Rhetorical Analysis- Persuasive Sales

ADT Home & Business Security Systems

~WATCO: What are the consequences of going purchasing/installing a home security system on feeling safe and having a peace of mind?
Enthymeme (Claim): Having ADT to back you up whether it be burglary, fire/flood, or another emergency will help a homeowner to not worry about security or leaving their home and loved ones as they're away.
Assumption (Reason): The security system that can be installed is simple and easy. The equipment is free, the company guarantees the coverage of damaged/lost possessions should their system fail.

~Audience: The audience is adults ages 35-80+ who are most likely living in a nicer home/living in a high crime or rough area. Usually, bigger homes which have families or elderly people are more targeted by security systems sales.

~Goal: To place the ADT sign in the front of the house. This gets the customer an entire security system installed in their home with no charge for equipment. Just an installation fee, and connection charges. The sign also serves as an advertisement to others passing by .

~How & Why: ADT is one of the leading security systems in the Unites States. They work with local companies to to hire salesmen and installation crews to handle things locally. ADT partners with GE for some of their equipment.
Typically, the equipment which is usually about $2,000 is free to the customer. They pay about $46 dollars/month for the service, plus a $100 up-front for connection/installation. By allowing a blue stop sign with "ADT" on it, the homeowner will have better chances of warding off unwanted bandits while other who notice it can see which security system is being represented.
The salesman first complimented me on my home and eventually got around to who lives here. He caught my attention and stirred up emotions regarding the safety of the household.
Also, the pitch seemed logical because it was simple paperwork, it seemed inexpensive, and the firm provided direct contact information to the local serviceman should there be any issues. ADT being one of the largest-known companies for security, instills even a greater trust that my possessions would be safe.This was sufficient enough for my concerns.
As far as accuracy, the salesman gave me a good analysis of my home where he explained just what is done to windows and doorways, and the control panel that would be installed.
It was relevant to me since there have been recent burglaries in my town (it happens all over). He stressed how worry-free I'd be and how if the system were to fail, they would guarantee replacement down to the last penny.

~Effective: The salesman had many good things to say, and I suppose that in certain areas it would be rather stupid not to have a security system because of so much theft (For example- in the urban areas of big cities like Mesa, AZ every house along a street I was riding by had and ADT sign in front of it).
However, even though there were no major up front costs, I knew I wasn't in a financial position to pay the monthly service charge. I did keep their contact information if I change my mind in the future.
One thing I might add in effectiveness is their approach. Sometimes it's very private an intruding for a door salesman to come to one's home. But it would be even harder over the phone, and I can't think of any alternatives to this approach. I guess why it's the personality and smoothness of the salesman, and the audience's (customer) mood at the moment whether they want to give him a shot and listen to what they have to offer.


Please note- I do know some people who are in sales, this analysis by no means demerits their occupation or my attitude toward them.

Rhetorical Analysis- Commercial

Carnival Cruise Lines
To see this commercial click here or here.

~WATCO: What are the consequences of going on a carnival cruise on being able to bust out of the norm an feel like a kid again?
Enthymeme (Claim): Going on a cruise will allow you to forget your adult responsibilities and to play and enjoy life as you did as a child.
Assumption (Reason): A Carnival cruise gives you the feeling to do as you wish; as if you were able to participate in the bashing of the World's Largest Pinata which every child imagines.

~Audience: The audience is adults ages 35-65 who are tired of working at their jobs and need a vacation, or who are retired and want to have fun and fulfill their childhood dreams.

~Goal: Carnival who is sponsoring the World's Largest Pinata is trying to get the participants to let loose and join them in a cruise with Carnival. They're all about fun, and there is "Fun for All."

~How & Why: Carnival is one of the largest public names for cruise lines, and they're known to have themed ships to satisfy many tastes (ethos).
Also, the joy and fun of breaking open an enormous Pinata in the middle of town can only be part of what Carnival still has to offer on their cruises. More fun is yet to come (pathos). It's a sufficient idea because it was not merely a message of how fun a Carnival Cruise can be, but they back it up with a preview of the pinata, to get out of the norm, go crazy, take a stab at it, and have fun. It's a typical message because almost anyone who would take the time from regular life to relax and play on a cruise, would also be one to go out on the street watching and wanting to whack the giant pinata.

~Effective: As the end of the commercial claims, "Fun for all, all for fun," there are many options Carnival can satisfy you with. It seems almost like a guarantee statement of, "Whatever you picture as being fun, we can accommodate you." For this audience, it's effective on waking up the individual to enjoy life from time to time. Take a cruise with Carnival.

If you'd like to see an additional commercial featuring giant beach balls being dropped from buildings onto the public streets below please click here.

Video- courtesy of Carnival Cruise Lines
REALLY- both the pinata and the beach ball stunt broke world records which earned them more recognition, and Carnival got free TV time out of it.

Half Birthday

I've never really celebrated my half birthday before, but my roommate is really into it, and we found out that mine is Saturday the 24th! It really is fun for me because since my birthday is in the middle of summer I wasn't around my school friends. Don't get me wrong, summer birthdays are the greatest because you don't have school/work commitments.

I think I'll make a half birthday cake as my friends sing the phrase, "Happy birthday to you happy birthday to you.", watch half a movie, and anything else I can think of doing half way.

Also, Happy 1/2 Birthday to my niece, Kailani this week!

Rhetorical Analysis- Print/still Ad

~Argument: The audience is being persuaded by Nivia Sun's, Autobronceant self-tanning lotion. This product will work where ever you go. No sun is needed.

~Audience: Young to middle-aged people (though mostly females) who have a busy lifestyle and cannot go tanning, or they don't have the resources or time to get a real tan.

~Goal: The ad is trying to persuade the audience to purchase Nivea Sun lotion (product). Buying the product can help you achieve a desired darker skin tone.

~How: Nivea, a well-known skin care company gains the trust of the audience by placing their product (with their name) in the corner of the ad. The setting of a solemn church is broken up by the beach towel that invites the viewer to break out of what is expected and proper (The gloomy tone of the chapel vs. the casual and almost animate beach towel lounging on a pew, and the orange sun-like lotion bottle in the corner). Even though one could be in church, it's like they're out on the beach sunbathing. Their tag line reads, "The sun goes, wherever you go." Logically, it's portable, convenient, quick, and safer than the sun's UV rays.

~Effective: This ad is quite effective. The playful beach towel contrasted against the reverence of a church is appealing to the 'rebellious' age-group. It's not a huge sacrifice, and it will save you time.


Ad Credit: Advertising Agency: TBWA/Frederick, Chile
Executive Creative Director: Pablo Leiva
Creative Director / Copywriter: Cristian López
Art Director: Gonzalo Arévalo
Illustrators: Osvaldo Salazar, Gonzalo Arévalo
Photographer: Alfredo León

Disclaimer

If you happen to come across my blog, I just wanted to let you know that I'll have some posts that may just seem random. I'm in a writing class where part of the curriculum is to blog once a week about a particular topic. My professor grades the posts by viewing the blog.

If you feel like reading them, I'm okay with that. I just wanted to give you a heads up. ("You" meaning no one as of today when I post this, there are no followers.)

I created this blog during the holidays and haven't found time to post much. School is crazy, but I'll try to update it often.