Ad Campaign "Sweet Surprise": Widely Usage Of Rhetoric

Ad Campaign "Sweet Surprise” Student’s Name: Institutional Affiliation: 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 (Midgica, 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 used by the characters helps that campaign and portray the company and the campaign as an informative, enlightening source that courageously confronts uninformed public opinion. There is a lot of bias in this ad campaign too. For instance, although the ca...