Rhetorical analysis essay sample

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Introduction
Advertising is the tool that organizations, firms, and institutions use to inform the public
about a need for employees, proposed projects as well as warnings against unruly behavior.
Advertising companies always strive to design non-personal, objective and attention-grabbing
advertisements that are yet up to the point. There are several ways through which the named
entities can present their adverts to the targeted audience; the choice should, however, well
informed. Advertisements are always paid for and organizations always want to ensure that the
best work is done and the intended audience are reached with speed.
Today, advertising maybe unavoidable and indispensable for any business entity because
of the rising competition in industries for customers and staff. In essence, organizations use
adverts many times to boost their sales above the competitors. The changes in technology fuel
the need for publicity in today’s businesses and industries as the tastes of customers are also
steadily changing by day. On the other hand, even customers enjoy the help of advertisements in
knowing what to buy, where, how, and when. Acceptable advertisements that ensure wide
approval in the society today must adhere to the community norms and international standards.
Any advertisement must have a purpose for which it was created; this must be clear at
first sight to the targeted audience. An advert must also have the logos; the appeal to the rationale
of the audience such that one would easily accept the course as good. Any unethical advert can

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be said to be obsolete; the ability to convince the target that the company is open and credible.
The pathos of an advertisement ought to induce an expressive reaction in the targeted audience.
This paper aims to rhetorically analyze two advertisements; one from a magazine and another
from the internet. The purpose thereof is to see if the advertisements have taken heed of the
provisions of the standards provided.
The advertisements
The Sticky Magazine Ad
This advertisement was added to the FHM Magazine’s page by a fertility clinic in
Australia. A FHM Magazine editor, Johnny Velis shows a woman appearing in a lingerie and has
the words ‘Don’t waste your sperm’ beside her in the weekly Magazine. This advert by the
Australian fertility clinic seems to be calling for sperm contribution to the approved health
center. This magazine is meant for men and it would mean that the addressees are men. The
purpose of the message is to teach the community to think responsibly about the need of others
around them.
I personally think this advert is logical; there are many men who are clearly irresponsible
with their sperms in the society today. On the other hand, there are women in dire need of babies;
either their husbands are impotent or the women are not married. The advert is also ethical to a
great extent; the hidden meaning in the words is ‘Mind the needs of others.’ (FHM Magazine,
40) This message will ensure morality in the society if the men heeded it and practiced the same.
Lastly, the words of the advertisement can heave at the heart strings of anyone who reads them
objectively. There is a deep seated cry of a woman and a child in the words; a cry that can only
be stilled by a response to the advert by the man.

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The Hostpay Advert
This advert is taken from the internet, the website of heart internet- a web designing
company in the United Kingdom. The designers of the ad are the web designers themselves as
they understand well what they want to communicate to the target audience. The purpose for the
advertising is to get large companies, organizations and institutions that need websites and do
business with them. These customers have a lot of information to store or disseminate that could
better be done through a website. The heartinternet.co.uk advert is logical in the sense that it
reasons with the recipients about the help they would get by having a website designed by the
said designers.
The features and provisions in the websites planned by the heart internet designers are
lucrative offers that appeal to reason. The advert is ethical by the fact that the designers provide a
guarantee period; this period would help to build trust with the customers. The designers would
be called to book in the case of a liability in a completed website. The pathos of the
advertisement is hidden in the features of the website; Any IT manager who sees the
characteristics in the advert would easily get excited and fall for the deal.
Conclusion
The more effective advert here is the hostpay Advert done by The Heart Internet web
designers in Australia. This advert is more effective because it may reach more people than the
magazine advert. With the technological advances in today’s generation, it is almost obvious that
whatever is posted online reaches many people than what is presented in print. The internet
advert therefore must have reached many to meet the goals of its designers.

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Works Cited
“Don’t waste your sperm.” Editorial. FHM Magazine 13 Dec. 2010: 40. Print.
"Host Pay Advert." Heart Internet. Reseller Hosting, https://www.heartinternet.uk/, Web. 4 Nov.
2014.