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I am going to be analyzing this Dr. Pepper advertisement.

I am going to be analyzing this Dr. Pepper advertisement. By: Jessica Sharma. This ad was shared on Facebook by Dr. Pepper in September of 2012 and started an uproar of controversy. . One offended reader commented, “I ain’t no freaking chimp. No more Dr. Pepper for my household.”

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I am going to be analyzing this Dr. Pepper advertisement.

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  1. I am going to be analyzing this Dr. Pepper advertisement. By: Jessica Sharma

  2. This ad was shared on Facebook by Dr. Pepper in September of 2012 and started an uproar of controversy. • One offended reader commented, “I ain’t no freaking chimp. No more Dr. Pepper for my household.” • Other readers thought that it was funny without taking offense.

  3. In the ad we see an ape on four legs (Pre-pepper), then we see a bent over person discovering the Dr. Pepper on a rock (Pepper Discovery), and then finally we see a healthy looking man drinking a Dr. Pepper (Post Pepper).

  4. HISTORY • This ad is a spin-off from the 1965 “March of Progress” by Rudolph Zallinger on evolution. • It shows that humans come from Neanderthals or apes. This infamous picture sparked a lot of debate and complaints.

  5. Many other ads have based off same picture such as this one which displays happy hour at a bar called Dros. In this ad, the rhetor uses humor to show that if you go to this happy hour you will slowly start acting like an animal.

  6. Exigence • According to Grant-Davie, the exigence is the answer to 3 questions: what is the discourse about, why it is needed, and what it should accomplish. • This ad is about drinking Dr. Pepper to help you evolve into a human being. • This ad gives off the idea that you need Dr. Pepper to grow and evolve into a human. • It should make people want to buy and drink Dr. Pepper Purpose • According to the Merriam-Webster dictionary, purpose is something set up as an object or end to be attained. • Its purpose is to get you to buy and drink Dr. Pepper.

  7. Audiences • Posted on Facebook on September 2012 • Primary- people who have a Facebook and understand the theory of evolution • Secondary- anyone else who may see it The audience is defined by Grant-Davie as those people, real or imagined, with whom rhetors negotiate through discourse to achieve the rhetorical objectives.

  8. Constraints According to Grant-Davie, constraints are factors in the situation’s context that may affect the achievement of the rhetorical objectives. Positive • People who like to learn about evolution Negative • Christians don’t believe in evolution • Others take offense to beginning as an ape

  9. Rhetors • Grant-Davie defines rhetors as those people, real or imagined, responsible for the discourse and its authorial voice. • In this ad the rhetors are the human being, perceived as a healthy growing man, the person who made the ad, and “Dr. Pepper”(the person).

  10. Argument • Pathos- feels like it is a necessity to drink Dr. Pepper; makes you look good and grow • Ethos-healthy man; person who made ad has credibility • Logos- uses evolution-parody

  11. EVOLUTION OF FLAVOR • Bold and in caps so it stands out and is the first thing the audience reads • Flavor of the Dr. Pepper causes the evolution • “A one of a kind schematic brought to you by Dr. Pepper.” • Doctor Pepper- ethos appeals The fact that he’s a “doctor” gives off the impression that he knows what he’s talking about and has credibility as a rhetor.

  12. Color • The ad is primarily red which instantly catches the eye. • For example, in these 2 pictures you notice the red immediately. The first picture shows red lawn chairs which give the décor some flavor and pop. The second picture is a pair of Louboutinheels which are know for having red bottoms. They do this because it catches the eye.

  13. Sources • http://www.adweek.com/adfreak/dr-peppers-evolution-joke-facebook-riles-creationists-143776 • http://www.guardian.co.uk/science/the-h-word/2012/oct/03/history-science • http://www.npr.org/blogs/thesalt/2012/09/18/161342548/dr-peppers-evolution-ad-strikes-a-nerve-with-some-christians • Wardle, Elizabeth, and Downs Doug. Writing About Writing: A College Reader. Boston: Bedford's/St. Martin's, 2011. Print.

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