Analysis of Breastfeeding Baby Advertisement - Essay Example

Teacher Analysis of breastfeeding baby advertisement The advertisement created by Cheil Worldwide, an independent advertising agencywho came up with the ad to use during an awards gathering in South Korea created a controversy with the image they use. The image composed of a baby being nursed by his or her mother. The image was originally used to advertise Oreo cookies but the attention was instead drawn to the baby and the mother’s breast. Due to the powerful image showed during the awards gathering event, the ad was leaked to the public albeit it was never intended to be shown to the public’s eyes.

The ad which was originally intended to sell Oreo cookies also became an advocacy material for breastfeeding mothers. This evidences the powerful emotional appeal of the ad that it transcended from a mere commercial device to an advocacy material. The image of a baby sucking his or her mother’s breast is so compelling and raw that we cannot help but be drawn to it because it touches the humanity in us. Especially when the baby seemed to be looking at us making the image to appear interactive.

The emotional appeal of the image is so powerful that the cookie is ignored by the audience. There may be a lot of people who may find the image disturbing or even obscene and improper but one cannot readily dismiss it because it is made by advertising professionals. At the onset, one may be revolted or find the image inappropriate but when one look closely and notice that the image is created by a reputable advertising agency, the audience tends to look for its meaning. They will inadvertently assure themselves that the professionals who made this did not only use image to stir a controversy but they must have a message to tell.

The credibility of the creators as professionals shielded the ad from dismissal and even undue judgment and instead take it in a positive light. Had this been created by an unknown person, the picture may have been dismissed as disrespectful to the breastfeeding mothers. But since it is created by an advertising agency, it was taken seriously to the point of being used as an advocacy material. People may disagree with the image but the creator used logical approach or logos to convey a straightforward message that this how babies should be fed.

People may not like it but one cannot deny it. It cannot be dismissed as inappropriate because there is no other way to feed a baby. The image only showed how babies are fed which is logical. In sum, the image gathered controversy as well as praise due to the effective use of rhetorical devices of ethos, logos and pathos. Pathos is the emotional appeal of using a cute baby while ethos is the credibility of the advertising agency who created it. The ad also showed a logos or logical appeal or showing how babies are fed in public despite the many who may find the image disturbing.