Rhetorical Analysis Essay
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Companies release commercials and ads in attempt to get more people to use their products. How does a thirty second video or a single image accomplish that task? Advertisers use numerous rhetorical devices in order to sell their products to potential consumers. Companhia Athletica, a fitness company in Brazil, released a commercial in 2004 entitled “Get in Shape.” In this commercial, a shirtless overweight man picks his crying baby out of its crib to comfort it. The baby soon looks at the man’s chest and begins to suck it, as if it was breastfeeding. At this moment, the man looks up in fear and then the commercial ends with the simple message: “Get in Shape.” Companhia Athletica’s commercial uses several rhetorical devices, such as kairos, commonplace, and pathos, to urge the viewer to use their gym.
The first rhetorical device used is kairos, which is the relevance an argument has to the audience. In this case, kairos refers to the relevance of the commercial to the viewer. The more kairos involved, the more likely the viewer will want to use the product the commercial is selling. The “Get in Shape” commercial is very relevant to new parents, as well as soon-to-be parents. On a basic level, this is due to the fact that the commercial involves a newborn. On a deeper level, however, it is also relevant because weight gain is associated with having a baby. According to a study done at Duke University, “with each child a man’s risk of obesity increased 4 percent” and a “woman’s risk rose 7 percent.” (Bevinetto Feld) When new parents watch this, they may be going through the weight gain themselves, and therefore be urged to go to the gym. For soon-to-be parents, after viewing the commercial, they may be inclined to take preemptive actions to avoid this situation. It is important for Companhia Athletica to use kairos because the average commercial for a gym would not be effective on this target audience. Most new parents have crazy schedules, and certainly no time for the gym. The company had to find a way to make the gym relevant to their lives.
Another rhetorical device used is commonplace. A commonplace is an idea that is believed by the masses. In this commercial, the commonplace is that women are supposed to be the nurturers. This commercial flips that idea on its head by having the man breastfeed the baby. Because of the commonplace, this image shockingly humorous – it makes the audience think, “that’s not supposed to happen!” It feminizes the man because, according to the commonplace, men aren’t supposed to nurture. Men are supposed to be the “breadwinners.” This image goes well beyond the commonplace, however. Biologically speaking, it is quite uncommon for men to be able to lactate. Therefore, seeing a man breastfeeding a baby seems odd. With these two components, the man is left feminized in several ways. The man is physically feminized because in this commercial the father’s chest is mistaken for a woman’s breast. The man is also mentally feminized due to the mix-up of roles, which are dictated by the commonplace.
The last of the rhetorical devices used is pathos. Pathos is the emotion that is produced by the argument, or in this case, the commercial. As mentioned previously, this commercial shocks the audience. It makes them uncomfortable to see a man breastfeeding a baby. The commercial also brings about a feeling of insecurity in the target audience. Men who have just had children or who are about to already are insecure during this time of change. Many of their habits have to change – they have to buy a minivan, they have to settle down, and there are more responsibilities. The “Get in Shape” commercial plays into and exacerbates this insecurity. This, in turn, brings about a sense of fear. Men fear that this ever so feminizing situation could happen to them too if they gained too much weight. This fear is exactly what’s intended by the commercial – the viewer will run away from his fears at Companhia Athletica’s gym.
The main goal of Companhia Athletica’s commercial, as with most commercials, is to draw out the pathos of the audience. This is because emotion is a powerful driving force. Here, the emotion is fear, which is used to motivate the viewer to go to their gym. Therefore, the advertiser’s aim is to fully intensify the pathos. This is completed by using kairos and commonplace. Indeed, the pathos is made stronger by kairos. While everyone generally has the fear of being overweight, the new parents’ fear is made greater by this commercial – which presents a visual of the possible. Moreover, the commonplace also strengthens the pathos because it causes the audience to feel shocked and uncomfortable – the viewer then is made to fear receiving similar reactions from people, and therefore wanting to avoid this situation at all costs. In the final analysis, the commercial is particularly effective because it uses these rhetorical devices to tap into a real underlying fear that parent will become overweight, and that the man will become feminized, after having children.
