Rhetorical_Analysis

The Electrolux Cleaner The use of beautiful women is not a new idea in advertising. They are subjects of advertisements in areas such as cosmetics, weight loss, and specifically cleaning products, such as The Electrolux. The Electrolux is a bagless and automatic cleaner that provides deep cleaning and makes cleaning easier and convenient compared to other machines. The advertiser of The Electrolux Cleaner knows how convenient the cleaner is and effectively uses women along with several different techniques as a marketing focus in order to capture the attention of household owners. The use of pathos is one of the effective techniques that the marketer uses in the advertisement and is probably one of the most persuasive content of the advertisement that is used to affect the audience emotions. The marketer uses statements such as, “No Dust Bag, No Paper Bag, Nothing to Take Out, and No Dirt to Handle Ever.” Just to think of not having to face the headache of changing bags will cause the potential consumer to have feelings of excitement and happiness. The consumer will also be ecstatic over the idea of saving money because he or she will never have to buy another bag. Not only does the advertisement use text as pathos to appeal to the potential consumer’s emotions, but the ad contains images and coloring as well. In this particular advertisement, there are two beautiful women at the top of the ad that are talking to each other. The women are showing facial expressions that reflect the information THE ELECTROLUX CLEANER 3 they are talking about is very informing and interesting. The advertiser also uses bold text, the color red, and also underlines “never” in order to get the most important feature of the cleaner across to the consumer. Along with pathos, another effective technique the advertiser uses is logos. Logos are appealing to the readers beliefs. Most people strongly believe in making their life easier. With The Electrolux Cleaner, the advertiser explains the New Cleaner makes home cleaning easier and more convenient. He states that it is the greatest invention in home cleaning since the vacuum cleaner. Using these logos is definitely appealing to the intended audience’s beliefs. If a potential consumer was to read these statements, the first thing he will think is that the cleaner requires less work and less time for maintenance due to the fact of no bags to change. The cleaner also provides deep down cleaning which means that there is no need for shampooing the carpet as much. By not having to shampoo the carpet as often, this will free up time to do something else. Who does not believe in time management and making house hold chores easy' Last but not least, the advertiser uses ethos to promote the all new cleaner. What is ethos' Ethos proves credibility and gives the audience a sense of feeling secured by demonstrating that product has been proven to perform as promised. The Electrolux is being offered as free demonstration because the company knows that once the consumer try the product during the trial period, they will find that it stands up to its expectations and will decide to purchase the product. The article goes on to inform the reader that “this product is only sold by bonded Electrolux salesman whom sale no other machine.” When a reader reads this statement, he or THE ELECTROLUX CLEANER 4 she develops a sense of securement in knowing that the salesmen are bonded. With this credibility, it increases the chance of the potential consumer purchasing the product. The Electrolux Cleaner is one of a kind cleaner that does not require a lot of time for maintenance. It is a cleaner that you will never have to empty, it is automatic, and it provides deep down cleaning. With no bags having to be changed, no dust, and a cord that stays out of the way, the Electrolux Cleaner will live up to its standards by making cleaning easier and convenient not only for women, but for the entire household. Remember the free trial period. If you are not satisfied with the product you can return it without having any financial obligations. Every household deserves the all new Electrolux Cleaner, so why not give it a try' References The Electrolux. (n.d.) “Retrieved from http://www.womansday.com/cm/womansday/images/j5/Electrolux-3.jpg