Gatorade Rhetorical Analysis Gatorade Essay - 1165 Words

Gatorade Rhetorical Analysis Gatorade’s â€Å"Sweat It to Get It† campaign utilizes a multitude of rhetorical devices in its advertisement. The advertisement takes place on a sunny afternoon and in a generic convenience store. A businessman enters the store on his cell phone and grabs two Gatorades. When he attempts to purchase the drinks, the cashier promptly asks â€Å"Do you know what electrolytes are?† The cashier then proceeds to explain that one must sweat to purchase Gatorade and therefore the cashier will not sell the Gatorade to the inactive businessman. Cam Newton then enters the store, staring the businessman down, and then smacks the Gatorades out of the businessman’s hand. The advertisement concludes with Cam Newton saying â€Å"You heard what he said† as the slogan â€Å"You Don’t Sweat It, You Don’t Get It† scrolls across the screen. The main message of the advertisement is Gatorade is more than just a drink to be consumed mindlessly, but a necessary accompaniment for an active lifestyle. In order to fully comprehend the meaning of the advertisement, one requires a process to analyze it. Kenneth Burke created a â€Å"Pentad of Dramatism,† as a way to critically analyze pieces of work such as advertisements. This method includes five major components: act, scene, agent, agency, and purpose. Act describes what types of communication are utilized in the work including actions done by the agents, both verbal and nonverbal. Scene describes when and where the act is takesShow MoreRelatedIndra4189 Words   |  17 Pages|Indra Nooyi: | |A Leader and a Woman of Substance | |CEO Rhetorical Analysis | |EXPO E34 | |HES, Fall 2010 | |Prof. Julie Anne McNary |