1. Lambert 1
(Robert) Curtis Lambert
English 101
Professor Bolton
11 June 2012
AD Analysis: Outline
1. I am analyzing the Hyundai Sonata Hybrid ad from the December 2011 issue of GQ
magazine. The ad depicts the Hyundai Sonata Hybrid set in a pastoral landscape with a
man flying off through the sky with a jet-pack strapped to his back. The ad caught my
attention because it was creative and appealing to my visual esthetic.
2. Coupled with the statement, “New thinking for new possibilities,” and the image that
accompanies it, there leaves little room for doubt that the ad for the Hyundai Sonata
Hybrid is designed to appeal to the reader’s pathos and ethos, while the use of logos in
this ad is questionable.
3. BODY paragraph 1: Hyundai is relying on our pathos, or sympathies, for the well-being
of the planet in this Earth conscious, eco-friendly, age of the 21st century.
{PATHOS is the word that corresponds to thesis
a. I discuss the fact that the overall intent of the ad is to depict a culture/society living in
a modern world with jet-packs, for example.
b. I also state that Hyundai is trying to convey to the reader that if we care anything at
all about the environment then the “least we can do” is buy a hybrid.
4. BODY paragraph 2: Ethos plays a moderate role here by asking us to trust Hyundai
because they have our future and best interest at heart by hybridizing one of their
standard vehicles.

2. Lambert 2
{ETHOS is the word that corresponds to thesis
[“Ethos plays a moderate role here….” is the transition sentence.
a. In paragraph 2 I discuss the fact that Madison Avenue and the advertising wizards
have long used ethos to tout and promote a company’s trustworthiness.
b. I also point out that the target audience that will not only be sympathetic, but also
able to afford the Hybrid, is going to be limited since that market seems fairly small.
5. BODY paragraph 3: It would be difficult to make the argument that this ad depicts much,
if any, logos.
{LOGOS is the word that corresponds to thesis
[“It would be difficult to make the argument….” is the transition sentence.
a. In paragraph 3 I point out the fact we do not fly to work or short errands with back
packs strapped to our back. No logic there, not yet at least!
b. I feel the ad also utilizes forward thinking that will be a stretch for many; the jet-pack
example is not a fantasy, but we do not use them for basic transport in 2012.
6. The Logical Fallacy I used deals again with the jet-pack as an accepted mode of
transportation in our current society. I have included this logical fallacy in my 3rd body
paragraph, which is where I deal with the limited amount, if any, of logos. It belongs in
this paragraph since I make several statements dealing with the limited ability of the
advertisers to use this as logic; the hybrid is real, but the jet-pack mode of transportation
is not.

3. Lambert 3