Rhetorical Analysis on Ads in Magazines
Magazines are gaining in popularity nowadays as a tool not only to provide information, but also to advertise ads on products that are available on the market. Since magazines gain readers with different kinds of interest, what are the rhetorical strategies used by advertisers to market similar products to different target audiences of similar culture? Capturing the target audiences’ attention requires understanding about the audiences which open new avenues for many strategies to be used by advertisers to advertise an ad in order to make sure that the ad can actually capture the target audience. To describe or analyze the strategies used by advertisers, a variety of analytical tools, such as determining who the target audience is, describing the details in the ad, studying the Aristotelian appeals used by the advertisers, and also the angle of vision involved in the ad are needed to examine these strategies. Describing the details on an ad could be a good starting point to begin the analysis. Kraft ad for its Macaroni & Cheese in Oct 2009 issue of Good Housekeeping magazine shows a girl standing on her right feet, with a smile carved on her face and an umbrella in her left hand. Beyond her are two boxes of macaroni and cheese of the same size, one of Store Brand and another one of Kraft, sitting right next to each other with the Kraft’s splashing a massive amount of cheese out of the box. What appears right above the bottom line, with all letters capitalized, is “KRAFT HAS MORE CHEESE THAN THOSE OTHER GUYS. SO GO FOR THE CHEESIEST” and with a bigger font right above it, is “THE MAC WITH MORE CHEESE”. Emphasis is on the color of the Kraft macaroni, the splashes of cheese, the girl’s boots, and the umbrella, as they stunningly boast the same magnificent orange color, unlike the one that is being used on the macaroni of the Store Brand. Sunchips came up with an ad in May 2010 issue of Women’s Health magazine on page...
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