AD VERECUNDIAM

By: Celeste Chavez & Nellely

Azpeitia
Definition
An appeal to authority (Figures prove is a variation)
Image
Trust me Im an expert.
Sparkthinking.info.
Glowboxdesign.Feb
2016.
Visual form
Pantene with Stacy London.
youtube.com. Aug
11 2009.
Annotated Stills
Simple white
background highlights
the celebrity- Stacy
London- figure of
significance
Beauty magazines that
have praised this
product are in white-
pop out- implying that
the product pops out
from the others
A distinction from a specific
beauty magazine- proves how
effective the product is - the
word best is much larger
than the other words- this
product beats others by a long
shot- nothing compares
A balanced number of
shampoos is displayed- 5
3 are downwards while 2 on
the outside face upwards-
this symbolizes the balance
your hair will receive with
this product
The company name is
placed at the end for
impact-to engrave in
your mind
Pantene is in a much
larger font- that is what
The slogan and the is most important out of
product name meet at the entire commercial
a perfect 90 degree
angle- once again
representing the
simplicity and balance-
natural
Analysis
The potential purpose of this visuals creator is to sell the product of Pantene shampoo intended for
more modern and middle aged women looking to take careful care of their hair. The simple introductory
background of white highlights the star: Stacy London. These defined colors, completely opposite, create a
balance and sense of modernism. This advertisement features London, not coincidentally. As many are
familiar with the television fashion star, people trust her and what products she promotes. London goes on to
repeat the word expert, which makes the audience believe that the product promoted is professional
therefore meets the audience's needs. Throughout the advertisment, London references many experts, such
as beauty experts and real experts (female consumers). She is titled a style expert at the beginning of the
advertisement, which further conveys the subtle message that women should buy this product because an
expert said so. Our inner reptilian hot button is fazed by what seems to be a good fit in todays society and
assurance from a known figure- both key for a product which will give the consumer societal approval.
Towards the end, the product is on display with soft colors and in a number of five. Three in the middle are
facing downward while the two on the outside face upward. This strategy is useful in maintaining the
consistent balance, which the consumers want for their hair. Overall, this mixture of visual and verbal effects
is successful in persuading the audience and makes for a concise and discreet advertisement.
Textual form

Pear , Robert , Thomas Kaplan, and

Maggie Haberman.
"In Major Defeat for Trump,
Push to Repeal Health Law
Fails ." The New York Times. "Pittenger: Hopefully cooler heads will prevail."
The New York Times, 24 Mar. Congressman Robert Pittenger. N.p., 24 Mar.
2017 . Web. 26 Mar. 2017. 2017. Web. 28 Mar. 2017.
Annotated
The inclusion of Ronald Reagan creates a
stronger claim of the failure to repeal
Health Law.
Specific example is used in order to
reveal and add to the advice in order
to persuade.
The way Reagan handled issues is
presented to say that if he did that, then
they should follow his example.
Using Reagan is effective since he was
president and the speaker is supporting the
current president producing a more
compelling connection.
Analysis
In order to create a more powerful argument, the congressman Robert Pittenger appeals to a stronger
authority to persuade and advice those who helped stop the repealment of the Health Law. The immediate
reference to past president Ronald Reagan, subtly and instantly captures all attention as he is widely known.
It compels an older audience because they have better knowledge of when Reagan was a powerful figure,
although many were not very fond of him. Accompanying the example follows a connection to the current
president, Donald Trump without directly addressing him but providing a similar figure since he is the one
insisting the repealment. Pittenger speaks highly of Reagan: a master who understood government by
consensus. The speaker provides yet another example with 80 percent, 100 percenton top of the
presidential figure, to understand his perspective on the thoughtful ways of Reagan. With the percentages,
Pittenger is claiming that if Reagan could obtain 80 percent, not the full 100, he would proudly take it as a
victory. Therefore using Reagan and his tactics as something to learn from and follow. The acceptance of
only 60 votes should occur; however, later perhaps it could be brought back and win them all. But the bill
should not be forced upon and the government should be as considerate as Reagan to become successful.
With the example of such an icon, this advice could not only be for the hard-line conservatives but also
anyone who reads or hears it, so they too understand and accept the failure of the repealment.
Original
Text 1- Take it from Taylor Swift!
She uses Puckers to protect her
Text 2
lips during her day to day
activities!

Text 1
Text 2- Do you want smooth
(Cameras)
luscious lips and dazzle the
paparazzi or be ignored for the
rest of your life?
Annotated
Only the top half of the star is depicted- this reinforces the idea
that this product is the best- the top of all other products
which compare to it- it also makes the audience relate it to
fame and luxury- the color gold is often associated with #1 as
well
This text catches attention- if stars
love Puckers so much and the
audience has a desire for a sense of
approval from a known figure then
they should buy the product as well

The color of the product promoted is

brighter than the red carpet displayed-
implying that the product is the best of
the best- surpasses the red carpet

The celebrity Taylor Swift is used to

gain the attention of fans and pop
music fans or those interested in
beauty- a vast majority- If Taylor says
so then it must be a good product!
Description
The Puckers invention is designed for teen girls and young women for full protection of their lips so they can stay
perfectly clean. It is a smooth rubber stick-on that can be used up to ten times and comes in a variety of colors. The Ad
Verecundiam is presented with the words involving a very popular icon: take it from Taylor Swift. Any fans of the singer are
immediately allured and convinced to buy the product, since they want to look as fabulous as their favorite pop singer. Lights
are shining on each corner of the add, the lines leading down to the stars: a bright yellow star and the pop culture icon Taylor
Swift. The Either or Fallacy has a subtle connection to the pop icon as well, continuing with a question that captures every girls
dream of becoming a superstar. The vibrant stars pop out of the white background providing that dazzle that has been
promised. Particularly the large golden star, standing above anything, suggesting it is the best out of any lip product. In addition
the wordsluscious,paparazzitransforms the dream into a potential future of the targeted audience. The audience receives
only two options - you either use the product and gain from it or you become isolated as a result of not using the product. This,
of course, is an exaggerated scenario, but works to impulse the audience to buy it. The concluding fallacy used is
Overgeneralizing, which gives the final push inside the buyers logical reason that can result in a lovemark. Leading down the
page is the famous and glamourous red carpet where the owners of puckers can also show off their smooth lips. To complete
the fabulous hollywood scenery, the red carpet goes down to the final message: All the Brightest Stars Love Puckers. The craze
and love over Taylor Swift is enough to persuade girls to buy the Puckers many times, no matter the price. Especially with girls
dreaming of becoming a hollywood star: they are entrapped by the promises, and their loyalty immediately lies with the product
since they are led to believe that it will help their dreams come true.