The ad I chose for this assignment is one I found online for the Evolution Hair center. This association specializes in men’s hair loss treatment. In the ad, the kairos of the situation is simply that this particular man is losing his hair and could potentially end up completely bald if the necessary action is not taken. This is plainly the rhetorical situation at hand. Ethos is initially established by displaying the name of the treatment center in the ad. This immediately tells the audience that hair regeneration is possible with a reputable company’s help. The motto “Real Science, Real Hair” also helps establish authority and credibility. It reassures the audience that the company knows what they are doing and can help you regrow hair. The pathos of the image is expressed through the main display in the ad. Many men instantly sympathize with this image because no one wants to go bald or lose their hair. The audience has an immediate connection to this man and they empathize with the situation. There is also a very clear cause and effect relationship being illustrated. If you receive treatment at Evolution Hair Center, then you will regenerate your hair. This demonstrates the use of logos, or a logically appeal to the audience.
The ad rhetorically compares the two images in ways beyond just the regrowth of hair. The “before” image on the left is wearing a dirty mustard colored shirt. The color is unappealing. He is also wearing glasses on the left which can sometimes be associated with being dorky or nerdy (no offense, to those who do wear glasses. I personally like them!) The image on the right is wearing a clean, crisp white tee shirt and has removed his glasses. In addition to his new full head of hair, the man looks healthier and more approachable.
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