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Historical Rhetorical Comparison - Essay Example

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Name: Instructor: Course: Date: Historical Rhetorical Comparison Essay Introduction Advertisements have been, are, and will still be there as long as the world of business exits together with communication media. Advertisements try to capture one’s attention and they are meant to convince consumers to purchase a certain product by creating a sense of desire…
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Historical Rhetorical Comparison

Download file to see previous pages... These commercials have vividly changed over time. For instance, when looking at today’s food advertisements, for example the Cadbury’s chocolate advertisement, which has been a common in televisions over the years, many differences are seen as the years progress. What are some rhetorical differences between the historical food advertisement for Cadbury’s chocolate and the present day advertisement of it? Method The present day advertisement for Cadbury’s chocolate is common on television channels internationally and it lasts for about one minute and thirty seconds. I first came across it in Facebook where some of my friends were expressing their love for the commercial and there was a video of it, which I watched. It is an interesting commercial that is eye captivating and nobody would want to miss it. Advertisements for Cadbury’s chocolate have had very many versions over the years. There was one in the late1990s on television that I had always loved and it is very different to the present day one. Artifact description The present day advertisement for Cadbury’s chocolate that started showing in Canada in 2007, which is still showing internationally to-date, shows a gorilla sitting behind drums listening with deep emotions to some background song singing about feeling something in the air that is coming. The gorilla has his head lifted in the air and inhales deeply while closing his eyes as if he is passionately longing for something. He is overwhelmed and deep in thought as the song in the background continues. Suddenly the gorilla stretches his neck and is filled with a musical outburst as he plays the drums in rhythm with the background music and then the advertisement ends showing a wrapped bar of Cadbury’s chocolate with two glasses of milk being poured into the bar. The words “A glass and a half full of joy” are written beneath it. The one in the late 1990s shows some cocoa beans being smashed, ground, and mixed with milk to give a very thick, and dark brown paste of chocolate syrup from which an appetizing bar of chocolate is made from. The commercial has some smooth soothing music in the background that matches the smooth appearance of the product as it gives a brief idea on how the chocolate bar is made Analysis As per Eivind Jacobsen, food can be viewed as rhetoric under the following fields: food as nature, food as a commodity and food as culture. From these three fields arise tropes, which include actors, time perspective, relevant space, rhetorical repertoire, and public regulator’s roles (Lein & Nerlich 73). These tropes help in the construction of food as quite distinct social phenomena. Several actors tend to present food as nature. For instance, the Cadbury’s advert in the late 1990s shows cocoa beans from cocoa plants and how they are mixed with milk to make a chocolate bar. The reference here is nature so as to show the naturalness of the food. This makes the consumer aware that the product is made of at least cocoa and milk and if interested, one may want to purchase it for more details. The present day advertisement does not portray this trope apart from at the end where milk is poured into the chocolate bar. Presenting food as culture has been done in the earlier ...Download file to see next pagesRead More
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