Analysis of an Advertisement

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Analysis of an Advertisement

Pooja Vora

With the emergence of the world into post modernity, man has accomplished specializing and refining his most frequently used weapon, manipulation, into a subtle, sophisticated and appealing trap that preys on the untrained mind. The combination of efficient manipulation, auto suggestive and argumentative  skills, which include the use of fallacies, make advertising the most glamorous style of dominating and dictating the human mind.   One example of this artful mind controller is the Brabantia company ad for a food storage canister. The Barbantia solid company promotes a canister through logos and ethos which can be exposed during an analysis of the actions and expressions and photography; an awareness of the composition of this advertisement can expose complex question, non sequitur, begging the question, false analogy and post hoc to the audience.

The Brabantia canister uses argumentative strategies of logos and ethos to promote their product and company. The product is shown as being used; the alien hand reaches for the canister which is filled with food. The need for nutritional sustenance is a logical, reasonable characteristic of a living organism. Since the product enables this need to be met, it is portrayed as a necessity; therefore, its use is a logical consideration. The caption describes a logical thinking process about the future. This thinking not only states the problem, but also gives a solution, which is the product. This scientific method is logical. The name of the company is Brabantia Solid Company; the word solid represents the company’s dependability; therefore, it asks the user to trust and rely on its products, or statements. The caption also consists of a stamp that reads ‘future proof guaranteed’. This caption imitates a believable authorized approval; however, in this case the authority is the Brabantia Company. This use of authority and asking for trust to convince is an example of ethos.

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To make the use of logos and ethos effective in the ad, components of photography, such as, color and lighting are used. Primarily, different hues and shades of blues and grays are used to determine the mood of the viewer, and they portray a futuristic environment. The lighter hues of blue have a calming, stabilizing effect on the viewer’s mind. The different shades of blue also have a confident air. The subdued sophistication and style of the hues of blue helps divert the reader’s initial sense of loathing and disgust at the image of a disembodied, extraterrestrial hand.  Instead ...

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