Rhetorical Analysis of Snacks AD in Vogue Magazine

A lot of advertisements in women’s and health magazines are based around one thing, getting skinnier. While snacking on some potato chips might cause a dent in that plan to get up and get healthy. The advertisement uses regular and kettle-cooked potato chips to show you that Popchips are healthier with less fat and you get to eat more of them. They want to persuade the reader to make healthier choices by buying their chips. You get more chips for less calories, Popchips are healthier against the leading fried and kettle-cooked chips. This advertisement by popchips uses three visual stacks of chips to persuade people to eat healthier while eating more of their product for less calories.

Popchips use a bright red color to make the advertising pop where it was found in Vogue magazine. This magazine also contains other weight loss ads and fashion including thin women in beautiful clothing. Three stacks of different potato chips, one fired, one kettle cooked and the other are popchips. The whole ad is red and has a big 100 underneath the chips and that number represents how many calories are each pile of chips. The ad in bold letters at the top states “Less guilty, more pleasure”. While the primary target is people who are trying to lose weight or just eat healthier, you can say the audience is primarily women considering where the ad was found. Popchips give the information that they can eat more, especially when it is less calories if they ate the same amount of chips.

The literary elements that make this ad effective are logos along with ethos. This ad has a lot of high reasoning strategies that connect with logos directly. The first example of logos is the facts about nutrients on the chips. Most of the targeted audience reads the nutrition facts underneath each set of chips and compared them to each other side by side. When the audience compares the two they can see that the Popchips are healthier and this helps because it gives the ad facts about what you’re putting into your body. Ethos is used with not this particular ad but I looked up Popchips ads online also and it showed a whole campaign that Katy Perry did on pop chips. Katy Perry is a popular singer and is fit and she has an hourglass figure which makes her perfect for this type of ad. Katy Perry had a lot of presence in the Popchips ads with humorous phrases, like “Love. Without the handles.” If you eat Popchips you could like Katy Perry too.

Using literary elements and visuals to better explain their product they are trying to persuade women who want to lose weight to buy their snacks. While this ad is effective, I believe it could be even more convincing by using the literary device, pathos.