Huggies is one of the world's most recognized diaper brand. Huggies' parent company Kimberly Clark has been around since the 19th century and have a strong consumer market due to their use from generation to generation. Huggies is already established as a credible diaper company. This leaves room for their advertisements to play with emotion and reasoning to attract consumers.
In this particular advertisement Huggies toys with humor as a rhetorical device, specifically satire. The ad reads: "Don't irritate your new boss." Joining the quote is a picture of a baby, meticulously groomed to resemble the typical wall-street type of man: Big collar, slicked back hair, rolled up sleeves - think Tom Cruise as Les Grossman in Tropic Thunder. The image is extremely satirical. It's strongest attribute is the humor of the baby. Obviously, the baby is not a corporate boss. However, babies, have a notorious tendency to become the boss of the house due to their infantile needs, even though it is unintended. Also, the term "irritate" can make mothers cringe. This phrase is a double entendre. "Irritate" can also indicate a rash or irritation of the baby's skin. This would cause even more crying and attention focused on their "new boss."
The Huggies brand does a fabulous job of appealing to their wide demographic of mothers through this advertisement. Because Huggies has established credibility through years of successful diaper sales and satisfied mothers and baby bottoms, the advertisement (rightfully) lacks an appeal to ethos. Nevertheless, the humorous baby steals the show. The hilarious image successfully appeals both to pathos and logos. A baby should not be irritated by diapers, therefore buy huggies and your "boss" will not be irritated, making the mother's life easier.
you've described the advertisement very well.
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