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Advertising Analysis

Jack Solomon claims that different advertisements may express different things dependent on their target audience, but because he insists they all speak to something primarily American in meaning or belief. If we look at two advertisements from Sports Illustrated, we see that these ads say different things to different audiences but they both convey the hopes, fears, desires and beliefs referred to by Solomon. This advertising analysis will use the Toulmin model of argument to explicate each of these ads to validate Solomon's claim that while different ads may say different things to different audiences, all ads appear to convey values that are distinctly common and shared in American culture.

The first advertisement is for Dockers brand clothes. This advertisement appeals to an upscale audience of professional males who hope that by looking good they will not only achieve economic success but win a beautiful woman. The ad features a handsome, early thirties male in dress clothes by Dockers with his jacket mainly off and an attractive female clinging to his tie. He is seated in what looks to be a comfortable living room and she is leaning over him with her lips puckered and offering a welcoming style. The ad's tag line reads "Dress to live," (Dockers, p. 2). Informational also, the ad lists nine categories of clothing and accessories offered by the company and the fact that Dockers is "Available at JCPenney," (Dockers, p. 2).


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Advertising Analysis. (1969, December 31). In Retrieved 23:35, August 29, 2015, from