Audience: Students of all ages and genders.
Pathos (appeal to emotion): This advertisement portrays pictures of boys and girls, young and old, to show readers that the pen is for everyone. Each person can relate to this ad because there is a picture that each person can compare himself/herself to. It gives the reader a feeling of belonging to the group of customers, because the Esterbrook pen is for everyone! Also, each facial expression is either very happy or very concentrated, giving the viewer the feeling that the pen will not only make schoolwork more enjoyable, but will also maximize good work.
Ethos (appeal to writer’s credibility): The name of the pens, Esterbrook, appears several times across the ad. I would assume this is because the name of the pen was well known in 1957 when the advertisement was made. The advertisers used this name over and over probably to remind the consumer of the good connotations the name carries. This guides the reader to conclude that the pen must be good because of its eminent name.
Logos (appeal to logic): The ad gives four good reasons why Esterbrook is the pen of choice, and backs those reasons up with the pictures to prove it. The price listed in the bottom right corner is the cheapest price for the pens ($2.05 and up), bringing attention to the fact that the pens are inexpensive, even if it is only addressing some. The reader will remember the cheap price on the ad, not the inconspicuous “and up” following the numbers and the reader will conclude that the pen is logically a good choice for its good price.
Overall persuasion: I think in considering the time frame of this ad, it was probably pretty persuasive. It covered each of the 3 fields of persuasion quite nicely and addressed most issues I would think a consumer would be concerned about.
No comments:
Post a Comment