Advertisement Analysis

During the 1940's, every American was concerned with how World War II was unfolding. Several companies in the U.S. exploited patriotism to "build up hype" for whatever product was being sold. The Scotch tape company was no different.

In the ad found at http://adflip.com/addetails.php?adID=2323, Scotch tape applies ethos to improve potential sales. By mentioning Uncle Sam, the universal symbol for the United States (' army), readers are subconsciously forced to give their undivided attention to what Scotch tape has to say: American soldiers are using the tape to help bring Victory back home. If the United States Army can use Scotch to stay alive and vanquish the enemy, problems in our own country do not stand a chance. The "INVEST IN VICTORY - BUY WAR BONDS" at the bottom is more proof that the company is helping the Army, providing space in an ad the tape company paid for for the government to ask for help. By referring to their product as "good old Scotch tape," the company calls upon itself; "We've been around a while, so you can trust us." It is because of the long-standing record that the company holds that the readers are expected to understand that all the tape made is being sent overseas, as winning the war is more of a priority than pleasing the citizens. The tape will return when Victory does.

The men to the immediate right of the focal point, the woman in red, beam pathos from their faces. The woman in red (sexy, appealing to men, usually the larger demographic, especially from the viewpoint of an... "immature (and sexist)" publication) was carrying a lunch sack but now all her food has ripped through the puny bag and has fallen (which would not have happened had Scotch tape been applied). The two men are waiting for her to bend over and retrieve her food, like nearly any man, other than a gentle, would. Everybody on the train is smiling, except for the woman, who looks shocked, so readers are expected to either smile as well, or maybe even laugh at the woman, both positive responses. As mentioned before, the tape company uses the credibility of the nation's army to help sale the tape. By mentioning the fact that the army uses the tape, any readers who also use the tape, or that are planning on it, can feel a sense of patriotism, that they are helping the country.

It is logical for any company to list some of the potential uses of its product, and with the flexibility of the tape, Scotch is a brand to be trusted. However a company goes about advertising its product, though, if appealing to ethos, pathos or logos, no doubt the ad will help "move a few units."