If you don’t know “absolute”, you wouldn’t know what the moral behind this ad. Absolute, like one of the most popular alcohol drink in America, it’s famous, fascinating, also the best choice for an alcoholic. But this ad has given us a different meaning of “absolute”. The rhetorical strategy that the ad implements is how to define “how can absolute ends an alcoholic’s life”, by using the shape of absolute drink’s bottle as a hanging rope. The shape of the bottle is also a sign to all the alcoholic who see the ad, telling them drinking alcohol is the way to death. From our comment sense, we know the shape of a hanging rope can never be a shape of an absolute drink bottle. But we all know the rope could end people’s life, this ad is telling the audience that drinking can also end people’s life just like the rope. This ad looks simple enough, however it gives every audience a strong sense of how harmful the alcohol drink can be to ruin your life. The type of appeals the ad employs is pathos. This ad “attempts to put the audience into a particular emotional state so that the audience will be receptive to and ultimately convinced” by the ad’s message. Also, I think this ad has a great connection with another ad.
It’s also a shape of absolute bottle, but this time it appears at the scene of a crime. The shape of the bottle is the shape of the dead body. I think it has a similar moral like the first one.
Click here to view this Ad.
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