Project 2: Rhetorical Analysis (HB) and Advertising

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Rhetorical Analysis
Introduction
Advertising is critical because it helps the author of the ad to reach and communicate with the intended audience. Ordinarily, an effective ad should have the potential to capture the attention of the intended audience and should also have the ability to entice and persuade them to use the advertised product. Additionally, a good ad ought to be short and memorable and should always resonate with the intended audience; most often, it should be delivering personalized messages depending on the needs and wants of the target audience. Ideally, it is crucial to ensure that the ad communicates how the product advertised fits the intended users, and it should state how the product is expected to make the audience better and happier. The literature examines and analyzes the Grammarly ad and evaluated how the author has used ethos, pathos, and logos.
An ad-context determines the media space where the advert is set of inserted; there are different platforms where the ad may be posted. These may include newspapers, magazines, social media, and televisions, among others. Ordinarily, it is critical to ensure that the selected option has an influence on the intended audience and may help in convincing them about the product. The Grammarly ad is placed on YouTube this is critical because the website has billions of active users who are likely to see the ad (Iqbal). Where the ad is placed determines the potential audience who will see the ad.
The use of color in an ad also has emotional impact on the intended audience. For example, this ad has used numerous colors; for instance, the white color may be used to provide the feeling of safety and may also spark creativity since the audience see it as unaltered. Additionally, color black has also been used in different parts such as in the statement “Write the future” in this case, since black color is linked with authority, it is used to convince the audience that Grammarly is the best app to rely on for editing purposes. Also, the green color may have been used to demonstrate calmness and power that the audience can obtain with Grammarly.
The ad’s author is Grammarly, an artificial intelligence-based company that specializes in producing digital writing tools. The company is based in San Francisco, California. The writing assistance tools produced by Grammarly serve an estimated twenty million people globally, and the tools help in promoting correctness by eliminating punctuation errors and spelling mistakes. Also, the tools enhance clarity through making the sentences concise and improving the message by suggesting vivid words that the author may use. It is important to note that Grammarly has continued using innovative technology in enhancing its products. Some of the technologies applied include natural language processing, machine learning, as well as deep learning (Grammarly). The company also serves millions of users since its products are able to run across different platforms such as different browsers and desktop and web apps.
The author’s purpose, in this case, is to introduce Grammarly to the audience and also convince and persuade them to use it when writing. The author has achieved th...