Ad Analyzation

http://adflip.com/addetails.php?adID=12828&showLargeJpg=yes

This motorcycle ad may seem merely catchy but behind its seemingly magically appearing allure is an extremely simple formula used to persuade in any great ad and consists of the combination of the three basic methods of persuasion; ethos, pathos and logos. These three perfected methods are portrayed brilliantly and prove quite seductive in the ad.

Ethos, which is this ad's appeal via revealing how reliable the product is based on its credentials, is obvious in the text shown on the image. By informing the audience that the motorcycles benefit from "Formula One Technology" and "traditional hand craftmanship", one may feel drawn to the product because of the emphasized trustworthiness. After all, Formula One Technology is superior technology, and thus can be found reliable. Even if readers haven't heard of the name, the way in which it is stated is just boastful enough to resound in a mind as awe-inducing, and an awe-inducing boast must indeed logically be backed up by truth. "Traditional hand craftsmanship" even seems to scream "trust me!", for who doesn't automatically register a hand-crafted item as being not only artistic but perhaps perfected? It is a natural connotation of "hand craftsmanship." Also, "traditional" is a huge plus because although we may not see it so plainly, we, as humans, totally base our lifestyles off of traditions because it is in our nature to do so. Thus, tradional ways are so appealing in their comforting essence. The ad claims too that the motorcycles are "sold by a very select group of dealers." This emphasizes again that the quality is of the highest kind because its dealers are "select," a term so commonly associated with the best of the best. The article on the image goes on to state that "Cycle Canada Magazine called the new Sprint RS 'sublime'." This further proves the product's credentials because a motorcycle magazine, which must of course know all there is to know about motorcycles, would go as far to call their product "sublime"! And ethos doesn't stop there. The largest words on the ad, the ones that actually catch the attention of potential readers, state "The Empire Strikes Back," practically a joke, but such a clever one! The "Empire" can be seen metaphorically as the bike, and that is in most apparent terms of the aspect of power. This furthers the motorcycle's credentials in associating it with such a popular theme as Star Wars. Even the first words of the following article begin as did Star Wars. How witty!

Pathos, an appeal to the emotions, is visible in the ad in several ways as well. The motorcycles shown can all be seen as going very fast because the backgrounds are all blurry. This demonstrated speed incites excitement and even a taste for adventure or at least adrenaline. The pictures have all been shot at angles that make the motorcycles look extra dangerous just to provoke this enchanting excitement. Also, the article states "Fancy a bike with the pugnacious attitude of an English bulldog? The Speed Triple is your ride." Not only is this clever and slightly amusing, -humor which also appeals to emotions-, it targets prime audience. Obviously motorcycle customers are looking for adventure and speed or they would not be such customers. And anyone looking for a bike of adventure and speed would surely appreciate an analogy of a bike to a bulldog, as both have connotations of ferocity. A ferocious bike means a speedy one.

Logos, which seduces the reasoning human side, too is shown. The article says that "each Triumph is backed by a two-year unlimited mileage warranty." This is a plain fact of the benefits of buying the product. A customer will always be weighing the benefits and cons before buying, and the more benefits they detect the more likely they are to buy. It also states "each Triumph is crafted in the world's most modern motorcycle factory in the English midlands." This is another benefit because more modern typically indicates much better quality.

Ethos, pathos and logos have been utilized to such a degree of perfection in this advertisement that it's practically impossible to not buy a motorcycle after reading it.