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Rhetorical Analysis - Essay Example

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These advertisements use diverse tactics, although print ads remain largely traditional, as they use words, color, and symbolic images to send…
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Rhetorical Analysis

Download file to see previous pages... Both advertisements effectively use the right words, colors, font, and symbols to convey their intended messages to their audiences, where Vaseline focuses on persuading the audience through pathos and a simple positioning statement, while Crest centers on using logos and comparison with another more expensive, but well-known professional cleaning process.
Vaseline persuasively uses pathos because of its emphasis on the word “feel,” so that the audience can “feel” its sincerity regarding the benefits of its product, and then it expounds on the scientific backup of these benefits to fully convince the audience that it is the best lotion in the market. The main positioning statement of the ad is “feels good, does good.” The statement is simple, but its meanings are varied. Vaseline uses the words “feel” and “good” to underline emotions. It is stating that its lotion feels good on the skin, while providing emotional benefits too. Instead of just stressing its ingredients, it centers on the resulting “feelings,” which is related to “goodness.” Another impact of the feelings of goodness is having a good day. When people feel good, they tend to do well in school, work, and home. Feeling good starts the day with happiness and improves quality of life. After the short introduction on what the product makes consumers feel, a longer explanation is below it, where scientific words are added. The long paragraph stresses that the product is the “next generation” of Vaseline lotion, which suggests that it is current and not an “old” formula. The words “pure” and “natural” make Vaseline a “natural” product, even when it has chemicals too. The main goal is to relate Vaseline with the goodness of “Nature,” but one that is scientifically tested and perfected. The words “new formula” and “infuse moisture deep down” accentuate that the product is the latest tested formula that goes beyond other usual lotions. The ...Download file to see next pagesRead More
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