Introduction
The marketing team in any company requires very strategic advertisement for its products and in particular in the strong beverage industry, which experiences intense competition. This advertisement needs to be very captivating. It requires to be designed in a manner that lures its intended readers or listeners. Thus, its ability to attract attention, at first sight, will greatly enhance its success. The use of appealing phrases that will bring attention to the required crowd is vital.
The Dos Equis Amber’s printed advert with the slogan, “Happy Hour is the Hour after everyone in the Happy Hour has left” is going to be analyzed in detail in this essay. The above-mentioned advert will be assessed on its logos, pathos, and humor and how they relate to making the advert one of a kind.
Logos
As it refers to an appeal that the advert has towards logic and reasoning (Crewell 1), the brand has a lot of touch as concerns the same. In the “Happy Hour,” printed advert, the second “Happy Hour” mentioned in the slogan refers to the time people are in a mood of ecstasy mostly in the party mood. This is reflected vividly where a man’s photo is taken in what seems to be a couch in a club of some sort, surrounded by ladies who are looking to spend a good time through the night. The scenario seems to be one of part and one that presents “happy” as the overall mood of the setting. Nevertheless, the point settles in when the advert tries to bring in the logic of the beer brand, which is set in an attractive way just in front of the whole setup. In an explanation of how the happier moment occurs after the drink is involved, the logic finally sinks into place.
Ethos
Alcoholic drinks are associated with violence, rough behavior, and everything less than decency. It is important that the marketing agency give a completely different view to this. Ethos entails an artist’s ability to give a particular angle to what a viewer or reader might see in another way. The advert that we are analyzing waters down what many can term as a setup that contains havoc, with rowdy behavior, and replaces it with a more convincing phrase: “happy hour”. In this way, a variety of angles have been looked into in one single setup.
Use of Humor
The catchphrase itself is humorous. It is a form of a contradiction whose end effect is some logical statement mixed up with humor in it. “Happy hour” being a session after “Happy hour” seems to be illogical at face value yet after careful thought, one gets what the creator implies and it will be not without some laughter or a smile that you will walk away. The use of humor gives the idea that the product is a safe one, and is one that is associated with joy and gladness.
Conclusion
The advert serves its purpose generally in full. Even without tasting the beer, one has the idea that the beer is a good one, and who knows, you might probably want to taste its goodness!
References
Crewell, Dustin. “Learning How to Use the Three Main Rhetorical Styles”, The Art of Rhetoric. 1996.