dyson doesn't

Rhetoric of dyson

This dyson vacuum cleaner print advertisement puts typography to good use. The creativity of this particular ad is impressive. Anyone can add text to an advertisement, poster, or billboard in an effort to enhance his or her method of getting the point across. But, it takes thinking and a creative mind to effectively transform text into more than just words. This ad happens to be a perfect example of this.

Here, visual rhetoric and typography are used to sell a product; in this case the product is a dyson vacuum cleaner. The company chose to not only incorporate text into this specific ad campaign, but to make the text the focal point of their print design. Unlike the usual ads created by average companies that we see everyday, dyson did not just simply place words on their ad in order to talk about their product. The message simply says, “others clog… ours doesn’t.” They used an interesting font, which they typically use to write their slogan and the name of the company everywhere, and also filled in the unused space of some of the letters to convey their central message. This message being that while other vacuums clog constantly, dyson’s products never clog. This is the way in which they build their ethos and logos because it establishes their credibility as a company and shows that they are above the rest, and logically it makes sense to purchase a vacuum that you can actually use without out it continuously clogging up. As you can see, to demonstrate this, the spaces are filled in for the “others clog” part of the text. It does a great job of capturing the audience’s attention and making them look right at the words. Some people may even have to read the phrase more than once to catch on.