Analyzing an Advertisement

Topics: Cigarette, Debut albums, Rhetoric Pages: 2 (601 words) Published: April 1, 2014
Newport Cigarettes Ad
In the Life and Style Magazine printed on March 3rd, 2014, there is an ad printed on the last page promoting Newport Cigarettes. The ad uses the pathos appeal because of the text that is printed on it, and the color of the ad. Newport cigarettes have been around for a long time which is why the ethos appeal is being used. The logos appeal is used by the small surgeon general warning that is printed on it. These are all compelling attention grabbers which make the reader believe that Newport cigarettes are luxurious. The luxurious color gold and large bold printed text is part of the pathos appeal. The color gold signifies many things such as: purity, wealth, money, luxury, and riches. To the audience gold is something of higher standard and it is appealing. Newport cigarettes accurately use the color gold to draw people to their product. They want the reader to feel the luxury their cigarettes may provide. Since gold is rare and exclusive, the ad makes people feel like they are in a small cornered off group. People want to be a part of that group. In huge bold white letters on the gold background are the words, “So Rich, So Smooth!” This describes the reality of their product, and the lifestyle you’ll receive from their cigarettes. It is telling you these cigarettes are of the highest standard. They aren’t rough. They have an even and uninterrupted flow, and will satisfy you. Again, they are placing you in a specific group.

Additionally, this ad uses the ethos appeal. Newport cigarettes have a reputation. They have been around for a long time. In fact, they have been around since 1957. They are America’s number one selling cigarette (Lorillard.com). The Newport brand accounted for approximately eighty-eight percent of sales revenue for the fiscal year ending December 31st, 2012 (“About Us”). A lot of people may use this brand of cigarette because their parents may have used it, and their grandparents. When people look at this ad they can...
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