Advertising Arguments   Term Paper ID:35735 Click to get this paper

Essay Subject: This advertising paper breaks down the arguments of two advertisements one for Wendy s ...... More...

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Paper Abstract: This advertising paper breaks down the arguments of two advertisements, one for Wendy’s and the other for Dockers. The arguments are broken down using a Toulmin argument analysis, describing how the ads speak to different audiences but convey distinctly American warrants and supports. Paper Introduction: Advertising AnalysisIntroduction Jack Solomon claims that different advertisements may expressdifferent things dependent on their target audience but because he insiststhey all speak to something primarily American in meaning or belief If welook at two advertisements from Sports Illustrated we see that these adssay different things to different audiences but they both convey the hopes fears desires and beliefs referred to by Solomon This advertisinganalysis will use the Toulmin model of argument to explicate each of theseads to validate Solomon\'s claim that while Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. Theattractiveness of the models, the luxury of the setting, and theprovocative poses of the models tells us dressing like this, in Dockers,will make one have a rich life. Support for thisclaim stems from something as American as America itself, our unity overindependence, freedom, and personal expression. He is meant to appeal toadolescents and college age or twenty-something males who are not married,who eat at fast food establishments regularly, and who like to think theyhave their own unique sense of style. The ad features a handsome, early thirties male in dressclothes by Dockers with his jacket mainly off and an attractive femaleclinging to his tie. The warrant to support this claim is theinference that the man in the ad is wearing Dockers and look at the successin his life; nice clothes, nice house, and beautiful woman. In Wendy's advertisement, a different audience is targeted. This advertisinganalysis will use the Toulmin model of argument to explicate each of theseads to validate Solomon's claim that while different ads may say differentthings to different audiences, all ads appear to convey values that aredistinctly common and shared in American culture.Body The first advertisement is for Dockers brand clothes. While we can all see the difference inintended audience, more subtle is the warrant for this claim. The claim the ad makes is that ifyou have your own sense of style and are not a follower of the crowd, thenyou will eat at Wendy's. Thead is meant to convey that Wendy's allows you to create your own, originalburger, because the tag line reads "Paul does the Paul Burger, not ageneric, John Doe Burger" (Wendy's, Back Cover). 2). Personalize," (Wendy's, Back Cover). The ad is alsoinformational, providing all nine condiments with pictures available foryou to make a Wendy's burger "your way." Under the tag line, additionalcopy reads, "Don't compromise. Thisadvertisement appeals to an upscale audience of professional males who hopethat by looking good they will not only achieve economic success but win abeautiful woman. In the Dockers' advertisement, the claim is that aman who wears Dockers clothing will be a man who is successful in hisemployment and wins a beautiful woman. This is made apparent by the unique shirt of themale and the tag line that he is eating "Paul's Burger not John Doe'sBurger." (Wendy's, Back Cover). Wendy's support is that ifyou are a real American you must believe the warrant that you should notcompromise but personalize, which naturally makes you choose Wendy's.Conclusion In conclusion, while both of these ads appeal to American's in avariety of ways, each of them says different things to different audiences. Informational also, the ad lists nine categories of clothing andaccessories offered by the company and the fact that Dockers is "Availableat JCPenney," (Dockers, p. If we believe in the American dream assupport for the warrant we all deserve the American dream, then we mightbelieve buying Dockers brand clothes will help us achieve our piece of it. This is clearly apparent by theimages depicted and the tag line "Dress to live," (Dockers, p. Thisad is targeted at a younger, high-school and college-aged male, featuringthe picture of a twenty-something male in a mod dress shirt, mouth open-wide, about to take a bite of an enormous triple-burger from Wendy's. He is seated in what looks to be a comfortable livingroom and she is leaning over him with her lips puckered and offering awelcoming style. As such, advertisers may use hunger,sexuality, desire, or any other number of appeals and all of these are usedin the ads herein, but underlying them will be some warrant or support thatis distinctly American in nature. The ad is trying to convey that by wearingDockers brand clothing; you will be successful and win a beautiful woman. If welook at two advertisements from Sports Illustrated, we see that these adssay different things to different audiences but they both convey the hopes,fears, desires and beliefs referred to by Solomon. Thead conveys that if you are an original, you deserve Wendy's. However, they are very similar in that each of them uses warrants orsupports that generally tap into the American cultural psyche, with Dockerstapping into the "American Dream" and Wendy's using the pillars of"democracy" to sell its product. Sports Illustrated, Oct 1 , 2 5, 2."Wendy's," (Advertisement). In theDockers advertisement, the audience is thirty-something professionals whoare ready to settle down but still be upwardly mobile. 2). The ad's tag line reads "Dress to live," (Dockers, p. Sports Illustrated, Oct 17, 2 5, (Back Cover). In the Wendy's adthe male is younger, looking a bit independent in dress style, and seemingto have a carefree independent existence. 2). A Toulmin analysis involves an argument structure that involves aclaim, supported by a warrant, which can also have backing or be rebutted.If the warrant cannot be rebutted, then the claim is generally valid.Simple in this depiction, applied to these advertisements one can see howadvertisers try to persuade us or influence our purchasing habits throughtapping into warrants based on some of the fears, hopes, and desiresexpressed by Solomon. The warrantis that if you "Don't compromise" and you like to "personalize" then youwant Wendy's and nothing else, (Wendy's, Back Cover). These warrantsare backed by the hopes and desires of the American Dream, somethingparticularly American in this ad that is similar to the universal elementsin all ads discussed by Solomon. Works Cited"Dockers," (Advertisement). Advertising AnalysisIntroduction Jack Solomon claims that different advertisements may expressdifferent things dependent on their target audience, but because he insiststhey all speak to something primarily American in meaning or belief. The second advertisement is for Wendy's fast food restaurant. If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.

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