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The Synchronization Of Hope Essay

1082 words - 5 pages

Beginning around the mid-1900s, advertisements began to play a major role in how we, as a society, decide what to buy. Some ads attempt to sell you things, while others try and persuade you away from alleged detrimental supplements. But, no matter the intention of a particular ad, all of them apply some similar tactic to draw in a specific audience. Showing resistance to these ads prove to be difficult, particularly when Aristotle’s three basic rhetorical appeals of, pathos, logos, ethos, are being used. Tag body spray and the Axe body spray brands, are two different companies that attempt to draw in the same kind of audience, young males, ranging from their teens to early twenties. However, even though they both attempt to attract similar audiences, the Axe brand does a better job of appealing to their audience due to the ethos of Adolf Hitler.
Tag and Axe both apply the same tactic to attract their male audience. By using women as the focal point of their ad; they immediately gain the attention of hundreds of men. These two companies go about this simple maneuver by depicting the male in their ads, completely shrouded, and enmeshed by swarms of women. Often, the male is shown in a dominant, overbearing position, while the woman, a more submissive one, or the woman is shown dominant and the male is depicted as being powerless towards the woman’s seductive prowess. What this does to the ad is making it more noticeable, gaining the attention of people, lending them the idea that in purchasing this product they may potentially have the success of the male shown happily in the image. Not all audiences are drawn to these ads, however. In fact, despite the seeming flawless conveying of the man and woman in the Tag and Axe ads, their audiences do have restrictions on who they reach. For example, in no way are these ads intended to persuade women into buying their product, they are more so intended to give women an idea of how to respond upon receiving the smell of this spray. These are the only limitations that these two brands seem to have on their ad.
What makes the Axe ad more effective than the Tag ad is that in this particular ad, they decided to use Adolf Hitler as the focal point of the ad, therefore harnessing the ethos of him. However, this still follows the same premise as the similar ads that have come before it, which is, a man being surrounded by a flock of women who are brought into a daze by the scent of his body spray. Continuing, Hitler alone as a person is enough to draw attention towards any subject matter, which is why this ad is more effective in drawing in an audience since they use Hitler, who is a national figure. The fact that Hitler is being used, who by himself is sufficient enough to bring people to pay attention to the material they’re selling without the added influence of him being shrouded by women, shows not only the marketability of their brand is, but as well as the results it will produce is universal....

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