Analysis of Blu eCigs Advertisement

Analysis of Blu eCigs Ad Everyone in this world has stress and problems. There are many different ways to try to overcome these problems. They refer to cigarettes as stress relievers, when actually they are just another problem. Smoking is not just a problem itself, it brings many other problems. One of th problems that comes with smoking is having the freedom to smoke where they desire. There are other solutions to replace smoking cigarettes. Blu eCigs, electrical cigarettes, offer the solution to their problem. Healthier and beneficial cigarettes to be able to please their desire for smoking. One particular Ad for blu eCigs found in an issue of a magazine show cases a white male enjoying a blu eCigs. There runs a blue and white banner across the bottom of the ad with informational text. On the right-hand corner portraits an image of the product. On the top left corner there is also a quote and added informational text. These contents by making the appeals of ethos, logos and pathos form a strategy in persuading consumers that blu eCigs is the new way of smoking freely and healthy. Convincing that blu e Cigs is the alternative to cigarettes, helps the company establish their character and credibility. “With blu eCigs, the smart alternative to cigarettes” the wording on the ad states. With that statement the company is out to convince that blu eCigs is the new thing , and replaces cigarettes. Also on the right hand bottom corner is the product. The box of blue Cigs looks so much like an actual cigarette box. This makes the audience believe that the product doesn’t have much of a difference in appearance to an actual cigarette box. The ad gives logical reason to use the product by indicating some of the benefits of the product. The ad claims “No odor , No tobacco smoke only vapor, Slim rechargeable pack.” These are benefits that cigarettes do not have. Actual cigarettes come with ash, this is something that several smokers may detest. No odor implies that the smoker will not get that terrible smell that they get after smoking. “No tobacco smoke, only vapor,” implies that they will be able to smoke without affecting the people around them with the tobacco smell. These benefits generate the idea that blu eCigs are even superior to actual cigarettes. The appeal of pathos is made by the quote in the top right hand hand corner. In blue and white letters it reads “Take back your freedom”. This takes into consideration the discomfort that smokers get when wanting to light up a cigarette wherever they please. Just the word freedom conjures up thoughts of confidence and health. These are qualities smokers attempt to have. Thoughts of confidence conceive the thought of them being able to smoke with worrying about the effects smoking has on others around. Smoking is associated with all the “Smoking area” places. The idea of being able to smoke when and where ever plays out the idea of having to search for these areas and it makes the consumer feel less worried about their smoking habits. The blu eCigs ad persuades consumers to believe that they can smoke healthier and have freedom by effectively applying each component of the rhetorical triangle. By making the company seem that these electrical cigarettes have all the benefits that smokers have and actual cigarettes do not.