Whether we know it or not, everyday commercials often use rhetorical devices to try and persuade an audience. Probably one of the most popular example of these commercials are the ones for Proactive. While watching one of these commercials featuring Lindsey Lohnan I noticed the use of appeal to nature, appeal to emotion, and anecdotal devices. Appeal to nature is used when the add claims that the product is natural and has no harsh chemicals that can harm your skin. Appeal to emotion is used throughout the entire commercial when different individuals talk about how insecure and unattractive they felt due to their acne. These individuals claimed that Proactive help them gain more self esteem. This device is used to trigger your emotions so that you can buy the product and feel pretty and confident. The last device used was anecdotal. Lindsay talks about her brother, who is not a celebrity and how he “went through a phase where he had acne” which relates to everyday teens. This device is used to show a personal experience in which the product worked instead of making a valid argument. These devices work together to try and persuade you that you need this product to feel better about yourself. By appealing to your emotions, nature, and using person experiences, Proactive captures your attention rather than making any valid points.
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