Archive for the ‘advertisement’ Category

Praesumptio: Florida Orange Juice Commercial

December 8, 2011 Leave a comment

This popular Florida orange juice commercial  provides a commical effect which helps to enhance the meaning of the rhetrical term presumptio. In this commercial, the young boy is essentially going over all obstacles that he will face thoughout the day. He sits at the table the morning before heading off to school and is told how his day will begin and what will happen to him throughout his day. The young boy listens while anticipating each hurdle he is told about from the series of people sitting at the table.

The commical effect in this commerical is the boy himself.  The young boy does not mind all the obstacles he will face throughout this day- because he is drinking his “Florida Orange Juice.” This advertisement is a great example of praesumptio because the boy anticpates all objectives- but does so in an incredibly peppy way.


You Tube. Florida Orange Juice Commercial with Jake Short . 13 February 2011. 7 December 2011 <;.


Come on, Santa!

December 8, 2011 Leave a comment

It is Christmas morning and you are so excited to rush to the Christmas Tree to open the presents that Santa has hopefully left you the night before, however; much to your dismay, all of the presents that Santa has left for you are not for a boy named Kelly, but for a girl including: finds several baby dolls, a stroller, a pink guitar-it’s a sea of pink in his living room.  A letter is immediately written to Santa:

“Dear Santa, Kelly is a boy’s name too.

Love Kelly”

The ending of the commercial says, “Getting it right matters, get the JcPenny gift card.”

The rhetorical concept of solecismus is extremely evident in this JcPenny commercial from the 1990’s. It represents ignorance from an authority figure- Santa Clause. He sees you when you’re sleeping and knows when you’re awake-obviously not. How in the world did he not know that Kelly was a boy? Santa was ignorant to the fact that names aren’t as gender specific as they once were.  Kelly is now also a name for a boy, as well as a girl.

The moral of the story is that you can never go wrong when buying a gift card but this commercial has both a positive and negative effect. The positive effect is showing the significance of understanding that names aren’t as gender specific as they once were. You must be extra careful when selecting a gift or just assuming that a person is a boy or girl just by the name. Getting the right gender specific gift is very important and the easiest way to do that if you aren’t sure about the gender is to just give them a gift card. The second effect is a negative impact that you might have one someone, especially a young child if you are ignorant to the fact that there are many names that are now used for both boys and girls.

Wouldn’t you be broken hearted if you woke up to gifts that were not for you on Christmas morning? Santa, don’t be ignorant.

To view the commercial, follow the link below.

“Kelly’s a Boy’s Name Too – Cute Commerical – YouTube.” YouTube. JcPenny, 10 Oct. 2009. Web. 02 Dec. 2011.

Like a Good Neighbor, State Farm is There

December 8, 2011 1 comment

We are all familiar with the “Like a good neighbor, State Farm is there” commercial jingle. In the latest State Farm commercial, the goal is to show potential clients that their State Farm agent will be there for them whenever they are needed, even at 3 A.M.  

When a wife overhears her husband on the phone, she storms down the stairs to see what he is up to at 3 A.M.

Wife: “Who are you talking to?”

Husband: “It’s Jake, from State Farm.”

Wife: “Jake, from State Farm at 3 in the morning? Who is this?”

Husband: “It’s Jake, from State Farm.”

Wife: “What are you wearing, Jake from State Farm?”

Jake: “Ah, khakis?”

Wife: “She sounds hideous.”

Husband: “Well, she’s a guy, so.”

The rhetorical concept of solecismus is used quite obviously in this commercial. The ignorance possessed by the wife is shown through her claim of Jake being a “she.”  Instead of staying calm, she jumps to conclusions and just assumes that her husband is talking to another woman being that it is 3 A.M. She is completely oblivious to the fact that her husband really is talking to Jake their State Farm agent.

There is one main effect from the use of solecismus in this commercial. The effect is obviously humor. It is funny and somewhat silly that the husband is talking to their State Farm agent at 3 A.M. about different policies. The humor is accelerated when the wife jumps to her conclusion and ignorantly calls Jake a she even after speaking with him.

To view the commercial, follow the link below.

“State Farm® Commercial – State of Unrest (Jake) – YouTube.” YouTube. State Farm, 09 June 2011. Web. 01 Dec. 2011.

