Advertisement -- Image Analysis the Essay

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It's in Tiger; is it in you?"

This too is another appeal to logos that also incorporates a more explicit version of ethos by the obvious suggestion that there is something intangible that makes a winner. As is the case with celebrity endorsements in general, the strategy is to motivate the consumer to associate the success (or other admirable qualities or attributes) of the individual with the product. By doing so, it is hoped that consumers will want to be as much as possible like the celebrity who they admire, even when the only similarity is their use of the same energy drink product.

That phrase also emphasizes the words it's and it in conjunction with a play on words inherent in the dual interpretation that it invites. The implication is that winners like Tiger Woods have something (i.e. it) that separates winners from losers and that those who are similar to Tiger Woods share that quality.

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Obviously, because the product in question is a consumable liquid, the phrase also capitalizes on the double meaning of the literal and figurative interpretations of the concept of being in Tiger Woods and consumers who drink the same energy drink.

Image Analysis

The image component relies exclusively on the positive association between the consumer and a known winner. In that regard, the fact that the image selected also presents the celebrity with a serious expression is an indirect appeal to logos in the implication that the product is intended for serious competitors and an appeal to ethos by virtue of the known character of Tiger Woods as a winner......

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