! SSIs Your Body Clear? !” We, as Americans, are immersed in a society of products for sale. With so many items available how do manufacturers entice us to purchase their product over another one? They do this through advertising, or a way of promoting and marketing merchandise. Advertising is a very large industry, and many people spend their entire lives developing advertisements that the average consumer will see, and hopefully will believe. An advertisement is an example of a rhetorical situation. In this rhetorical situation, the advertisers use the concepts of logos, pathos, and ethos to draw the audience in and get their message across to the individual reader. They want the consumers to trust and believe them.
Most of all, they want them to buy whatever they have to sell. Companies must rely on advertising a great deal, especially when a new product becomes available. It is crucial that their audience learns of the product and realizes the benefits of the new invention. Companies that already have other products for sale have a better chance of obtaining the consumers interest, especially if the company has a good reputation. One such company is Neutrogena. They have numerous products for sale for the face, hair, and body.
One of their newest products is called Body Clear ” SS Body Wash. I found this particular ad in a magazine strategically placed toward the front between two different articles. This magazine, YM, is typically intended for young females between the ages of 13 to 19. The target audience for the body wash would therefore have to be intended for these teenage girls. Before we can examine the ethos, pathos, and logos of the ad, we must visualize it.
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The center of the page has a large picture of the body wash with bubbles dripping over the side and the word NEW printed in black letters across the top of the bottle. Standing next to the bottle of wash in just a towel is the famous Neutrogena girl, Jennifer Love Hewitt. At the top of the page in big, bold, red letters appear the words, ! SSclear skin from head to toe. !” Underneath this slogan is the caption that introduces the new body wash, ! SS Neutrogena ” yen Body Clear ” SS Body Wash treats, even prevents body breakouts.
!” To the side of the oversized bottle of wash are three bullets, and although very small are still very important. They tell us that the body wash contains an acne fighting ingredient which! SS dermatologists recommend. !” The wash also has a rich, foaming later and is refreshing and clean-rinsing. Right here is almost everything we could possibly need to know about the wash. The ad is finished at the bottom again with big, bold, red letters printing the name Neutrogena. In small letters underneath the name the ad tells us that we can find this wash in the Acne care section of our local store.
The ad also gives the Internet address for the company Neutrogena. In rhetorical terms, three appeals are used to attract the audience. By using logic, emotion, and reputation, the advertisement gets the consumer! |s interest. Logos is the effectiveness of the message in the advertisement. The top of the page claims that by using this product you will have! SSClear skin from head to toe. !” The idea is that people will think that if they use this product they will improve their skin! |s condition.
In addition to their claim, the other elements that they tell us about the wash add to the effectiveness of the advertisement. It makes sense that if an acne fighting ingredient is dermatologist recommended it would cleanse and treat the skin. The proof is through Jennifer Love Hewitt. It is inferred that she uses this product, has great skin, and is very attractive. She ties together the whole idea of looking better from this particular wash. Jennifer Love Hewitt also appeals to people! |s emotional side.
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The pathos of the ad is because of her. People see a picture of a beautiful girl in a towel. This makes them excited and grabs their attention. Most people wish that they could be rich, famous, and considered very attractive. Many young girls would like to look like her. She has the image of having it all.
It is jealousy that entices people to even look at this ad. Seeing Hewitt and thinking about her makes people begin to doubt themselves. This brings up issues of their own self-esteem. Maybe they are self-conscious of their skin and are willing to try anything to improve their looks. Whether it is sub-conscious or not, many people think that if they use this product they too can look like Jennifer.
This idea appeals to many people and can make them buy this body wash. Almost all of American society recognizes Hewitt, whether from her movies or from the television show, Party of Five. Neutrogena relies on the opinion that most people like her and would agree that she is a young, attractive, and nice person. They know that most people are going to recognize her, like her and would not mind having her looks. This is part of the ethos of the ad.
Just as almost everyone has heard of Hewitt, most people have heard of Neutrogena. They use their company name and a famous star, Hewitt, to capture people! |s attention and remember their ad. Many companies, such as Nike or Pepsi, use celebrities to endorse their products. The logic behind this is that if people like the celebrity and see them with a certain product, they too will buy this product. The feature about Hewitt is that her skin appears to be clear (from head to toe).
Not only is she very attractive and likable, but her clear skin gives her the credibility to endorse this product.
Her ethos is therefore very good for supporting a body wash. The key to establishing credibility and trust, or the ethos of the ad, is assuming what the audience knows and believes. Neutrogena assumed that most people would trust a dermatologist! |s recommendation. Most do, which makes this is a good assumption. They assumed that their target audience would be reading such magazines as YM and need some sort of body wash. They also assume that people respect Jennifer Love Hewitt, and would want skin like hers.
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Most of these assumptions can be considered correct, which adds to the effectiveness of this ad. Another key part of the ethos of this ad is how Neutrogena establishes credibility with the consumers. Clearly stated on the side of the ad are two very important words, ! SS Dermatologist Recommended. !” Most Americans would agree that dermatologists are reliable people. They are in fact doctors who are very respected in American society. These two words make the product and the company very trustworthy.
Through dermatologist recommendations, a celebrity endorsement, and a bright, eye-catching ad, Neutrogena has achieved their goal of selling this product. They have acquired the trust of the audience and appealed to their hopes and desires of being more attractive, both in a logical way. These are the ethos, pathos, and logos of the ad. All advertisements contain these elements and when assembled in an intelligent and creative way, such as this body wash ad, are very successful and can sell to their customers. As a body wash customer, I know that this ad in particular works..
