Hyundai AD Rhetorical Situation 13 June 2012

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  • 1. Lambert 1(Robert) Curtis LambertEnglish 101Professor Bolton13 June, 2012 Rhetorical Situation Analysis Purpose: I chose to write my first essay, Ad Analysis, based on an advertisement for thenew Sonata Hybrid by Hyundai. My intent in this essaywas to expand the reader’s thinking onhow the “Wizards of Madison Avenue Advertising,” as I like to refer to them, spend countlessmillions of dollars researching and producing ads designed to convince the American public weneed things that we really do not! The ad for this automobile does just that, and very nicely Imight add. The imagery is captivating and calming, all the while drawing you in to stop and takea look at the new hybrid automobile. It does such a good job at this thatinitially you lose sight ofwhat the ad is selling. The Hyundai advertising team did a fantastic job conveying to the readerthat owning a hybrid vehicle will somehow make your life better. I hoped to disclose to thereader that sometimes we get caught up in how a product is being propagated and lose sight ofthe fact that we would be just as well off without it. In fact, may be better off, financially andotherwise. I wanted to pique their curiosity about the real need for hybridizing cars and whetheror not we could do just as well with an auto that runs on gas alone, if it is fuel efficient. That wasnot a direct point in my writing, but the subtext of the essay. The ad for this automobile wasfound in the December 2011 issue of GQ magazine: December 2011 is important here. Thesetting for the ad is a bright and sunny spring/summer morning in pastoral landscape. I wantedthe reader to understand that advertisers and manufacturers are aware that, in the dead of winter
  • 2. Lambert 2in most of the country, a bright ray of golden sunshine would most assuredly grab the reader’sattention. It certainly caught mine, so the ad does work on that front,among others. Genre: The ad was designed to be published in print; therefore I chose to analyze thetopic as a potential consumer, in print form, specifically an essay that could be published in apaper or magazine. I wanted to present the information as informative, but revealing, as to howwe Americans are manipulated by advertisers. It was opinionated at times, but I hope it was moreunbiased than biased as a whole. Audience: The audience for GQ, where the ad was found, is fairly straight forward:men,mostly “yuppie” types or those of us who still fancy ourselves as fashionable and also wantto stay “in the know” with what is hip and happening in contemporary American cultureandpolitics, as well as culture and politics abroad. However, the market and target audiencereading GQ is not too vast. It is probably presumed that the readers of GQ would be a littleforward thinking, but mostly adult men, probably under 50; therefore a hybrid automobile wouldbe appealing. I wanted my essay to target people of both genders and a range of ages. But, thedemographic for people looking to buy hybrid cars, I presumed (in error I later discovered) to besmall and mostly a 20 to 40 something age range, which works for GQ’s demographic. Stance: I do see myself in the category of readers that GQ targets, so I guess I amthrowing darts at myself somewhat. However, I am not a proponent of the global warmingphenomenon and do not believe I have to spend an extra $8,000.00 on an automobile to get ahybrid to do my part to help preserve the planet. Don’t get me wrong, I am not for cutting downthe Redwoods in California for fuel, but I do believe we can do better than a hybrid car, and do itmore efficiently and cost effectively. We just should have started 25 years ago! So, I would say
  • 3. Lambert 3my stance may be slightly jaded. I am not sure I did a great job of not rendering an opinion, but Idid try to be fair to proponents of global warming and hybrid car lovers. Media/Design: I did my very best to write an essay free of error, both grammatically andin content. I have read, re-read, and re-read again trying to clear up any misunderstanding or overuse of verbiage and errors. I know it is not perfect, but I am pleased with the end result as itstands now. I would accompany my essay with a sample of the ad if it were published. The AdAnalysis essay I wrote was based on the ad for the Hyundai Sonata Hybrid that appeared in printin the December 2011 issue of GQ magazine. Research: The article I found in my research for my ad Analysis essay did, surprisingly,alter my perception of who and what Hyundai is trying to do. According to the article publishedin March of this year Hyundai is set to break all past sales records and they attribute a goodportion of this success to the Sonata and the Hybrid Sonata. That was a bit of a surprise since Ihave always presumed that the hybrid market in the United States was fairly limited. Clearly Ihad an erroneous opinion on that issue and I will be more cautious in the future of coming toconclusions too hastily. Over all I think what Hyundai is trying to do is admirable, I had justpresumed the market was more limited. If we are willing to accept that the figures are correct aspresented, then clearly the market for hybrid vehicles is larger than I would have guessed.The article on Hyundai Sonata taken from HGTC database EBSCO; first 2 pages of 71 pages,printed and attached. Full article may be found at link below:http://storm.hgtc.edu:2048/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bwh&AN=201203291520PR.NEWS.USPR.LA79175&site=ehost-live&scope=site