Advertising, Happiness, and the End of the World - Blog Post #3

Maile Danilchik

10/8/17

IB Language and Literature

Blog Post #3

First Advertisement: Nike (http://www.designyourway.net/blog/inspiration/35-nike-print-advertisements-that-boosted-the-companys-income/)

Part I:

This advertisement is mainly picture based with minimal and bold text. This simplicity is also seen in how the image of used is edited to pull out dark colors for a contrasting background. Nike placed Adrian Peterson as the focal point of the advertisement. High contrast and intense lighting in this piece give it a very bold appearance that easily draws the eye toward the text, which reads, “Leave nothing”. This is not quoted from Peterson, nor is it Nike’s well known slogan, “Just do it”. In fact what exactly it is referring to, whether it is athleticism or athletic “glory” is unknown. However it is common of Nike to have short, unattached phrases in many of their advertisements to encourage potential clients. The Nike logo is visible next to the text, on his gloves, and the football. This shows that Nike produces several products that a football player or other athletes could use. Below in the lower right corner is the online store: nikefootball.com. In this advertisement Nike opts to sell the brand rather than a particular product. Despite the fact that the logo is on his gloves and the football, the company does not work to draw in people who need gloves or a football, it is for all football players of all levels. Nike also used a non-Caucasian athlete for its advertisement, showing that endorses athletes of different races. However, this ad is directed toward males since it is for Nike’s football line and the NFL is comprised of strictly male players.

Part II: The Rhetorical Triangle

Ethos: Ethos is the reliability of the advertiser and is commonly equated with trust. This advertisement employs ethos as its main theme, with Adrian Peterson as the focus of the piece. This shows ethos through Peterson’s fame in the NFL as well as his reputation as a high caliber athlete. In a way, Nike is suggesting that by purchasing their products you can become a player as successful as Peterson. Another interpretation is that Nike is showing that their brand and products are trusted and used by a pro-athlete so they are the best quality.

Logos: Logos is the use of logic in commercials and advertisements. This ad by Nike does not employ logos as one of their main rhetorical devices, which can be seen with the out of context “Leave nothing”. If this advertisement used logos, it would have said what “nothing” referred to.

Pathos: Pathos is an emotional appeal of a rhetorical piece, which can be used to draw the viewer closer to the advertisement. This piece by Nike does not use as much pathos as ethos but it could be inferred that pathos is used to connect with the audience and their want to be an athlete of Peterson’s level, which is supposedly achievable with the purchase of Nike products.

Part III: I do think this advertisement is affective visually, with the simplistic design and the use of ethos that is characteristic of Nike ads. Although personally I do not have a need for football gear, I could see someone who does finding appeal in this Nike advertisement.

Second Advertisement: Fanta (http://www.adweek.com/creativity/fanta-flavored-print-ad-probably-not-quite-tasty-or-refreshing-fanta-itself-147567/)

Part I:

This Fanta advertisement is simple in design but much more visually busy than the Nike ad. The logo as well as other little graphic designs are used to keep the eye moving with all of the text. The simple and “happy” color palette employs the colors in Fanta’s logo, orange and white. Interestingly, Fanta uses multiple different fonts that could be seen as cluttering the ad yet the plain background allows for the eye to rest while reading. The white text allows for the eyes to rest easier than if the background was white and the text was orange. The advertisement is a short prose about describing a taste or the feeling supposedly associated with drinking Fanta. Seeing the text and the different fonts draws the viewer in to read the entire piece which at the bottom, reads, “Are you still with us?” showing that their advertisement is drawing the audience in to read the entire page. The addition of the graphic designs helps add a visualization with the text, and breaks up different phrases. Their marketing idea was also to use edible paper, which is explained below the main text. Supposedly eating a piece of the advertisement was a way to test out Fanta’s new flavor. Not only is this concept not used very often but it draws more intrigue into the company and the advertisement itself.

Part II:

Logos: Logos is used but concealed with the fun sounding and imaginative language. Fanta suggests that because you feel all of the mentioned descriptions in the text you should buy their products. Why wouldn’t you want to experience the appealing message of the advertisement. It also explains that their method of sharing their new flavor is easy and safe with their edible advertisement.

Ethos: Fanta is a popular brand but they do not use much ethos in this advertisement. Although it could be said they are asking you to trust them and their use of edible paper which some people would be hesitant to do.

Pathos: I think this ad uses pathos through their descriptions they use and relate to consuming their product. The message of this advertisement and use of colors invokes a light-hearted and happy feeling while reading the page.

Part III: I think this advertisement is relatively successful in getting its point across. I think the use of taste as an extra sense in the marketing plan was an interesting concept. The color and different fonts create a welcoming atmosphere and although busy the ad does not look jumbled or overbearing on the eyes.