Advertising Analysis
Considering
Grant-Davie's constituents of rhetoric (exigence, rhetor, audience,
constraints), and examine a piece of advertising accessible through
YouTube. Deliver a brief and informal analysis of the advert you have
chosen. Your analysis should explore and explain how each constituent
shapes the advert and your argument should explore the degree to which
the advert is effective or ineffective.
You might address the following questions as a starting point, but your analysis should not be written as a list of numbered sentences:
Exigence:
1. How does the company sell the perceived need for the product?
2. What underlying values underpin the need for this product?
3. What problem is being resolved by this product?
Rhetor:
1. Who is selling the product? (There may be multiple rhetors involved. The company might hire an advertising firm who hires a spokesperson).
2. What contributes to the ethos of the company selling the product/service?
3. What role does the rhetor portray regarding the persona assumed through the selling of the service/product?
Audience:
1. Who is the primary target audience for the product and how do you know?
2. What identities do the target audience embody as viewers of this advert?
3. Explore some differing roles the audience might embody in reading the advert in different ways.
Constraints:
1. What outside forces (positive or negative constraints) might enable or hinder the argument presented by the advert?
2. Are there any outside factors that might lead the audience to be more or less sympathetic to the message of the advert?
In order to address this prompt, you should read the Grant-Davie reading (101-119). Be sure to write your posting in paragraph form rather than as a list.
You might address the following questions as a starting point, but your analysis should not be written as a list of numbered sentences:
Exigence:
1. How does the company sell the perceived need for the product?
2. What underlying values underpin the need for this product?
3. What problem is being resolved by this product?
Rhetor:
1. Who is selling the product? (There may be multiple rhetors involved. The company might hire an advertising firm who hires a spokesperson).
2. What contributes to the ethos of the company selling the product/service?
3. What role does the rhetor portray regarding the persona assumed through the selling of the service/product?
Audience:
1. Who is the primary target audience for the product and how do you know?
2. What identities do the target audience embody as viewers of this advert?
3. Explore some differing roles the audience might embody in reading the advert in different ways.
Constraints:
1. What outside forces (positive or negative constraints) might enable or hinder the argument presented by the advert?
2. Are there any outside factors that might lead the audience to be more or less sympathetic to the message of the advert?
In order to address this prompt, you should read the Grant-Davie reading (101-119). Be sure to write your posting in paragraph form rather than as a list.
Covergirl in all its glory By:Nikki White
ReplyDeleteEasy breeze beautiful, Covergirl. Sofia Vergara is using her popularity and her word to reach all the women in the nation to buy Covergirl products. She’s trying to tell us we need these products to fix our wrinkles, eyelash volume, and long lasting lipstick. She says in the commercial that she wants to look natural not naked, implying if you don’t wear makeup you aren’t as beautiful. This ad is all about how sexy you look and you’ll look as good as a paid actress if you use the product she is talking about. The women who watch this ad believe that they too can be strong, smart, and beautiful like Sofia Vergara. If the actress has a movie or show coming out soon they could see a increase in their sales now that they’ll have more exposure. But if there is negative press about the person that could effort their ad campaign they could experience either drop in sales or might need to pull the ad so the audience won’t think they support what the actress has done.
The Need for Safety
ReplyDeleteProbably the most lucrative business skill to have is to find a solution to a problem people don’t know they have. Lets take for example the Ford motor company and GM. For the sake of this explanation, I will only discuss the exigency of both vehicles, and will not insinuate or imply which vehicle would be better in any context. In both companies they stress the need to buy a truck through exaggerating its features and durability. The air-force grade aluminum, hardened steel frame, and amount of torque are all examples of this. However, if you look through the nice paint and shining glow some would be able to see the necessity for a vehicle, such as a truck. Implying that trucks are safer than cars and with the addition of car accidents happening more frequently, one might think that having a suitable sedan might not be enough to protect them in case of an emergency. Creating a problem were regular sized cars aren’t able to protect the passengers it carries creates a need for a larger, heavy duty, mode of transportation. Truck companies have made this point clear time and time again. Not only are trucks an example of social status and personality, but also they extenuate that person’s need for safety. Unlike other companies who advertise unrealistic goals such as perfect make-up or beer attracts provocative woman, companies such as Ford and GM stress the need for safety, at the expense of your own wallet that is. Owning a truck ensures, or so they say, that you are riding in equal or greater style with the addition of keeping yourself and possible passengers safer.
