In the world today there are advertisements everywhere. Because there are so many, the creators of the ads have to find ways to make their ad stand out. By using Aristotle's Appeals: ethos, pathos, and logos, the ad catches a viewer's attention in many ways. The ad that I chose is a "vitamin water" ad that uses these three tools to make the viewer want to try the product.The most obvious tool that is used in this ad is ethos. The ad features a professional athlete, Kobe Bryant, that is very well known. The label on the bottle in the ad says that this particular kind is used for power. By using an athlete that has been very successful in his sport and saying "1,845 bottles of vitamin water... and chugging", the ad portrays that this drink is the reason he is such a powerful player. The ad also says that he has been named MVP (most valuable player) but they changed the wording to "most valuable power" to express that the power that is inside of the bottle helped him become the most valuable player.
Pathos is used in this ad to give the viewer a sense of excitement. Because the man is blurred we know that he is moving very fast. This makes the viewer think that the drink is what made him move so fast. Also, Kobe Bryant is a very fit man. By using a man like this the product appeals to people that want to look like him. People might think that because he drinks this he has enough energy and "power" to make his body look like it does.
The use of logos in this ad isn't as significant as the other rhetorical appeals. The name of the product gives off the sense that it is healthy. The vitamins in this water are just what moms are looking for in order to keep their kids healthy. People in America are always looking for something that is tasty and good for them, and the color of this water makes the viewer believe that the water would have a good taste.
The target audience for this ad is obviously athletes and young males. But by using all of Aristotle's appeals anybody can find something in this that will make them want to buy the product.
This ad really does use Aristotle's Rhetoric, and another possible thing that can come from the ad could be the fact that he has tatoos, which appeal to the crowd the drink is advertising mainly to. Great analysis!!
ReplyDeleteI believe the persuasive appeals in this ad are very successful. The background of Hollywood could also be used to support the idea of "if you drink this you will be famous and live in a famous place like me".
ReplyDeleteIt does seem they play primarily on Kobe's star status, linking his success to his drinking Vitamin Water. I'm not sure about your logos analysis. Logos appeals to reason and logic and usually uses facts and stats. The details you reference, like the color of the water, don't really amount to an appeal to logic. I'm not certain this particular ad appeals to logic. It seems they play on pathos and ethos.
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