Rhetorical Analysis of Contemporary Sustainability Advertisement: The Toyota Prius by TBWA

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Essay #: 073804
Total text length is 7,883 characters (approximately 5.4 pages).

Excerpts from the Paper

The beginning:
Rhetorical Analysis of Contemporary Sustainability Advertisement: The Toyota Prius by TBWA
The challenge that contemporary automobile manufacturers face as they try to sell products which are inherently harmful to the environment is that the modern consumer is acutely aware of global sustainability. In order to appeal to the pocketbook of this sophisticated consumer, advertising companies have developed new methods which paint environmentally unfriendly companies in a new light. In favorably connecting the environment to a product which damages the environment, advertisers are able to confuse customers into believing that a harmful product is benign. One particularly keen exemplification of this form of persuasion is in Israeli advertising...
The end:
.....e product. Finally, in its deft demonstration of concrete textual elements, the product is solidified as
a the
best emotional, ethical, and logical choice for the automotive consumer. The purchaser of the
Prius
may still harm the environment, but the car buyer would be the last to believe it.
Figure 1.
TBWA Toyota
Prius
Advertisement.
This figure illustrates the manner in which an advertisement utilizes ethos, pathos, and logos to portray Toyota as a company committed to global sustainability.
References
Hoel
, M., &
Kverndokk
, S. (1996).
Depletion of fossil fuels and the impacts of global warming.
Resource and Energy Economics, 18(1), 115-136.
TBWA.
(2012, January 1).
TBWA.
Retrieved February 1, 2012, from http://tbwa.com/#lsi05ci0b0q