Lexutt 1 Faith Lexutt Christine Robinson Coon 1310.027 September 27 2017 U1: Advertisement for Isopure Whey Protein Powder In advertising, the use of pathos is usually used heavily to persuade the readers to feel an emotional response to the advertisement (ad) so they will want to buy the product. Often, scare tactics are used, as explained in Stuart Hirschberg's "The Rhetoric of Advertising." Language Acts. Hirschberg explains, "Ads of course, can elicit responses by attempting to manipulate consumers through negative as well as positive emotional appeals." "For example, an advertisement for Polaroid evokes the fear of not having pictures of moments that cannot be re-created and then offers the product as a form of insurance that will prevent this calamity from occurring." (p.135). Another thing Hirschberg mentions is appeal to status (snob appeal), the main thing about snob appeal is trying to focus the product on how intended audience wants to appear, "Ads for scotch, expensive cars, boats, jewelry, and watches place their product in upper-class settings or depict them in connection with fine arts (sculpture, ballet, etc.) the value warrant in these ads encourages the consumer to imagine that the purchase of the item will confer qualities associated with the background or activities of this upper-class world onto the consumer." (p.134). With all of this information, I can start analyzing the ad I chose from Men's Health magazine. Analyzing each part in the rhetorical triangle, (text, audience, and author), I found the text, intended audience, and intended author. Starting with text, my advertisement is a spread ad
Lexutt 2 (goes across two pages), about whey protein powder from a January/February edition of Men's Health magazine. Pub The members of the intended audience of the ad are the readers of Men's Health's.