“15 minutes could save you 15 percent or more on car insurance!” How many times have you heard that one? The incredibly well-known insurance company Geico has been using that line for years, a line that has been persistently delivered by the renowned Geico gecko.
This advertisement in particular exemplifies the rhetorical argument of logos. The information provided by the text clearly lays out the purpose of the advertisement as well as the reason why the consumer should care. “You will save money if you buy insurance from us, and you will have many options.” The picture tells the audience that Geico is selling insurance at cheaper rates than competitors, which is a great reason to switch providers. In this way, logos plays the key role in this specific advertisement.
Also, this add functions off of the commonplace that obtaining insurance is strongly recommended, if not required. People in today’s world need to protect their assets, and Geico persuades those people that its insurance does what other companies do for a cheaper price.
Another great example of rhetorical argument appears with this billboard advertisement. The picture above shows that the board shows a hot air balloon draped over the sign containing a giant vacuum cleaner with the name Miolo displayed on the face. This is a very effective advertisement in that it uses the rhetorical arguments of ethos and pathos to appeal to potential customers. The sign functions off of the hyperbole that the company’s vacuums are so strong that they can pull a hot air balloon straight out of the sky. Miolo expects customers to therefore respond in an emotional manner such as, “Wow! Look at that sign!” After it captures their attention, the company’s intention is to leave the image of the company’s strong vacuum in their heads. Although we see only one written word on the advertisement, it implies a great deal about the company’s ability to make a quality product and to appeal to people’s sources of excitement.