A Rhetorical Analysis Of Proactiv Advertising

The “Proactiv” ad that was posted in the September 2011 edition of Seventeen magazine is one of the more popular ads. Proactiv ads have recently been promising to give people confidence. This specific one features Katy Perry, a singer, songwriter, and actress. Perry is shown in a close up shot to reveal her near flawless skin. I believe the ad is meant to make insecure teenage girls feel like their product will make them feel confident. By being published in Seventeen magazine, the ad will be seen by millions of young girls around the world. This ad has a universal theme. No matter what culture you're from, you can relate to the desire to have more confidence.This ad includes all three rhetorical tools. The use of ethos is obvious with the use of Katy Perry as a celebrity model for the ad. Celebrities can help companies make people buy certain products. The people viewing the ad begin to believe that by buying the product, it helps them to be more like the person shown in the advertisement. The consumer is supposed to …show more content…
The words in the ad are “I am not polite, I am proactiv.” Perry uses the words as if they are contrary to each other. She’s trying to say that she is proactiv in the way that she takes good care of her skin, and she regularly uses the product. Her not being polite would refer to the fact that she doesn’t play when it comes to getting rid of her acne. Logos and Ethos are used togetherby offering a money back guarantee if the product doesn’t work in your favor. This statement gives buyers a sense of assurance. They don’t feel like they are taking a risk if they can eventually receive a refund. It makes the customer feel more confident that the product they are about to spend their money on will work. Since the product isn’t really that expensive, most people don’t waste their time to call to get the money back even if the product isn’t as efficient as it’s expected to