Name: Instructor: Course: June 24, 2012 Introduction Today, the advertisement business, is a multimillion dollar industry adverts may appear effortless and uncomplicated to the pedestrian observer. On the contrary, they are carefully designed. Literally, every word, picture shadow, and even space is examined and thought through before it can be used…
The rhetorical perspective is often quite subtle and covert and as such quite hard to detect on the fly. Herein, the various ways in which the advertiser has used will be examined with reference to the provided HP advertisement. The appeals used are mostly ethos, and pathos, appeal by association, and sentiment respectively. The poster is a picture of what could be a rocket or missile seconds after it is launched, it is shooting skywards, and leaving a considerable trial of smoke in its wake. At the bottom of the picture is the words “make it matter”, and then there is the HP insignia in bigger letters than any other words in the advert. The picture itself presents an appeal to pathos; a shooting rocket can be easily associated with power potency, and masculinity. With such an interpretation, men since they readily relate to the concept, nonetheless, even the women who are competing in the corporate world recently a man’s domain will forge an association. It could be said on introspection that the picture is seen as a semiotic representation of a virile male. The fact that most men want to be seen in this light makes it easy for a male viewer to relate the use of HP products to masculinity, virility, and power. The HP legend is done in stark, bold, blue letters it is then located strategically near the cloud of smoke seeming to be near the launching pad. Before it are the words, “make it matter”. This means the observer will see first words in small print, and possibly wonder what it is that they need to happen, and then they will see the huge HP insignia. This way HP will appear to be “what makes it matter” this generalization will appeal to audiences across a wide scope, this is because people have something close to their hearts they would like to see happening. This ranges from winning a lottery to getting a satisfactory grade in school and/or get a promotion. As such, most people have something they would want to make happen. By associating the product with that concept, it can transcend a myriad of social cultural boundaries. This is because human desire for perfection is universal and the advert can appeal to anyone at any place or job. The advert contains an appeal to ethos; this is because of its use of a rocket being launched. The average American knows that rocket launching and flying is an extremely tricky and difficult task. They also know that for safety to be achieved, precision and high levels of accuracy must be achieved. As such, a picture of a rocket that appears to have been launched successfully is used to create an association of HP being an exceptionally competent and effective company. Furthermore, while one may expect to see a rocket being launched in a metropolitan area the picture is shot on what looks like a desolate village, there are a few electric wires at the background, but they appear vague. This is to create in the customer the impression that HP has products, are available, and suitable even when the area around is not seriously advanced. However, the rocket juxtaposes the surrounding environment, which seems to be a relatively unprosperous background, and modern technology, which is prominently showed in idea of the rocket. The power lines in the background may have been used further imply that fact that HP has "power” ...
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