Advertisement Analysis

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Rachel B
12 October 2013
Fiji Water Advertisement
People tend to trust what they see, but will that get them sucked into being manipulated by the advertisement world? What people see, is not always how it looks. Advertisers are not typically here to help, they have one goal; to sell their product and make some money off of their audience. Everyone at some point decides which advertiser to trust, and they do that through what the advertiser says. Face it, how many people really go and look up background information on the internet about their juice and water? In this Fiji print advertisement, they manipulate a person’s environmental guilt through playing the person’s emotions, and making the advertisement itself seem trustworthy. As a person sits down and analyzes this advertisement, they will soon realize how they have been misled through pathos, logos, ethos and logical fallacies.

The first thing to deceive the consumer is what the advertisers can do through pathos. Pathos has to do with how the advertiser is able to affect our passions and emotions. On the print advertisement it says that the consumer’s FUI water purchase helps reduce carbon emissions, and protect Fiji rainforest. That statement makes someone feel empowered, like they alone can make a difference to society and the environment. While feeling that slight empowerment, they tone it down with a simple water drop in the background. That single water drop is not only having a clean, pure sense, but also a symbolization of how a single thing can make a difference. That one elegant water drop made all those ripples alone, so the consumer feels they should be able to make a difference alone as well, by buying the Fiji water. That water drop is a mixture of emotions. While it is clean, pure and graceful, it is also touching back on the empowerment feeling by providing the symbolization that the consumer is going to be able to change the planet single handedly. Then as the shopper looks into the...
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