Agas Purcom

S t.
S cholastica’s College T acloban

Maharlika highway, Brgy. Campetic,Palo, Leyte
Arianne Faye Therese Agas BSN1-A May 4, 2022
6. Get one advertisement on radio, news, magazines, or television. Analyze the types of
rhetorical appeals that were used.
Fructis Shampoo Advertisement
This Fructis advertisement appeals to the women in this target audience by addressing
concerns about beauty, especially concerns about a woman’s hair. The appearance of a
woman’s hair is of great concern in American society, and women are constantly seeking
products and services that will help them to sculpt their hair into the latest style trend. This ad,
like so many ads for hair products, seeks to exploit the insecurities a woman may feel about
her hair to offer her a product that will build her confidence and make her beautiful. Thus,
implicit messages for this ad include promising a woman beauty, confidence, and strength.
In addition to implicitly promising beauty, the product seems to promise confidence and
strength. The strength can be seen in the text, but we also see that the model in the ad
appears strong and confident. She seems to look the reader in the eye, and she grasps the
umbrella handle with force and strength. She pulls upon a chunk of her hair, too, showing that
her hair can withstand the force of her pull. Despite the rain readers assume she is
experiencing outside of her umbrella; readers assume she can maintain this strength and
confidence and beauty. The rain, to many women, could cause a lack of confidence in
appearance, as rain causes humidity and dampness that could prove detrimental to one’s
hairstyle. However, the confidence and strength promised by the model make the reader feel
assured that this product could also provide confidence and strength to the average woman
who uses the products.
The graphics have a strong emotional appeal (pathos). The main focus of the ad is the
longhaired model pictured on the page. Like most models featured in ads for beauty products,
this model tends to embody the characteristics that many women strive to have. The model
has flawless skin; a thin, oval and perfectly symmetrical face; a thin body; and long, shiny hair.
She seems to look the reader in the eye with a mysterious, alluring stare. She resembles
countless women that we see in movies, television shows, and advertisements she is a woman
that readers assume is desired by men and envied by women. After all, she tends to fit the
standard that what society has defined as “beautiful,” and the readers are accustomed to
seeing these beautiful women cast in star roles in Hollywood and adored by fans and fictional
male suitors. Female readers may look at this woman and feel insecure about their own
appearance, but they subconsciously wonder if the Fructis shampoo might be a product that
could help them become a little bit more like the model featured in the ad. Therefore, the ad
tends to send the reader messages about how a woman should appear in order to be
considered appealing and beautiful within American society.
Cultural Significance: Like many ads, television shows, and films, this Fructis ad tends to
emphasize the importance of physical beauty in American culture. However, the ad does more
than just tell women that beauty is important it seems to say that a woman is only beautiful if
she has the characteristics of this woman: flawless skin, a thin physique, and long shiny hair.
The ad seems to tell women that they can only feel confident if they look a certain way on the
outside. And while some might believe that strength is a great quality for woman to have, this
ad focuses on the strength a woman can have if her appearance meets society’s expectations
for beauty. Like most beauty advertisements, this ad exploits the insecurities women feel about
themselves the ad implicitly tells women that they aren’t beautiful if they don’t have these
qualities to sell them a cheap product. In the end, advertisements such as these seem to
further focus on a woman’s appearance and ignore her inner qualities, such as intellect,
compassion, and determination. With these qualities continually being ignored in
advertisements, it’s no wonder women continue to feel as though they don’t quite measure up
to society’s standards of “beautiful.”
7. Create a poster or an advertisement of a product or service that you are going to sell
applying the appropriate rhetorical appeals.
The pathos definition in advertising isn’t all doom and gloom. Sadness, distress, fear, crying it
doesn’t always have to be this way.
When a product or brand wants to start the party, Aristotle is the first name on the guest list.
Why? Dude knows how to define pathos and energize the audience. The ultimate party
catalyst. He even wore a toga.
In this pathos example, Coca-Cola kicks off the holiday party with a family of polar bears.
What does pathos mean to Coke? It means a warm, fuzzy, happy feeling of togetherness and
belonging. And, in the process, it means putting a Coke in your hand.
Comedy can also prompt happiness. Heineken defines pathos as relatability, laughter, and a
Fort Knox-level quantity of beer.

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S t.

S cholastica’s College T acloban

Arianne Faye Therese Agas BSN1-A May 4, 2022

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