A Rhetorical Analysis Of Beer Ads

Advertisements have become a big part of our daily life, and we see them wherever we go from walking in the city or to driving on the highway. Some of these advertisements put a spin on something old such as an image or phrase, and it will catch peoples eyes. This is just what Guinness did with one of their beer ads that reads “Enjoy responsibly. Phones down, please.” The layout and color of the phones on the bar counter are put in that spot to make a glass shape, The company shows all three different appeals mostly trying to persuade buyers. Guinness has made an ad that puts a twist on everyday objects and phrases, uses colors of phones to create an image, and uses appeals to persuade people into getting a stout. The only words Guinness uses in the ad are very clever because it shows that people should set down their phone more often and maybe enjoy a beer or two. Being told to put your phone down has become a integrated part in today’s world, and this ad put a whole new spin on the phrase by adding a photo of smartphones stacked on top of each other. Even the placement of the text, right under the stack of phones, helps catch eyes, and keeping the two sentences to two and three word sentences makes the phrase
They are also trying to persuade them that their beer is good because it says “Enjoy responsibly”. Guinness is telling their customers that it is better to have face to face interactions. The phrase “Phones down, please” shows pathos. The phrase shows that we are always looking at our phones, and we need to stop looking at them for a little bit. Maybe the ad might make people feel guilty for always being on the phone and set it down. Guinness is trying to be funny with trying to tell people that they should enjoy their beer instead. Ethos is being used in the ad because Guinness is a credible sources to listen to when they tell somebody to put their phone down, and