Rhetorical Analysis Of Exposing Faber-Castell's Smart Advertising

Exposing Faber-Castell's Smart Advertisement. Could the tools you use be as inspiring as the art you create? Faber-Castell’s color pencil advertisements demonstrate exactly that. The ad effectively utilizes rhetorical strategies that not only capture the audience's attention, but show their colored pencils as something beyond a tool for creating art. In 2012, the art supplies brand Faber-Castell created an advertisement targeting art lovers and creative minds. This advertisement showed a collection of colored pencils glued onto a canvas in such a way that recreated a famous painting The articles “A Faint Green Sell” by Julia B Corbett, "What We Are to Advertisers" by James B Twitchell, and "Masters of Desire" by Jack Solomon all dive deep and

This compelling amount of evidence connects to the idea of ethos being implemented in Faber-Castall’s advertisement as it explains the reasoning behind connecting the pencils, by doing so it shows the color pencils are more than credible enough to be linked to another art piece, in their unique way. In addition, in Faber-Castell advertisements they utilize the rhetorical method of Pathos to appeal to the audience’s creativity and awe, which is done by showing their audience the endless possibilities their pencils hold.The definition of Pathos stated in the video “Ethos, Pathos, and Logos | Rhetoric" is “The appeal to emotion” and “The appeal to the heart.” Faber-Castell's advertisement demonstrated this when they recreated a famous painting in an untraditional

The article states "Essentially this schematic is based on the commonsense view that consumers are motivated ‘to acquire products, services, and experiences that provide satisfaction and give shape, substance, and character to their identities’ in bundles” (Twitchell 262). The idea of promoting to a certain type of people is a well-known strategy and is shown by Faber-Castell’s color pencils, re-creating the painting which is appealing to those who love and desire art. Later, the article states “[And then there] are those driven less by the outside world but by their desire to participate, to be part of a wider world” (Twitchell 263). Based on this description, it sounds like the word artist. Faber-Castell is not only a color pencil brand, but one known for its wide variety of colors and creative advertisements, by promoting to this section of people they are connecting with the most fitting people for their brand. Furthermore, the article states a specific type of person, “Makers: Here is the practical side of