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Today
advertisements in print need to be extremely effective and powerful, since due
to technology there are now so many more ways to send out news about new
products. They have to be able to compete with commercials that are all over
television and interactive ads that are now all over the web. I chose to
analyze this particular print advertisement this week because I think it perfectly
exemplifies effective rhetoric. If the entire point of rhetoric is to present a
convincing argument, then this definitely works. The approach used here does
depend on significant exaggeration, but Kodak does this while making a funny
joke out of it and their persuasion is effective nonetheless. Targeting the
audience is such an important part of this because when the audience is pleased
they may not even notice or care that they are being influenced to buy the
product.
When I
first looked at this ad, I could not stop laughing and smiling for a few
seconds. I just could not get over how comical and clever it was. The image
alone does a great job of capturing the audience’s attention, and the caption
along with it makes it even better. The use of the tiger further reinforces the
message that shows off just how powerful the Kodak rechargeable batteries are. The
fact that the tiger has the poor, little bulldog’s leg in his mouth is an example of
pathos. The caption at the bottom of the ad reads, “Just when you thought it
was dead.” They were able to use this short, simple phrase to get their point
across. They are essentially telling us and demonstrating that these new
batteries brought to consumers by Kodak are different and special; since just
when you thought they were useless, that is not the case because they can be
recharged. This is a great example of the effectiveness of language.
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