ENC 1101 Kevin Maingot Advertisement for Primus Beer Background of picture Released in Brazil in 2008 One of two pictures that were released for this campaign Beer sales increased by 5 from 2008 to 2009 BrazilHelp ID: 372956
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Slide1
Rhetorical analyses
ENC 1101
Kevin MaingotSlide2
Advertisement for Primus BeerSlide3
Background of picture
Released in Brazil in 2008
One of two pictures that were released for this campaign
Beer sales increased by 5% from 2008 to 2009 (Brazil-Help)
This might be because of the intoxicating effect the commercial had on the publicSlide4
Alternative CommercialSlide5
Exigence
“A problem or need that can be addressed by communication” – Grant-Davie
The
Exigence
for this piece of rhetoric is the need to sell more Primus Beer
Maybe resulting from a shortage of sales for a specific month or year
Consequently a commercial was designed to fill that needSlide6
Purpose
The purpose of the commercial contrasts the
exigence
in that the purpose is the response to a situation
The purpose of creating this commercial is to persuade people to buy Primus Beer by implying Primus will help block out the chaos that comes with life
Primus wants you to feel like you’re one of those men or women drinking their beer and having a good timeSlide7
Constraints
According to Blitzer constraints are defined as “
persons, events, objects, and relations which are parts of the situation because they have the power to constrain decision and action needed to modify the
exigence
.” (Elizabeth, Doug. 101-116)
This definition defers from Grant-Davie’s because he does not think the
Rhetor
or the Audience can be acknowledged as constraints
A possible constraint could be age since this commercial is targeting a younger audience. Older generations might not understand what the commercial is trying to convey.
Persons below the age of 18 will be less sympathetic towards the discourse so they can be considered a
constraint
Lastly people who do not drink beer are a constraintSlide8
Audience
The primary audience for this Rhetoric consists of younger men and women who reside in Brazil. This is because of the young and restless image portrayed, which appeals to a younger audience.
All other men and women, below the age of 18, who may illegally obtain and drink beer fall under secondary audience
As well as men and women from other countries who stumble across the ad
Or impressionable childrenSlide9
Context of commercial
The text implies that when drinking Primus
Beer
, not even horrific tragedies or man eating sharks will interfere with the fun you will have drinking
Primus BeerSlide10Slide11
Context of Commercial
The colors of the text parallel the colors of the picture
The golden tan people are full of joy, wielding their golden chalices filled with Primus Beer, and paying no attention to the commotion and foreboding darkness
“No matter what happens” is grey, lowercase, and italicized because it offsets all the disarray in the background of the pictureSlide12
Sources
Elizabeth, Wardle, Downs Doug.
Writing about Writing.
Boston, MA: Bedford, 2011. Print
“Brazilian Beers –
Cervejas Brasileiras.”Brazil-Help
.
N.P.. Web. 30 Jan 2013. <http://brazil-
help.com
/
cerveja.htm