Lego Advertisement

Lego effectively uses the rhetorical elements of logos, pathos, and ethos through its advertisement to stimulate the viewer's interest in buying a product that brings alive children's creativity.

Lego uses logos, pathos, and ethos to appeal to its audience's sense of logic and humor through the "war tank" lego model.

The Lego advertisement cleverly persuades its audience by opting to sell the idea of enhancing creativity in young children through its lego model of a war tank.

The advertisement effectively persuades its audience through its ingenious use of a shadow depicting a war tank when in actuality  the figure is of a simple lego model.

Rhetorical Analysis of Heinz Tomato Ketchup Ad

This advertisement for Heinz Tomato Ketchup uses the rhetorical appeals of logos, pathos, ethos, and kairos to persuade viewers to buy their product. The obvious rational argument, or logos, made in the advertisement is that food tastes bland without Heinz’s ketchup. The eye of the viewer immediately goes to the bottom of the page to the word “without” and the red ketchup bottle. Although the lettering is small, it is bolded and it is in clearly legible black color which stands out from the whitish-gray background. Similarly, the ketchup bottle is small but its red color is apparent and even though the words on the bottle are barely legible anyone would recognize it as the logo for Heinz ketchup. Heinz uses its small but distinct logo and its reputation that it has been in the market since 1869 to sell the brand name Heinz and establish ethos in the ad. After recognizing the advertisement as one of Heinz tomato ketchup, the viewer’s eye goes to the top of the page to understand exactly what cannot be “without” Heinz tomato ketchup. A traditional breakfast plate is pictured, but there is obviously something wrong with it. The sunny-side up with the bright yellow center and sizzling bacon are colored primarily white but also with different shades of gray. The bland, neutral colors make the plate unappetizing. When viewed more closely, the eggs and bacon are made of cardboard, referring to the phrase that many people use when food tastes bad: “it tastes like cardboard”, although it literally does not. The makers of the add rely on a pathos appeal to humor and persuade its audience. Lastly, tomato ketchup makes up a large part of consumer’s shopping as seen by the large variety of food that “require” ketchup- hamburgers, hot dogs, French fries, hash browns, for some people eggs and mashed potatoes, and as key ingredients in many sauces- and also the large number of consumers that eat these foods. The advertisement chooses the right time, kairos, to advertise the product.

Rhetoric in Everyday Life

We hardly go an hour or even a minute without seeing some form of visual rhetoric around us. Because I have a yahoo e-mail account, I frequent the website and am often led to click on the many news articles or sometimes the advertisements that catch your eye with its vibrant colors and movements across the computer screen. Normally I only go to the yahoo website to check my e-mail but movement is one technique that catches people’s attention. These images, whether they are accompanying a news article or an advertisement, are more convincing or persuasive when they catch the viewer’s attention at first glance. The 21^st Century auto insurance advertisement on the right-hand side immediately catches my attention when I open the yahoo homepage. The strange, dorky-looking man in red and white boxer clothes pops up on the screen though cowering behind a pole. Closely following is the appearance of red boxing gloves. On a white background the red color pops out at the viewer while a lighter color would have blended into other pictures and words. A red “switch and save” sign shows the increasing amount of money you can save by switching to 21^st Century as the obviously senseless-looking man is one-sidedly beat up. The man must represent other auto insurance companies or “senseless” people who prefer to buy auto insurance from companies other than 21^st Century. Lastly, a “Take a shot to see what you can save” quote appears and allows you to continue on with a game where you see “how much you can save” while beating up the man. Color and definitely motion and interaction persuade the viewer and along with numbers if the viewer is concerned about money.