PowerAde and Gatorade Ad Analysis and conclusion Since the inception of advertisements, companies have tried to differentiate themselves from similar products. Many things can be used to contrast their product compared to other products, including picture contrast, positive appeals to ethos, pathos and logo’s, and image-text placement. I decided to do my rhetorical analysis on two images in a very similar market, a Gatorade advertisement, and a PowerAde advertisement. Through my evaluation of each image I will evaluate which image is most effective in my opinion. Gatorade uses a very well known figure to appeal to a large and broad audience. Using Michael Jordan enables Gatorade to make a heavy pathos appeal. This is because of how well recognized …show more content…
PowerAde was able to establish their logo more effectively than Gatorade, who detracted from their logo with an over-sized image of Michael Jordan dunking the basketball, an exciting image that directly detracts your attention from the logo to the image. PowerAde was able to strongly establish your attention to their logo by using heavy dark/light contrast and by using large text accompanying the logo. Further PowerAde made a more effective pathos appeal, while Gatorade established an effective appeal based on national and international fanaticism, PowerAde was able to portray their pathos appeal more effectively through their sponsorship of the Olympic games, which instilled a sense of patriotism through support of the Olympics. They also made a heavy pathos appeal through inspirational quotes used in their advertisement. Overall both pathos appeals were very well conceived, but PowerAde was more effective. Further PowerAde used contrast in a more constructive and creative way to draw your eyes to the images and text that are most important in the advertisement using dark/light contrast and through large light colored text. Gatorade as previously stated had some flaws in their proportion’s and contrast. Michael Jordan became the centerpiece of this ad and failed to directly connect the eye to the logo. I believe that PowerAde was able to appeal to a broader worldwide base through their sponsorship of the Olympics and their display of that sponsorship. They immediately garner a worldwide base for PowerAde. Gatorade’s advertisement also appeals to a large base, Michael Jordan is a polarizing internationally known figure, but the advertisement lacks some international appeal, because many countries still don’t play or watch basketball, while most if not all countries know of the Olympic games. Overall PowerAde is a more effective advertisement in comparison to Gatorade’s advertisement, because PowerAde