Project 2 of our assignments in Composition 1 was a rhetorical advertisement analysis. This was an interesting assignment. I Enjoyed learning about the father of rhetoric " Aristotle" and his ideologies an relevance to today's society. I selected a advertisement from Huron Healthcare to analyze. The Audience of the ad was health care professionals looking to expand or improve their businesses.
Rhetorical
Ad: It’s all in How You See It
In our society we have everything from groceries delivered,
to meal prepped weight watchers, or you can even get a car delivered to your
driveway if you don’t want the hassle of going to a dealership. In our consumer market from the moment, we
wake up whether we’re checking business emails, scrolling down our timeline of
our social media accounts, and or simply listening to some tunes on our way to
class we constantly are bombarded with some form of solicitation. The twenty-
first century is the dawn of the technology error yet, with all these options
as a consumer and anything on hand with just a click of a button, how does one
select where to make their purchases or which brands to choose?
Advertisements!
American is the home of the free, Instant gratification is our way of life. With
everything just, a click away advertisements have to capture the attention of their
target markets with style, wit, humor, inspiration, and everything else in
their arsenal to outshine their competing vendors. All this needs to be done in
a fairly quick manner due to all the hustle and bustle of day-to-day life, a
seller may only get one shot to pitch the sale that catches the eye of a consumer.
I’ve selected an ineffective ad ad from Huron
healthcare produced to appeal to the interest of representatives in the health
care field seeking to develop their respective business in this ever-changing covid-19
society.
The Huron health care advertisement focuses its attention
on the medical field health care moguls. I discovered this through research alone.
The advertisement depicts an image that is blurred. There is only one portion of
the photo that is focused in this ad. The ad lacked a strong enough use of ethos.
The Huron ad only had one source of credibility shown, and it was an image of
the Huron healthcare image placed at the top left-hand corner of the
advertisement. This attempt at ethos was not a strong enough approach at
showing credibility, it could have been expanded on through perhaps listing
other refutable clients that had already used Huron services and succeeded through
the use of their services. Adding additional emblems of their business logo
would have been well received, and would have enhanced the appeal of this ad.
The Huron Advertisement is a photograph at a dock or
something. It is waterfront, there are also images of buildings all around.
The water and buildings are all not in focus. It seems they are within the
city limits. I gathered this because the only thing in the photograph that is
in focus is a picture of a public transport subway. Also noteworthy, is the
angle of the shot. The picture seems to be taken from the dock area, I figured
this because the image of the subway is above the water and also displays the
bridge that the subway runs across. I did notice that the photographer selected
a magnifying glass to direct the audience to the point of focus. This to me displayed a lot, because the
photographer did this as a means to suggest to the audience to focus on the
point of reference. But more so than the focal point, this choice signified the
importance of focusing on whatever the audience markets business venture or
endeavor might be.
Next, I would like to draw your attention the text. The
sizing throughout the message at the bottom of the page is inconsistent. The
first line reads, “It's all in” the font size of this text is medium sized.
Then, the next line reads, “How You See It”. This is in bold extra-large font. Its intent I’m assuming is to focus the reader's attention on the upcoming lines. The first to lines described above are the title of the passage.
The next three lines are regular sized twelve font writing. The next two lines
reads, “Working side by side with you, to deliver strategies and solutions to
help you rethink what’s possible and prepare you for the challenges ahead.” Now would defiantly like to point that this portion
of the reading is the like a size twelve font also, but it differs for the three
previous lines because the two lines of the reading is bolded. The last line of
that reading says, “From strategic thinking through sustainable execution, we
are your proven partner.” This last line returns back to the regular size
twelve font. In this six-line writing there was a font change four to five
times. As the reader of the advertisement, I was hard for me to distinguish the
most important parts of the writing.
Lastly, the visuals lacked a since of pathos. They
attempted to create a since of this by the text on the front of the
advertisement. This attempt of trying to draw on the audience's emotional appeal
was not well received. I mean while the choice on words was nice, the amount of
wording was too much. As previously stated, an advertiser has a short while to
grab the attention of their intended market, and for this reason I feel that
they missed the mark when it comes to this aspect. Some things that could have
been done differently is first, they could have included some imaging depicting
either celebrities known for their successful business practices. Another
method could have been to show some imagery related to healthcare such as
medical workers, physicians, or anything related to Corona virus seeing as it
was such a huge epidemic. Lastly, small informative bits about the services
they were offering, and why they remained more effective than other competing consulting
companies. Modifying these aspects of the add would have been more effective in
communicating with the audience and conveying the marketer's message while at
the same time making it short and sweet.
