Advertising should be a way to deliver the proper message of a product or service to customers, so it is trying to convince customers that the products or services of a certain company are the best, enhance the image of the company, attract customer’s attention to the business, and to maintain existing customers. With the rapid economic development and increasing competition, instead of using straightforward claims in the regular way to deliver the feature of a product or service, advertising designers spend more time and effect on using fallacies and rhetorical devices to reinforce the function and the feature of the product and service. For example, in an advertisement, the designer use a picture of a person is hanging the clothing on the line in her back yard under a clear blue sky and bright sunshine, which is to provide a hint to customers to imagine their clothing could be as …show more content…
In addition, since this equation is so famous that this advertisement easily makes people believe that coffee can provide energy to people.
At the same time, no one will disagree this advertisement because if they disagree this advertisement, then they admit that they cannot be as smart as or smarter than Einstein. Therefore, this advertisement also falls into a rhetorical situation. It contains ethos, “Ethos” is used to describe the audience’s perception of credibility or trustworthiness (Effinger). In this advertisement, the designer use Einstein as the speaker of the advertisement because when the audience asks themselves “Should I believe this person?” The answer will always be yes due to the high credibility of