writing short essay about adversting

Essay #3 Proposal

Step 1: Provide the picture of the ad or the link to the ad/commercial below:

Cold as Balls: Isaiah Mustafa and Kevin Hart | Old Spice. 2.9M views, 5 months ago.

Step 2: Use the following prompts to guide your analysis of the advertisement of your choice, focusing on how the ad relies on strategies and rhetorical appeals to persuade its audience.

Content

What exactly is the ad selling? A product? An experience? An idea?

The ad is selling a product from Old Spice Company. The product is a spray called Old Spice Sweat Defense spray.

Audience

Who is the target audience? What age group does the ad target? What specific groups (education level, ethnicity, economic class, political views) or interests (fashion, hunting, fitness)?

The targeted group is men especially between the age of 18 and 50.

Argument

What message is the ad sending to the audience?

The message is informing the audience that using the product can prevent them from sweating even when they are playing or working out. The product is a body spray called Old Spice Sweat Defense from the Old Spice Company.

Assumptions (principles, beliefs, and values upon which arguments or parts of arguments rest.)

What is the underlying assumption in the ad? What “common ground” does the audience and the advertiser share?

The ad assumes that men needs to provide a defense when sweating. They need to use this product to prevent unnecessary sweating.

Rhetorical Appeals

Which rhetorical appeal does the ad rely on to persuade its audience? Pathos? Logos? Ethos? How do these appeals operate both through language and through imagery?

The two rhetorical appeals used are pathos and ethos. They are visible in the conversation and choice of individuals in the advert.

Fallacies

Is there a misuse of pathos, logos, or ethos as a persuasive strategy? Are there any fallacies in the ad?

There is misuse of pathos and ethos in the persuasive strategy. There are three fallacies in the advertisement. These three fallacies are bandwagon appeal, appeal to pity, and appeal to false authority fallacy.

Language/ Words

What is the tone? (Is the text humorous, sad, sarcastic, serious?)What overall effect does this language convey?

The tone is humorous, and this makes the audience connect more to the product.

Design

Describe the ad’s use of color, font, font size, pictures, etc. What overall effect do these features convey?

The ad uses sports attire to show that the three individuals had been working out. The color selected matches that of a single team and the sweating provides the right opportunity to use this product.

Medium and Context

How was the ad distributed? (i.e. television, internet, radio, magazine, billboard)? In what country and at what historical moment was the advertisement produced? How does the ad reflect, comment on, challenge, or reinforce contemporary political, economic, or gender beliefs?

The ad was distributed in television and the internet. It was made in the same area were Kevin Hart conducted his YouTube show. It thus promoted his show and at the same time made more people want to see the advertisement. Female users of the product may dislike it because it focuses on promoting it to men only.

Connections to Culture

Does the ad use famous events or places or recognizable symbols to increase its persuasiveness? If so, how does that establish audience or a relationship to a cultural moment?

The ad uses basketball uniform to promote the product. Both Kevin and Mustafa use the same uniform throughout the advertisement. Considering that basketball is a famous sport in the country, it makes more people eager to try out the product.

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