A Rhetorical Analysis Of North Face Advertising

Logos focuses mainly on the logical appeal the author wants to portray to its audience. The author must present a strong logical argument to get their purpose across to the intended audience. The author needs a claim that is both relatable and credible, so the audience can buy into the claim being made. The North Face advertisement, “NEVER STOP EXPLORING” is presenting the brand as the best one to have if the audience engages in outdoor recreational activities. North Face claims that since one person can reach the top of a mountain with their gear it is possible for anyone to achieve a certain goal with their brand. The advertisement leads the audience to believe the brand is durable and able to withstand extreme conditions. The person climbing to the top of the mountain shows the gear being used and that it allows them to achieve the impossible. With the person reaching to the top and the gear still appearing perfectly intact, North Face coveys to the audience the idea that when their brand is put to the test, they succeed.
The author does not address the limits the audience would go through that would prevent them from exploring. Money, skill set, and disabilities are all factors that come into play in disproving the claim that with the North Face brand everyone can explore as they please. The audience would need more training and to have the proper skill set in order to climb the mountain, and not simply putting on North Face gear. Focusing on logos, the ad has sound claims, but fails to back up the with good evidence. The ad ties into pathos and ethos, by instilling in the audience they can do anything. The audience focuses less on the factual information and more on the idea of what they could do. The ad sells the experience while also selling the brand as a necessity in order to perform the