The Voice of the Rhetor- Samantha Daleb
ReplyDeletehttps://www.youtube.com/watch?v=ys8pQrsBlp0
JLo's L'Oréal total repair extreme commercial is selling their hair product by addressing a need for it through communication using the constituents of rhetoric, which include the exigence, rhetors, the audience, and constraints. Grant-Davie defines exigence as, “a problem or need that can be addressed by communication.” (Pg. 348) The company is selling the perceived need for it by stating reasons why it will strengthen your hair and using Jennifer Lopez to visually show people what their hair will look like if they use the product. The problem that is being resolved is fixing extremely damaged hair by strengthening the architecture, sealing split ends, and because it’s their first hair care product with Lactis Aha. In this advertisement, L'Oréal is using Jennifer Lopez as a rhetor to sell their hair product. Jennifer Lopez is a well-known celebrity with a large fan base and if people see her using the product it will give them the desire to use it as well. Also, Jennifer Lopez will make the product go viral by posting it on her social media where she has over fifty million followers. The primary target audience is all women who want hair as strong, shiny, and silky as Jennifer Lopez’s. “Audience exists fairly simply as a group of real people within a situation external to both the rhetor and the discourse.” (Pg. 355) Some women might watch this advertisement and not believe that this product will make their hair look anything remotely like JLo’s, while others may view this and obtain the motivation to go to the store to purchase the product. Women who are not Jennifer Lopez fans are an outside force that might hinder the argument presented by the advert. This may cause negative bias due to the rhetor presented in the advertisement. Another factor are women who disagree with the advertisement due to past experience using the product and decide to poorly rate it online, or vice versa. It presumably depends on the, “beliefs and attitudes held by the audience.” (Pg. 357)
Work Cited:
Wardle, Elizabeth A. Writing about writing: a college reader. Boston: Bedford/St. Martin’s, 2014. Print.
The Things We Love Most
ReplyDeleteFor this Assignment I choice the Dorito commercial from the 2010 Superbowl. This commercial takes place with a mom opening up the door for her boyfriend. The boyfriend enters the room and is then introduced to the child. The mother tells the boy to “play nice” and then leaves the scene. The boyfriend proceeds to pick up a Dorito and the little boy smacks it out of his hand saying “keep your hands off my mama, keep your hands off my Dorito.”
In this commercial the Dorito is compared to the little boy’s mother. Everyone knows that children are over protective of their parents and don’t like to share their parents especially their mothers. The Dorito, like most kid’s mothers, is his priced possession. The commercial is also comical to the audience because the roles are reversed. Instead of a child bringing home a boyfriend or girlfriend to his or her parents, it’s a mother bring home her boyfriend to her toddler son. The mother tells the boy to “play nice” and the child is being overprotective like he needs to look out for her and the Dorito. The Dorito and the boy’s mothers are both sacred things that must be kept out of danger. The child is trying to sell the product to the consumer’s eye as something you must have and keep safe. It is a family oriented ad as well because it is about being protective about your loved ones, aka a Dorito. The humor in the commercial is the the roles are reversed and that you should empathy for the boy and his mothers.
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ReplyDelete
ReplyDeleteThe temporary fountain of youth - Bernadette De
I watched a 'Covergirl ad for Simply Ageless Makeup', featuring Ellen DeGeneres as the spoke person.
The ad started out with the spokesperson reciting the, phrase "Hello there wrinkle face!", immediately reminding the viewers of the imperfect winkles, that are making them look old. The company sells the product by letting us females know that we don't have to let other people see that we are aging.
This ad is suggesting that you need this product to cover up any proof of aging.
By using this product, we can appear to be much younger.
The advertiser is selling this product to women between the ages of 35- and 65years old. They used Ellen DeGeneres, a famous woman that’s appealing to said age group, to basically say that 'we too could look as good she does' in the ads, all we have to do is get this miracle makeup.
They are also suggesting that the current Makeup you are using isn't going to work because it wasn't made for wrinkle coverage, so you need to get this specific one.
In this ad, Ellen DeGeneres said that you would look "as young as a baby", if you use this product... you no longer have to look old, 'here is the temporary fountain of youth'.
The target audience are women who are ageing, or women who have wrinkles and desire to look younger.
The celebrity representing this ad is relatable to many women: she is of a certain age group, even somewhat trust worthy. She is our homes every day on the television, people love her, so that must mean that we will believe what she is suggesting.
Some outside forces that might enable this argument is that older women desire to look younger, even if it just a temporary fix. Most women would prefer to look younger and enjoy living behind the mystery of looking younger- letting you thing that they are just "ageing well".
"Naturally" Beautiful
ReplyDeleteThe Aveeno night cream commercial starts off with Jenifer Aniston saying, “my advice for looking younger longer is to use Aveeno’s absolutely ageless night cream”. In the commercial it says that if you want naturally beautiful skin, use Aveeno’s nightcream and you’ll start looking younger when you first start using it. By saying this, it’s basically implying that your skin isn’t beautiful unless you use this product. If you use this product, it’ll get rid of any creases or wrinkles. At the end of the commercial, Jenifer Aniston says you’ll have “naturally” beautiful results. However, throughout the entire commercial, she has a full face of makeup on, which defeats the word “natural”. Because she has a full face of makeup on, of course her face is going to look flawless because that’s what makeup is supposed to do. However, people might not even notice that and truly believe that’s how her skin looks like without makeup on. This product is made for anyone who is seeking to have younger looking skin. By using Jenifer Aniston in the commercial, who seems to have perfect skin, people are going to expect to have skin just like her and expect to possibly be like her. Jenifer Aniston mentions in the commercial that you’ll have younger looking skin in just one week. Because this is coming from a celebrity, people will be more inclined to not only believe the ad but to use it just because they see Jenifer Aniston using it. However, if someone doesn't like Jenifer Aniston, this can prevent them from buying the product just because she uses it.
