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Exposition and Argument

Introduction

Advertising is an important marketing strategy that seeks to appeal to the consumers of a given product to consume more of the product. This in return increases the sales of the products and enables that producer to derive significant profits. From a rhetoric point of view, advertisements constitute an argument whose basic elements include claims, appeals, fallacies and assumptions. These are ingrained in the visual and literal elements of the advertisement and often have diverse impacts on the intended audience. The Joe camel advertisement was compounded by various controversies that stemmed from its appeals. Although the company maintained that the advertisement was directed at the adult members of the society, various agencies contended that it appealed most to the young generation. This explains why it was more popular to this generation and impacted more on them than the presumed segment.

Based on the advertisement, the essential elements of Joe Camel’s appeal constitute the pathos and logos. The visual appeal and arrangement of graphics in the advertisement present to the audience a sense of carefree attitude and individuals seem to be enjoying themselves or having a good time. The logos have been used minimally through cautionary information regarding the negative impacts of smoking. Based on the information provided in the question, it is certain that the advertisement was targeted to the teenagers. According to statistical evidence, the teenagers identify more with most of the items on which the advertisement was placed. Compared to the older generation, they read magazines more often, dress in t-shirts, fancy wallets and are more likely to identify with the baseball superstars than their adult counterparts. Thus generally, they were more likely to interact with the advertisement than the purported older generation.

From a personal point of view, it cannot be disputed that the cartoon advertisement was targeted to the teenagers. Arguably, the employment of a popular cartoon indicated that the advertisement was directed at the younger generation. Generally, teenagers are more likely to relate closely with cartoons than the older generations. In addition, the pathos appeal presents an ideal character and composure that the young generation would probably admire. Most importantly, the cautionary information contained therein suggests that the message would be identified easily with the teenagers who have a closer relationship with their mother than the adults. Undoubtedly, the two advertisements are targeted at different audiences. This is exemplified by the differences in graphics and the cautionary information. The cartoon advertisement is more likely to be associated with the younger generation than its counterpart.

Conclusion

Advertisement is generally aimed at increasing the consumption of a given product. Developers of such advertisement often tend to emphasize on features that would appeal to the target population. Regardless of the fact that the developers of The Joe camel advertisement maintained that its target population was the male adults, it is certain that its features appeal most to the younger generation. In particular, the fact that the cartoon was employed and advertisements were commonly placed on items that are fancied by the younger generation makes it more appealing to the latter. The impact on the pathos also suggests the same as a feeling of enjoyment is suggested by the advertisement. Considering the susceptibility of the teenagers to imagery, it can be concluded that the advertisement was basically targeted to the younger generation.