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Christopher Toporek English 250 Professor Oveson Oct 7th 2013 Rhetorical in Alcohol Advertisements American society is known for its consumerism, this consumerism is fueled by advertisements. In society we are constantly bombarded by advertisements and products weather we realize it or not. Almost everyone knows about advertisement and its goals. The question is do we know how advertisements tries to appeal to us and are we are we aware of who the target audience is?1 The advertisement industry is always trying to appeal to the unconscious mind and emotions . The Bacardi advertisement above provides an excellent example of how the alcohol industry appealing directly to our emotions. . The advertisement is effective because it shows us that by consuming Bacardi we will have more fun.3 Having more fun usually makes us happy, the happier we are the more pleasure we are experiencing. The image shows the audience that no matter what you do for a profession anyone can have the time of your life by purchasing Bacardi. It does this by
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showing us that no matter how boring or mundane the job may be during the day, that Bacardi can change that and give us the time of our life at night. Now Bacardi opens its audience to a wider range of men. Part of our unconscious mind Bacardi appeals to is our sex drive. Fulfilling our need to reproduce is probably one of the most powerful biological pleasure systems known to man. This image shows us by drinking Bacardi not only will it make us experience more pleasure by having more fun, but it shows that Bacardi will also make us more sexually appealing to women. We now are exposed to two strong reasons why purchasing Bacardi could be beneficial to men. Morally is this right? Probably not due to the fact this advertisement is geared directly towards men as the main focus and portrays women meanly as objects of sexual desire. Most Americans can agree objectifying women is morally wrong.4 If the advertisement focuses on men; it gears on mens expectations for an ideal woman from a sexual stand point. The male standard for a woman to be sexy is that she is voluptuous, has curves, long-legged, and wearing seductive clothes. By displaying advertisements like this women are being objectified and degraded. Unfortunately morals are usually not going to be the first thing considered when making an advertisement. Most advertisements we are exposed to are designed to sell a product.5 Their goal isnt to please everyone but make a profit from the targeted audience.

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The advertisement shows us that any average male can go from a boring mediocre job

to having the time of his life at night and being more sexually appealing to women. The golden ticket to do this here is just with a purchase simple bottle of Bacardi.
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Bacardi Rum. Zoning Inspector by Day, Bacardi By Night Ad. Digital image.Http://www.magazineads.com/. N.p., 2003. Web. 15 Dec. 2013.
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