The economy is based on consumption and advertising is an indispensable motivator that persuades people to consume. Advertising is one of the biggest tools companies use to sell a product. Today if a product is not actively marketing, publicizing, or advertising itself the product will fail. It is essential for an advertisement to use rhetorical appeals to grab the viewer’s attention. Advertising can be so good that it can sell things to people using a picture alone. It is all in the eye of the beholder. So when I was flipping through the pages of Cosmopolitan magazine I stumble across an ad for ZzzQuil an – over – the counter sleeping aid. It was towards the middle of the magazine and it popped out like a huge billboard. The ad captures attention because the picture of the women sleeping looks so comfortable and makes peaceful sleep desirable and attainable.
The ad shows a woman in her bedroom with her striped bedding sleeping in what appears to be a very deep sleep. She is lying face down, eyes shut, with mouth wide open in her bed with her curly hair pressed against the pillow and her arm dangling off the side of the bed. She is sleeping in her bed with a big caption saying “Because sleep is a beautiful thing” (“ZzzQuil”).
The ad has amazing appeal and is a great attention grabber. The target audience is clear and defined and all three appeals are used well. The ZzzQuil advertisement is targeting women and they are using all three rhetorical appeals ethos, pathos, and logos to sell this product.
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Out of the many appeals that companies use to advertise their product or service, the need to achieve is one of the most commonly seen. In our highly competitive society, everybody is trying to get ahead. Everybody is looking for that little advantage that will push them forward. The appeal of achievement correlates with success and winning, ideas that represent the outcomes of hard work on which ...
Generally, advertisement resonate best when, the model/actor in the ad is to match the person the ad is attend for, and this ad was intended for women. The ad was placed in a Cosmopolitan magazine a very popular women’s magazine. The focus on the ad/ model is this women lying in her bed sleeping soundly. Looking at her instantly you know she is in a deep sleep. Taking it further, seeing this woman in bed alone, with all the space she needs continues to build on the luxury of what a good night sleep can do for you. The placement of the ad in Cosmopolitan magazine further demonstrates the importance of the target audience. The appearance of the women is an average everyday kind of girl. She looks young, athletic, and single. The appearance of her bedroom is modern.
Her sheets are a chic gray and white strip pattern with a white down comforter. She appears to be well groomed and healthy looking. Her hair is blonde and curly, she is tan and her arms look muscular. She looks like she is in a very deep sleep with her lying on her stomach sprawled out with her mouth open it almost appears that she is dreaming. The wording they use at the bottom of the ad “Because sleep is a beautiful thing” would relate to all women because what woman doesn’t like sleep? Sleep is essential to all human life. Sleep is something that let’s face it everyone needs so this ad is going to touch all women that are having trouble sleeping. The appearance of the women alone would make most women want to try this product. The ad does its job by selling this product and selling it well.
Ethos is the first rhetorical appeal present in this advertisement. Ethos is the appeal on ones ethics “means to convince an audience of the author’s credibility or character” (“Ethos”).
This ad is clearly an example of ethos because the ad says “Zzzquil from the makers of NyQuil” using its long history of a trusted brand. It is demonstrating it’s a product that can be trusted. Most people have used NyQuil at some point in their life, demonstrating the credibility of the company and the product.
If your trusting Nyquil for your cold you’re more likely to trust ZzzQuil to help you sleep. Additionally, the Vicks logo on the ad is another move to show its credibility. If you trust Vick’s product you should trust this product. The women in the ad further illustrates creditability because she is in a deep soundless slumber as opposed to tossing and turning and struggling to make it through the night. Her sleeping looks desirable and attainable. When you want results actions speak louder than word. Just by looking at women you are convinced that this product will work for you.
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There have been many significant changes within our society. One of this is the changing gender roles within our society and another is the changing attitudes toward health & fitness. Both of these have impacted on consumer preferences or buying habits. Gender roles are no longer as accurate as it once was. There is now a trend of reserved roles. This is due to the continued growth in a number ...
Pathos is the second rhetorical appeal that is present in this advertisement. Pathos is an emotional appeal “means to persuade an audience by appealing to their emotions” (“Pathos”).
This ad has tons of emotional appeal to women with its pictures and its wording. A survey, conducted for the National Sleep Foundation, “asked more than 1,000 adult men and women about their sleeping habits. Roughly fifty two percent of the women surveyed said they have sleeping difficulties” (Jet 59).
Fifty-two percent is an alarming number. The study reveals that the majority of women admit to having trouble sleeping.
Deep sleep is extremely appealing, and it’s going to grab women’s attention. The woman sleeping alone sparks an emotional connection with the person looking at the ad. She seems very inviting and makes you wish you were sleeping too. The caption under her states “this is a non- habit forming sleeps aid that’s not for colds or pain just for sleeping soundly” (“ZzzQuil”).
Knowing these facts would make most women with sleeping problem think about giving this product a try. It’s an over-the-counter medication which would lead most women to think that it’s safer than a prescription drug. Its non-habit forming claim appeals to adult women in making a safe choice with no risk of developing an addiction or dependency to this product.
Logos is the third and final rhetorical appeal that is in this advertisement. Logos is the appeal to logic “means to convince an audience by use of logic or reason” (“Logos”).
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Specific purpose: I want my audience to know the harms of sleep deprivation so it may make them more conscious about their sleeping habits. Thesis: Sleep deprivation has many negative effects that cause harm to college students and everyone should know how to fight sleep deprivation Introduction How many of you consider your alarm clock one of your worst enemies? Imagine your alarm clock just ...
In this ad they don’t have a bunch of numbers of women with sleeping issues and it doesn’t even give any numbers of women who has even tried there product there main focus is on selling you that this product works. They show you how the product works with a picture. The woman in this ad is the definition of logos because she is showing you that the product works. She is sleeping soundly. She is not tossing, turning, or struggling to fall asleep. She is an image that appeals to women’s reasoning ability. Her lying there peacefully sleeping in her bed shows that you too can sleep like her if you use this medication. Women with any kind of sleeping issue will want to give this medication a try to have that desirable sleep. This is a sleep aid ad and she is sleeping so that is all the logic any women could need that this product will work.
This ad is a total success in my mind. Hand down this ad gets it message across one hundred percent. Women will find it extremely appealing. It subtly plays on a women’s ethical, emotional, and logical side. It uses all the rhetorical appeals tools effectively. All the appeals are strong and directed at the certain target audience. Its emotional connection to women is overwhelming.
The ad makes women want to buy this product. Women wouldn’t think twice about trying this product. It delivered an emotional and logical connection with it visual appeal. It also delivers on its credibility by demonstrating it connection to the makers of a trust brand of cold medication. I give this advertisement an A. It was a great ad that made me want to purchase this product to have the deep peaceful sleep that the woman in the ad is having. I am convinced that this ad will have no problem getting people to purchase this product. Excellent job done to the makers of ZzzQuils advertisement.
Works Cited
“ethos, n.”. OED Online. December 2012. Oxford University Press. 28 January 2013 . “Logos, n.”. OED Online. December 2012. Oxford University Press. 28 January 2013 . “pathos, n.”. OED Online. December 2012. Oxford University Press. 28 January 2013 . “Why Nearly Half Of All Adults Have Trouble Sleeping.” Jet 89.9 (1996): 54. MAS Ultra – School Edition. Web. 23 Jan. 2013. “ZzzQuil Ad” Cosmopolitan 51 01 January 2013:
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