That is to say, some slogans can be problematic and are worth scratching your head
Companies are constantly looking for new strategies to leave a lasting impression on their target audience in the ever-changing advertising world. They employ various techniques to do this, including using rhetorical appeals such as ethos, pathos, and logos. Coca-Cola’s "Share a Coke" campaign, which debuted in 2013 and has since grown to be one of the brand's most effective marketing techniques, is one example of a successful marketing campaign that employed similar appeals (Glavey, 2019). These rhetorical arguments were employed by the "Share a Coke" campaign to urge its audience to buy and dispense Coca-Cola goods, nurturing a sense of community and togetherness around the brand. In this paper, I will examine how the "Share a Coke" campaign
Adrienne Lafrance, in ¨Alphabet, Jigsaw, and the Puzzle of Google’s New Brand,¨ conveys a message that consumers need to take a closer look at companies because are deceiving consumers through branding. The author transmits this message through using the rhetorical triangle, diction, and rhetorical transaction. The rhetorical triangle is the first technique most authors use when writing. Lafrance wrote her article towards a tech-savvy audience and posted it in the technology section of The Atlantic.
Herbert begins his Letter by acknowledging the effects of having similar slogans and their outcomes. Through the appeal to logic, Herbert claims that having the same slogan will cause confusion between both Coca-Cola and the book Diary of a Harlem Schoolteacher, he indicates “There will always be a likelihood of confusion as to the source of sponsorship of the goods” (p 3). Although his logic is weak, Herbert shows Mr. Seaver the problems that may occur since they have the same slogan in order to convince Mr. Seaver to change his advertisement theme. The effect of using this logic was to reinforce the idea that having similar slogans will cause problems between the two companies. This was used to convince Mr. Seaver that he and his company should change their slogan to prevent
This advertisement depicts a Disney character enjoying a cup of coffee from Dunkin Donuts. In the video, the coffee is so good that Rapunzel refuses to let down her hair and leave with the prince. This advertisement is an effective way to attract customers to the Dunkin Donuts brand. Different aspects of this commercial such as the rhetor, the underlying message, the target audience, and the rhetorical triangle will be evaluated to reveal its overall message. Link: https://www.youtube.com/watch?v=zHB3Hy7ophQ
The message behind this clever use of ethos is that Budweiser is hardworking and reliable. It will always get the job done and will always bring the viewer back home. In this it is persuading the audience of its hard-working nature, and extreme reliability. If the audience is convinced of the promoter’s ethics and credibility they will feel less at risk and more secure in buying into the message of the advertisement in
I seem to absorb advertisements quicker than I can process them; they breeze past any cognitive thought or qualifications and set up shop as doctrines for my life. Moreover, some advertisements are denied with twisted logic, like using brand loyalty to make decisions. In an effort to gain better understanding of advertising’s art of persuasion, I have been studying the rhetorical appeals and attempting to identify them in my daily ad intake. They are: pathos, an appeal to emotions; logos, an appeal to logic and reasoning; ethos, an appeal to credibility; and Kairos, the timeliness of the appeal. Recently, while walking through Overton Park, I came across a sign that advertises three park features: a zoo, art college, and art museum; rather
The Use of Rhetorical Devices in the “Google Home” Super Bowl Commercial Companies and other forms of media strategically use the three rhetorical appeals, ethos, pathos, and logos, to market goods and/or promote ideas. The appeals have been used for centuries are still prevalent in all types of modern day propaganda. If used correctly, ethos, pathos, and logos can be used as clever tactics to engrain information into the brains of consumers. One of the more notable ways that brands use these appeals are commercials. Google, the world’s most famous multinational technology company, used the three appeals to reach success.
Countless larger companies utilize powerful rhetoric strategies to create a certain image of their product and convince consumers to purchase said product. The car company Jeep aired an advertisement during the 2020 Super Bowl, which attempted to sell one of their newer Jeep Gladiators. The company based their advertisement on a familiar and comical movie and included widely-known actors. The advertisement included fun dialogue and eye-catching imagery that allowed audiences to stay intrigued in the story and idea being expressed. The advertisement portrays to all possible consumers, through effective strategies, that the Jeep Gladiator aids drivers in making each day new and exciting.
After New Belgium Brewing Company went through the “cultural branding” process, they began the process of developing an ad campaign. NBB was very much aware of the major beer brewers, which were termed as “Big Three” and included: Anheuser-Bush, Coors, and Miller, and the power of television advertising (Ferrell & Hartline, 2014). New Belgium Brewing company knew they have to market their line of beers as being a unique product that would capture the characteristics of their consumers' lifestyles. All NBB associates were also allowed to participate in the branding process. During this process, there were a couple of ideas for an ad campaign brought to life, such as, “Tinkerer,” which gives a vision of someone who goes back to the basics, as
Authors use various techniques when attempting to persuade an audience. Some use rhetoric, while others use organizational patterns. In Kilbourne’s “Please, Please, You’re Driving Me Wild”, she uses both techniques to persuade her audience that fast food and junk food advertisements plays a very significant important role in women’s’ lives. Food advertisements should not be used to trick us into thinking that food can love us, fulfill us, or satisfy us emotionally. Kilbourne does a successful job of giving examples and everyday situations to aid in getting her message across without pushing it down the audience’s throat.
The story of New Belgium Brewing is one example of the American dream lived out in real life. It helps to prove that it is still possible to have a dream and work to make it succeed. But New Belgium Brewing is not just a story about a company that has achieved success. It is a story of a company which put its employees, society, and the environment on equal par with its bottom line. From its very beginnings in a small basement in Fort Collins, Colorado, New Belgium has committed to three basic fundamental.
Do you ever come to believe a certain idea after watching an advertisement, but wonder why you do? Companies have developed ways to make consumers take their side in a movement or campaign. Advertisements are used for several different reasons; to persuade you to buy a product, to spread an idea, or create awareness. They develop these persuasive advertisements through the use of rhetorical appeals: ethos, pathos, and logos. For instance, Under Armour, a well-known activewear company, spreads the idea that determination will lead to success.
Brandy Melville, the clothing company, tries to create an image of this welcoming environment for their shoppers; yet their largest slogan and policy completely contradicts this considering they are anything but open and inviting to consumers. Brandy Melville may not advertise this idea blatantly through their commercials, but it is through their clothing tags around the world
Now, if you plan on creating controversy to promote your business, you’ll have to do things differently. “At face value, these 3B’s (behavior, belonging, beliefs) might inspire you to start attacking deeply seeded beliefs of behavior that would cause outrage at your brand rather than a lively debate.” (Source:
