The given text is a promotional poster promoting products used in films before the invention of CDs,

DVDs, VHS tapes and hard drives – films, cartridges, rolls and sheets. The products are developed by
“Ansco”, based in Binghamton, New York. The author of the poster appeals to the attitudes of the
American, upper-middle class and above, white audience towards Native Americans to illustrate the
qualities and features of the Ansco products, with the ultimate goal of selling them to the intended
audience.

In a bold, non-standard font, the title instructs the audience to “hold on to” their scalps. Such an
imperative style is used in the ninth line (“Whatever […] take them in the true […]”) and the first line
after the title (“You should see […]”). In the bottom right part of the text, the author again uses an
imperative (“ask for”), pointing to an image of the product. Imperatives are extensively used in
advertising (“Buy now!”, etc.) to compel the audience to buy the product. Imperatives direct the
audience to a particular course of action and serve to erase a sense of dilemma and indecisiveness in the
audience with regard to the product and its competition in the market. The bold font further strengthens
the effect of the imperative tone, implying that the “Ansco” films possess a degree of authority. These
elements of the text make it evident that the text is a promotional poster.

The poster pops out with a generic image of a smiling Native American in traditional attire. The title is a
clear reference to the Native American, asking the audience to “hold on” to their scalps -- a body part
that is well decorated in Native American culture. The author goes on to refer to the Native American
people, telling the audience that they “should see” them in movies – a clearly insensitive remark alluding
to the Native Americans’ dark skin tone, and how they would be indiscernible in low-quality film due to
dark backgrounds. The audience, therefore, is the white American man of the 1970s, rich enough to be
able to buy a movie camera (which where expensive at the time). The advertisement was likely made in
the 1970s judging from the nature of the product (“true-color” films) and the insensitive, mocking,
“politically incorrect” (by present day, 2010s standards) way the Native Americans have portrayed; the
man in the top image seems to be smiling, oblivious to his mockery – as was the zeitgeist towards Native
Americans (as unintelligent, unaware people) at the time.

Like every promotional poster, the purpose of the text is to promote awareness about the “true-color”
and “still-color” films made by Ansco. The author uses imperative (as described in the second paragraph)
and colloquial language to connect with the audience better. Addressing the audience directly (using the
second person) and emphasizing “your” in “your movies” (line 8) to appeal to the audience’s desire for
ownership, the author uses pathos effectively to convince the audience to buy the advertised product.
The author also uses a boastful tone (“glorious, true colors”) to establish authority and credibility.

Using the image and colour of the Native American man to boast about the high-quality colours of Ansco
films, the author effectively creates a desire in the audience to buy the advertised product. The
imperative, boastful rhetoric adds to the image of the Native American man to establish Ansco’s space
and authority in the film market.