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It did not take me long to decide on what ad to analyze while thumbing through People magazine. The ad displays a new body bar with massagers by Olay. In addition to the visual appeal were scratch and sniff sections. I was mesmerized. Who wouldn't want to feel like they've just stepped out of a spa in their own shower? A luxuriously clean experience is what most would love to experience. The layout contains decorated bar boxes and actual bars showing the massaging points balanced together perfectly in the center. To add to the peaceful mood was a sea of light blue waters filling the white space. It was a dream from paradise. The slow ripples flowing from left to right added wonderful movement. Even better is the claim that states the product is "A lavishing bar that breaks the mold without breaking the bank" (Olay). You mean I can have the pampering of a movie star at a reasonable price? Consider me a customer.

Elements of an Effective Layout

According to Dorothy Cohen's "Elements of an Effective Layout," it is imperative that ad designers consider balance, proportion, movement, utility, clarity/simplicity, and emphasis. Cohen reminds us that "The message to be communicated may be sincere, relevant, and important to the consumer, but because of the competitive 'noise' in the communication channel, the opportunity to be heard may depend on the effectiveness of the layout" (Cohen 214). Basically, create an advertisement that is visually pleasing and smartly promoted using the key elements. The most important element is unity because it ties the laces of the advertisement together. Unity brings together all the elements by using basic shapes, sizes, textures, color, and mood. The least important element would probably be movement. I have noticed that movement is not included in all advertisements. It seems to be an added bonus feature that is not vital in the promotion of the product. I remember discussing some of this in high school journalism when I was a news writer. That was years ago, so it is a wonder the information has stayed in my head.

Democracy of Goods

In Roland Marchand's Democracy of Goods, the main idea is that companies should promote equal access to products. He uses a Cream of Wheat advertisement for a model of consumer democracy. The ad speaks of a wealthy child who was "born with a silver spoon." One of the luxuries provided to him is enjoying Cream of Wheat for breakfast. This appeals to lower class consumers as they are able to afford this fine food. Perhaps subconsciously they think if they eat Cream of Wheat they, too, can have a taste of the sunshine. The ad states, "Every mother can give her youngster the fun and benefits of a Cream of Wheat breakfast." The claim appeals to the parent, who strives to give her child the best opportunities available. This type of ad works well for common products like cereal, but not for higher-end products truly associated with the rich.

Advertising

It takes a creative advertisement to capture my attention. I am sure that most would agree that advertising has become obnoxious. I enjoy the ads that utilize humor. Call me silly if you like, but my friend and I laugh uncontrollably at the all-state insurance commercials. She has them all downloaded on her phone. The guy in the commercials slips into different characters in order to show viewers how important reliable insurance is. One favorite is where he acts like he is a direction device on the phone. He tells the driver, "Turn right...NOW!" The guy turns on to a sidewalk full of people while crashing into cars. Then the character smiles as he says, "You have reached your destination."

Another ad I have admired is one that does not utilize humor, but uses fashion and comfort. It's the pajama pant infomercial. Who wouldn't want to look good while wearing jeans that feel like pajamas? Heck, yes. The only problem is they are $50 per pair. That is a turnoff.

Effective Argument

Dr. Martin Luther King, Jr. wrote a very effective persuasive letter. He used an assertive and intellectual tone along with emotion to appeal to readers. As he writes to his jailers, leaders of the community, fellow blacks, and the nation as a whole, Dr. King justifies his actions and encourages those being oppressed to stand together and denounce the hate against them. Emotion was used a few times during the letter, which was an effective way to reach out to the readers and let them feel what Dr. King felt. For example, "But when you have seen vicious mobs lynch your mothers and fathers at will and drown your sisters and brothers at whim..."(p. 158). This thought goes on for many more lines as he describes emotional details of how tormented life is for the blacks. Dr. King uses Bible passages to appeal to his fellow clergymen and others in an effort to demoralize segregation. Overall, his letter was delivered in an effective way in order to convince others of his views and to justify his actions. It was a good example of how a persuasive piece should be written.

Topic!

The topic for my persuasive essay involves the importance of manufacturing and purchasing American made and owned products. Brief supporting points include creating new jobs to decrease the unemployment rate, generating money back into the American government, and producing safe products. It is not difficult to purchase American made merchandise. There is a website I will include that offers a list of common American made store products that are easy to purchase without much price difference. I hope this topic is acceptable!

Logical Fallacies

1. Bandwagon Appeals

    Example:  It is okay if I smoke cigarettes. Everyone else does and they are fine. I've known people who have smoked for years and they are very healthy individuals.

     Fallacy Explanation:  Smoking is statistically unhealthy. The website for the Center for Disease and Control states that over 443,000 Americans (over 18 percent of all deaths) die because of smoking each year. Secondhand smoke kills about 50,000 of them.

2. Name Calling

    Example:  The 43rd president of the United States, George Walker Bush, is an ignorant redneck from Texas.

    Fallacy Explanation:  George W. Bush has a lot of education under his belt and is known for being the "education president" for promoting learning. According to Wikipedia, Bush attended Yale University from 1964-1968 and received a degree in History. Later, in 1975 he earned his Masters of Business Administration from Harvard. He is currently the only president who has earned an MBA.

3. Polarization

    Example:  Politicians are all dishonest liars.

    Fallacy Explanation:  It is unfair to group politicians together and define them all as having untruthful personalities. There are several politicians whose agendas are to fight hard for the citizens and offer feasible solutions to pressing issues. Let us not forget Honest Abe!