Guaranteed for Real Life: A Rhetorical Analysis of Olympic One Paint Magazine Advertisement While flipping through this months Better Housekeeping Magazine, you are bound to find at least two or three paint advertisements. Many of these ads are simple with the main focus being the bright paint colors on a white or black background, accompanied by very few words. They are visually appealing, but provide very little rhetorical persuasion. How could an advertisement corporate logos, pathos, and ethos, as well as appealing to one specific audience, all while trying to sell a jar of paint? Olympic ONE strived to incorporate rhetorical appeals in their latest magazine advertisement for stain fighting paint, and although they effectively connected
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Olympic uses their medium and context to their advantage. This advertisement is only going to be featured in home improvement magazines like Better Homes and Gardens and Good Housekeeping, which narrows down the audience considerably. Good Housekeeping is read by one out of every five American women with only 12.8 percent of subscribers being male. The median age of subscribing American women is 46.8 years and 31.2 percent of all subscribing women have children under the age of 12 in their household (“Demographic Profile”). The median household income of subscribers is $55,655 which is only $2,000 above the national average (Luhby; “Demographic Profile”). Taking race and ethnicity into consideration, a large 76.2 percent of subscribers are white (“Demographic Profile”). Olympic researched the Good Housekeeping demographic profile before designing their advertisement which was intelligent. The paint advertised is a “stain-fighting paint that can handle crayons, kids, and anything else you can throw at it,” therefore the audience Olympic is trying to reach is families with children, which is a large percent of Good Housekeeping subscribers. Many subscribers are considered to be in the American middle-class, which explains why Olympic mentions that not only is their paint “incredibly durable,” but also “incredibly affordable.” The advertisement features a young …show more content…
The product provides a solution to a problem many families face which is the main claim of the advertisement and is the perfect selling point. Olympic backs up their claim with appeal to anonymous authority. Although “Olympic ONE earned a Best Buy rating from a leading consumer magazine” sounds appealing, they could have mentioned exactly which magazine and what a “Best Buy rating” means, in order to provide more proof and support. Is this “leading consumer magazine” a sponsor of Olympic? Does a “Best Buy rating” mean the paint is the best quality? These are questions the audience may have and Olympic does not provide an answer. This is a failed attempt of using ethos as support because there is not enough information given to the
Olympic uses their medium and context to their advantage. This advertisement is only going to be featured in home improvement magazines like Better Homes and Gardens and Good Housekeeping, which narrows down the audience considerably. Good Housekeeping is read by one out of every five American women with only 12.8 percent of subscribers being male. The median age of subscribing American women is 46.8 years and 31.2 percent of all subscribing women have children under the age of 12 in their household (“Demographic Profile”). The median household income of subscribers is $55,655 which is only $2,000 above the national average (Luhby; “Demographic Profile”). Taking race and ethnicity into consideration, a large 76.2 percent of subscribers are white (“Demographic Profile”). Olympic researched the Good Housekeeping demographic profile before designing their advertisement which was intelligent. The paint advertised is a “stain-fighting paint that can handle crayons, kids, and anything else you can throw at it,” therefore the audience Olympic is trying to reach is families with children, which is a large percent of Good Housekeeping subscribers. Many subscribers are considered to be in the American middle-class, which explains why Olympic mentions that not only is their paint “incredibly durable,” but also “incredibly affordable.” The advertisement features a young …show more content…
The product provides a solution to a problem many families face which is the main claim of the advertisement and is the perfect selling point. Olympic backs up their claim with appeal to anonymous authority. Although “Olympic ONE earned a Best Buy rating from a leading consumer magazine” sounds appealing, they could have mentioned exactly which magazine and what a “Best Buy rating” means, in order to provide more proof and support. Is this “leading consumer magazine” a sponsor of Olympic? Does a “Best Buy rating” mean the paint is the best quality? These are questions the audience may have and Olympic does not provide an answer. This is a failed attempt of using ethos as support because there is not enough information given to the