Assignment: Find an image or an ad and rhetorically analyze it using the terms ethos, logos, pathos and kairos. Also, consider visual elements that aid the appeal. You can and should consider multiple interpretations of each appeal.
The images we see everyday contain rhetorical devices, many times we do not notice them. They are subtly present in this image promoting Gillette and influence the way the product is perceived by the consumer.
The most straightforward of the rhetorical devices is definitely Logos.
This image uses the clean shaven faces of these very famous athletes to show how well their razor works. This is saying nothing more then “hey, our shavers work for these awesome people, they’ll work for you!” its basic reasoning that anyone can grasp.
These faces are recognizable to almost anyone who has watched sports in the past few years; these three men are all elite athletes. Many people, especially young males, aspire to be like them. The same young men that idolize these athletes are the same ones who need to start shaving on a regular basis. The consumer thinks to themselves that these people are so good at what they do, they must use a good razor. It’s making a link between the credibility of these people being “ideal men” and the type of razor they use. Interestingly enough though, Tiger Woods has recently fallen out of the publics good opinion. When this ad ran, Tiger was still VERY popular, so it was properly appealing to the audience. The marketing team had taken into account Kairos. Once the scandal surrounding him broke out almost all ads featuring him were pulled. That is because he would have reflected negatively on a product. When ads are made, it is crucial for the marketing team to pay attention to the timing of their ad. If they don’t it could have the adverse affect of what was wanted.
Besides from being instantly identifiable, the guys are also giving their best GQ pose. They are trying to look sleek and confident; while still maintaining the manliness that they are known for. This is somewhat of an emotional appeal; the ad is trying to say that a side affect of using this razor is being as confident as these guys. The image itself is also planned to get your attention, not only do you recognize these men, but the colors they are dressed in pop from the background color. That way you are focused on them, then they are in a triangular formation leading to where the razor is being held, effectively drawing your eyes to the product. The background colors (orange and white) are two of Gillette’s three main colors. The other is blue, which is barely visible in the razor. The color scheme alone is enough to convey the company to most people. It’s amazing to think that all this information can be taken from an ad that doesn’t even have the company’s name on it.
