This document analyzes the rhetorical strategies used in a vintage beer advertisement. The ad uses the line "Fill her up with beer! Maybe then she'll fuck you!" to suggest that buying a woman drinks could lead to sex. It aims to arouse male desires and encourage buying the beer to seduce women. However, the ad's logical appeal is weak since getting consent when someone is drunk is disputable. While the message is bold and humorous, appealing to male drinkers' ethics, it may be distasteful to others. Overall, the document examines how the ad tries to use pathos, ethos and logos to promote the beer but its arguments are not very strong.

1. Running Head: RHETORICAL ANALYSIS OF A “VINTAGE AD” 1
Rhetorical Analysis of a “vintage ad”
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2. Rhetorical Analysis of a “vintage ad” 2
Rhetorical Analysis of a “vintage ad”
“Being funny gets you laid!” So they say. However, that does not hold true in most cases.
A rocket scientist is not required to explain the fact that in order to get the loins, you have to
spend the coins. Furthermore, this process can be made easier through spending those coins on
drinks for your lady- hard drinks of course. The brewers of “Pabst” beer seem to have
understood this analogy.
Through the punch line, advert uses a well-known fact to strengthen its appeal and
credibility to ethos. It is known that alcohol impairs judgment and can lead to indiscriminate
promiscuity. The line reads “Fill her up with beer! Maybe then she’ll fuck you!” The picture
shown is that of a woman who seemingly has lost herself and a man seated beside her. This man
is giving her looks that are kind of suggestive in nature. The extrinsic pathos seems to be weak
because the advertiser does not have full knowledge about matters sexuality. He or she is a
specialist in the brewing of beer. In the advert, the word maybe is used meaning that there is
uncertainty. However, intrinsic ethos seems to be quite strong. The message is delivered in a
bold and hilarious manner. It has casual appeal too.
The pathetic appeal comes into play whereby the advert tries to arouse lustful desires. It
encourages men to buy that particular drink for their women so that they eventually get to
quench their loin thirst. This is emphasized by the second part which says “Maybe then she’ll
fuck you!” However, this ethos appeal only applies to male drinkers. Other men who do not
drink and womenfolk might find it rather distasteful.
Along with pathos, the advert attempts to apply a logical appeal. This is done through the
fact that when you get a woman drunk, her judgment and defenses are lowered. This makes her
easily give in to sexual approaches. This can however be disputed. It is more logical to approach

3. Rhetorical Analysis of a “vintage ad” 3
a lady in a sober manner and ask her directly rather than getting her drunk in order to get laid. So
the logos appeal is not strong in the advert.
Below is the URL for the ad
http://wonderandrisk.com/wp-content/uploads/2014/08/old-ads-11.jpg