Aunt Jemima Advertisement Analysis

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Mark Twain once said “Many a small thing has been made large by the right kind of advertising” (Brainy Quote). As explained here, effective advertising can develop a starter business into a multi-million dollar company. Whether it be in an attempt to sell a product, persuade someone into thinking a certain way, or extending an idea, advertising makes a difference and is often the optimum course in achieving a goal. In order to fulfill its purpose, advertisements generally use vivid imagery to entice a consumer. To sell a product is the purpose of this specific Aunt Jemima advertisement. This vintage ad was first published in the 1950s, when after sixty-eight years of existence, the company introduced the Aunt Jemima Buttermilk Pancake …show more content…
The literary uses of ethos and logos also appear within the ad. Ethically, the ad tries to connect with readers by making claims such as “homemakers everywhere choose” and “...more women prefer Aunt Jemima than all other brands combined.” These are used in a sense of “well everyone else is doing it” in hopes of convincing homemakers and women to buy their product. The rhetorical device of logos is promptly depicted in the role of a special offer that reads “3 piece Aunt Jemima spice set!”. By including this, the ad is persuading readers to purchase their product now as, logically, it would be the intelligent choice with the added merchandise. Several captions found in the advertisement were given the obvious purpose of …show more content…
The line reads “Wake up to Aunt Jemima Pancakes!” and ultimately is included to persuade the reader to eat this specific brand of pancakes for breakfast. The second caption, which says “So light - so tender they melt in your mouth!” is smaller, and the key words “light” and “tender” are underlined effectively. This line describes the pancakes in an enticing manner in hopes of persuading the reader into buying the product. The meanings of these particular lines were analyzed accordingly, but the ad overall had an interpretation of its own. The colors, font, and images used were synonymous to happiness and, therefore, contracted the memories of past family time from the reader. While viewing this ad, the reader is swept away to the moments of sitting around the table enjoying their breakfast on a warm summer morning. In this way, the company effectively appeals to the qualities of warmth and

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