Rhetorical Appeals

The use of rhetoric is evident in every advertisement in order to persuade the audience to think or feel a certain way.  Advertisements use four types of rhetorical appeals to make an argument: logos, pathos, ethos, and kairos.  Each of these appeals is used to strategically present a product in a favorable way to make people believe that this product will somehow improve some aspect of their lives.  The following Advertisement for Pedigree dog treats exemplifies the use of logos, pathos, ethos, and kairos for the purpose of persuasion. 

I myself own two dogs, a yellow and a chocolate lab, that are considered part of the family.  Every time someone in the family goes to the store, we always look for toys and treats to bring home for them.  Dogs are considered man’s best friend which means that an owner should always want what is best for his companion.  This advertisement for Pedigree Dentastix attempts to persuade viewers that they should want to buy this dog treat by using the rhetorical appeals. 

The advertisement visually attracts a viewer’s interest through its black, white, and gray color scheme that creates a sense of mystery and curiosity about what is going on in the image. The advertisement displays effective use of color to promote the product.  The only part of the image that contains color is the bag of Dentastix in the bottom right corner.  This use of a bright yellow color attracts the viewers’ attention and causes them to notice the brand of name of the product.  When glancing at the picture, the first thing you notice is the soldier standing upright and appearing authoritative.  The way the wall with the barbed wire proceeds from the dark shadows into the light draws your attention to the soldier and dog.  The body language displayed by the solider, an upright stance with his chin held high, makes him appear to be a strong figure who is respected.  The idea of a solider representing strength and authority is engrained into the American culture because of the respect given to someone who risks their life for their country.  Therefore, the use of an American soldier elicits a sense of credibility an acceptance that the message presented by the ad is true.  This type of rhetorical appeal using the solider to establish the credibility of the Pedigree Dentastix is known as ethos. 

Although the advertisement is presenting a dog treat, the viewer first acknowledges the presence of the soldier, and then turns his or her attention towards the dog.  The small dog gives the advertisement a sense of more lightheartedness.  The dog appeals to the viewer’s emotions and makes the person want to say “awww look at the cute dog!”.  The image of the dog is used to evoke dog owners’ emotions of love and unending care for their dogs, an appeal known as pathos.  Also, the thought of a soldier elicits emotions of patriotism, which historically has strong support in the United States.  The combination of the soldier and dog causes the viewer to assume that since a soldier would give his dog Dentastix for strong teeth, then Dentastix must be a good thing to give your dog.  This assumption is further supported by the small writing which states “Give your dog stronger teeth.”  The idea of strength is played upon because soldiers are viewed as strong people, which consequently leads viewers to believe that Dentastix must lead to strong teeth.  The writer also uses another persuasive tactic by presenting a small dog that is not typically considered strong.  So the advertisement is perceived as saying, if you give your dog this treat, then his teeth will become strong like the strength of a soldier.  This type of perception favors the use of logic and is an example of logos as an appeal. 

The final rhetorical appeal used in this advertisement is kairos, or using the right situation for the argument.  This advertisement appeals to the viewer’s sense of patriotism because of the soldier.  In the past few years, the United States has been involved in wars with other countries.  During times of war, citizens have increased awareness of patriotism and are more likely to support movements or products that support the military.  The overall use of color scheme, design, logos, pathos, ethos, and kairos allows the advertisement to make an effective persuasive argument.