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Art is a communication channel by which people share their thoughts and where people react to challenges that they face in today's world. A contemporary facet of art addresses the topic of marketing and how marketers use visual devices stylistically to transfer the message to the intended audience and persuade them to purchase a product or service. McDonald's is an example of a company that has mastered the art of persuading the reader to accept the facility through the use of various means of appeal. Some of the key techniques used are covered in Wayne C. Booth’s writing, the Rhetorical Stance that overall has enabled the use of rhetoric as a criterion for making the purchase decision. The advert by McDonalds featuring a group of people having a meal in an open space makes use of appeal in convincing the reader is thus successful at manipulating the target group in making the buying decision.
One way the subject is convincing is through the inclusion of the principles of rhetoric in the context of the pendant’s stance. It involves the idea of trying to establish a relationship with the audience so that in the process of engaging the reader, there I already an element of trust. It is comparable to the principle of emotional outlined by Aristotle from the apprehension that emotional appeal tends to arouse the reader’s feelings in getting them to believe that having dinner at the facility would constitute aa memorable experience. The primary concept in the usage of emotion is that author often requires the audience to make decisions based on how they will feel pitiful and angry at the outcome it they do not support the idea (Aristotle 3). The illustration that approves the use the pendant’s stance is in the mood of happiness that the advertiser seeks to use to establish a connection with their target audience. The rhetorical appeal thus involves McDonald trying to lose sight of the topic and the reader and only seeks to engage with them intuitively. The advertiser thus successfully underpins the relationship between the audience and the speaker to enable the reader make conclusions based on how best they perceived the issue at stake. The pendant stance is, therefore, a successful technique in the advert and bridged the gap between the reader and the speaker.
The advertiser’s stance as an appeal technique defined by Booth is another central basis that the company uses in convincing the reader. The principle of this form of appeal is on the basis of ensuring that the opposite of the pendants felt while the reader is going through an advert. It will thus involve building associations that are based on the advertiser focusing on themselves in the process. Booth describes it as “the individual personality that springs out at us…for the sake of selling itself” (27). Success at this strategy would, therefore, mean that the advert has to be convincing in a way that the reader only draws meaning to it. From the assigned image, the goal is achieved through the advert highlighting the statement “We do it all for you.” It creates an impression where the advert is trying to market themselves to the reader by focusing on themselves and ensuring that they are understood. The core consideration in utilizing this approach when making arguments is that the author ensures they include various pieces of evidence and claims that would invoke the reader to believe that the company making the advert is worth trying it. This approach is likely to make the customer become convinced that the products offered in the facility are good. The use of this technique can, however, involve bias because while facts is that the company prides itself for having the ability to meet its customer’s needs, it is only a hypothesis, it would thus require the reader to engage with the facility before they can realize the worth in the statement. It can therefore be summed that the use of this approach is not as efficacious in this setting compared to the other techniques.
The last approach used as an advertisement technique to appeal to the reader into having a meal at the McDonalds is the entertainer’s stance. Theoretically, it is the approach that makes use of the skill of disregarding both the reader and the subject in the process and focusing on the message in manner that seems like showing off. It is described as the “the individual personality that springs out at us…for the sake of selling itself” (Booth 27). It is the technique where there is too much focus on the need to create interest devoid of conversing the subject in a personal way. It is comparable to the appeal technique outlined by Aristotle where the advertises focusing on creating meaning through reason. The logical appeal is thus comparable to the advertiser’s appeal from the sense that they both try to create meaning out of an argument or issue at stake. The image presented makes use of this technique in a natural way because of the us of the statement, “there’s no tipping and the kids love it.” The use of kids as a reference is meant to involve a feeling of being attracted to the food but the adverts distances itself from the company at that moment and the children are used to make the logical appeal. Furthermore, the appeal does not make use of the target because it does not involve making a statement to lure the parent directly but instead it is made in an indirect manner. This way, the reader learns that because children appear to like the facility without being coerced it would mean that it is reasonable use MacDonald’s. The technique is highly efficacious in the delivery of the message as it is an indirect approach that is not subject to bias from the reader’s or the author’s perspective.
In summary, it is worth highlighting that the advert by McDonalds convincing the reader to make the buying decision and become a member is highly successful. The advert makes use of three kinds of appeal to draw relevancy graphically and can thus be perceived as a successful way of luring buyers. The first approach is the pendant approach, where the target audience is engaged directly. The entertainer’s stance is also included and makes use of the convincing ability by the reader in the understanding of the image and its relevance. The last technique and that is highly successful is the use of the advertiser’s approach with the focus on the audience being relevant in this case. All these techniques are comparable to Aristotle’s rhetorical appeals and are highly effective in convincing the reader.
Aristotle. Rhetoric. N.p., 2010. Print.
Booth, Wayne C. The Rhetorical Stance. National Council of Teachers of English. 1963. Print
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