Doesn’t this picture just make you smile?!
Exactly the point. This ad for Lucky Charms cereal optimizes the Rhetorical Triangle.
Its appeal is first and foremost to kids. The author theoretically is this jolly little leprechaun, who is spreading his arms wide and smiling from ear to ear thus giving the audience an overwhelming sense of happiness and welcome. The leprechaun himself is representing the sheer joy one will undoubtedly obtain from buying and eating his particular cereal.
The positioning of the leprechaun, the towering title and his presentation of the large bowl of cereal canopied by a incandescent rainbow are all arranged unevenly around the box keeping the eye jumping and excitedly engaged in all the box puts on show. Allowing the eye to catch all the promises on the box, from the color of the marshmallows, the size of the grain to the little facts of the proclaimed nutrition value.
Choosing a magical creature such as an imaginary leprechaun gives the product a light and adventurous appeal. The ways the marshmallows are so clearly displayed in the air also maximize the products fine details entrancing the imagination of children! The title itself creates a story. The “pot of gold” analogy displayed also convinces the mind that this cereal is truly a treasure found at the end of a “rainbow”. So after any hard day at work or any rough morning beforehand this cereal can lift ones day and ignite ones spirit!
This ad most definitely is pathos filled and pathos is its strongest appeal, through its innumerable innovative ways of capturing and manipulating emotions. But also has an ethical appeal (ethos), because a leprechaun is a childhood tale that transcends all races, religions, socioeconomic standings and authorities any audience that sees the ad will have a sense of equality and fairness.
Lastly the small but strategic stamps on each corner each ensuring that this cereal is also healthy and credible thus exemplifying the logos element of the rhetorical triangle. The General Mills identification ensures that it is a well-known, well-produced brand from which many other cereals are produced. The guarantee of provided calcium and 12 vitamins and minerals and the statement that they are frosted whole grain oats appeals to the older audiences reasoning and logic. They will now feel that through buying this product they can please their Childs' imagination and want for sugar and also be providing other valuable nutrients!
This ad performs ultimate persuasion through mastering each point in the rhetorical triangle. The elements of emotions (ethos) were satisfied through the bright uplifting colors and magical scenery producing happiness and childlike freedom. The element of ethos through placement and size of wording and choosing a universally neutral magical character allowing the product to easily sift the ranks of society. Lastly logos through the nutritional value promise appealing to the logic of why one should buy this product for themselves or others. It surely succeeded on convincing me to run to the store and buy some Lucky Charms!
I found it very interesting that you discussed the leprechaun being a universally known character that both adults and children could relate too. That is attracting them to the product; I've never thought about them before! Plus, I love Lucky Charms :)
ReplyDeleteI agreed with everything you mentioned in your blog about Lucky Charms. This ad does have a lot of pathos in it and it definitely targets children. I particularly like how you stated the ad set up made on-lookers jump from place to place. That is how I felt when I first looked at your ad and couldn't decide whether to look at the rainbow, cereal, or leprechaun first. Good vocabulary and great job!
ReplyDeleteNice work. I think there is an appeal to ethos concerning the brand, General Mills, as well. The layout of the box is so interesting, too; the elements are all rather equal is size, or at least in how strongly they grab your attention. It's confusing, but also kind of fun. Especially if you're a kid, I assume.
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