Smart Water was the ad that I chose for this particular English assignment. Though the thought of having to look at water may seem boring, the ad showed many different examples of the three rhetorical appeals: Ethos, Pathos, and Logos. This ads main focus is to show that Smart Water can help you while you are exercising but also outside of athletics. By using celebrity endorser, Tom Brady, the Smart Water company has done a nice job of catching the readers attention.
Ethos, the most commonly used persuasive appeal, is demonstrated nicely by the very attractive Tom Brady on the front of the ad. The use of celebrity endorsements gives the readers some creditability to base their opinion of the product off of. Many people think that by seeing the highly successful athlete on the front cover, that drinking Smart Water might improve their chances of becoming just like them. Another example of Ethos is the attire that Tom Brady is sporting. It gives the readers the idea that this "high-class" water can help you on and off the field. The Smart Water company is trying to trick the readers into thinking that this particular water is better than average water.
Ethos, the most commonly used persuasive appeal, is demonstrated nicely by the very attractive Tom Brady on the front of the ad. The use of celebrity endorsements gives the readers some creditability to base their opinion of the product off of. Many people think that by seeing the highly successful athlete on the front cover, that drinking Smart Water might improve their chances of becoming just like them. Another example of Ethos is the attire that Tom Brady is sporting. It gives the readers the idea that this "high-class" water can help you on and off the field. The Smart Water company is trying to trick the readers into thinking that this particular water is better than average water.
Another one of Aristotle's rhetorical appeals is Logos. The main example of Logos can be seen directly in the middle-right area of the poster. "electrolyte enhanced hydration...vapor distilled purity..for takeoffs and touchdowns," is stated on the ad. These statistics and descriptions of the Smart Water tell how the water can help an affect you. This gives the readers some logic and reason to persuade them into buying this particular product. Also, to add to this specific example of logos, the only color on the poster is drawing attention to the importance of the words on the page.
Emotional appeals. Pathos is the persuasive tactic using peoples emotions, whether it be happy or sad, that draws people in to purchasing a product. The most obvious example of Pathos used in this ad, in my opinion, is the big attractive man that is right in the middle of it. Most women (I assume) find Tom Brady attractive which would draw the eye of the readers to look at this ad. The emotion resulting from this man, would of course be happiness. The expression on his face however could result in another emotion from the audience. His expression looks very prepared and focused. This tricks the readers into thinking that Smart Water can prepare you for any event that might come their way, and that it will help them focus on victory.
By using all of these persuasive evasions together, the writer of the ad is able to reach out to more than one target audience. Emotions, statistics, and credibility are all used to create an ad that is informative, yet visually interesting to look at.
