Karissa Speckhart

Rhetorical Analysis of Advertising

February 27, 2022

Escape Through Advertising

Freedom is the concept many long for when the mundane obligations of everyday life

become far too onerous. At first, the simplistic act of “kicking back” to watch a favorite

television series can provide enough of an escape. However, when remaining stationary during

the interposing advertisement breaks, the excitement and joyfulness portrayed in these fictitious

scenarios emphasize one’s need for an audacious endeavor. For some, the need for adventure can

be satisfied through imagination; others, however, may require a week-long getaway. As an

increasing amount of recognition is drawn towards the need for escape, advertisers are evolving

their marketing tactics.

Adventure can transpire in a range of sizes; one of the smaller forms being the multicolor,

interlocking bricks known as “Legos’. These plastic building blocks are

able to be assembled into an assortment of objects, such as a house or

spaceship. In the advertisement, the two Lego pieces stuck together are

reflected to show a plane. Although the presented pieces show little

similarity to a modern, high-performance plane one would see at an

airport, the advertisement is attempting to convey a message about the

importance of imagination. Furthermore, the advertisement is attempting to engage the emotions

of the audience through the rhetorical appeal known as pathos. In this case, pathos is a

persuasion technique that would seek to evoke the feeling of curiosity, playfulness, and
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adventure in the audience. By tailoring to these nostalgic feelings, the advertisement illustrates

that Legos hold more value and experience than what originally meets the eye.

For a child, a theme park is the epicenter of adventure and thrill, providing an epic escape

from the boredom of the indoors. For a parent, a theme park provides a relieving escape from

dealing with the stress of those bored children. Moreover, Busch Gardens offers an

adrenaline-filled getaway for anyone seeking adventure, as depicted in

their “Whole Year of Discovery” advertisement. This advertisement

utilizes the rhetorical appeals ethos, pathos, and logos. Ethos, which uses

credible characters and ethics to persuade, is visible to viewers through

the family modeling the fun times that are possible at Busch Gardens.

Pathos, the emotional appeal, is visible through the joyful expressions

emanating on each individual shown. Logos, which uses logical reasoning and evidence, is

shown through the description that states “find exciting thrills for the whole family”, meaning

that a Busch Gardens trip is worth every penny because each member of the family will have a

great time.

The famous quote by Ralph Waldo Emerson states “Life is a journey, not a destination”.

Although this quote is applicable to the majority of situations, flying is simply not one of them.

On any given flight, one is confronted with a handful of infuriating

situations. Whether it’s the screaming baby, the armrest hogger, or the

seat kicker, the additional act of squeezing into a meager seat with little

legroom rarely adds pleasure to the experience. Jetblue has not only

identified this common frustration but has gone as far as creating an

entirely new way of travel; where lacking legroom is unheard of. In their latest advertisement,
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the anger of the knee-tray scenario is alleviated through the use of pathos. By appealing to the

emotions of customers, Jetblue has been able to validate concerns and create a brand where

customers feel heard. In addition, logos, or logic, was used to set Jetblue apart from competitors

by making the audience question why they would want to go on another airline that lacks

legroom. By relating to the consumer market in the idea that planes should provide more

legroom, Jetblue has helped make the journey on any given trip more enjoyable.

Sitting in an overpriced, cramped apartment may lead the mind to wonder about the

dream house one envisioned as a child; where the stunning view of a brick wall gets replaced

with rolling hills, and the blaring sound of traffic is replaced with the sweet sound of silence.

Escaping one’s current situation through a move brings both

opportunity and adventure. As many wish to leave their current setting,

the question often arises of “How?” This advertisement by Southwest

Cargo uses rhetorical appeals pathos and logos to provide an answer.

The image connects to the viewer’s emotions through pathos by

leaving room for imagination. A viewer can pick anywhere from the

beaches of Florida to the mountains of Utah to live. The use of logic

through logos is used to illustrate how simple moving through Southwest Cargo can be.

Southwest Cargo can make the idea of living in a new location a reality.

From toys to travel, adventure can take shape in a variety of opportunities. Addressing

the public’s need for adventure and common desire to escape daily obligations has evolved the

world of marketing. Although advertising is a tool that allows the public to set expectations for a

product or experience, even though viewers tend to buy into the image rather than the product.