Wednesday, July 13, 2011

We'll be right back, after these messages . . .

When your ethos is about to be destroyed, and you can only rely on your logic to avoid the pathos of your audience, it's time to retreat - or at least that seems to be the implication here.

SPOILER ALERT: In other words, when you admit that everything you've told your fiance is a lie, the only logical thing to do to avoid his or her emotional reaction is to climb into your Range Rover and cower behind the wheel.

Message: "You'll feel safe inside."

Hmmm, I always knew there was something wrong with people who drive Range Rovers. On the other hand, it is a pretty funny commercial and the advertisers were looking for the audience to laugh.

Look at other rhetorical clues, what else were the advertisers trying to tell the audience or saying about people who drive, or would purchase, Range Rovers?

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