This is a really cool advertisement for Lucky Strike Cigarettes.
I think it's awesome. In this particular example, "Lucky
Strike" uses Santa to achieve all three classical rhetorical appeals. For starters, upon glancing at this
advertisement, one would immediately be drawn into the happiness associated
with Santa and the general Christmasy theme of the ad. Not only is Santa the central figure of the
poster, but the background is a very Christmasy red and Santa’s little card has
some Christmas plant thing on it. Moving
on, the author of the ad was able to use the authority behind Santa Claus’s
person to make the ethos connection.
Most people probably put as much trust in St. Nick’s word as they do in
Jesus’s. Finally Lucky Stripe makes a
bold appeal to logos, it wouldn’t make much sense to buy tobacco that wasn’t
“rich” and “ripe-bodied”, would it?
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