumer has been fooled by their need to nurture, need to dominate, and need for affiliation. These ads show the great impact Fowles and Aristotle had and continue to have in society. In this precise ad, Belvedere …show more content…
By using lines such as “Grab the night by the junipers,” it serves as an invitation towards men to drink the product. It is interesting the diction used for this line, with the words “grab the”, a picture of taking hold of something and controlling it is constructed. The way this line is expressed confirms what Fowles thought when he said “the need to dominate and control one’s environment is often thought to be masculine.” This line gives a sense of excitement that brings out a reaction from the reader, which is another clever use of Pathos. Something else worth noting is the character in the ad. An adult male dressed in casual-formal wear: nice slacks, white shirt, and a tie. But one must look at the details like how his shirt is not neat. In fact, it looks messy as if it was the end of a busy work day at the office. One can’t be fooled by the presentation, the fact that he is wearing a white shirt shows he has a good job. After all, a white shirt isn’t worn at a job where it would get dirty. This highlights status. The man presented isn’t working class. Judging from the analysis of this ad, the core audience is the wealthy gentlemen with a good job or men who aspire to be that. This leads the reader to believe that having drinks after work is the acceptable way to relieve …show more content…
On the contrary, they are aware that using Fowles and Aristotelian appeals will increase their earnings substantially. As seen in all three ads Aristotle’s Pathos goes a long way when mixed with one or more of Fowle’s appeals. Whether it is evoking generosity in the case of Usher and Belvedere, appealing the need to dominate mixed with pathos with the Tanqueray ad, or Bacardi’s use of appeal for affiliation; these companies come up with strategies designed to entice the consumers with fantasies of grandeur and popularity. The points these companies get across show how much thought and consideration go into them. Every fragment of the ad has a purpose. They couldn’t achieve their success without making use of the appeals by Fowles and Aristotle. Even in their time, they knew what made people