The Navy advertisement is visually pleasing to the eye. The ad prominently
displays a young woman in a Navy uniform. The ethos appeal of the advertisement’s
presentation comes from its source of credibility, which in t
...
The Navy advertisement is visually pleasing to the eye. The ad prominently
displays a young woman in a Navy uniform. The ethos appeal of the advertisement’s
presentation comes from its source of credibility, which in this case is the young patriotic
women who wants to fight for her country. From the visual presentation, you can see her
standing triumphantly as her uniform grease flap and neckerchief blow wildly in the
wind. Nowadays, this ad seems incredibly sexist and out of place. For its time however,
this would have been an incredibly effective ad. It insinuates that if this woman wants to
join and you do not, she is more of a man then you.
At first glance of the advertisement, your eyes are drawn straight to the word
“GEE!!” the young woman exclaiming her displeasure with the fact she cannot sign up
due to the gender restriction. As you move down the advert, you’ll notice slight
emphasizing of the words “A MAN” and “I’d”. This meant to insult the man’s pride. The
audience to this advertisement is young testosterone filled men with a desire to prove
themselves. The narrative of the advertisement creates an emotion of “I am a man” in the young
men who see it. To which the ad then has a call to action challenging the viewers self-proclaimed
manliness by stating “BE A MAN AND DO IT”. The narrative of the advertisement creates an
emotion of comparison between him and her, to not answer the call to action in the affirmative
does not reinforce the young mans sense of being a man because he will now feel as if a woman
is more heroic and manly than he. We may find this all a bit silly in the current year, however
these emotions were very really for men in the past and even some relics of this thinking can be
found today. By using a pathos appeal in the narrative, the audience is drawn in by different
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