Links to rhetorical tools:

Here are links to the rhetorical tools used in this class:

Schemes & Tropes -- Perelman & Olbrechts-Tyteca -- Fallacies -- Burke -- Rhetorical Toolbox -- Conspiracy Rhetorics

Monday, January 25, 2021

Ad #9 analysis - J.L

    This Nescafé ad, whose target audience is middle-class women, aims to convince such target audience of the superiority of instant coffee, as opposed to regular brewed coffee. It attempts to do this by suggesting that by choosing instant coffee - more especifically Nescafé - one will, amongst other things, always be prepared to receive guests with hot, delicious coffee. Another major selling point is that instant coffee makes less of a mess, and thus, requires less cleaning. 

    The ad was designed with stylized fonts that range from bold lettering, to all caps and italics. It uses these styles in order to captivate the attention of the audience, ensuring that if such audience will not take the time to read the whole ad, they will at least get the most important message that the seller is trying to convey: delicious coffee that is easy and quick to make. 

    It becomes evident that the seller also intended for the visual aspect of the ad to be an impactful tool when drawing the audience's attention. The use of bright colors is evident, but the most important message lies wiithin what the image was intended to represent, that being the happy ladies serving two handsome man the instant coffee, satisfying the trend of using female stereotypes in order to sell a product, something so common during the 1940s-60s. 





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1 comment:

  1. Kassandra NietoJanuary 26, 2021 at 11:32 PM

    Really good analysis on your ad. I would add that coffee, flavor, and secret are all highlighted with brown and have white font. This can suggest that Nescafe has the secret to the best flavor coffee but also good be maybe gossip. Housewives stereotype during the 1940's was to be gossiping about the kitchen so to share her secret about the best coffee. Also the color contrast with dark brown and the light yellow and blue brings your attention to the coffee. I wonder if this was a trend because my ad was later in the 40's and had a lot not pastel colors with dark brown coffee color.

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