Hannah Cauilan

ENG 101-15

Ms. Luciana Lilley

Visual Rhetorical Analysis

The advertisement that I have chosen are from the magazine called USA OK.

This magazine is the February 4,2019 edition. This magazine caters toward women, or

anyone interested in celebrity gossips, and today’s trends. The advertisement that I Commented [CAK1]: The audience or audiences of
the advertisement: women and people who keep up
with celebrities.
have chosen is by the brand Flat Tummy, which is a weight loss brand. This
Commented [CAK2]: The rhetor of this advertisement
is the brand known as Flat tummy.
advertisement is behind the cover so it is the first thing you see when you open the

magazine. The purpose of this advertisement is to persuade the audience to buy their

weight loss products and showcase the wonders it will bring. This advertisement is very

effective on persuading women on buying their weight loss products, however it is body

shaming women and promoting the hegemonic beauty standard. They are also Commented [CAK3]: Great argumentative thesis. The
company Flat tummy has great advertising skills but
the idea behind their product can be detrimental to
portraying to become real women you must have a flat stomach, which something that certain people’s esteems.
Commented [AJA4]: This sentence could’ve been
cannot be achieved by all women. taken out or fitted somewhere between your
introduction paragraph but shouldn’t be your last
sentence.

The arrangement of this advertisement has a very simplistic, but eye grabbing

arrangement. The colors that they have chosen are very simple and it does not hurt Commented [AJA5]: do

your eyes. They pick a simple baby pink color that matches their product bottle and Commented [AJA6]: Instead you could say, they are
easy on the eyes.
white. They have provided the stores where you can purchase their products and a Commented [AJA7]: chose

website which is highlighted in yellow. The website is located in the right so after looking

at the happy woman you will see the website. They provided a review from a woman
who uses this product and a happy African American woman to showcase the diversity.

Their weight loss product comes in many forms such as lollipops, protein shakes, teas,

and many more. They currently have a 4.5 star rating and over 14,000 reviews. Just by

looking at the advertisement you can see they have provided us many information about

their products and the opinions of other people. The style of this advertisement is very

simplistic, but at the same time they try to persuade you into getting their product, by

providing their reviews and how many people are using their product. They tried to Commented [CAK8]: Great explanation for the rhetor’s
use of the canon of style!
sympathize by using a happy girl and providing a review with a picture of the woman’s

progress. She also talked how she felt great and in her review she said it helped her Commented [AJA9]: Instead of saying they tried,
maybe it would be useful to say you could see
sympathy based on the image of the women.
tone up, but it does not make sense because they are promoting this product as the

only thing you need to lose weight. As I previously said this magazine is delivered in a

magazine and it is behind the front page, so when you first open your magazine it is the

first thing that you will see. You can really tell how persuasive this advertisement since it

is the first thing that you see and how this is a magazine that mainly caters towards

women.

Flat Tummy is a weight loss product that is promising to give you the flat stomach

that you desire they did not say any about exercising or eating properly they are just

saying by using this product you will lose weight, but they contradicted themselves by Commented [AJA10]: How would this be a
contradiction, you should explain your thought.
saying “*Results may vary” in a tiny font underneath the review. The Rhetor of this

advertisement is Flat Tummy, the audience that they are trying to attract women who Commented [CAK11]: Great way to make the reader
remember the rhetorical triangle, however, it would also
be great to change the way the sentence is phrased to
are interested in losing weight and get a flat tummy which is their definition of a “perfect differentiate it from the introductory paragraph.

body”. This advertisement is in a magazine who caters for women and it is the first thing
that you will see when you open the magazine. The text that they use are very bolded Commented [CAK12]: The rhetorical triangle was
identified; however, I think you may have forgotten to
include Context.
and persuasive. They are trying to persuade you by saying how many women use this
Commented [AJA13]: Explain how the bold text is
persuasive
item and how many review they have to encourage to use their products. As previously

stated the context of this advertisement is the promotion of a weight loss products

towards women. They are promoting an unhealthy lifestyle and a hegemonic beauty

standard, not every can have the flat tummy and they are promoting by using this

product they can get their desired body which can increased insecurities. Commented [CAK14]: Constrains mentioned.

They provided so many information on this advertisement such as review, pictures,

and many more. The ethos of this advertisement is the review from an user and the

amount of people that are using their products. There are over 14,000 reviews and 1.7

million people currently using their items. Shelby the user whose review was featured

talked about how great this product is and how it helped her tone her body up. The

pathos in this advertisement is the happy woman which is the first thing that you see

and the photo that was featured in the review. The woman who is smiling is showing

how happy she is by using their weight loss item, which is portraying how by using their

product you will become very happy with yourself and your body. The picture in the Commented [AJA15]: What’s the impact of this on the
intended audience.
review is proving how their product actually works just by taking their product you will

lose weight, but on their website they provide nine additional tips to get a flatter stomach

and some of the tips were to continue working out and to eat less which contradict what

they are saying on the advertisement. The logos of this ad would be the pictures of the

item they sell, where you can buy their items, their instagram, and their website. Flat

tummy as a brand is trying to appeal and sell themselves which i give them credit on
because it is persuasive and it is working, but pushing This beauty standard on women

is not okay and it is not healthy for women to think you must be a certain way to be a

“Real Women” or to be beautiful.

You can see Flat Tummy everywhere nowadaynowadays it is not just in

magazines it is also onin social media’s. Celebrities such as the Kardashians, Amber

Rose, and Blac Chyna are promoting this in their Social Media mostly instagram. Which

is why they have included their instagram in the advertisement because of their platform

on there eir. Instagram models always promotes this products. Blac Chyna also

claimed that she lost her baby weight by using this product, but was later exposed on

getting a tummy tuck. As a woman who do not fit the hegemonic beauty standard it is Commented [AJA16]: This is an interesting comment
but it doesn’t do much to your argument since it could
not be seen on the advertisement and was not the
hard to feel beautiful if this is the only thing you see in your social media and company’s plan.

magazines. Celebrities who people look up to promotes this item like they actually use

it, that it actually works. Commented [CAK17]: This is good use of evidence,
but it could also be helpful to talk a bit more about the
stores on the advertisements since these celebrities
are not mentioned on the ad.
Comments from Adote Junior Akue-ka

5. Your analysis was very convincing and aligned well with the information on the

advertisement. The analysis was very detailed but simple at the same time which made

your argument convincing.

6. Your argument makes sense and the way in was conveyed simplified my

understanding.

7. Yes, the essay was filled with good amounts of detailed descriptions found in the

advertisement. However, I believe it would be helpful to connect your details with your

argument. The unrelated details in the concluding paragraph were helpful but did not

connect back to your argument. You often said “they tried” but that may not be an

effective analysis since you don’t know their intentions or the reasons behind their

choices. You could make your own observations and comment according to what you

have seen and not what you think they tried to do.

8. There were a few grammatical errors but not as much to restrict the reader’s

understanding. Word doc usually corrects some of these mistakes, so it could be helpful

if you transfer your essay from google docs to word doc. Grammarly is also helpful.

9. I could tell you were passionate about the advertisement and it really helped solidify

your analysis.