Rhetorical Analysis Of Always # Likeagirl Advertising

Always is a brand that sells feminine hygiene products, like tampons, pads, pantiliners, etc. In addition to selling hygiene products, the brand encourages females’ self-confidence, especially within young girls all around the world. Always launched a social project in June of 2014 called #LikeAGirl to encourage all girls to keep going. This project was advertised through different commercials, videos on YouTube, and flyers. Advertising is used to persuade consumers and motivate them to buy a product or support a cause. Advertisements use different rhetorical appeals, like pathos (emotion), logos (logic), and ethos (authority), to persuade consumers. The Always #LikeAGirl ad uses all three rhetorical devices pathos, logos, and ethos, but mostly

For example, the director asks, “When does ‘like a girl’ become an insult?” This appeal is showing the audience using “female” as synonymous with “weak” is damaging to girls. When it comes to strength, ability, and intelligence, women are viewed as inferior to men. The conclusion of the ad shows the young girls demonstrating their athletic abilities that may have been overlooked because they are girls. The emotional appeal draws in parents because they would never want their daughters to hurt by the phrase, and they could teach their sons not to use the phrase in a negative

Nelson states in “Advertising and Psychology,” “The first step in changing consumer attitudes toward an advertised product is to persuade the consumer that the informational content of the advertisement is true.” The ad shows this by educating viewers with information that is true. Always has authority in this situation because it is a brand that makes menstrual and female hygiene products. This shows that the brand uses their knowledge of feminine issues to help their consumers. Not only are selling women products, they are showing that they care about females’ physical and emotional health. Because the participants do exactly what is expected when told to “run like a girl,” this gives credibility to Always. The end of the ad shows the young girls, as well as the women, giving their best abilities at their sports. This gives more credibility to Always because it shows that a positive message from females can have a strong impact on young