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Rhetoricians today attempt to know better every kind of important symbolic action - speeches and articles, yes, but also architecture, movies, and television shows, memorials, as well as visual art, Web sites, advertisements, photos and other images, dance, popular songs, and so forth. Even physical bodies of various kinds make arguments too - through hair styles, clothing, musculature, make up, prosthetics, and piercings of various kinds. Doesn't a woman who drinks smart water in order to appear like a living "lady who never sweats" (as a young woman in the above advertisement named Jennifer Aniston) embody arguments about the importance of our culture of a particular version of beauty?
This image appeals to young women striving to establish themselves as unbound individuals. Easily, Jennifer Aniston dominates the advertisement. She has the look of all-American girl next door. Her appeal is a demanding one, as she does not really on makeup but a runway model's cheekbones for her beauty. Her blonde look gives her hairs freely rides a stirring breeze. Unconcerned with the order of a particular style, she enjoys the looseness of her spirit. The ad tells us how drinking Smart Water allows achieving the good look as Jennifer Aniston did and liberated indifference without appearing vain.
Here the use of a celebrity can be particularly powerful, especially when the brand is establishing a new category where customers need the reassurance and leadership an appropriate start can give them. Clearly, there are many ways in which 'luxury' and 'modernity' can be expressed in terms of imagery and brand proposition and the use of celebrity is but one of the routes that may be considered. Smart Water ad is an excellent example where the use of Jennifer Aniston has helped create a new brand identity and positioning in a market with strong tendencies to commodity.
In the case of celebrity, the reasoning is that is famous person believes the product is good, you can believe it, too. For the advertising to be effective, however, the tie between the product and celebrity should be clear. In this ad the tie is very clear. Ideally the advertiser decides what meaning the Smart Water should convey (that is, who should position the item in the marketplace) and then chooses Jennifer Aniston will make a good endorser. The score included level of familiarity with a name and the number of respondents who indicate that a person, program, or character is a favorite. In sum, the use of ethos is very successful in this advertisement.
In this advertisement, Jennifer Aniston wears sports bra and pants; shows off her tight belly with sweat on it; holds the Smart Water in her hand. The series of actions act like stimulus to excite the customers' brains and make them feel the water is closely coherent with working-out. The phrase "Workout Partner" is colored blue to expose its coolness to its audience to give them a fresh feeling. The phrase "I drink smart" has two meanings; the first meaning is "I pick the right water to drink", and the second meaning is to emphasize the name of the product: Smart Water. This phrase produces the connection between drinking smart and the product Smart Water to pass people a message: only the smart people drink Smart Water. Certainly, no one think they are stupid, and many of them will become eager to buy the water. Therefore, the use of pathos is effective in the advertisement.
Summarizing isn't simply the unanalytical reporting of information; it's more than just shrinking words. In this ad, the text below the picture can be seen as the use of logical fallacy because it has no proof to back it up. At best, this does very little logical connecting among the parts beyond "afterwards". Summary that is just enlisted tend to dollop out the information monotonously. This omits the thinking that the ad is doing - the ways it is connecting the information, the contexts it establishes, and the implicit slant or point of view. Most readers tend to get too single-minded about absorbing the information. That is, they attend only to the what: what the reading is saying or is about. They take it all in passively. But this can deliberately shift the focus to how it says what it says, and why.