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English
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Rhetorical Techniques
Introduction
Advertising is among the important elements of the promotion mix and often considered prominent in overall marketing mix designs. The high visibility and pervasiveness that is brought out by advertising have made it a significant economic and social aspect in society today. Advertising is the dissemination of data through non-personal means via paid media where the source is sponsoring the organization. With the developments of economic change as well as social culture. Advertisements have managed to penetrate through lives slowly and embraced by a lot in the commercial market. Advertisements have been analyzed in diverse ways, and this paper will analyze some of these techniques. The paper will have its focus on two car companies, Toyota focusing on men and on the other hand Honda which has its focus on women as their audience. The paper will describe ads used as an advertising strategy in detail. This essay is an examination of the rhetorical techniques that are employed in two video advertisements of two different motor companies that are attempting to sell a similar product, but to two separate audiences. These companies are Toyota with an ad aimed at men and Honda with an ad aimed at women.
Toyota Ad
It is generally known that motor vehicle advertisements are mostly aimed at and target the male audience. Most of the Motor vehicle advertisements ads are pathos-heavy, as most of these ads apply to the male emotions and satisfy the male need for masculinity. However, every advertisement is unique –in that different ads apply to the different social group, generation or class. This is evident from the ads as they focus on either luxury, speed and power for different audiences. Advertisers for motor vehicle advertisements always put in the effort to make their target audience feel as if they adopt their product then they will be like those who are featured in their motor vehicle adverts. The simple things and details in an ad can easily lure the target audience into buying the product being advertised.
The first advertisement I will analyze will be the ad for Toyota Tacoma. I believe that this ad applies to the young and middle-aged men. The men in the ad look to be averagely about mid-forties. The ad employs ethos to validate the credibility of the product by placing a well-renowned actor Chuck Norris to endorse the motor vehicle. The ad begins with Chuck Norris breaking a pile of bricks with His hand then after writes his signature on the car. This scene plays to the masculine appeal of every man which I think is telling the men that being tough is part of being a man. Also, the young men could perceive this, as I want to be like this guy when I get older and have this car because it has been approved by Chuck Norris.
The other thing I will address from the ad is the phrase being used at the beginning of the ad “From the clenched fist of a legend rises a new action star”. This statement employs pathos as it plays to the ego of every man as it implies that having the car equals to stardom while referencing to a legend which implies Chuck Norris which gives the audience a sense of anxiety as many men desire to be honored. This ad does well with the masculine need of being honored. The phrase “a hero to save the day and the night” contributes into this pathos approach as it evokes emotion to draw in and gain approval. It is the nature of every man to feel powerful and able, and this statement plays into this. This is further amplified through imagery as it is seen in the ad that the Toyota Tahoma saves a man who is trapped under the sand by dragging him out and saving a construction worker from falling.
The basic essence of manhood dictates leadership and intelligence, and this ad addresses this basic fact as it is seen in the add that the Toyota Tahoma beats a man in a chess game and surf over big oceans waves. This applies various rhetoric techniques including ethos, pathos, and imagery as it appeases the man’s sense of adventure and shows the target audience the message that one is not man enough without a Toyota Tacoma implying that driving the car will make you experience all this shown in the ad. Additionally, the phrases “a hero who was born to outsmart the competition and live to conquer” this applies pathos as it implies that the man is destined for something greater and this greater can be achieved through the Toyota Tacoma. Also, the narrator in the ad uses a deep-toned voice that expresses masculinity and brings further assurance to the audience.
Honda Ad
The second advert I will analyze is the Honda Civic advert. I believe this ad also implies to young and youthful women as the woman in the advert seems to be in her mid-thirties and youthful. First thing I will address is that this ad generally is very captivating and eye-catching as it begins with a woman climbing up a ladder while on a cliff. This implies ethos as it is generally assumed that rock climbing is a masculine kind of sport and placing a woman who first has no safety line and not cordially dressed for the rock climbing beats the normal. This catches the eye of the audience. “welcome challenge-and see where it takes you” this phrase is followed with the woman jumping off the ladder to supporting herself over the cliff edges. This scene in the ad invokes pathos as it implies that also women can take risks; this makes the woman feel empowered and able to level up to the masculine counterparts and compete equally (Civic). This plays into the woman’s desire to be regarded as equal and able this attracts the target audience as they will feel understood and this makes the young women perceive that I want to be like the woman in the ad.
As the woman struggles in climbing up the cliff the ad shows shots of the Honda Civic beautiful edges as it speeds down a highway. This implies that though leveling up to the power of masculine traits the lady can still be elegant and stylish. This plays to the women’s need for elegance and beauty, and this gives off the impression and promise of style and beauty. The ad ends with “you might just end up somewhere new” this implies a promise of satisfaction as it shows the woman relived from reaching the top of the cliff with a big sigh. Additionally, the ad employs style details as a rhetoric strategy through the use of imagery which often affects pathos. This is achieved through the cliff, as with a closer look at the cliff the lady in the ad was climbing was shaped like the outline of the Honda Civic. Also, the diction and tone used further affirmed to the audience that if you need to compete with the others, you need a Honda Civic. Implies that this is the kind of car for women who are ready to take up a challenge and go through with it.
Conclusion
It is evident that advertisement has various dimensions to it. For a product to be accepted and make its cut into the market, it takes some convincing, and this is where advertisement steps into marketing. Making a product more appalling and relatable to the general public and market takes up the use of various rhetorical techniques. These techniques as shown in the analysis include pathos which implies a pathetic appeal by invoking emotion to gain approval and Ethos which implies an ethical appeal showing credibility. Also through the use of style details which include the use of diction bringing out emotionally charged words which brings out greater impact and Tone which sets the attitude and mood to make it more effective. These rhetoric techniques are used differently by various companies depending on the target audience and the product being advertised.
Works Cited
Civic, Honda. New Honda Civic Advert: “Up” (Full Version). Honda, 2017.
Links
https://www.youtube.com/watch?v=KWMN6rHfRvQ ( Toyota Tacoma)
https://www.youtube.com/watch?v=Pa4oOcJWlxc (Honda Civic)