Durham 1 Teresa Durham Dr.

Lauren Mason English 1101H-101 23 September 2013 Rhetorical Analysis of Pulpy Advertisement Saatchi & Saatchi is an advertisement agency that is from Russia and has set up camp in New York. Saatchi & Saatchis motto, if you will, are Lovemarks: Lovemarks transcend brands. They deliver beyond your expectations of great performance. They reach your heart as well as your mind, creating an intimate, emotional connection that you just cant live without. Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks are a relationship, not a mere transaction. (Lovemarks) This advertisement is within a newspaper and has a growing stain that leads up to an ad on the fourth page to show a seed from an orange, which is what Pulpy (the Lovemark in this case) is made from, to demonstrate how juicy the pulp is. Because the challenge is to see whose product is the juiciest, the execution is the rhetoric of this propaganda, plain and simple. It is so juicy even the printed image is exuding pulp. The tone of this ad is just like the ad itself; and that is an informative, attractive advertisement. The intended audience, I believe, are stressed businessmen and women that need to hydrate who just do not have the time. This propaganda wishes you to buy Pulpy and integrate it into your life to become part of your lifestyle. There is a larger picture surrounding this propaganda. By that I mean to say there were a few things that influenced this advertisement for example:

Durham The international NDS screenings are presented in partnership with Cannes Lions and LBB Online. After the reel of directors is shown, there will be a panel discussion lead by acclaimed Russian cinema and advertising directors - Petr Buslov, Dzhanik Faiziev, Roman Jirnih and cinema expert Vsevolod Korshunov. The moderator of discussion will be Ekaterina Cherkes-zade, a director of the Moscow Film School. Every year Saatchi & Saatchis Worldwide Creative Board selects the very best of new directing talent for the reel, after sweeping the globe for outstanding work from the past 12 months. (News) This showcase was aired August 30th whereas this advertisement was printed for September 19th. At the end of this article it discusses what is affecting the way we create and share ideas. This is being quoted because the actual advertisement is exactly what they were showcasing and they demonstrated that in their very next article. Who thinks to intentionally put a large stain on a popular newspaper? That is someone who is thinking creatively and is interested in sharing ideas on a large scale. The message of this ad is to spread the word in a creative way that Pulpy is the juiciest orange juice out there. Despite it being very obtuse, the point comes across clearly in the original advertisement. The ad itself is represented nicely. For example, the endorsement has lively colors that keep you interested and your eyes moving. The rhetorical analysis being utilized is logos because every move in this article is aimed in a logical way to tell you that Pulpy is the juiciest no matter how you look at it. They try very hard to make it a fact by giving you the impression that all it can be is created evidence that the seed from an orange used for the making of Pulpy orange juice is so juicy its permeating the rest of the newspaper.

Durham 3 There are a number of items the creator of this advertisement assumed and those are the fact that most people will read the newspaper and that the more pulp in orange juices the better. However, he does know enough that he uses subtle imagery to get the point across without getting to the ad yet. There are several pictures for businessmen and people drinking water that are covered in the orange stain. As I stated earlier, office workers are mostly dehydrated and lacking vitamin C, but they do not have the time to worry and deal with everything that involves being healthy. This is the juiciest solution they could come up with. Pulpy will keep you hydrated and right on schedule is a message you could also get from this ad. There are many reasons that a newspaper and that an orange is featured inside the bottle of Pulpy and the English version of the advertisement explains every one: Challenge: Communicate that Pulpy contains the juiciest orange pulp. Creative Solution: In order to demonstrate this we have placed orange juice stains on 4 consecutive pages giving the impression that the newspaper pages are soaked with orange juice coming from a single juicy orange pulp cell, portrayed in our ad. Using a traditional medium, the newspaper, in an innovative way we have intrigued the viewers, grabbing their attention towards our product. Line: What a juicy pulp (Ad)! This advertisement takes thinking out of the box to all-new levels. Saatchi & Saatchi are pushing the limits and who knows what they may do next (see fig. 1 on my online journal under journal entries).

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Works Cited:
Pulpy orange juice in Russian newspaper (2013); rpt. What a juicy pulp! Metro. Ads of the World, September 2013. Web. Sept. 2013 Lovemarks. Saatchi & Saatchi. n.p. Web. 21 Sept. 2013 Moscow Screening for Saatchi & Saatchi New Directors Showcase. Saatchi & Saatchi. 27 Aug. 2013. Web. 21 Sept. 2013