The Fight For Beauty

In the past few decades, advertising has been sticking to the notion that skinny is beautiful.  Everywhere from billboards, television ads, to the back of taxi cabs are covered with pictures of these beautiful models.  The TIMES stated, "A person living in a city 30 years ago saw up to 2,000 ad messages a day, compared with up to 5,000 today" (http://www.nytimes.com/2007/01/15/business/media/15everywhere.html).  When someone sees that many adds daily the repetition will make them think it is correct.   Dove is attempting to change this belief by promoting inner beauty.  The success on Dove's idea to branch off from "Skinny being beautiful" and represent the true beauty of people depends on how well Orbach employs ethos and pathos into their advertisements.

When I am watching a commercial I always find advertisements to be more effective when I can relate to them.  Having a mom washing their child with the soap is more effective then a model doing the same work because it is realistic.  Aunt Jemima syrup is good example of similar advertising where there is a picture of a grandma on the cover.  My grandmother always made me pancakes for breakfast so when I was shopping for syrup I grabbed Aunt Jemima after seeing the picture.  Pathos is also being used in Dove's new advertisements when they are attempting to manipulate your feelings.  Having the slogan "Campaigning for real beauty" hints that a model's beauty is fake.  This is going the give the people a new understanding of beauty helping them accept themselves as they are.  For so many years ads were covered with glamor girls but with Dove's innovative thinking, the advertising business could be changing.  

Thesis

Because the contributions of women were so crucial to the troops, WW2 was the turning point for the women's rights movement.  

Girls have shown their ability protect and serve in the past proving that it would be in the United States best interest to allow girls into The United States Army.

Analyzing the types of rhetoric

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

First Blog

Throughout a normal day it is almost impossible to not see at least one advertisement, commercial, or an image that is trying to persuade you.  Companies are always trying to get an edge on each other so the costumer will pick their product at the store instead of a competitors.  Some advertisements I see cost only a few dollars and others such as a super-bowl commercial cost in the millions.  The decision on where to advertise relies on what product is being sold and who you want to sell it too.  When my little cousin was shopping for dolls online, popups of other similar dolls kept coming up and she would always tell me she wanted that one too.  These advertisers knew my cousin was interested in these kind of dolls because of what she was looking through.  Presenting the product to the right audience is important but it also needs a quality product that they will want to buy.  While driving down to Clemson the other day there was a billboard on the side of the road with a comfortable bed and the address of a Hotel.  I was tired from a long day of driving so I pulled in and stayed there.  I could have stayed at numerous hotels on that highway but the picture of the bed on the billboard was what separated them from everyone else.