Dos Equis’ Most Interesting Man in the World

December 8, 2011 2 comments

While advertisements often use slogans or catchphrases at the end of their allotted time, few function as an epiphonema as well as the Dos Equis most interesting man in the world. Concluding with “I don’t always drink beer, but when I do, I prefer Dos Equis… Stay thirsty my friends,” highlights his other amazing, if not impossible, achievements and equates the Dos Equis brand with these. Imploring his friends and audience to ‘stay thirsty’ demonstrates the ambition with which one should live while continuing to enjoy refreshing beverages.  Whether he falls several hundred feet in a kayak from an airplane or taming wild cats with a fierce glare, his encapsulation of brilliant accomplishments produce an awe effect upon the audience, intending them to revere this Mexican beer as much as his deeds.

Dos Equis. Advertisement. Television.

Paromologia in DiGiorno Pizza Promotional Materials

December 6, 2011 1 comment

 The DiGiorno pizza company implements paromolgia in their slogan, “It’s not delivery. It’s DiGiorno.”  This use of paraomologia in the company’s marketing campaign effectively targets consumers by saying that even though it isn’t delivery pizza fresh from the local pizzeria, it bakes up very similarly and could easily be assumed to be delivery pizza rather than a pizza from the freezer section of the local grocery store. This effect persuades consumers who want the pizzeria quality pizza to choose DiGiorno pizza over other frozen pizza brands.

 DiGiorno. Advertisement. NestleUSA. Web. 30 Nov. 2011.

More information here!

Merismus: Dyson Advertising

December 6, 2011 1 comment

The most recent Dyson vacuum advertisements employ merismus in order to make their argument. The Dyson vacuum serves the purpose of any other vacuum, and is operated in much the same way, but several unique facets of the vacuum set it apart. This is the core of the Dyson appeal. The advertisement shows the vacuum against a black backdrop. Most ads for household tools like the vacuum show someone using the object, so that its effectiveness can be displayed. The black backdrop at once sets up the pending merismus by putting it by itself in the stark setting. I serves as a sort of operating table for the vacuum to be dissected.

Camera work in the ad shows the vacuum as a whole at first, but as the narrator (Mr. Dyson himself) talks about the vacuum’s history, each individual part of the vacuum is separated and displayed on its own. Here the merismus is employed both verbally and visually. No appeal is made yet by Mr. Dyson, but merismus in the ad makes its own statements. It is never stated that the ball design or the cyclone technology is superior, but the fact that one would take the time to point out each individual aspect (amplified by the term Dyson uses: “Innovations”) draws the attention as the narration continues.

Merismus causes the viewer to assess the importance of the object being presented, and guides them into seeing the element of the Dyson vacuum as superior. By presenting the vacuum one piece at a time, the ad moves us to make a decision about what we’re seeing. The stress on a single fact both asks and answers; why would one show just the ball? It must be important, if it is good enough on its own to get a spotlight. And just like that, the superiority of the ball technology is established. Mr. Dyson never says that his vacuum is the best, but the use of merismus amplifies each piece and makes it clear that his technology and innovations are greater than the average vacuum.


The ad was not readily available, but the effect can be understood just as well by the presentation on the Dyson website, found here.


“What Makes Dyson Different |” Dyson Official Site|  Dyson, 2011. Web. 05 Dec. 2011.

MasterCard Ad Campaign

December 6, 2011 2 comments

MasterCard effectively integrates paromologia in its “priceless” advertising campaign launched in 1997. The slogan that goes along with the “priceless” campaign is “[t]here are some things money can’t buy. For everything else, there’s MasterCard.” MasterCards campaign uses paromologia to deliver a sense of humility to its targeted audience, to demonstrate that there are some things in life that are truly “priceless” and can’t be purchased with your MasterCard. The campaign has obviously been successful for MasterCard considering the campaign has ran for nearly 15 years.

 Alfabetos – MasterCard Priceless. YouTube. MasterCard, 11 Mar. 2011. Web. 30 Nov. 2011.

“Consumer Marketing Initiatives | MasterCard.” Welcome to MasterCard Worldwide. MasterCard. Web. 26 Nov. 2011.

Also available here.

Categories: advertisement, paromologia