The Grammarly Ad Rhetorical Triangle Analysis

The Grammarly Ad Rhetorical Triangle Analysis

Trying to play a game on a smartphone or watch a YouTube video nowadays is often interrupted by advertisements. An advertisement that I have come across frequently recently is a Grammarly ad. Playing a video on YouTube is often introduced by a sponsored Grammarly ad. The ads may be different, with different messages popping up on different days, but the information concerns Grammarly. As a consumer, having numerous similar products or services to choose from challenges a person’s decision-making. Consequently, advertisements entice and persuade consumers to pick one product over the other. This efficiency and effectiveness in persuasion stems from the use of various strategies, including the Rhetorical Triangle. Subsequently, the Grammarly advertisement is effective because it uses rhetorical strategies, graphics and colour, and claims to convince readers to purchase the product.

The ad’s effectiveness is rooted in the use of rhetorical principles. Some of the rhetorical principles used include pathos, ethos, logos, purpose, and audience. The targeted audience in the ad is apparent because it entails people from different walks of life. Some of the examples of its users given in the ad include students, leaders, and professionals, amongst many more. I fit into its targeted audience as a student, making the ad realistic, thus influencing my choice. The ad aims to introduce Grammarly to consumers by explaining what the product is, how it is used, and on what platforms it can be used. This aspect influenced my choice because I got a crash course on the product I desired to purchase. Another rhetorical strategy used in the ad is pathos, the appeal to emotion. In the ad, they state that with Grammarly, excellent communication is ensured of the application or social media platform one is using. This guarantee influenced my choice to purchase the product with the end goal of efficient interaction through communication in mind. Logos, an appeal to reason and logic, is also used in the ad. The ad states that Grammarly is an AI software that checks and rectifies grammatical and spelling errors, denoting its superiority over regular checkers for spelling and grammatical errors. This stipulation influenced my choice in that the efficiency of artificial efficiency guarantees the absence of errors. The last rhetorical strategy used in the ad is ethos, the appeal to credibility. The ad states that Grammarly helps millions of its users communicate, indicating that the tool is credible, given that millions of people are using it. This position influenced me in that I want to be a part of the millions being helped to communicate eloquently.

Additionally, the ad’s effectiveness stems from graphics and colour. The presentation of the video is very captivating, with the bright colours used and the presentation of information on the screen. Colour evokes emotion in viewers, and in the ad, the colour blue is displayed the most on the screen. Color blue fosters the engagement of viewers (Yu and Egger 2). Graphics are shown in the display of fonts and the style by which new information is added on the screen, promoting viewer engagement. Motion graphics are also used in the ad when sectioning the screen and changing the topic in the video. All these factors promote the ad’s effectiveness. These video traits influenced my reaction to the ad in that my vision was captivated, following every illustration depicted on the screen until I understood the product and its features.

Finally, the ad’s effectiveness originates from its claims. The ad claims that the Grammarly product has been used by a million users, in addition to it being an AI-based software. Other claims include its free subscription which users will find helpful with the lack of cost. Many of the claims in the ad discuss the product’s features, promising to deliver flawless and effective communication by its users. This trait also promotes the ad’s effectiveness. The claims were the greatest players in influencing my perception of the product through the ad convincing me of all the benefits I stand to gain by using their product.

Accordingly, based on the aforementioned factors, the ad was effective. The ad’s claims, rhetorical principles, graphics and colour make the ad effective by capturing viewers’ attention, driving them to want to purchase the product. The ad evoked a strong feeling in me when it assured flawless communication. Grammatical errors are unavoidable, and having that tool on email and messages amongst many more platforms would be very helpful. The AI-based feature for grammatical checking made me want to purchase the product and upgrade to premium. Based on the Grammarly ad, the Grammarly product is worth paying for because it is compatible with numerous applications used daily and can be used on numerous devices, including phones, laptops, and tablets. After examining the ad closely, I think I’d make the same decision because eloquence and fluency have always been traits that I wanted for myself in communication with others because misunderstandings tend to pop up unexpectedly due to errors in spelling and grammar. Going forward, I will be keen to consider advertisements more carefully before purchasing any product or service to ensure I am making the right decision with my choices.

Works Cited

“What Is Grammarly?”, YouTube, uploaded by Grammarly Basics, 6 October 2022, https://www.youtube.com/watch?v=doTMUdBBq7A&ab_channel=Grammarly

Yu, Jing, and Roman Egger. “Color and Engagement in Touristic Instagram Pictures: A Machine Learning Approach.” Annals of Tourism Research, vol. 89, July 2021, p. 103204. https://doi.org/10.1016/j.annals.2021.103204.

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For our first paper, we will analyze an advertisement using the rhetorical triangle and the principles of purpose and audience. Your assignment is to determine whether this ad was effective or not and why. Examine the strategies the advertisement used and explain how those convinced or did not convince you to purchase the product. Please be sure that whatever you choose is not threatening, prejudiced, or disrespectful.

The Grammarly Ad Rhetorical Triangle Analysis

What to do/What to Write About:

1. Select an advertisement that you have seen somewhere in the real world. Choose something you have had a strong reaction to. This will likely work best with an advertisement that convinced you to purchase a product (or made you completely hate the product).
   1. This could be a video, a social media advertisement, a print ad, a pop-up, a streaming service ad, etc. This could even be an influencer’s promotion of a product.
   2. The ad must be current (from the last 5 years).
2. Explain the rhetorical principles used.
   1. Consider Ethos, Pathos, Logos, purpose, and audience.
   2. What appeals does the ad use to convince people to buy the product?
3. Argue whether the ad was effective or not and why.
   1. Again, consider the rhetorical principles and anything else that might make the ad effective or ineffective.
   2. How and why did this ad evoke a strong feeling in you? What about it made you want to (or not want to) do what the ad wanted?
4. Think about the future.
   1. Now that you’ve examined the ad more closely, do you think you’d make the same decision? Why or why not?
   2. Will you consider advertisements more carefully before purchasing/doing what they want?
5. You must cite the advertisement you used in a works cited page or a reference page using either MLA or APA format. If you quote from it, you should also cite it in-text.
6. Use paragraphs and correct and standard American English. Proofread for grammar and spelling mistakes. Utilize an introduction and a conclusion as well as multiple body paragraphs.

Requirements:

• A MINIMUM of two full double-spaced pages with one-inch margins. (I will accept up to four full pages.)
  • If you do not meet the length requirements, your grade will decrease significantly.
• Reasonable (Times New Roman, Arial, Garamond, etc.) 12 pt. font
  • Follow MLA or APA paper formatting requirements.
• Follow all the assignment guidelines and carefully proofread for errors.
• Include a works cited page or a reference page for the advertisement.
• No other sources should be needed. This is your opinion.