Persuasive Analysis #2 (BAN Solids)

BAN’s advertisement for the product Solids is a multicolored and exhilarating ad that appeals to teenagers of all age groups. However, the creator of BAN’s advertisement applied ethos, persuasion based on the reader’s character or image, to make the product more appealing. By using ethos, the author is able to reinforce a reader’s sense of duty, and in this case, it means purchasing a potent deodorant.

The writer of the article encompasses a sense of creativity, which appeals to the young and vibrant minds of teenagers. He/She is particularly able to draw the reader in when they give the consumer the opportunity to participate in designing an advertisement for the company. Another characteristic that assists in the persuasion is the design of protection. The creator’s line “Intensely fresh formula keeps you fresher than ever to protect you form the attention you don’t need,” creates a sense of trust between teenage girls and the creator, the creator being the ultimate protector who will provide a strong brand of deodorant.

In addition to the use of ethos as persuasion, the writer uses the rhetorical fallacy false need. False need is the argument that creates an unnecessary desire for things. The creator appeals to teenagers by making them feel as though BAN is the strongest type of deodorant on the market that will provide the ultimate protection. However, the reader may fail to notice that there are other great companies on the market that provide equal if not better protection.