A Rhetorical Analysis Of John Frieda

Humans are social creatures and have become increasingly susceptible to suggestion in the modern era of technology; free information. Their thoughts and opinions are strongly based on what they hear and see around them. For that very reason, advertisements have become an important tool for corporations to use in order to get their products and services across to their buyers. Advertisements attempt to manipulate their viewers mainly through three appeals. These are pathos; using emotions to get through to the viewers; logos; tying their claims to logic and statistics. Again, this is to breakthrough to their viewers. Finally, the use of ethos, appealing to their sense of trust, therefore winning them over. The John Frieda advertisement published

For an advertisement targeted at moderately insecure women and women with a beauty complex, emotions play a huge role in the success of the ad. The first way the ad does this is through the display of a beautiful woman with perfect hair. When the target audience lays eyes on the advertisement, the first thing that crosses their mind is to look as perfect as that woman. The woman in the ad is saying in a sense, “use our product and you can look like me!” It plays on women’s’ jealousy. At the same time it triggers hope; the hopes that through the product anyone can look like her. Another strong use of pathos; emotional appeal, is through the big white text “Your Fizz Revolution Starts Now.” This text makes woman crave the product. It is indirectly but effectively challenging them to use the product. As we all know, us girls love a challenge. This then energizes and excites vulnerable woman, throwing them into the advertisers trap. “I can do this. I can be this pretty!” Is all that’s going through their

The mere presence of brands name and picture of the product creates feelings of trust within the viewers. This is simply because john Frieda is a well-known hair product brand amongst women. Also, the company’s founder is a celebrity. People tend to trust famous people and big brands more and are always willing to do what they do and use what they use. This Once again, manipulates people to buy the product. Another use of ethos is when the advertiser writes down the countries “London Paris New York” under the company name. Those are some of the most exclusive and luxurious cities on earth and everyone is infatuated by them. The mere thought of them again creates feelings of reliance, “I trust what comes from