Establish an emotional pathos and logical logos

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establish an emotional (pathos) and logical (logos) connection between the product and the equally male and female audience, it also depicts the strict gender stereotypes that had formed and dug deep ridges into American culture at that time- to a degree that it appeared natural in an advertisement.
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Lastly, the use of text-formatting to highlight specific aspects of the advertisement distinguishes the gender roles further. The titles are bold and with a large font-size which makes them very visible. It also clarifies the distinction between gender roles, thus, highlighting the stereotypes. The use of all capitals in the logo “Sonorama By Rek-O-Kut” makes the bridge between the two stereotypes more prominent while the use of the word “complete” in the all capitals tagline shows how the product connects the two widely different and separate gender roles. In conclusion, the text seems to use a very unique and clever technique by adhering to the male audience and female audience differently. However, by using those techniques such as logic for the man and emotions for the woman, the dividing layout, the highlighted text-formatting and a discriminatory tone (viewed in hindsight), the advertisement creates strict gender stereotypes and shows how they had penetrated American society.
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  • Fall '19
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