Rhetoric In Advertising

I decided to use this advertisement display by a local auto shop in my neighborhood, a couple blocks down from my house. The auto shop is located on the corner of a major intersection with many people coming and going to get to where they need to be. The advertisement is seen by thousands of people a day because of its location amongst the other shops and business in the area. Having such a prime location has many benefits and one of those benefits includes being able to display an advertisement enticing customers to come and spend their money at this auto care establishment. There had to be thought put into the advertisement because it will be seen by so many people that there had to be a plan on how to business would portray the company and convey a message to outside consumers that this is a trusted establishment that will treat your property with care. Behind the planning of the advertisement is where rhetoric comes into play. Rhetoric is the idea of using words to persuade and sway an audience. Rhetoric gives off appeals to earn approval from the audience. These appeals further the process of persuading a person to come to the place of business. Within these appeals are three specific ones; The pathetic (pathos), ethical (ethos), logical (logos). …show more content…
This is an example of an ethical appeal (ethos). The advertisement is showing that the establishment have been a respectful place of business for multiple decades. Having the year of opening displayed adds to the credibility of the establishment. Along with displaying the length of time the business has been owned and operated, awards from recent years are shown at the bottom of the advertisement. The first award is from 2014 and is from BBB Ethics. I am assuming is this a business affiliated institution that recognized customer services and ethics amongst businesses. Below this award is another award from Triple A (AAA) for Top Shop for 2013 &