Gloak's Safe-Action Advertisement - Essay Example

Rhetorical Essay The given advertisement is of Gloak, a “Safe-Action” pistol. The advertisement is placed against a black back drop. The focus of the advertisement is on success stories of Gloak costumers. The ad show-cases an aged yet tough looking man are picture (Gloak’s customer) and his amazing Gloak story. The guy in the add looks like has military. Hes ex Drill Instructor at Marine Corp. He has military clothing on that civilian wear He narrates how a thug tried to kick upon the front door of house; while he was successful in opening the front door, what lied ahead of him became one of his worst night mares ever.

The customer expresses his amazement at the tenacity with which a loaded Gloak protected him and his family. This is one of the many amazing stories that Gloak intends to collect through this promotional campaign. At the bottom center of the page, the Gloak spokes person asserts how she hears these remarkable stories every other day. The on-lookers are prompted to send in their stories of Gloak on Facebook page of Gloak and get a chance to appear in a Gloak ad. The paper will elaborate on the advertisement, its appearance, the target market that it is intended for, it’s branding through the advertisement, the ethos pathos and logos.

It will critique the advertisement in greater depth over its strengths and weaknesses. The Gloak ad speaks to consumers in various ways –both direct and in-direct. Through the given story, the ad speaks to the customer by telling him the gun will protect him no matter what the circumstances are. No matter how drastic the situation or how tough the encounter, Gloak will protect them. It communicates to the customer the purpose of Gloak – to be the consumer’s savior and protector. Gloak is projected as a long-lasting yet effective and easy to use pistol to the customer.

It is there to last thereby communicating to the user the durability of the pistol. It also tells the customer that even his wife could use the device and that it will protect her from any kind of threat. As a direct connects to the consumer, at the bottom center of the page, address links to Glock’s Facebook page are provided. Customers are called on to send in their Gloak stories and get their picture published in a Gloak ad. The Gloak offer will ring alarm bells in the minds of many brand loyal consumers.

In this way Gloak plays on the appeal and glamour of being associated with its brand by coming up with this contest. The ad attracts immense consumer attention through the story narrated. It raises curiosity regarding the audacity of the thug in the mind of the reader and then leaves him spell-bound as he reads on about how Gloak acted as the perfect savior. Vivid description of the brand as Simple, Fast = Confidence is directly aimed at the consumer. Clear cut features of the pistol are communicated to the reader alongside a picture of the Gloak pistol.

Some ethos that Gloak attempts to project is the need to assist those who put themselves in danger for the safety of others. Gloak ad shows an image of community at the top, thereby demonstrating its commitment to the cause of the society and to the humanity at large. The ethoses make it clear the ground at which Gloak wants to project itself. It wants to project itself as a savior of the community and salute those who put themselves in line for the safety and protection of their loved ones. The ad effectively uses pathos to appeal to the customers too.

The use of words like “dirt-bag” arouse intense emotions in the reader, build up on his adrenaline as he wants to know what followed there-after and what happened in the climax. The way in which Gloak is shown to save the narrator leaves the reader inspired. The ad also plays on the sentimental value of our personal relations. It projects the fear of losing a loved one in-directly and the need to be armed to protect him/her. It uses this pathos very effortlessly and subtly while making the point strong and direct.

Logos in the ad is used by placing emphasis on the salient features of the pistol. It is called a “Safe Action” pistol to imply the safety associated with using it and how even a wife can use it. From the aura surrounding the ad and the purpose that it projects the target market of the ad is married men. They would be above 40 years in age, have a whole family dependent under them, maybe in military, army, navy or any occupation. It is targeted for the Western market. The guy shown in the ad is a military looking man.

He is not smiling but he has worn-out tough expressions on his face. He could be well nearing his retirement. The general customer that the ad targets would be fearless, has an innate protective urge and be willing to take risk. The ad also targets wives of these macho men indirectly and subtly. Last but not the least the biggest target market of this particular ad is Facebook. The aim is to promote Gloak pistols by coaxing customers to send in their stories on Facebook page. The Gloak ad depicts the need to save our loved ones.

It projects its image as a ubiquitous pistol with a never dying resilient attitude- it is there to last and for as long as it is there it will continue to protect the customer. Special emphases on the characteristic features of the ad have also been made thereby assuring the customer that its use is not an ordeal at all. As mentioned earlier, the ad has ethos, pathos and logos. The story narrated is a reflection of what the brand promotes-protection. The statement by the spokesperson plays on the emotional appeal of the reader.

The picture, the story and the back drop of the ad set the premise that the ad is aimed at married men.