The Art of Logical Persuasion

A Rhetorical Analysis of Commercial Advertising

🎭 Satirical Academic Analysis Alert! The following content examines the sophisticated art of convincing people they need clearer skin through the power of LOGIC™ 🧠

Slide 8: Uses of Logos in Commercial

(At Least Five... Because We're Overachievers)

"Help is on the Way"

Who wouldn't want help with acne? Reason-based argument.

Using her testimony of "Proactiv has done that for me"... "I use it every day, and it works". "I use Proactiv every day, and I don't get breakouts", "thanks to Proactiv, my skin is clearer all the time".

Reason and evidence.

Millions of other people use it, so you should too.

Facts (maybe?).

Named "best acne treatment by Allure magazine".

Facts / evidence.

"Developed by two Stanford-trained dermatologists"

Supporting the claim that the product is of high quality. Facts.

"#1 best acne system in America"

Maybe facts. No footnote.

"Proven three-step system"

(Hard to make out, but the footnote says something like "Based on clinical observations of Drs. Rodin and Fields")

Money-back guarantee

Logically reasons that the product must work, and nothing to lose. Appeals to reason.

Academic Conclusion: Proactiv's commercial demonstrates a masterful deployment of logos through scientific-ish claims, appeal through a celebrity-ish, and creative sympathetic appeal.

Gotcha, Lindsay! 😉