Ad Campaign "Sweet Surprise": Widely Usage Of Rhetoric (Coursework Sample)
1. Click on the link Ad campaign "Sweet Success" in the left column and answer the rhetorical analysis questions.
2. Then watch the anti "Sweet Success" video.
3. Finally, do research by viewing the links provided.
Write a response and post to BbLearn by Wednesday. What rhetorical appeals did the ad campaign use? How effective are they? Identify any bias in the “Sweet Success” Ad campaign. After viewing the video about the False Advertising Trial, are you persuaded that the company misled the consumers? Cite specific examples to support your response.
Sweet Surprise High Fructose Corn Syrup
Play the second and third videos. Each of these is 2008 advertisements from the Corn Refiner Association's "Sweet Surprise" campaign about high fructose corn syrup.
Try to identify any bias on the website and list specific examples.
Closely examine sources and consider how word choice and other stylistic choices shape an argument.
Play the following video. The argument against high fructose corn syrup.
Is High Fructose Corn Syrup equivalent to sugar?
For the analysis portion:
Answer the following the questions. Cite evidence to support your response.
Who is the speaker?
Who is the audience?
What is the situation?
What is the argument?
What does the text want you to feel?
What does the text want you to believe?
What does the text want you to do?
How is the text making that argument?
For the individual research portion:
Can you identify any bias?
Cite specific examples to support your response.
Ad Campaign "Sweet Surprise”
Ad Campaign “Sweet Surprise”
The “Sweet Surprise” ad campaign, came back to bite Corn Refiners Association when Americans raised questions about the level of fructose in their corn syrup products. The product, meant to attract the attention of consumers aged over 25, contained a lot of fructose. The company argued that the syrup contained natural products and could not cause any human health complication. The company supplied scientific “facts,” communicated “responsibly” and supplied “credible” sources (Lite, 2008). It took advantage of the existing food culture flaw to persuade consumers. This means the campaign was carefully analyzed, discussed, and designed.
In this ad campaign, rhetoric is widely used. For instance, at first glance, the ads are exceptionally unassuming. The TV commercial's foundations are conventional. Each of them has two individuals who fit evidently fit well in the stereotypical American middle-class cultural images. The print ads contain not a single unique attention-grabbing graphic while the Internet banners just depict a tractor and a corn's ear. For example, there are two middle-class, middle-aged women seen in a well-furnished birthday party (Magica, 2011a). However, after the dialogue between the characters of TV commercial starts, the campaign shifts from revealing a hackneyed Middle-America to revealing a momentous cultural flaw.
The campaign ad cleverly persuades the audience who cannot tell the negative effects of fructose using emotional appeal. The ads are meant to portray the misinformed characters (consumers) who are condemning the corn syrup as deluded people who have no stand but can only base their opinions on other people's perceptions(Lite, 2008). The campaign ads go on to establish the company's ethos. For instance, the condescending tone use
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