Use of Rhetorical Strategies and Techniques in Adverts

A. In every success in a situation, Mc Donald is the best way for self-reward.

B. The advert describes an incidence where Proud Papa is excited about his sonÕs performance in school and decides to take him to a treat at Mc DonaldÕs. The two bears engage in a trip and find young adults enjoying their Mc Donald products only to realize that Proud Papa is interested in the Mc Donald products. The youths flee leaving their car and Mc Donald products behind which is invaded by the two bears.

C. Therefore, the advert utilizes various uses of techniques of luring customers in buying the Mc Donald products. The analysis will enhance the use rhetorical strategies such as pathos, ethos, and logos in advertisements as a tool for enhancing credibility and assurance towards the targeted audience.

II. Advertisers utilize the presence of rhetorical strategies and techniques in creating emotions in an advert. The tactic of creating an emotion in an advert is also known as pathos.

A. The Proud Papa advert is a good example that uses pathos in creating emotion when the Proud Papa and his son are enjoying the Mc Donald products. The part where the Proud Papa lifts the car upside-down to access the last part also shows that Mc Donald products are enjoyable and worth the risk.

B. Pathos is used to create emotions towards the audience in an advert. Pathos helps in evoking the desired or targeted emotions within an advert whereby the audience will react according to the emotions created in an advert (Rosenau, 2012). For instance, Proud Papa shows his son an old trick of shaking the car to obtain the last fry of the Mc Donald products (McDonaldÕs Corporation, 2010). The feeling of tasting the fries to the last bit will encourage the audience to purchase or place an order for similar products. Moreover, the feeling obtained when the two bears are enjoying the fries is insinuating which will promote the product to the audience.

C. Therefore, the use of pathos is essential in promoting sales of the products to the targeted audience. The advert also incorporates emotions portrayed by pathos as well as reactions of the two bears in the advert when enjoying the pieces of fries from Mc Donald.

III. The Mc Donald advert of Proud Papa is evidence of the use of ethos as a tool for creating credibility of the product and the Mc Donald organization.

A. The Mc Donald advert of Proud Papa utilizes ethos technique in displaying the need for purchasing the fries from Mc Donald outlets. Proud Papa expresses that the old trick of shaking the car will usually help in finding the last fry. Therefore, the statement convinces the audience on the need for using the companyÕs products.

B. The advert starts with the conversation between Proud Papa and his son which leads to the statement where Proud Papa states that they should go for Mc DonaldÕs to purchase some products (McDonaldÕs Corporation, 2010). The ad also focuses on showing the labels of the company which enhances the desire to purchase their products.

C. Furthermore, ethos tends to express that when other individuals are using a certain product develops a desire to use a similar product. For instance, Proud Papa promises to take his son for Mc Donald products but after seeing other young people eating fries from Mc DonaldÕs, he tricks the youths and steals their fries.

IV. Another tactic used in adverts is logos which entails the design of appealing to the audience concerning the details of the product. Logos tend to state the facts and the details of a product.

A. The advert is about Mc Donald products such as fries which are used in the clip. The advert portrays fries as enjoyable Mc Donald products that can be served at any time of the day.

B. The advert portrays the use of logos to express the details of the product at the end of the clip where some writings state ÒIÕm Loving ItÓ (Rosenau, 2012). The statement is enough to display the nature of the product incorporated in the entire advert. The youths and the bears are enjoying the products hence; showing that the products are made to create enjoyment for the consumers (McDonaldÕs Corporation, 2010).

C. The advert portrays the use of logos that explains the nature of the product as seen when the consumers are enjoying the meals. Fries are modern types of fast foods available in many cities all over the world. Therefore, the advert expresses the need for consumers to obtain Mc Donald products whenever in need of celebrating.

V. Conclusion

A. Modern advertisements are incorporating the use of rhetorical techniques such as pathos, ethos, and logos in displaying various attributes to the audience. For instance, pathos is elevating emotions while ethos enhances credibility reliability and honesty. Logos provides evidence of what is in the product and why the consumers should purchase the product.

B. Mc Donald advert contains a conversation between two bears, Proud Papa and his son Kevin who had just passed an exam and his father promises to take him to Mc Donald for some snacks. The trip to Mc DonaldÕs leads to an invasion of a couple of youths enjoying some fries and the bears frightens the young people off and take their fries. Therefore, the advert expresses the sweetness of Mc Donald products as displayed by the use of Logos, Pathos, and Ethos.

References

McDonaldÕs Corporation. (2010, April 12). McDonaldÕs Ð Proud Papa/ IÕm LovinÕ It/ McDonaldÕs [Video file]. Retrieved from https://www.youtube.com/watch?v=5ZdALTZ6aA8&ab_channel=McDonald%27sCorporation

Rosenau, M. (2012, March 12). Pathos, logos, and ethos in advertising [Video file]. Retrieved from https://youtu.be/BpTb2RjbMn4