Describe Rhetorical Appeals Over An Advertisement

Application of Rhetorical Strategies in Advertising
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Advertisements are memorable not merely because of the message they convey, but partly because of the witty way through which they convey the message. Adverts are especially effective and entertaining due to their ability to use visual and verbal communication persuasively and connect with the target audience’s emotions, aspirations, and beliefs, which in turn makes them memorable and joyful to watch. Who will ever forget the U.S. military recruitment advert in 1917 with the image of a statesman (Uncle Sam) below the words “I Want You for U.S. Army?” For many young Americans during the First and Second World Wars, it was hard not to imagine that the words were speaking directly to anyone who read them. More than that, it was a call for patriotism by alluding to the government’s (Uncle Sam) need for patriotic Americans to join the war. Rhetorically, the image of Uncle Sam as a symbol of the U.S. government gave it credibility (ethos) by suggesting that it is a legitimate authority that wants their service. The phrase “Wants You” appeals to the target audience’s feelings by invoking their sense of patriotism, that is, they are needed to fight for their country. The example of the I Want You For U.S. Army demonstrates how the rhetorical triangle elements of ethos, pathos and logos interact in media advertisements to influence the target audience’s attitudes, beliefs, and choices (Murphy & Ghosal, 2014, p. 250). This essay discusses the use of rhetorical strategies in adverts, and argues that advertisers employ logos, ethos, and pathos to appeal to the feelings, attitudes and beliefs of the target audience, with the ultimate goal of making the target audience respond positively and spend on the product being promoted.
Rhetorical Analysis of “A Dog Makes Your Life Happier, Adopt,” Advert by Pedigree Petfoods
Pedigree Petfoods is a subsidiary of the American multinational Mars, and specializes in the manufacturing and marketing of pet food (Hudson, 1984, p. 43). The advert “A Dog Makes Your Life Happier, Adopt” was created by the advertising agency AlmapBBDO in June 2013, with the objective of increasing dog ownership among pet lovers, which in turn will drive up sales for pet food.
The advert was effective in communicating to the target audience (pet lovers and older persons living alone) by employing rhetorical strategies to persuade the audience that they need a dog in their life.
The first image features a lonely man on a deserted beach, looking down in a clearly dejected and hopeless pose. The man cuts the image of someone who has come to the end of their road and is perhaps considering giving up, probably entertaining suicidal notions as suggested by the sea. The open sea and the deserted beach suggest loneliness, which is a source of depression, anxiety, and other psychological disorders. The sea also suggests that the man has come to the end of whatever hope he had in life because there is no exit or road through the sea. The sea is also a symbol of chaos and destruction, such as the swelling waves that can drown one. Collectively, these attributes of the sea create a sen...