7 UP is a brand of lemon-lime flavored soft drink that is owned by corporation giant PepsiCo. This advertisement created by 7 UP showcases some of the greatest athletes from a variety of sports at that point in time. This marketing strategy is known as a celebrity endorsement, which utilizes a well-known person to help promote a product or service. Using Magic Johnson, Mike Schmidt, George Brett, and Sugar Ray Leonard as promoters of the product on the advertisement, helps appeal not only to logos as in the fact that it is expert testimonial, but also Pathos. Athletes are big figures in American society. They are regarded as people we look up to and admire. When the audience views this advertisement and see's their favorite athlete drinking a 7 UP, they feel compelled and excited to go buy, drink, and look just like them. The use of these athletes also helps to establish the credibility of the product. As a consumer I don't know whether the product is good or bad but after seeing these world-class athletes enjoying the product, I know that it must be good. If they enjoy it, I will enjoy it, is the mindset that 7 UP is creating. The slogan "Feelin' 7 UP" invigorates a feeling of energy and excitement just by reading it. This also plays on the audience's emotions to inspire them to buy one of their drinks.
The purpose of this text was to persuade the audience to go out and buy a 7 UP. I personally believe that 7 UP did a great job marketing their product and was successful at achieving their purpose because of their rhetorical strategies, I now have a hankering for a 7 UP.
(http://i.imgur.com/MZjkSdx.jpg)
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