Classical Analysis Essay

1753 Words Nov 26th, 2012 8 Pages
Alyssa Huskinson
COMS 100B, Fall 2012
8 October 2012
Classical Analysis
In an Absolut World Absolut vodka is based on 500 years of tradition originating in Sweden. Under the original name “Absolut rent branvin,” which means “absolutely pure vodka,” Absolut was introduced in the United States in 1979 and since has become one of the world’s most famous spirits. The advertisement campaign, In an Absolut World, was just another successful entry in the company’s advertising history, and Absolut advertising continues to be recognized as pure genius (cite). The purpose of the In an Absolut World campaign was to convey the idea that Absolut is indeed in a world of its own. The campaign challenges customary view points by presenting a
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[It’s another point about ethos, as far as I see it. Absolut built on the credibility it had from the “Absolut ______” campaign to convince the audience to accept the “Absolut World” concept.] Cicero’s canon of invention proves to be a useful lens with which to view and understand the artifact; given that the purpose of the piece is persuasion, the rhetor uses pathos and logos to enhance the article (in addition to the previously mentioned ethos that is also used). The need for a sober driver in any given situation is a logical argument. As indicated by the artifact’s warning to “Enjoy with Absolut Responsibility,” the company knows that drinking and driving leads to X deaths in the United States annually (cite). Absolut’s advocacy for a world where drinking and driving never mix is a suggestion based upon sound logic, and Absolut hopes the audience will respond favorably to that logic.
Also, the artifact maintains a call of action to join the Absolut World—and in this perfect world, the creators ask their consumers to maintain the illusion. According to the New Scientist article, persuasion is a key element of all human interaction, from politics to marketing to everyday dealings with friends, family and colleagues. "Persuasion is a basic form of social interaction," says Eric Knowles (year), or a way in which people "build consensus and a common purpose" (p. #). Therefore, Absolut needs those who view the artifact to be persuaded not just to buy Absolut

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