ENG2602
OCT/NOV PORTFOLIO 2025
UNIQUE NO.
DUE DATE: OCTOBER 2025
, Theory, Style and Poetics
SECTION A
QUESTION 1: COMMERCIAL PERSUASION
Essay: Critical Analysis of the Advertisement as a Persuasive Text
Introduction
The advertisement by Joan Tetzel (1998), published in Life Magazine, aims to convince
consumers to purchase a particular product through carefully constructed persuasive
strategies. The text uses a combination of linguistic, visual, and emotional appeals to
attract the attention of middle-class consumers who desire comfort, status, or improved
lifestyle outcomes. The purpose of the advertisement is to persuade potential buyers to
believe that the product will enhance their lives and to motivate them to act by
purchasing it.
Persuasive Appeals and Strategies
One of the most prominent persuasive strategies in advertising is emotional appeal
(pathos). Tetzel’s advertisement likely uses imagery and wording that evoke positive
emotions such as happiness, success, or love. Emotional appeal functions to associate
the product with desirable experiences, positioning it as a solution to emotional needs.
For instance, if the advertisement portrays a smiling family or a satisfied consumer, it
implies that buying the product leads to joy and belonging. This indirect persuasion
bypasses rational evaluation and triggers affective response — a classic tactic in
commercial persuasion.
Another central persuasive appeal is ethos, the appeal to credibility and trust.
Advertisers often employ credible figures, professional imagery, or institutional language
to create confidence in the brand. For example, the text might feature a well-known
celebrity, an authoritative voice, or phrases such as “trusted by millions” or
“recommended by experts.” This builds brand reliability, making the audience believe
OCT/NOV PORTFOLIO 2025
UNIQUE NO.
DUE DATE: OCTOBER 2025
, Theory, Style and Poetics
SECTION A
QUESTION 1: COMMERCIAL PERSUASION
Essay: Critical Analysis of the Advertisement as a Persuasive Text
Introduction
The advertisement by Joan Tetzel (1998), published in Life Magazine, aims to convince
consumers to purchase a particular product through carefully constructed persuasive
strategies. The text uses a combination of linguistic, visual, and emotional appeals to
attract the attention of middle-class consumers who desire comfort, status, or improved
lifestyle outcomes. The purpose of the advertisement is to persuade potential buyers to
believe that the product will enhance their lives and to motivate them to act by
purchasing it.
Persuasive Appeals and Strategies
One of the most prominent persuasive strategies in advertising is emotional appeal
(pathos). Tetzel’s advertisement likely uses imagery and wording that evoke positive
emotions such as happiness, success, or love. Emotional appeal functions to associate
the product with desirable experiences, positioning it as a solution to emotional needs.
For instance, if the advertisement portrays a smiling family or a satisfied consumer, it
implies that buying the product leads to joy and belonging. This indirect persuasion
bypasses rational evaluation and triggers affective response — a classic tactic in
commercial persuasion.
Another central persuasive appeal is ethos, the appeal to credibility and trust.
Advertisers often employ credible figures, professional imagery, or institutional language
to create confidence in the brand. For example, the text might feature a well-known
celebrity, an authoritative voice, or phrases such as “trusted by millions” or
“recommended by experts.” This builds brand reliability, making the audience believe
