Rhetorical Analysis Of Jeep's Call Of Duty Advertisement

Jeep’s printed advertisement, “Call of Duty” in OXM (Official Xbox Magazine) utilizes strong rhetorical devices such as chaotic imagery, historical allusions, appeals to adventure, urgent call to action, modern font, competitive symbolism, and game-like resolution to persuade the majority of video gamers, 18 to 35 year old males, to purchase a Jeep Wrangler, Call of Duty Edition (ESA). The use of chaotic imagery in the advertisement places the reader in a setting of chaos. Components of the image such as falling buildings, rising smoke, a burnt car, falling parachuters, torn ground, and massive heaps of rubble all contribute to create a setting of chaos, violence, and destruction while the advertised Jeep Wrangler stands with a tire raised

The soldiers on the move and the workers on the homefront realized it was time to take action. This advertisement uses this reference as Kairos to instill the urgency of the situation upon the audience. The audience now feels compelled to, in a time of great need, to go out and purchase this strong, durable, resistant vehicle and take their adventure to the next step. The video game Call of Duty purposely encourages its players to be adventurous, and to challenge adversities. Jeep ties this desire for adventure along with the company’s motto: “Go Anywhere, Do Anything” (Smith). Players who have previously sought a sense of thrill and adventure through Call of Duty are strongly encouraged to find better thrill and adventure by purchasing a Jeep Wrangler, which as the text suggests, is “the toughest vehicle in the world” to an modern, technologically experienced audience seeking the most advanced products. Appealing to the audience already immersed in technology, Jeep uses a modern font to prove despite the 1940s era imagery, their Jeep Wrangler Call of Duty Edition is new and advanced. This modern font also ties to the players of Call of Duty who show interest in modernism. Knowing the audience has technological experience such as installing software and hooking up gaming systems, Jeep uses a proportional, sans-serif,

The only other ground vehicle -- Jeep’s line of work-- is burnt, crushed, missing tires, and missing glass. This easily demonstrates the frailty and susceptibility of its competitors. Although the destroyed vehicle does not bear a logo specifically indicating a competitor, it is clear the vehicle is not a Jeep. Creating the dichotomy between weak, fragile competitors and the strong, durable Jeep, the advertisement goes further to put the two together in a metaphorical boxing ring. By presenting the Jeep Wrangler in the climbing position, it appears powerful, like the painting of Napoleon’s horse crossing the Alps. Its superiority over other car brands is shown as the burnt car (the competitor) is crushed underneath the strong, superior Jeep Wrangler. Because the audience of this advertisement is at the age where they might be looking towards buying a new car, Jeep aims to prove their Jeep Wrangler to be the best choice in