Example Of Rhetorical Analysis In Advertising

Imagine this setting, you are watching television and an advertisement comes on. It depicts a mother who is endlessly trying to corral her children into sitting down at a dinner table to eat a healthy meal, to which the kids refuse. Then a flash of a brightly colored package and immediately everyone sits down at the table calm and happy. It is only then that the father walks into the house asks “What’s for dinner?” and then joins them at the table, the ad concludes with the name of the product they were advertising and some catchy jingle. For many, there are many similarities between this and people's personal lives. The mother desperately trying controlling the kids, kids being completely rambunctious and refusing vegetables, fathers who arrive

In business, the primary objective of advertisements is to create a connection with the targeted audience. Many businesses attempt to fulfill this action by using stereotypes in their ad campaigns. In a section of McGraw-Hill's 2015 marketing textbook, the author discusses how to appeal to a male-centric audience. The author outlines the stereotype that men do not wish to be marketed to the same way that women do. One example can be seen in Dr.Pepper’s campaign to sell Dr.Pepper 10. In the ad, they claim that the product is “Not for women!”. (Hunt, Mello, pg39. Para 5) By using this statement Dr.Pepper 10 is appealing to the stereotype that men wish to be stronger, and tougher than women. Furthermore, many businesses use stereotypes because they help to persuade a consumer to buy their product. According to author Robert Morello, at Your Business, “A stereotype marketing campaign may surround the product with suggestive images or information that implies a certain message. Let's say a certain ad

One example of how stereotypes are used in a different way in advertising can be seen in commercials for the Toyota Camry. In a New York Times article, Jack Hollis group vice president and general manager of the Toyota brand discusses how they used the inverse of stereotypes to try to create connections with potential customers. One of the examples the article describes is an Asian American man picking his daughter up from baseball practice and becoming happy and excited to drive with her. The reason for this ad was because the stereotype is that, “Traditionally, Asian fathers show less emotion and affection toward their kids. We wanted to show that driving the Camry brought out a different side of an Asian dad and how he wanted to share the experience with his daughter.”(Maheshwari, para.27-28) Another one of the ads shows a Hispanic man driving the car and speeding down a highway when he receives a call from his mother. Yet in the ad, he does not answer the call and continues to enjoy his ride. By not answering the phone the driver is going against the stereotype that Hispanic families are very close to one another. “It’s a Hispanic thing — you’re going to talk to your mom once a week,”(Maheshwari, para.29-30) claimed Jennifer Dellapina, group strategic planning director at Conill. By using this