Bibliography
Bevinetto Feld, Gina. "New Dads Gain Weight, Too." Editorial. American Baby Magazine June 2004. Parents Magazine. Web. 22 Feb. 2012. <http://www.parents.com/parenting/dads/issues-trends/new-dads-gain-weight-too/>.
The first rhetorical device used is kairos, which is the relevance an argument has to the audience. In this case, kairos refers to the relevance of the commercial to the viewer. The more kairos involved, the more likely the viewer will want to use the product the commercial is selling. The “Get in Shape” commercial is very relevant to new parents, as well as soon-to-be parents. On a basic level, this is due to the fact that the commercial involves a newborn. On a deeper level, however, it is also relevant because weight gain is associated with having a baby. According to a study done at Duke University, “with each child a man’s risk of obesity increased 4 percent” and a “woman’s risk rose 7 percent.” (Bevinetto Feld) When new parents watch this, they may be going through the weight gain themselves, and therefore be urged to go to the gym. For soon-to-be parents, after viewing the commercial, they may be inclined to take preemptive actions to avoid this situation. It is important for Companhia Athletica to use kairos because the average commercial for a gym would not be effective on this target audience. Most new parents have crazy schedules, and certainly no time for the gym. The company had to find a way to make the gym relevant to their lives.
Another rhetorical device used is commonplace. A commonplace is an idea that is believed by the masses. In this commercial, the commonplace is that women are supposed to be the nurturers. This commercial flips that idea on its head by having the man breastfeed the baby. Because of the commonplace, this image shockingly humorous – it makes the audience think, “that’s not supposed to happen!” It feminizes the man because, according to the commonplace, men aren’t supposed to nurture. Men are supposed to be the “breadwinners.” This image goes well beyond the commonplace, however. Biologically speaking, it is quite uncommon for men to be able to lactate. Therefore, seeing a man breastfeeding a baby seems odd. With these two components, the man is left feminized in several ways. The man is physically feminized because in this commercial the father’s chest is mistaken for a woman’s breast. The man is also mentally feminized due to the mix-up of roles, which are dictated by the commonplace.
The last of the rhetorical devices used is pathos. Pathos is the emotion that is produced by the argument, or in this case, the commercial. As mentioned previously, this commercial shocks the audience. It makes them uncomfortable to see a man breastfeeding a baby. The commercial also brings about a feeling of insecurity in the target audience. Men who have just had children or who are about to already are insecure during this time of change. Many of their habits have to change – they have to buy a minivan, they have to settle down, and there are more responsibilities. The “Get in Shape” commercial plays into and exacerbates this insecurity. This, in turn, brings about a sense of fear. Men fear that this ever so feminizing situation could happen to them too if they gained too much weight. This fear is exactly what’s intended by the commercial – the viewer will run away from his fears at Companhia Athletica’s gym.
The main goal of Companhia Athletica’s commercial, as with most commercials, is to draw out the pathos of the audience. This is because emotion is a powerful driving force. Here, the emotion is fear, which is used to motivate the viewer to go to their gym. Therefore, the advertiser’s aim is to fully intensify the pathos. This is completed by using kairos and commonplace. Indeed, the pathos is made stronger by kairos. While everyone generally has the fear of being overweight, the new parents’ fear is made greater by this commercial – which presents a visual of the possible. Moreover, the commonplace also strengthens the pathos because it causes the audience to feel shocked and uncomfortable – the viewer then is made to fear receiving similar reactions from people, and therefore wanting to avoid this situation at all costs. In the final analysis, the commercial is particularly effective because it uses these rhetorical devices to tap into a real underlying fear that parent will become overweight, and that the man will become feminized, after having children.
Bibliography
Bevinetto Feld, Gina. "New Dads Gain Weight, Too." Editorial. American Baby Magazine June 2004. Parents Magazine. Web. 22 Feb. 2012. <http://www.parents.com/parenting/dads/issues-trends/new-dads-gain-weight-too/>.