Rhetoric is consistently being used in advertisements to persuade the audience to buy their product instead of a competitors. The Marlboro Cigarette company had a very successful advertisement because of their unique use of rhetoric. The first thing that the eye will see when looking at the picture is the touch cowboy smoking their brand of cigarette. One type of Rhetoric used in the picture is called ethos because cowboys have always been thought of as tough or heroic. When this advertisement was put out there were many cowboy shows so the cowboy alone could have sold the product. Another way this picture uses Rhetoric is through Logos. The cowboy in this picture looks somewhat old and still in good shape. This is the opposite of what is supposed to happen after smoking cigarettes but if people see this advertisement many times they will start to think that if I smoke cigarettes I could be like this cowboy one day. Pathos is also found in this advertisement because the face the cowboy makes appeals to the hard working man. It looks like the cowboy just had a hard day on the ranch working to feed his family. A hard working father may look at this picture and feel like he has a similar situation so he will smoke a cigarette also. Marlboro came up with a great idea to use a cowboy because during the 1950s cowboys were very respected. The respect for cowboys and the use of Rhetoric in the way the advertisement is presented is why it was so effective in selling cigarettes.
http://www.tvacres.com/images/marlboro_man.jpg
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