Jerry Fresh Rhetorical Analysis

Major companies in the United States try to convince consumers to purchase their product using various techniques and medium. Jack Solomon examines the techniques and critiques American advertising in his piece “Masters of Desire: The Culture of American Advertising”. Techniques used in advertisements are usually chosen based upon the race, social status, age, and identity of the consumer they are targeting. Some companies try to build trust and honesty in their commercials as an attempt to sell more product. In Sam Adams’ commercial “Brewers Fresh”, the author of the commercial uses the sophisticated adult appeal discussed by Solomon. Sophisticated adults will purchase a product that is of the highest quality on the market. Sam Adams also …show more content…
The sophisticated adult consumes a quality product because they enjoy such product. It would be illogical to purchase a product and not enjoy it, so Sam Adams want to attract those who appreciate a quality product. Sam Adams want people to purchase their product for their love of quality beer. They deliberately chose the song “Who do you love” by George Thorogood to play in the background. They timed the vocals to be played during the important statement about the beers quality so the chorus, “Who do you love”, being sung as the beer is described. An example is when the commercial ends, the brewer states the beer taste best at the peak of freshness as you hear the chorus fade off. Sam Adams wants the consumer to associate love with its beer since love is a strong human emotion, it is hard to not seek it. To a sophisticated adult, there can be an association between good beer and love, since the taste of craftsmanship can evoke a compelling response. Sam Adams’ choice of music helps to connect love with beer. Throughout the commercial the product is typically shown in a glass to show off how their product looks. Sam Adams wants the consumer to look at the glass of Sam Adams’ beer and feel desire to have a glass in their hand. They want the consumer to feel compelled to purchase their beer over another’s because of how well it is presented in the glass. The combination of showing off the product and the choice of music effectively targets the sophisticated adult, who demands the best beer when they are shopping at the store. Sam Adams effectively targets the sophisticated adult using quality assurance, freshness, and the enjoyment of the product. However, there is another appeal that also builds trust in the commercial; the realistic camera

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