Ciroc Ad - Erika Funke

For my persuasive advertisement I selected a Ciroc Vodka ad. The ad relies on logical fallacies, pathos appeal, and visual aid to interest and persuade the audience. The ad shows a man in expensive sunglasses and a nice crisp suit surrounded by two scantily clad women. All three of them are standing in a pool next to a bar serving only Ciroc vodka.

Logical fallacies are fairly common in order to appeal to the audience. In the case of the Ciroc ad the author uses faulty logic making prospect male consumers believe that if they drink Ciroc they will be a rich attractive man surrounded by beautiful women. When in reality they will still be the same person just consuming Ciroc.

The pathos appeal is used to appeal to the audience’s state of mind and create an emotional connection with the audience. The phrase “perfectly smooth” is depicted in the Ciroc ad. This phrase not only informs the reader that the vodka is smooth drinking (a desirable trait in vodka), but also will make him smooth with the ladies. The use of pathos emotionally affects the consumer to believe he will go from someone who is not good with the ladies to someone who is “smooth” with the ladies.

Visual aid is probably the most enticing persuasive technique used. The ad depicts a rich looking man with beautiful ladies around him. The ad is very glamorous and stands out. It fails to present the multitude of negative effects of consuming alcohol. Also, the ad is completely in blue and white except for one bottle of Ciroc that is gold which makes it stand out. When one first sees the advertisement the initial focus is on the three people and then the bottle of Ciroc, which leads the audience to associate the bottle with the three attractive, wealthy models.

Overall this Ciroc ad is very persuasive and enticing to the audience. The author uses the techniques of logical fallacies, pathos appeal, and visual aid effectively.