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), what doyour eyes make their first connection with, maybe the text, the blimp, or the giantgorilla known as King Kong? Whatever it may be, it has a message and strategicplacing. When taking an overview glance at the picture, you see King Kongholding a beautiful woman in a majestic setting (what I find humorous is that thecreator decided not to put the planes shooting hundreds of bullets at the massive
2gorilla). The gorilla is a sign of power and strength, the primitive man. The texttidbit, "Nothing beats sitting on top of the world with the love of your life and acold beer… AAAhhh, its good to be the king," supports the visual and clearlystates what the beer companies want you to think. If you drink this beer, you willbe 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 images tothe foreground (OSX). The color red is also a color of passion, sexuality, power, andcourage. The use of colors in advertising has psychological effects on the audience tohelp pull out certain emotions. Pulling out the emotions mentioned previously seemsperfect 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.