Leighton Wilhelm
ReplyDeleteENC 1101
Discussion 3
Money is the motive
The advertisement I chose was done by the Dollar Shave Club. Mike, the founder of DollarShaveClub.com, opens the commercial. The dollar shave club message is simple and uses comedy, bashing the competition, and hefty savings to attract consumers. Most shavers bought from the store can run up to 20 dollars are more and can only be used a finite number of times. For people who shave constantly the process of going out and spending money to shave their face every morning can be a laborious task. The advertisement aims to convince the common man to stop doing that and instead spend a dollar a month to have their razors shipped to them. They bash the competition that advertise multiple blades and instead reinforce the effectiveness of their single blades with various phrases such as “Your handsome ass grandfather had one blade...”. The audience for the advert was almost exclusively male. There was no mention of female products or use, nor were their woman actors in the commercial. Overall the message is clear and concise. The dollar shave club’s razors are inexpensive and effective and the advertisement perfectly captures that.
I Wanna Be The Very Best Like No Ever Was – Eriq Wilson
ReplyDeleteFrom a young age, I was always draw to the mythical world of Pokémon; with this I chose to watch the commercial dubbed Pokémon: Evolutions. This commercial alludes that even though we may grow old we don’t have to grow up. The rhetors in this case are the Pokémon company, and the two actors; the child, Shamori Washington and his adult counterpart, Phillip Andre Botello. February 27, 1996 a boy sitting on his floor examines the Purple Gameboy with the game Pokémon Red sporting the fire breathing lizard, Charizard. He eagerly pops the game cartridge in, something many of the original players can relate to. That unwavering excitement to get their hands on the games and explore a new world. The commercial continues to the kid sitting on his bed playing Pokémon Red under the sheets with a lamp on in awe as his first Pokémon, Charmander evolves into a Charmeleon he closes his eyes and wakes to his adult self. 20 whole years later and many of the people who were once in the same shoes as the boy portrayed in the commercial but are now more focused on careers, suits and ties, clocking in to the 9 to 5 job, this mundane routine cycle that all people are forced to eventually give in to. Yet the most captivating part of the commercial was when the now adult protagonists walks down the street and from the corner of his eyes see the ad for Pokémon Sun and Moon and he begins smile from ear to ear. With the last few seconds saying “you evolved.” And “So Did We.” The audience for this commercial are the millions of people like the boy who grew up loving the game, but fell out for their own reasons. For many this commercial was touching and many of the seasoned veterans would play again in the new series of games launched November 18,2016. Just as some were inspired to reembark on their own adventures in the newest releases there are some that may feel as though they are too old to play anymore or that they have responsibilities that are far more important. There is a plethora of constraints the most notable negatives are perception. In high school if you were caught playing Pokémon you faced ridicule constantly, your peers would say that you are childish and immature, but played Pokémon Go like they were a fan since day one. On the other side of the spectrum a positive in the reminiscent effect it leaves on the old and young members pf the community showing that no matter the age and no matter the person that there is a place for you in this game.
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ReplyDeleteMobile Strike by Austin Aguayo
ReplyDeleteYoutube Ad URL- https://youtu.be/uGlYpkQfk_0
In this ad, we see the game Mobile Strike depicted in a real time battle, with bombshells hitting the player's "HQ." They begin their ad in this way to show how engaging the app is; you will feel like you are fighting a real fight. This need for action is desired by most gamers, and the ad appeases that desire. The star of the show, Arnold Schwarzenegger, shows up a couple seconds in and takes control of the whole battle. He explains the necessary steps needed to win the fight, and executes those steps. His placement in this ad shows the gaming community that superstars like Arnold play this game as well, and adds to the appeal of the game. The audience intended for this ad is purely gamers, especially gamers who like strategy and war games. Arnold helps to add even more hype to the game by obliterating the enemy forces single-handedly. An outside force that might hinder the game is that not everyone is "with the times" and might not have access to a smartphone. Since this game is only a mobile app, the audience could be harshly affected. The whole issue with free apps being "pay-to-win" might steer some mobile gamers away from the app as well.
https://www.youtube.com/watch?v=vH2LsFcWOFY
ReplyDeleteThe advertisement I chose for this assignment comes from a popular Doritos commercial during the 2016 Superbowl called Super Bowl Baby. Doritos tries to sell the intended product by attempting to give of the idea that Doritos is something everyone enjoys even baby's. The underlying values I noticed was the importance of family in today's society. The Doritos in this commercial were used as a way to bring the family closer together. The seller of this product is Doritos. The ethos of this advertisement is to bring humor to a situation that is not usually funny to anyone. I feel this advertisement does a good job of portraying itself to wide target audience of all ages, I can tell because people of all ages are represented throughout the commercial. The target audience can embody different things. Some may identify with the parents, some may identify with the doctor, some may even identify with the baby. An outside force that may hinder the argument is the fact that the situation in the commercial will most likely never occur in real life. The outside factor I could recognize might be from the mother's point of view being that she is the one delivering the child.