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Rhetorical Magazine Advertisement Analysis: Gatorade

The main aim for a magazine advertisement is to sell in so many words with little to no

effects. There has to be a strong point to grasp the audiences mind. An example, the drink

Gatorade, is a very popular drink to replenish for athletes which is a very wide range of different

people. So when it does sell, it sells drastically. To grasp the attention of those who does not yet

know what this drink is how will the ads pull them in? Gatorade uses a lot of different effects

with the image along with ethics.

Gatorade is a sports themed beverage produced by PepsiCo according to Wikipedia. It is

a drink intended to grasp the attention of those that are athletic or active in some sort, ie mainly a

figure into sports or gym rats. These types are known to need pit stops for the body after

sweating which releases electrolytes. Humans as a whole will always have a need to rehydrate.

This product is supposed to rejuvenate and refuel so the person can continue in action. The

person or people used in the ad has different ethnic backgrounds. They are all adults that are

male or female. No kids are used the seller wants to go for those most likely able to purchase and

have a higher demand for it.

In Gatorade Advertisements there is an intense looking figure either active by running,

shooting or throwing a football, or in resting position. Most of the image is in black and white

leaving only the advertising phrase and gatorade flavor in color. According to the article Making

The Pitch “The challenge of copywriting isn’t to create works of literary merit, but to meet

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advertising objectives.” By using the black and white effect, leaving most of the color out, the

audience attention is shifted from the figure to the bold text and the actual drink located at the

bottom of the advertisement. .

Gatorade’s slogan “Is it in you?” uses the rhetorical strategy erotema. This is known as

the rhetoric question and makes it easy to remember so it advances the sellers approach.. The text

is white and either the word “you” or “it” is the color orange along with the bottle of gatorade

that is most likely orange also. Along with it being colored, it is also italicized. As Aristotle

wrote, you have three forms of power over the reader: ethos, pathos and logos. This slogan

aimed to use ethos. It is ethical to rejuvenate yourself and refuel. Asking this question lets the

audience knows the what the “it” is, which is the drink, then goes on to ask do you have it in you.

This ad is very effective. Compared to water, the go to drink to rehydrate, Gatorade

replaces electrolytes that were lost through sweat. By showing an athletic adult drenched in

sweat it pulls that exact customer towards the product. On a sports team this brand can even get

its product sold in bulks. The copyrighter assumes every athletic human needs a pit stop and a

quick one that will also help them get right back in the game. Using its ethos approach and the

scene it sets the figure in, you can be assured that Gatorade will be the right drink.

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Works Cited

Leith, Sam. Other Men’s Flowers. The New York Times, 2012. Electronic Medium (Print).

Pecora, Olivia. “Is It In You.” 2012. https://goo.gl/images/ECbf84

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