Month: September 2020

Although about 90 years apart, this year’s advertisements reminding audiences across the United States of their civic duty to vote and advertisements from the 1930s reminding audiences of their civic duty to buy victory bonds use similar rhetorical appeals. However, as time has passed, the targeted audience has very much changed. It was not before the 1960s that women could open their own bank account. Although these commercials still use rhetorical appeals such as pathos, logos and ethos, the audience has vastly changed.

(Not Finished Yet/Need to narrow down thesis)

During and after World War II, the US government was in a rush to finance military operations and other expenditures of the war. To meet these needs, the government sold victory bonds, which act as loans to the government. Advertisements to convince audiences to buy these bonds featured famous celebrities which acts as a commonplace among these ads. For example, a particular advertisement starred the then famous American actor, Edward Arnold. Edward Arnold explains why people should buy victory bonds as a duty to their country. This advertisement included appeals to ethos, pathos, and logos to convince the audience to buy victory bonds. Despite the war’s hardships, 134 million Americans were asked to purchase war bonds to help fund the war which relates interestingly to civic duty and what is thought of as citizenship engagement. 

Victory Bond Video Advertisement

This advertisement begins with visual and audio presentation of a parade celebrating the victory of World War II. Edward Arnold begins his logical argument for why people need to buy bonds as he describes “the clean-up” of the war will be expensive. He explains that there are still soldiers in Europe and Japan, which he refers to as “our sons”. This is an important language choice as he is relating to the audience through familial bonds to those with family in the military. Throughout my speech, I will explain the use of language and the rhetorical power of language choice in this particular advertisement

Another rhetorical component of this advertisement is the use of pathos. Pathos can be seen throughout the advertisement including in the reference to soldiers in the military as “our sons” as this reference appeals to the emotions of the audience. Pathos is also used through visual representation of soldiers using prosthetics due to war injuries as Edward Arnold explains the need for money in order for soldiers to receive proper care.

Logos is also utilized as Edward Arnold forms a logical argument as to why people should buy victory bonds. He explains “think of the mustering out pay, hundreds of dollars per man so he can get a new start and an education. Figure too, the cost of providing the maximum number of jobs for both the veterans and the production line soldier”. Arnold appeals to this logical argument to convince the audience to buy bonds. Ethos is also used as the spokesperson, Edward Arnold, was a well known actor at the time.

Finally, the last rhetorical element that I will analyze kairos and the rhetorical situation. As Arnold explains, as the war has just concluded, he is advertising for the people’s last chance to buy bonds. Timing is very important as they use the victory in the war to also appeal to the audience.

Kairos, or the propitious moment for decision or action, is very important when it comes to advertising. As we move from season to season, I have noticed advertisement changes based on which holiday we are approaching. This can be well presented through the changes in Target advertisements throughout the year. Target sells a wide variety of products from grocery items to household appliances to clothing. However, depending on the time of the year, they will aim different products through advertisements. 

The first example of this aimed advertisementing can be seen in the following Valentine’s Day ad:

This ad focuses on products such as chocolates, wine, roses, and cards due to the time of the year. If this ad was released in November, it would not be the right time for this advertisement to be effective. Therefore when releasing ads aimed at specific products, “the perfect timing” is very important.

The next example of aimed advertising can be seen in the following Summertime ad:

This ad focuses on products such as sunscreen, goggles, towels, and water-guns due to the time of the year. During the summer, costumers need sunscreen and other summer products. If this ad was released in December, it would not be the right time for this advertisement to be effective.

Other examples of Target advertisements released at “the opportune time”:

 

 

 

 

 

 

 

 

 

Releasing certain advertisements at the right time is very important when it comes to marketing. Although some of these products are sold year-round at Target, at these times of the year, costumers are more inclined to buy these products. Therefore, marketing based on the time of the year is very important for corporations like Target.

While watching television and browsing online, I have noticed a “commonplace” that I see in many video advertisements. Video advertisements are often narrated by men with deep voices. This is an example of a “commonplace” used in advertisements to persuade audiences. This is a conscious choice made by marketing teams due to the effect deep voices have on the audience.

An example of deep voices being used in advertisements can be seen in the following Allstate Insurance commercial:

http://youtu.be/gO6wHlWyJ2E

Dennis Haysbert is an American actor and is a spokesperson for Allstate insurance. Dennis Haysbert has a very deep voice. Since Allstate is an insurance company, they may have chosen to have a spokesperson with a deep voice as it represents stability and strength.

 

Another example of deep voices in advertisements can be seen in the following commercial for Ram pickup trucks:

Sam Elliott is also an American actor with a very deep voice. He may have been chosen to narrate this advertisement as his deep voice persuades the audience of the masculinity of pickup trucks. As both of these advertisements use the voices of credible actors, the companies are also using ethos to persuade their audiences.

 

Another example can be seen in the VISA, Olympics commercial:

Morgan Freeman narrates this 2008 Olympic Games VISA commercial. Morgan Freeman also has a very deep voice. A deep voice can grab the viewers attention and make the audience more likely to absorb the advertisers intended message.

Deep voices also represent authority and may persuade an audience through that particular narrative style.

Overall, the use of deep voices can be seen throughout a variety of different advertisements in order to persuade audiences. The voice of the commercial has more of an effect on audiences than one might think.