The advertisement utilized by Sizzler in 1991 is interesting to say the least. The ad as a whole consists of around four minutes of actual footage utilizing various forms of rhetoric in order to persuade the viewer to eat at sizzlers. The three main ways that the ad utilizes rhetoric is through the creation of ethos within the customers established through their perceived wealth, the establishment of pathos in the viewer through references to American Values, and the exaggerated appeal of the food creating a light sense of logos in the viewer.
Through utilizing various forms of jewelry and clothing, the author of the ad presents the idea that only the wealthy eat at Sizzler’s. Throughout the advertisement virtually every adult is dressed in some form of luxury clothing. Multiple men are presented in suits, all women possess some form of jewelry, and any men not in suits are in business casual clothing. While there is no over dramatic creation of viewable wealth, the advertisement creates the perception that only those of the upper class dine at Sizzler’s. Through the creation of this dynamic, it makes the consumer subconsciously believe that if they eat at Sizzler’s, they are a part of this upper class.
The add then parallel’s this sense of wealth by appealing to the overall values that America possesses. Through the proper utilization of the sailor and his girlfriend, a reference is made to any time that the viewer has felt that same love. This love is then escalated to a family scale, as constant couples and children are portrayed throughout the advertisement. Through doing this, the viewer feels not only the sense of love and family so dear to the American citizen, but also that those who eat at sizzlers are ultimately successful. The American dream is to have a home, family, and control of one’s own destiny. The add, through making every customer appear this way, appeals to this dream in all Americans.
Finally and most basically, the add appeals to human logic by putting forth the notion that people should dine at Sizzler’s because they have good food. Throughout the ad a multitude of delicacies, from steak to lobster, are seen alongside all of the happy people, as discussed earlier. Through over exaggerating the grandeur of the food and drink as a whole, while simultaneously showing that the restaurant serves alcohol in the form of wine, many would-be customers are persuaded to dine at Sizzler’s.
Despite the overall obnoxious, cheery demeanor that the Sizzler’s add possesses, it is a very poignant rhetorical device. The add manages to create the depiction of wealth and luxury, while simultaneously appealing to the average American’s major values. This tends to be a very narrow, difficult line to tread, but the add does it seamlessly. Then, through the strategic placement and exaggeration of the restaurants delicacies throughout the ad, it finalizes the idea in the eye of the consumer that the restaurant possesses good food, good people, and has the same values as the average American. While the add was effective however, I do believe that a similar message, with greater impact, could have been delivered if the add had been more concise.
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