Rhetorical Analysis This essay is an examination of the rhetorical techniques employed in two beer advertisements out of magazines. As we all know beer advertisements generally target the male audience. Beer advertisements generally are very pathos heavy, applying to male emotions and their need for masculinity. Every advertisement is unique in that each one can apply to a different generation, social group, or class. Advertisers for beer advertisements try to make the audience feel that if they drink their product then they will be like who ever is featured in their advertisements.
In the Steve Greenhouse’s article, “Going for the Look, but Risking Discrimination”, he states “Hiring attractive people is not necessarily illegal, but discriminating on the basis of age, sex, and ethnicity is.” Big name brand companies have found a successful way to gain more customers, by hiring young and attractive college kids. Retailers find outside beauty more valuable than what is on the inside. Marshall Cohen says “A guy wants to go hang out in a store where he can see good-looking gals”, and I could not agree more. As a business owner you would want it to become very successful, some are willing to do anything to achieve that. Abercrombie and Fitch are one of them.
They all have their target audience, who they have specifically designed the ad for. This is a multi billion-dollar industry and the advertisers study all the ways that they can attract the person’s attention. The premiere body scents that the AXE Company comes out with are full of sexual tenacity, which draws in men and women who see their commercials. Surely no one mentions "mating" more than marketers at Axe, the men's grooming brand whose racy advertisements promise young men that women will find them irresistible if they use their products (Newman). AXE is a body spray that is heavily advertised in today’s society.
The couple appears to be in love. When an audience looks at an ad with people who appear to be in love, it pulls upon humanity’s deep rooted desire to be loved, even if it means buying something as simplistic as a fragrance. Ralph Lauren fragrance “Romance” has two branches, one for men and one for women. The ad though is obviously intended for women instead of men. Most men probably wouldn’t look at a ad with a couple frolicking through a field, and that image motivate them to go out and buy the fragrance.
The producers of Old Spice advertising utilize many rhetorical tools to make successful ads. In Old Spice’s Odor Blocker advertisement with Terry Crews, the rhetorical tools they use throughout help to sell the product, but also in a way distracts the viewers from what the product really does. Terry Crews, former NFL linebacker, now comedic actor, is used for this commercial to represent the hot, masculine image which Old Spice
Before reading this essay I never really thought about how men are on display in advertising. I just thought it was another advertisement, so I am glad she tried to hit it home on the male body being on display. Today this is not exactly true. This generation is a lot more excepting than previous generations, because of how much variety there is. While yes it is true that there is still some controversy with homosexuality and advertisement, it isn’t a big controversy.
Techniques- Certain techniques have been used in the advert in an effort to make it stand out more and sell more of the product. A dark background behind the man and woman has been used to contrast with the lighter and brighter coloured people, in rich bronzed, almost golden tones, to further bring the attention to that important part of the image. The viewer first looks at the two people as they are the largest and most important part of the ad, and then the positioning of the cologne bottle itself is in the bottom right hand corner but still overlapping the main focus slightly so that our attention then becomes focused on the bottle. A frontal close up camera angle has been utilised to show off the man’s seemingly expensive Gucci necklace and casual body language. The angle also captures the woman’s desire for the man as you can see clearly that she is attracted to him because of the fragrance.
UNLEASH YOUR HERO By Tiffany Adams This “how-to” article is aimed towards a male audience in middle life. This population may read magazines such as Sports Illustrated or even Playboy. These magazines may objectify women and encourage such theories such as hegemonic masculinity, but they reach a wide male audience that has a huge impact on the issues of Gender Violence and thus deserve to be tapped. This article aims to motivate men to take a stance against Intimate Partner Violence, as activating bystanders even in a more passive role can only have a positive effect on society today. You can hear them arguing, again; but this time, there is an abrupt end to the conflict as one of them escalates
Since Old Spice is a male product line, most people would think this sales pitch is for the male audience only. Watching the Old Spice commercial many times made me realize there maybe other audiences drawn to the advertisement. Although most people think Old Spice is for men only, actually I think it could work for either gender, so therefore when women want to buy Old Spice it is not a big deal because it does not say it's only for men, so ladies are free to use the product.
He specifically noted that men tend to find greater enjoyment in sexually related humour, regardless of the gender of the person involved. However on the other hand, with hostile humourous scenarios, women find the situation increasingly funny if it is based on a man whereas men find the scenario more funny if it is about a woman. Mundorf (1988) found a complex interaction between gender, humour type and humour-victim gender. Interestingly, Herzog (2009) failed to replicate the findings of Mundorf (1988), therefore a level of controversy remains regarding gender differences in humour appreciation. Gender is often viewed as a system of meanings and influences, affecting access to power and influencing social status (Crawford, 2003).