Rhetorical Images in Alcohol Advertisement

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September 16, 2011

Rhetorical Images in Alcohol Advertisement

In our everyday lives we come across different types of advertisements from a variety of products. Alcohol is a product that shows in their advertisements a mix of feelings and emotions, such as fun, happiness, self-stem, power, sex, and interaction with the opposite sex. All advertisements use rhetorical images and visual effects to make their product more appealing to consumers. But what is the purpose of these advertisements? How do we get to see just the images, and immediately think, I want to try this alcoholic beverage. I have chosen three advertisements from different alcohol brands to analyze the meaning these images project towards the audience. First, the Bacardi advertisement below (Fig. 1) shows a young male partying, possible in a club, having the time of his life, hugging the legs of two attractive women. The women are only shown from the shoulders down, and they are both wearing revealing apparel to show their bare legs. The man is holding two Bacardi drinks; one of the women is also holding a Bacardi drink. What this advertisement is trying to tell us is that by drinking their product we will also have the time of our lives. This is also telling man that by drinking Bacardi they suddenly look more attractive to women and that they have power and control. Fig. 1 Bacardi Advertisement

Fig. 1 Bacardi Advertisement
On the bottom of the advertisement we can read “Zoning Inspector by day, Bacardi by night” this phrase is frequently use to show two different types of identity a person may have. In this case, this man works as a zoning inspector by day and thanks to Bacardi he can have a double life, this second life is obviously more fun and entertaining than his regular day life. We can also see a Bacardi bottle on the bottom right side and the Bacardi symbol on the bottom This advertisement clearly shows man as the main center of attention and women as objects. The second...
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