Mark Twain once said “Many a small thing has been made large by the right kind of advertising” (Brainy Quote). As explained here, effective advertising can develop a starter business into a multi-million dollar company. Whether it be in an attempt to sell a product, persuade someone into thinking a certain way, or extending an idea, advertising makes a difference and is often the optimum course in achieving a goal. In order to fulfill its purpose, advertisements generally use vivid imagery to entice a consumer. To sell a product is the purpose of this specific Aunt Jemima advertisement. This vintage ad was first published in the 1950s, when after sixty-eight years of existence, the company introduced the Aunt Jemima Buttermilk Pancake and Waffle Mix. Due to the freshness of this particular merchandise, the company used the advertisement method extensively, but paper ads were not the only medium of exhibition, moreover, the company made television commercials displaying families making, not only pancakes, but Aunt Jemima’s pancakes. Advertisement became an immeasurable source of growth nationwide. This was prominent due to the increase in consumer goods in the era, which came as a result of the recent economic depression from World War II. After the country gained its stability, the advertisement business grew substantially in pursuit of product exportation increase. The main focus point of this specific flyer ad actually is the Aunt Jemima pancake mix rather than the company’s other popular products including the name brand waffle mix and syrup. On a musty white background with the subtle yellow of the sun, Aunt Jemima’s face is showcased alongside an image of perfectly fluffy pancakes drizzled with syrup. To reach the reader, the advertisement flaunts bright, bubbly words that appeal to the senses, consequently intriguing the nostalgia of the good ole days. Mirroring the text, Aunt Jemima is dressed in red and yellow garb. These colors, radiant and spirited, typically convey happiness when used in such a manner. Most likely the bright colors were chosen as a method of energizing the consumer as well as appealing to their emotions. The ad is filled with examples of the literary device pathos as nearly every line of text appeals to the senses as the pancakes are repeatedly described as “light,” “tender,” and “melt in your mouth” good.
…show more content…
The literary uses of ethos and logos also appear within the ad. Ethically, the ad tries to connect with readers by making claims such as “homemakers everywhere choose” and “...more women prefer Aunt Jemima than all other brands combined.” These are used in a sense of “well everyone else is doing it” in hopes of convincing homemakers and women to buy their product. The rhetorical device of logos is promptly depicted in the role of a special offer that reads “3 piece Aunt Jemima spice set!”. By including this, the ad is persuading readers to purchase their product now as, logically, it would be the intelligent choice with the added merchandise. Several captions found in the advertisement were given the obvious purpose of persuasion. Accordingly, the first caption displayed in bold text is an immediate eye-catcher. The line reads “Wake up to Aunt Jemima Pancakes!” and ultimately is included to persuade the reader to eat this specific brand of pancakes for breakfast. The second caption, which says “So light - so tender they melt in your mouth!”
The literary uses of ethos and logos also appear within the ad. Ethically, the ad tries to connect with readers by making claims such as “homemakers everywhere choose” and “...more women prefer Aunt Jemima than all other brands combined.” These are used in a sense of “well everyone else is doing it” in hopes of convincing homemakers and women to buy their product. The rhetorical device of logos is promptly depicted in the role of a special offer that reads “3 piece Aunt Jemima spice set!”. By including this, the ad is persuading readers to purchase their product now as, logically, it would be the intelligent choice with the added merchandise. Several captions found in the advertisement were given the obvious purpose of persuasion. Accordingly, the first caption displayed in bold text is an immediate eye-catcher. The line reads “Wake up to Aunt Jemima Pancakes!” and ultimately is included to persuade the reader to eat this specific brand of pancakes for breakfast. The second caption, which says “So light - so tender they melt in your mouth!”