Yogi Targets Health Essay

1408 words - 6 pages

With a majority of products on the market being massed produced, advertisement is a necessity for the manufactures to spread the word about their products. In fact without advertisement the companies couldn’t persuade the consumer into buying something they don’t need, let alone buying their product over their competitor’s. It seems today that more and more of the advertisement that society sees is direct at the consumer to make them desire the product in the ad, not because the merchandise is required to sustain life. As Daniel J. Boorstin once stated in regards to advertisement, “We read advertisements... to discover and enlarge our desires. We are always ready - even eager - to discover, from the announcement of a new product, what we have all along wanted without really knowing it” (brainyquotes.com). Ad corporations target their audiences using propaganda technics and rhetoric to play on their audience desire and twist their concept of reality. One company, Yogi, tries to persuade their audience, the health conscience consumer, to buy their brand of tea with the use of propaganda and rhetoric.
Yogi a company geared towards teas, target audience it the health conscience consumer. They strategically target this audience with their placement in magazine Cooking Light along with the words the use to hint at a healthier tea. Furthermore they single out those who want to “feel good” and are women. Yogi supplely targets women by placing a picture of a “plan Jane” on their ad. Along with women and the health conscience they target those who are nutritionist enthusiast by using the “100 herbs”. Yogi spreads the news about their product efficiently by using a magazine geared towards eating healthy since it reach the majority of their target audience: the health conscience or weight conscience female.
This specific ad by Yogi uses rhetoric, better known as logos, pathos, and ethos, to persuade the customer to purchase their tea. The use of logo, or “logical appeal”, in this ad is in the print below their symbol near the bottom of their page. The ad states, “the same thing that make Yogi teas delicious makes them works” (Yogi Ad). Hence, appeal to reason, in the sense that makes it work is of course the same thing that makes taste good. Another appeal to logic is the use of the phrase, “support things like energy, clarity, awareness, and general feel-goodness” (Yogi Ad). This phrase plays on logos by making claims to support things that society wants. Hence the word uses of energy, clarity, awareness, and feel goodness. Furthermore this ad uses pathos, ones emotional appeal, by appealing to the need to feel good when it bold ask, “how good can you feel?”(Yogi Ad). There for they play on that emotion of not only wanting to feel good but as good as you can. Finally the last of the rhetoric is ethos, the credibility of the advertiser, and to real see this the costumer is directed to the company’s website. It is here that one would find what authority...

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