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The Piano Gallery was small company that specialized in selling various types of
pianos. There are many components that make up a business. This particular business established
what type of company they wanted to portray to the public. After analyzing the Piano Gallery’s
physical environment of the business, the difference between them and their competitors, the
visual aspects and written rhetoric of their technological advertisement, one was able to
recognize the elegance and care the business portrays.
The Piano Gallery’s visual aspects of their technological advertisement gave one a classy,
simple, relatable humor perspective of the company. Using their website, Instagram, and
Facebook, their potential customers were able to envision what type of business the Piano
Gallery was. These strategical efforts were not only implemented by the visual aspects of the
advertisements, but also the written rhetoric.
The written rhetoric that was developed advantage of the tools of ethos and evocative
diction to portray the type of company they were to their audience.
Ethos was one of the key rhetorical tools that was used to establish the technological
advertisement for the Piano Gallery. The purpose of the development of ethos was to gain
relevance to their targeted audience. According to the current social media marketing team, the
core target market was comprised of adult musicians, music enthusiasts, churches, and families
(Martinez et al. , 2016, p. 1).
Instagram was a social media platform that was used to help create this ethos, “Shelves
and shelves of instructing music books for not only yourself to learn, but also your aspiring
children!” (PianoGalleryUT, 2016). The caption described what the picture looked like, and how
to use the music books to benefit one’s children. By including one’s children in the caption, the

The tweeted caption was used to attract music enthusiasts. for it gained relevance to the audience. and then expanded the beneficiaries to their children. This evocative diction gave a connotation of reassurance to those who viewed the description. The official website used specific and evocative diction to advertise the different types of pianos that were sold. The description of their selection of grand pianos was. The rhetorical tool of pathos was underlined when evocative diction was practiced because the words evoked emotions from the intended audience. This attraction affected the Piano Gallery’s written rhetoric because of the relevance that the post created. especially those with a “piano heart” (PianoGallerySLC. We offer a wide array of options that will make sure you get both the quality and sound you want”(Piano Gallery. 2016) did not only enjoy visual art of pianos. 2016). the Piano Gallery twitter handle. 2016). This type of ethos helped the Piano Gallery attract potential customers because of the relevance it pertained to those who viewed the post. and view the true art the pianos offered.THE PIANO GALLERY 2 post developed ethos. particularly those who adored the piano. It initially included the benefit of the music books for the consumer themselves. Music lovers. encapsulating the attention of their target market—families. On March 23. 2016). “See our careful selection of the best Grand Pianos. . Evocative diction was another tool that was utilized in the written rhetoric for the Piano Gallery. it triggered the audience to understand that the Piano Gallery had taken time to select the best type of grand pianos to “get both the quality and sound you [consumer] want” (Piano Gallery. but was also inspired to enter the doors of the business. 2016. tweeted a collage with the caption “Piano art for your piano heart ❤” (PianoGallerySLC). particularly the desired target market. The word careful was defined as “showing thought and attention” (“Careful”.

The lack of logos in the written rhetoric for the Piano Gallery also hindered their ethos because of the limited amount of credibility that the logos benefited to that business. On the whole.THE PIANO GALLERY 3 Nevertheless. The Piano gallery specialized in the different assortments of pianos. and organs. due to the absence of knowing that they did have a vast amount of expertise to tailor to the consumer’s needs. keyboards. the intended audience may have had not known that the business had an expertise in the instruments they were selling. Evocative diction was used to appeal to a potential consumer’s emotional appeal—which led to the other rhetoric tool of pathos. . the marketing team for the Piano Gallery continued to develop their written rhetoric. the lack of credibility hindered any potential consumers that were in a search for an instrument that the business sold. Despite using both ethos and pathos. The lack of this tool in both the main website and the social media platforms created a lack of credibility to the business. the lack of the third rhetoric tool of logos. The rhetoric tool of ethos was used to gain relevance to the business’s target market. Unfortunately. one of the rhetorical tools that was rarely used in these advertisements was logos. By not taking advantage of this specialization. as the Piano Gallery strived to advertise their pianos. created a hindering perspective of the Piano Gallery’s expertise of the instruments that were sold.

(2016.pianogallery. March 23).THE PIANO GALLERY 4 Reference Page Piano Gallery Targeted Audience [Personal interview]. March 25).merriam webster. ( Piano Gallery [PianoGallerySLC].facebook.d. (n. Piano art for your piano heart ❤ [Tweet] Retrieved from https://twitter.d. Retrieved on March Piano Gallery. Retrieved on March 24. (2016.). from http://www. Retrieved March 28.d.instagram. Piano Gallery. 2016 from https://www. Shelves and shelves of instructing music books for not only yourself to learn. Retrieved March 23.) In Facebook [local business page].com/ Piano Gallery. 2016 from .). but also your aspiring children! View them today at The Piano Gallery #pianobooks #pianogallery [Instagram Caption] Retrieved from https://www.) Pianogalleryut [Instagram page].d. 2016. March 20). (n. 2016 from Piano Gallery [PianoGalleryUT]. (n. (n.