Rhetoric - the art or study of using language effectively and persuasively.
Advertisements are everywhere. We cannot read the paper, turn on the television, or even walk down the street without seeing them. They have one purpose, and that is to persuade us into purchasing their product by making their product appealing. The creators of these advertisements have many ways to try and convince us that what they are trying to sell is something essential to our lives and they use rhetoric to do just that. For this visual analysis I chose a Gatorade advertisement that is promoting the “Tiger” series.
Keith Grant-Davie defines the term rhetorical situation as, “a situation where a speaker or writer sees a need to change reality and sees that the change may be effected through rhetorical discourse.” (105) In other words it tries to get people to do something, which in this case would be to drink the Tiger series Gatorade. They use the professional golfer Tiger Woods as the promoter of this sports drink and almost everyone knows at least who he is. The first text you read when you look at this advertisement is “being a winner… takes hard work and sweat,” which then presents Tiger Woods as an example of a “winner.” In the advertisement you will see the upper half of his face with a determined look in his eyes and he appears to be sweating out Gatorade. This adds a visual to the text and helps the reader get a better understanding of the point they are trying to get across. He is obviously a very successful athlete and a role model to young golfers aspiring to do as well as him and therefore the athletic population can identify with him. The audience that this advertisement is trying to appeal to is athletes or the competitive person, someone who strives to win. This is basically saying drink this Gatorade series and you could be a “winner” like Tiger Woods.
The other famous Gatorade slogan “Is it in you?” can also be seen on this advertisement. And although the “it” is not clearly defined, we have an unconscious understanding of what we think it could be. Not only are they literally taking about consuming Gatorade, but they are also implying the drive and determination to be as successful as Tiger Woods or any other athlete. And since this product is usually associated with sports it allows us to believe that competitive people have the “it” they are referring to. By using a famous athlete, like Tiger Woods or someone else that people strive to be like, it motivates the interested audience to acquire the “it” that they seem to have and that Gatorade promotes.
However, Tiger Woods’ recent actions, like the scandal with his wife, have decreased his credibility as an idol in our society. Yet they are trying to present him as a “winner.” This could constrain the appeal of this type of Gatorade.
There is a good coherence in the first paragraph from advertisements to rhetoric. I would try to put the actual advertisement in a better location maybe after the first paragraph. I think you could definitely add more background information on audience, exigence, and constraints which you probably plan to do because I know you are not finished.
ReplyDeleteI really like how you added Tiger Wood's recent scandal with his wife because It does decrease his credibility.
The main exigence for this advertisement, I believe, would be to sell Gatorade. Having 'It' and being a winner is positive. As for a constraint, I believe would be the ratio of American's that don't work out or have no interest in competition. They would be uninterested in this advertisement.
You have discussed the argument clearly and thoroughly, and It is in clear connection to the exigence.
I know you still plan to add logos, pathos and ethos to your paper which will analyze your advertisement even more. Also, including a section of your own critique of the ad.
Personally, I think the add is very effective. Tiger Woods has a look of determination while sweating out Gatorade. It shows that when Tiger Woods needs focus and determination, Gatorade does the trick. He has worked hard for where he is and now he's a winner. So children could easily think that if they drink Gatorade they will be as successful as Tiger Woods.