Work cited
Gress, John. “ Its All In How You
See It.” John Gress,01, 2013
HH_Brand_Building_Modern_Healthcare_Ad_PRINT_1200.jpg
(899×1200) (johngress.com)
“HURON”
Healthcare -
Huron (huronconsultinggroup.com)
Ad
In our society we have everything from hybrid cars to grocery delivery, to smart homes, to weight watchers' meal prepped, heck you can even get a car delivered to your driveway if you don’t want the hassle of going to a dealership. We have more information than we’ve ever had, news within seconds of an occurrence from any part of the world. In our consumer market from the moment, we wake up whether we’re checking business emails, scrolling down our timeline of our social media accounts, and or simply listening to some tunes on our way to class we constantly are bombarded with some form of solicitation being shoved down our throats. The twenty- first century is the dawn of the technology error yet, with this all these different options as a consumer how does one select where to make their purchases and which brands to choose? Advertisements. Instant gratification, it’s the American way of life. With everything just a click away advertisements have to capture the attention of their target markets with style, wit, humor, inspiration, and every thing else in their arsenal to out shine their competing vendors. This all needs to be done in a fairly quick manner due to all the hustle and bustle of day to day life a seller may only get one shot to pitch the sale that catches the eye of a consumer. I’ve selected a healthcare ad that is encouraging and targets healthcare entrepreneurial professionals who are interested in expanding their businesses. Huron healthcare produced an ineffective ad to appeal to the interest of representatives in the health care field seeking to develop their respective business in this ever changing covid-19 society.
The Huron health care advertisement focuses its attention on the medical field health care moguls. I discovered this through research alone. The advertisement depicts an image that is blurred. There is only one portion of the photo that is focused in this ad. The ad lacked a strong enough use of ethos. The Huron ad only had one source of credibility shown, and it was an image of the Huron healthcare image placed at the top left-hand corner of the advertisement. This attempt at ethos was not a strong enough approach at showing credibility, it could have been expanded on through perhaps listing other refutable clients that had already used Huron services and succeeded through the use of their services. Adding additional emblems of their business logo would have been well received also, and would have enhanced the appeal of this ad.
The Huron Advertisement is a photograph at a dock or something. It is water front, there are also images of buildings all around. The water and buildings are all not in focus. It seems they are with in the city limits, I gathered this because the only thing in the photograph that is in focus is a picture of a public transport subway. Also note worthy, is the angle of the shot. The picture seems to be taken from the dock area, I figured this because the image of the subway is above the water and also displays the bridge that the subway runs across. I did notice that the photographer selected a magnifying glass to direct the audience to the point of focus. This to me displayed a lot, because the photographer did this as a means to suggest to the audience to focus on the point of reference. But more so than the focal point, this choice signified the importance of focusing on whatever the audience markets business venture or endeavor might be.
Lastly, the visuals lacked a since of pathos. They attempted to create a since of this by the text on the front of the advertisement. This attempt of trying to draw on the audiences emotional appeal was not well received. I mean while the choice on words was nice, the amount of wording was to much. As previously stated an advertiser has a short while to grab the attention of there intended market, and for this reason I feel that they missed the mark when it comes to this aspect. Some things that could have been done differently is first, they could have included some imaging depicting either celebrities known for their successful business practices. Another method could have been to show some imagery related to healthcare such as medical workers, physicians, or any thing related to corana virus seeing as it was such a huge epidemic. Lastly, small informative bits about the services they were offering, and why they remained more effective than other competing consulting companies. Modifying these aspects of the add would have been more effective in communicating with the audience and conveying the marketers message while at the same time making it short and sweet.
Gress, John. “ Its All In How You See It.” John Gress,01, 2013
HH_Brand_Building_Modern_Healthcare_Ad_PRINT_1200.jpg (899×1200) (johngress.com)
“HURON”
Healthcare - Huron (huronconsultinggroup.com)
Peer or Instructor feedback
Below I posted the peer review that was very instrumental in the revision of my rhetorical ad analysis project. Many if not all the changes suggested made by this reviewer of my essay was applied to incorporate a smoother flowing essay.
Robert Bright
- Posted Date:
- October 20, 2021 2:12 PM
- Status:
- Published
Precious, I have to say that I really like your casual style of communicating with the reader. It's very refreshing and draws me in, I feel like we're having a conversation. (Glow) That being said I have a couple of suggestions for you. First, I think that your intro paragraph is a little to long and could be broken down into two paragraphs. It's a good point that advertiser's only have a few seconds to catch our attention in this fast paced, media saturated world. Maybe you could tie in your thesis statement into that argument?
"Huron health care produced an ineffective ad to appeal to the interest of representatives in the health care field seeking to develop their respective business in this ever changing Co-vid 19 society."
How is this influenced by what you talked about in your intro? (grow)
Finally, in your last paragraph you talk about what they did regarding the visuals, and lack of connection that didn't work for you. I feel like maybe you should view this point thru the lens of their intended audience (Need to Know). I looked up what they do (I first thought they were an insurance provider) and found this. "Huron is a global consultancy that collaborates with clients to drive strategic growth, ignite innovation and navigate constant change.". So it seems there audience is people in management who work in health care. When I look at the ad knowing this I feel like maybe a speeding train coming into focus with there help might not be that ineffective. Just a thought, you have a great style and wit and if you ever want feedback, just ask.
Invention technique
