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Journalism & Communication
Pages 6 (1506 words)
Persuasive Analysis for Trojan condom’s company Name Institutional affiliation Background information The Church and Dwight Company are popular for having an established condom brand name known as Trojan. It is estimated that about seventy percent of condoms purchased in pharmacies in the United States are Trojan brand.
This paper analyzes the TV, online and print advertising strategies of the Trojan brand using an argumentative approach divided into the categories of ethos, pathos and logos as aspects of persuasive advertising (John 2004, 107). Print advertising Print advertising refers to advertisements printed on some form of paper handled by the potential customer and includes offers posted in newspapers and sent via mail. A print advertisement can only be said to be a success when people see it and act upon it as it aims to attract people to products as they are reading or probing through publications. People have a tendency to be receptive to new information and observation of matters of interest when looking through publications (Fujishin 2012, 102-105). This strategy of advertising was the first to be utilized by the Trojan brand on a pharmacist magazine that would then stock their drugstores with the product as it continued to gain popularity. In print advertising, the Aristotle principle of logos means the process of persuading the consumer by use of reasoning. Providing reasons is the foundation of any argumentation enabling the readers to draw a conclusion about the message being put across. ...
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