In the second part of this individual assignment, we will analyse the different rhetorical tools and techniques used by advertisers in the Tabasco advertising. First of all, regarding this ad, the first feeling that comes to consumers’ mind is the sense of humour. Indeed, advertisers wanted to surprise the audience by associating the Tabasco bottle with an element of a fire extinguisher. It creates the surprise but also it can provoke a smile to the audience. Therefore, one of the objective of advertisers is done. If they succeed in provoking feelings to the audience, they will have greater chance to catch the attention of people and being remembered. To create this surprise, advertisers used the metaphor of a fire extinguisher. Indeed, they are creating a parallel between the fire, represented by the fire extinguisher and the hot spices contained in the product. The choice of a fire extinguisher is wise because when people see it, they immediately associate it to the fire and the universe around that. …show more content…
Thereby, advertisers promise to consumers to offer a very spicy sauce. This metaphor is the perfect tool to drive their message. Indeed, associating fire with hot spicy sauce is ingenious because it represents the exact promise that advertisers want to deliver to consumers. The induced message is that the sauce is so spicy that consumers will need a fire extinguisher to put out the fire in them due to the