PSYC 100 Study Guide - Rhetorical Question, Agreeableness, Shadhili

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16 Apr 2013
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The rhetorical question, what"s the secret of speed? immediately grabs attention. With details from its effective imagery, simple sentence structures and attractive color choice, the advertisement implicitly gives the consumers the answer to that question: nike products. Instead of showing other postures, the usage of a running cheetah with nike logo on its body, emphasizes the connection between the brand and the fastest animal"s speed. The black background helps focuses on the cheetah that is kept at its original appealing color. By using simple words, the message communicated is clear. The viewers get that the master refers to the cheetah. The advertisement is using the peripheral route of persuasion. Therefore, it does not require the viewers to carefully analyze the ideas being generated. In this case, the animal is easily distinguished. Since it is widely acknowledged that cheetah is the fastest animal, the metaphor constructs the advertisement to be more accessible and easily understood by the audience (stern, 1988).

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