The first advertisement is for Trop50 orange juice. The advertisement is meant to market the Trop50 orange juice. The advertisement is colorful and uses a female model as the picture of health in the advertisement. The second advertisement is that of the California avocado organization. The advertisement is meant to market the California avocados. The advertisement depicts the picture of a delicious avocado. In the background of the picture are a farmer and the welcome-to-California sign. Finally, the third advertisement is that of the pampers company marketing the pamper diapers. The advert depicts a small child wailing to have pamper diapers. The purpose of this paper is to evaluate the rhetorical content of the three advertisements. The paper seeks to find how effectively rhetorical content was use to communicate in the three advertisements. The evaluation criteria for this paper will include looking to see if the advertisements met the characteristics of a rhetorical content.
There are two rhetorical contents in these advertisements, namely; rhetorical context and rhetorical concepts. According to Aristotle, rhetoric is the art of persuasive writing or speaking. In essence, these three advertisements are meant to persuade customers to purchase these products.
The rhetorical context of genre, audience and purpose help a writer or in this case the advertiser to identify the elements required to make their work recognizable to their customers and themselves.
Rhetoric concepts
Diction is one vital element of rhetorical concepts. It involves the choice of words to attract an audience. The Trop50 adverts focuses on using ‘healthy language’. In today’s world, consumers are going for natural beverages that have no artificial additives.
In the California advertisement, the advertiser uses atone of pride. Tom the farmer is portrayed to have a lot of love for his farm. The attitude of the advertiser towards the avocados is also appealing. The words that are used in all of the three advertisements (syntax). All three advertisements use language that appeals to the senses. Humor is depicted in the third advertisement that shows a baby crying for Pampers diapers. At that stage a baby cannot cry for diapers. The advertiser in this situation has stretched the truth and uses a little exaggeration. The avocado advert has a green theme that symbolizes vegetation and the color of the avocado. Similar to that is the orange juice advert that has an orange theme. The orange juice advertisement holds a healthy living perspective while the avocado advertisement is reaching out to consumers to support local agriculture. Finally, the diaper advertisement is reaching out to the parents to buy pamper diapers for their kids to prevent their children form wails of discomfort.
There are three rhetorical appeals namely; logos, pathos and ethos. In these advertisements, ethos conveys the truthfulness of the writers or in our case the advertiser. In the case of the advertisements, the advertiser uses health facts and peoples stories to show the truthfulness of their facts. Human pictures are further used to convey the advertisement message. The orange juice advertisement use the picture of a healthy good looking woman to show the effects of drinking their natural orange juice, the Pamper advert uses a wailing baby to show the effects of not using their diapers. Finally, the green avocado in the California Avocado advert shows a delicious avocado that attracts the consumers to want to buy avocados from that organization. I the case of pathos, the advertisers use a wailing child to appeal to the parent of the children emotions. Parents will feel more motivated to buy the Pamper diapers since they will not cause any discomfort to their babies. In today’s world, healthy eating is trending. People are more interested in natural foods and beverages than the artificial ones. Everyone wants to eat healthy to avoid some of the lifestyle diseases. The orange juice adverts uses the phrases sugar free to appeal to the customers who are health conscience. This is known as target advertising.
There are different ways of interpreting each advert. For starters, the diaper advert could be interpreted that the baby is crying as a result of an uncomfortable diaper that is not a pamper diaper or because they want their parent to get the pamper diaper. The Avocado advert can be either to advertise the avocados in California or the avocados on toms farm. The avocado advert tends to focus on tom and thus could be misinterpreted as to be meant to advertise tom’s avocados. The Orange juice advert is direct in delivering its message and is not open to misinterpretation.
Material used in an advertisement has to be effective in communicating with the customer. The advert has to be effective in increasing the number of sales. For that purpose, the material contained in each advertisement has to be assessed to ensure that the advertisement achieves its goals of increasing sales. In the Orange juice advertisement, the sugar less message and addition of vitamins in the juice enhance the viability of the advert. Add the beautiful lady to the mix and the advertisement successfully achieves its goals of being effective. The Avocado advert on the other hand is effective to appealing to the customer with its delicious yummy look. Finally, the diaper are effective in appealing to the customers through the use of a baby who is wailing for the lack of pampers.
In conclusion, rhetorical content has been well used in the three advertisements. Imagery, humor, logos, empathy have all been used to persuade the customer. The advertisements are persuasive in nature.
