Rhetorical Analysis

Clarissa Marie Guzmán Román Guzmán 1
INGL3101-050
María I. Badillo
21 November 2012

Liquid-Plumr Double Impact Rhetorical Analysis

The Clorox Company is specialized on cleaning anddisinfecting products, but those are not the only types of products they manufacture. They also manufacture home care products, salad dressings, charcoal and personal care products. They have the purposeof making the housework much easier and life much healthier. Their motto is “We make every life better, every day”. Apparently this has been effective because, according to the Clorox Company Factsheet (2011) their products are well accepted in the market. They generate $5.2 billions dollars per year and they will celebrate 100 years of service in 2013. The newest Clorox product is theLiquid-Plumr Double Impact, wich has had a lot of acceptance in the market of cleaning products. Clorox’s newest Liquid-Plumr Double Impact commercial aims to attract customers by using different persuasiveappeals, such as credibility, humor and double entendre.
One of the persuasive appeals used in this commercial is ethos. This persuasive appeal is represented by the comedian Jessica Makinson becauseshe represents the comical essence of the commercial. She is famous for being part of programs in Comedy Central, being the voice of a South Park character and contributing to the Jimmy

Guzmán 2Kimmel Live show. Another famous personality is the model Aaron O’Connell. Because of his contribution to the modeling world, he is a top figure of masculinity. He has been a top model for companiessuch as Calvin Klein and Lucky Brand Jeans, both companies better known for their masculinity figure. Clorox Company chose to use celebrities instead of regular people to give credibility to theproduct.
Other of the persuasive appeals used in the commercial is pathos. From the beginning to the end of this commercial transmits a funny atmosphere full of humor. One example of this is when the...