Rhetorical Analysis of Vintage "the doctor makes his rounds" Camel Cigarette Ad In this ad for Camel brand cigarettes the writer attempts to appeal to a mostly female audience by using a conceivably respected professional, statistical data and visual images to back the claim that Camel cigarettes are better than other brands. The beginning paragraph at the to of the ad immediately strikes at "pathos" and "ethos" by describing doctors as honored professionals. He is a compassionate man whose life is defined by helping others.
The mention of children like the one pictured, is targeted at parent's. The author has hit the parent's with a connection to, more than likely, the most cherished thing in their lives, their children. They are both looking up at him with admiration. I think the looking up signifies that the
...y are looking up to not only a compassionate man, but also, up to an authoritative figure. One we should listen to. In the center text we see bold red capital letters to highlight More Doctors.
To me the large red letters stand for Doctor of Medicine, once again instilling the fact that hose aren't Just normal folk recommending their favorite cigarette, but intelligent, well respected professionals. In the next paragraph, we are told; according to a recent nationwide survey, that more doctors smoke camels than any other cigarette. This targets our logos by giving us statistical information that proves Camels are better cigarettes because doctors choose them over other brands. Below this claim is more data to back up the claim.
We also find out that 3 groups were involved in this portion of the ad. This bit
of information would lend itself to the credibility of the claim and leave a smaller chance that the survey was somehow biased. Although a ratio isn't used or a final tally of doctors that actually smoke Camels, the large number used makes you assume that a very large number of doctors smoke Camels. In the lower right hand corner is gimmick pitch. They have made what they're calling a T-Zone. The zone is for how your "taste" and your "throat" can best decide which cigarette tastes best to the consumer.
Although it is a gimmick, it still lends itself to "logos" by laying out a method that would help determine your choice for a brand. It also lends itself to "pathos" by giving you a form of power by having the choice. Finally, the last bit of info at the bottom of the ad tells you that Camel is using more costly tobacco. Once again appealing to your logical side, it would only make sense that higher priced tobacco would taste better than a cheaper product. The ad is specifically targeting women. Rhetorical Analysis-Rough Draft By distemper
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