The Best Ads for Rhetorical Analysis
Advertising is ubiquitous in our modern world, with companies vying for consumers’ attention in creative and persuasive ways. One aspect of advertising that is often overlooked is the rhetorical strategies used to sway the audience’s beliefs or actions. Rhetorical analysis is the examination of how language, images, and other forms of communication are used to persuade and influence. In this article, we will explore some of the best ads for rhetorical analysis, highlighting their unique strategies and persuasive techniques.
Apple’s “1984” Commercial
One of the most iconic ads in history, Apple’s “1984” commercial aired during the Super Bowl in 1984 and is still remembered to this day. The ad, which was directed by Ridley Scott, depicts a dystopian future controlled by a Big Brother-like figure. A rebellious young woman, played by Anya Major, runs into a room full of people staring mindlessly at a giant screen. She hurls a hammer at the screen, shattering it and freeing the audience from their brainwashing. The ad ends with the tagline “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984’.”
Apple’s “1984” commercial is a prime example of rhetorical analysis in advertising. The ad uses powerful imagery and symbolism to convey the message that Apple’s Macintosh computer is a revolutionary product that will liberate users from the conformity of mainstream computing. The use of the hammer as a symbol of freedom and empowerment is particularly effective in persuading the audience to consider Apple as a disruptor in the tech industry.
Nike’s “Dream Crazy” Campaign
Nike’s “Dream Crazy” campaign, which featured former NFL quarterback Colin Kaepernick, is another example of effective rhetorical analysis in advertising. The ad, which first aired during the 2018 NFL season, sparked controversy and conversation around social justice issues and athletes’ activism. In the ad, Kaepernick narrates a powerful message about overcoming adversity and pursuing one’s dreams, against a backdrop of inspirational footage of athletes breaking barriers and defying expectations.
Nike’s “Dream Crazy” campaign leverages the ethos of Kaepernick as a figure of social change and resilience to connect with audiences on a deeper emotional level. The ad’s use of pathos, or emotional appeal, is evident in its portrayal of athletes defying odds and achieving greatness. By aligning its brand with Kaepernick’s message of empowerment and social justice, Nike successfully engages consumers and positions itself as a champion of inclusivity and diversity.
Budweiser’s “Puppy Love” Commercial
While some ads use bold statements and controversial figures to make a statement, others rely on heartwarming stories and emotional appeal to connect with audiences. Budweiser’s “Puppy Love” commercial, which aired during the 2014 Super Bowl, is a prime example of effective rhetorical analysis through storytelling. The ad features a friendship between a puppy and a Clydesdale horse, set against the backdrop of a ranch and a warm, nostalgic Americana tone.
Budweiser’s “Puppy Love” commercial tugs at viewers’ heartstrings by showcasing the bond between two unlikely friends and eliciting feelings of nostalgia and warmth. The ad’s use of logos, or logical appeal, is evident in its subtle messaging about friendship, loyalty, and tradition. By appealing to universal themes of connection and companionship, Budweiser successfully captures audiences’ attention and creates a memorable ad experience.
Conclusion
Effective advertising goes beyond promoting products or services – it is about telling a compelling story, engaging emotions, and persuading audiences to take action. The best ads for rhetorical analysis are those that use language, imagery, and other communication tools to convey a powerful message and spark conversations. By analyzing ads like Apple’s “1984”, Nike’s “Dream Crazy”, and Budweiser’s “Puppy Love”, we can gain insights into how rhetorical strategies can be harnessed to create impactful and memorable advertising campaigns.
- Apple’s “1984” commercial uses powerful imagery and symbolism to convey a message of freedom and empowerment.
- Nike’s “Dream Crazy” campaign leverages emotional appeal and aligns its brand with social justice issues.
- Budweiser’s “Puppy Love” commercial tells a heartwarming story to connect with audiences on an emotional level.