1Mitchell De BothENG103Dr. Disarro4 October 2010 Rhetorical Analysis A 1996 survey of children ages nine to 11 found that children were more familiarwith Budweiser’s television frogs than with Kellogg’s Tony the Tiger, the MightyMorphin’ Power Rangers, or Smokey the Bear (Leiber). Alcohol is one of the mostadvertised products worldwide. The advertisements can be seen at least oncewhile flipping through the television, through a magazine, and in movies. Asmost Americans know, while watching the Super Bowl, alcohol ads flood thesports new stations. But why the Super Bowl, there is much more than whatmeets the eye. Advertisers in general are emotionally connecting to theiraudiences, using colors to support their claims, and creating illusions thatpromote their service or product. As we take a look at the supplied Budweiser advertisement (Soren), whatdo your eyes make their first connection with, maybe the text, the blimp, or thegiant gorilla known as King Kong? Whatever it may be, it has a message andstrategic placing. When taking an overview glance at the picture, you see KingKong holding a beautiful woman in a majestic setting (what I find humorous isthat the creator decided not to put the planes shooting hundreds of bullets at the
2massive gorilla). The gorilla is a sign of power and strength, the primitive man.The text tidbit, "Nothing beats sitting on top of the world with the love of your lifeand a cold beer… AAAhhh, its good to be the king," supports the visual andclearly states what the beer companies want you to think. If you drink this beer,you will be strong, the king, and you will have love in your life. The setting in thebackground further aids in creating that illusion the advertisers want you to fallfor. Or maybe the red can and blimp stick out most. Red brings text and imagesto the foreground (OSX). The color red is also a color of passion, sexuality,power, and courage. The use of colors in advertising has psychological effectson the audience to help pull out certain emotions. Pulling out the emotionsmentioned previously seems perfect for the type of advertisement. When analyzing this image in context of the rhetorical triangle, King Kingis looking pretty weak. The text can be viewed as a weak logos appeal becausethe statement is claiming to be true, but there is no logical sense to it. No wayam I persuaded to believe that if I drink Budweiser beer I’ll become successfuland happy in life. And since I’m not logically connected to this advertisement,how can it hold reliability and credibility. When looking at the advertisement, Isee no credibility. This ad needs a lesson from an infomercial. But maybe theemotional appeal, or pathos, captivates some viewers. The beautiful sunset, thecity skyline, the woman, they all can convince the audience to say, "Hey thatlooks like a good time". The advertisement in general is weak, but has some thought behind it, as Icompared it to the rhetorical triangle and personal opinion. The persuasive
3messages did a poor job appealing to my senses. At first I thought it was clever,but after further analyzing I realized it was just a cool movie-relatedadvertisement.
4 Works CitedLeiber, L. Commercial and Character Slogan Recall by Children Aged Nine to 11 Years.Berkeley, CA: Center on Alcohol Advertising, 1996.Soren. Inspirational Quotes. N.p., 19 June 2007. Web. 22 Oct. 2010.QSX Software. Color Wheel Pro. QSX Software, n.d. Web. 22 Oct. 2010.