6.2 Analyzing a persuasive message PDF

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Persuasive message analysis...

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Priscilla Collier

6.2 Analyzing a Persuasive Message 1 | P a g e

A persuasive message is a central message that intrigues, informs, convinces, or calls to action. A persuasive message is discussed in terms of reason versus emotion. Every message has ethos, credibility, pathos, passion and enthusiasm, logos, logic, and reason. I chose to analyze the advertisement that moms trust Clorox brand wipes. It is persuasive because not only does this boast that Clorox is trusted by moms generally, but they also add a review from, or the actor is presumably a mom. This advertisement is reminiscent of basically any paper towel or cleaning product commercial; moms know best when cleaning up after messy, tiny humans. The three methods of persuasion or common rhetorical appeals are logos (reason), pathos (emotion), and ethos (authority). This Clorox wipe advertisement seems ordinary, nothing particularly groundbreaking. However, this is what the creators want you to think that they are not subtly manipulating, tricking your eyes, emotions, and thoughts into wanting Clorox wipes. The ad creators accomplish this daunting task through the usage of pathos, ethos, logos. The ad starts with bold yellow colored lettering "Trusted," whether you like it or not, you are being lulled into a sense of trust and comfort by this ad. The yellow in the text is a color of joy, positivity, optimism, etc. Your subconscious is dreaming up warm fuzzy feeling simply from this color, which is only the first word. Their use of bolding "Trusted" and putting it in yellow is an immediate appeal to the audience's emotions, pathos. The next two words of the ad are "by moms," here; they are not even trying to be subtle; it does not play any trickery on your brain, but it does tug your heartstrings and make you want to call mom, which is a pathetic appeal to, emotions. Furthermore, "by moms" is a not-so-subtle and not even confirmed endorsement, making it weak (but still there) ethos. The ad's whole background is orange and yellow, both warm colors

Priscilla Collier

6.2 Analyzing a Persuasive Message 2 | P a g e

appealing to only positive emotions. Specifically, orange is subconsciously encouragement (to buy their product) and success (with their product you just bought), both of which appeal directly to the buyer's subconscious and, hence, pathos. Moving down the ad, we have the Clorox wipes themselves in all their shining glory; literally, the Clorox logo is glittering. This embellishment of the logo will hopefully remind you of the company's fantastic character, ethos while adding a bit of flair to how they present themselves, also ethos. Persuasive propositions respond to one of three types of questions: questions of fact, questions of value, and policy questions. The focus on persuading an audience that something is "good or bad," "right or wrong," or "desirable or undesirable." is the proposition of value. Since the ad title is "trusted by moms," it gives the sense that other moms need to fit in and use Clorox wipes as well. Clorox also uses a compelling, unique selling point of "Makes cleaning-up & disinfecting a breeze," allowing the viewer to feel as if they are achieving a feat. Easy, one-step cleaning is more desirable than the difficult task of cleaning and disinfecting separately, which is a chore. The problem-solution pattern is a pattern that supports a particular approach to solve a problem. You would provide evidence to show that a problem exists and then propose a solution with additional evidence or reasoning to justify the course of action. Clorox does not compare itself to another product in this ad; it gives one main point addressing the problem and one main point addressing the solution. Thus, using the problem-solution pattern conveys that it is the most convenient and trusted product to clean and disinfect. Sometimes called the appeal to the masses or the appeal to common belief is the bandwagon fallacy. It is all about getting people to do or think something because "everyone else is doing it" or "everything else thinks this." By stating that the Clorox brand disinfecting wipes are "trusted by moms," the broad statement implies all moms. The Bandwagon idea makes people feel like they are missing out

Priscilla Collier

6.2 Analyzing a Persuasive Message 3 | P a g e

or falling behind if they do not join the crowd and be a part of the trend. This is especially true for new moms, who feel the need to be on top of every childcare aspect and clean up messes from younger children. Clorox uses a powerful point, "trusted by moms," to help reassure the viewer that the product is trusted and narrow the target audience. Clorox wipes are mainly targeted at younger moms that are always cleaning up messes after their kids. The wipe allows them to carry on with their days with confidence, not worrying about the hassle of having an ineffective wipe. With new moms wanting to do everything for their newborn kids, it gives them the need to own Clorox wipes. Seeing this ad reassures them their child will be in good hands with the protection of Clorox wipes. To wrap up, this Clorox ad hits all the essential points in a persuasive ad. The ad has cohesion throughout. This is important in the long run when Clorox plans to run new ads on new products. The immediate "Trust," emotional colors, longing for mom, the glorification of themselves, 5-star endorsements, and reviews from consumers just like us give new moms and families a more fantastic outlook on Clorox as a company.

Priscilla Collier

6.2 Analyzing a Persuasive Message 4 | P a g e

References Floyd, K. (2017). Communication Matters. New York, NY: McGraw-Hill. Lumen Learning, Candela, Waymaker. (2017). Lumen Learning. Retrieved from Module 9: Persuasive Speaking: https://courses.lumenlearning.com/atd-fscj-publicspeaking/chapter/types-ofpersuasive-speeches/ The Clorox Company. (2017, March 21). TheCloroxCompany.Com. Retrieved from https://www.thecloroxcompany.com/blog/cloroxs-evolving-advertising-message/...