Rhetorical analysis on Vintage Ads Article Example | Topics and Well Written Essays - 500 words

Rhetorical analysis on Vintage Ads - Article Example The color choice is perhaps aimed at accentuating the brand and product. The colors are also bright and perhaps an indicator of the cleanliness that is made possible by the detergent. The brightness of the color serves not only the purpose of implying cleanliness but also drawing attention to the advertisement. The image of the child and father is centered in the picture, and therefore, serves as the major advertisement theme. The theme portrayed in the advertisement is sensitivity offered by the detergent, which cares for the skin of the old and young alike due to its gentleness. This is reinforced by a text message at the bottom-left corner of the picture, which reads: â€Å"The name says it all, it’s gentle next to skin even the British Allergy Foundation has endorsed it.† The objective of this advertisement is to elicit a paternal and maternal sense of care. The targeted clientele consists of middle-aged consumers, specifically those with a family. The aim is to influence detergent purchase choice in families. All families use detergents, therefore, this advertisement is not meant to sell a need to the targeted market, but rather an identity associated to a detergent that is more than just ordinary detergents. Common detergent advertisements would be focused on showing how a certain detergent is able to eliminate dirt effectively, but this one presents more than just dirt elimination-sensitivity to human skin and fabrics cleaned as well as the cleaners’ skin. The picture’s focus shows how a product identifies with the lifestyles of consumers-the sensitive and caring lifestyle of most parents. This shows that advertisements are niche creating tools that help in market segmentation and in presenting and fulfilling identities and needs.