In 2012, Toyota released their first ever Prius car with added rear view camera. It was an all new design for the time and was congruently hailed for its added safety benefits. Soon after its release date, this ad, and ones very similar to it, were published across the United States as a clever way to promote the Toyota company's new Prius car. It is easy to infer that the intended audience for such a visual text were any drivers considering buying a new car. Going of that knowledge, the purpose of such a visual is then revealed. With this ad, the Toyota company hoped to persuade such consumers to consider buying their car over competitors due to the added safety features. The ad was especially successful as an advertisement due to its subtle humor, facilitated by allusions to traditional advertising slogans, as well as an appeal to pathos and logos which added a more personal element for its audience.
Upon first view of the advertisement, it is the infamous slogan "as seen on TV" which sticks out most. It is also what is most telling to the purpose of the visual. These four words serve to poke fun at traditional advertising techniques as well as tell the audience what their new car offers. Essentially, it depicts the images that may possibly be seen through the rear view camera, allowing viewers to infer what tragedies would be avoiding in seeing such things. By utilizing the image of a young toddler, the visual also strongly appeals to pathos in showing an emotional pull toward the innocence of childhood. This is also what serves as a strong appeal to logos. By not directly stating what is being depicted within the image, it allows the audience to infer the logical implications of not being able to view the image of the young child. Overall, it was this intelligent use of rhetorical devices that allowed the advertisers to accomplish their purpose.
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