The Route 66 Casino Hotels latest advertisement, posted on a large billboard displayed on the west side of the I40 interstate in Albuquerque New Mexico, caught my attention for some of the worst reasons. The large bulletin billboard shows a cornucopia spilling with money and $60,000 bolded in white conveying a thanksgiving theme. The Route 66 Casino Hotel is known as Albuquerque’s “most exciting casino”, and known for “quality” payouts. Because the casino has a small target audience the company is trying to appeal to a wider range of customers to increase their revenue. Although gambling is widely excepted, Albuquerque has a high poverty and unemployment rate that coincides with a high crime rate and the billboard is targeting people who …show more content…
The Author incorporates logos by means of where the billboard is actually placed, the billboard is along the I40, a busy stretch of highway facing the east and it needs to attract as much attention possible in the hope that if you get the hankering for some gambling you could just continue west until you reach the Route 66 Casino Hotel. The billboard also uses logos by emphasizing the $60,000 prize that could be won during the “cornucopia of cash”. The author uses ethos by adding the Route 66 Casino Hotel logo to the billboard the casino has a very good reputation in the community, thus establishing a good relationship with the target audience. The author also uses kairos, it is very strategic to have a billboard that is Thanksgiving themed displayed during the month of November. I believe these are awful ways of using these strategies and I don’t really understand why you would play on people’s needs for money around the holidays. It just creates more stress and problems in the long run, the Route 66 Casino Hotel advertising intentions aren’t the very best for the community just for the casino itself the advertiment is only to increase the visitors to the casino while ignoring the ethical values of the neighborhood …show more content…
The plain background left the cornucopia and money to do the talking and the limited graphics left so much to be desired, relying solely on the emotions the thanksgiving theme invokes. Most of The Route 66 Casino Hotel billboards feature a border of boudoir lights, red silky curtains, and beautiful blonde women. To symbolizing glamour, money, and unrealistic beauty standards, it creates a sense of fallacy that one’s biggest fantasies of living a luxurious lifestyle will come true by “hitting it big” at the