Rhetorical Analysis Of A Commercial

Deconstructing Desire: A Rhetorical Analysis of a Dove "Real Beauty" Commercial

This article provides a detailed rhetorical analysis of a Dove "Real Beauty" commercial, exploring how the advertisement employs various rhetorical strategies to persuade its audience. We will examine the commercial's use of pathos, ethos, logos, and visual rhetoric to achieve its persuasive goals, ultimately revealing the sophisticated construction of its seemingly simple message. Understanding the rhetorical techniques used in advertising helps us become more critical consumers of media and more discerning individuals in our daily lives.

Introduction

Dove's "Real Beauty" campaign, launched in the early 2000s, significantly impacted the advertising landscape by challenging traditional beauty standards. This analysis focuses on a specific commercial from this campaign (the specific commercial needs to be identified for a truly in-depth analysis; for this example, let's assume it features a diverse group of women of different ages, body types, and ethnicities, participating in activities that showcase their individuality). Through careful examination, we will dissect how this commercial constructs its argument and persuades its audience to connect with Dove's brand and its message of body positivity.

Ethos: Establishing Credibility and Trust

The commercial establishes credibility primarily through its visual rhetoric. The depiction of diverse women actively engaged in everyday life – laughing, working, interacting – immediately sets a tone different from traditional beauty advertisements. Instead of showcasing unattainable ideals, the commercial presents "real women," fostering a sense of relatability and authenticity. This approach subtly challenges the unrealistic standards previously set by the beauty industry, creating a more inclusive and trustworthy image for Dove. The use of real women rather than models further reinforces this ethos. By directly showing the audience members they can relate to, the commercial implicitly argues for the brand’s understanding and acceptance of real beauty. This is reinforced by the commercial’s underlying message; it never explicitly tells the audience they should buy Dove products, instead implicitly suggesting that self-acceptance and appreciation for real beauty are desirable goals. This understated approach adds to the credibility and trustworthiness of the message.

Pathos: Evoking Emotion and Empathy

The commercial masterfully utilizes pathos to evoke strong emotional responses in the viewer. The selection of music, often uplifting and empowering, immediately creates a positive and emotional connection. The close-up shots of the women's faces, highlighting their individual expressions of joy, confidence, and contentment, further amplify this emotional resonance. This visual storytelling cultivates empathy; the audience sees themselves reflected in these women, irrespective of their backgrounds or physical attributes. The commercial doesn't shy away from portraying women in unglamorous situations but highlights their genuine emotions and experiences. This contrast between the everyday and the celebratory evokes a sense of authenticity and understanding, creating a powerful emotional bond between the viewer and the advertised product.

Logos: Constructing a Logical Argument

While less explicit than the appeals to ethos and pathos, the commercial subtly employs logos. The underlying argument is that true beauty encompasses diversity and self-acceptance. The visual representation of diverse women – different ages, body types, ethnicities, and backgrounds – serves as a logical counterpoint to the historically narrow definition of beauty promoted in mainstream advertising. By showcasing this diversity, the commercial implicitly argues that beauty is not monolithic but rather a spectrum of experiences and appearances. It's a logical argument presented visually, rather than through explicit statements or statistics. The commercial implies that Dove understands this diverse spectrum of beauty and caters to the needs of all women, not just a specific archetype.

Visual Rhetoric: The Power of Imagery

The visual elements of the commercial are crucial to its overall persuasive impact. The use of natural lighting, candid shots, and unfiltered portrayals of women contribute to the feeling of authenticity and relatability. The absence of heavily edited images or artificial enhancements emphasizes the natural beauty of the subjects and supports the message of self-acceptance. The use of color is also carefully considered; the warm, natural tones create a comforting and inviting atmosphere. Even the positioning of the women within the frame is deliberate. They're often shown interacting naturally with each other, fostering a sense of community and shared experience, reinforcing the idea that beauty is something celebrated collectively.

Kairos: Seizing the Opportunity

The timing of the "Real Beauty" campaign was also strategically significant (kairos). Released during a period of increasing social awareness about body image issues and unrealistic beauty standards, the campaign tapped into a growing societal desire for more inclusive and realistic representation of women in media. This responsiveness to the socio-cultural context helped the campaign resonate deeply with its target audience. The commercial cleverly leveraged this opportunity, becoming a symbol of a larger movement towards body positivity and diversity in advertising.

Analyzing the Soundtrack and Music

The music accompanying the commercial is meticulously selected to amplify the emotional impact. Uplifting and positive melodies, often featuring female vocalists, reinforce the message of empowerment and self-acceptance. The music underscores the emotional journeys of the women depicted, creating a powerful synergy between visuals and audio. This careful selection of music isn't arbitrary; it's a conscious choice to enhance the persuasive effect of the overall message. The emotional tone set by the music is integral to the overall message of self-acceptance and body positivity.

Analyzing the Use of Language (If Applicable)

While visual rhetoric is predominant, some commercials may incorporate verbal elements. If a voiceover is present, a detailed analysis of its tone, language, and message is essential. Consider the vocabulary used, the sentence structure, and the overall message conveyed. Does the language reinforce the campaign's themes of inclusivity and self-acceptance? Or does it employ other persuasive techniques, like appeals to authority or emotional manipulation?

The Commercial's Overall Effectiveness

The Dove "Real Beauty" commercial's effectiveness stems from its holistic approach to persuasion. By skillfully weaving together ethos, pathos, logos, and visual rhetoric, the commercial transcends a simple product advertisement. It becomes a powerful statement about beauty, self-acceptance, and the importance of inclusive representation. The campaign's enduring legacy is a testament to its effective use of rhetorical strategies. The campaign’s long-term success suggests that its message resonated deeply with a large audience.

Conclusion: Beyond the Sale

Analyzing this Dove commercial reveals that effective advertising is far more than simply showcasing a product. It's a sophisticated exercise in rhetoric, carefully crafted to influence our beliefs, values, and behaviors. By understanding the rhetorical techniques used in advertising, we can become more critical and discerning consumers, less susceptible to manipulative messaging, and more aware of the persuasive power of media. The Dove campaign demonstrates the potential of advertising to promote positive social change, challenging traditional norms and contributing to a more inclusive and representative portrayal of women in the media. The analysis highlights the power of visual storytelling, thoughtful emotional appeals, and a strategically timed message to achieve a truly impactful and lasting campaign. More importantly, it showcases how advertising can effectively communicate something beyond just the sale of a product, building a brand identity based on shared values and positive societal impact.