TOW #23: DHL Advertisement

Have a “So What?” conclusion

Relate the major and minor premises to my analysis for an advertisement

Strong transition sentences

What came first, the chicken or the egg? Though irrelevant, DHL claims that both came in second, behind DHL’s first place speed. DHL uses logical fallacies in its advertisement to show that DHL is the best delivery service because of its speed. DHL uses symbolism to catch the attention of viewers of the advertisement and an analogy to achieve the purpose of the ad.

DHL uses symbolism to achieve the purpose of gaining the attention of viewers. DHL’s logo consists of a color scheme containing red and yellow. By keeping the advertisement’s main colors consistent with the logo’s colors DHL catches the attention of the viewer of the ad. It is unknown where the advertisement appeared, but since it consists of bright and familiar colors, it is very difficult for a viewer to pass over. The colors also allow the viewer to see that the advertisement is a DHL ad without even having to make the logo very large. The symbolism of DHL’s logo draws the viewer into the advertisement.

By using an expression that is common to many, DHL also creates a humorous analogy that is the major premise. Many people wonder, which came first the chicken or the egg? DHL’s answer to this question is neither, because DHL is “always first”. This analogy between the chicken and the egg and DHL’s speed shows the major premise that claims that it is important for a delivery service to be fast. Since DHL claims that it is always first through its analogy, the advertisement’s minor premise is that DHL is always first. The analogy in the advertisement has the effect of showing that a consumer should pick DHL because speed is an important factor in a delivery service, and DHL is the best choice because it is the fastest.

            When choosing a delivery service, it is important for the consumer to determine what characteristic is most important. DHL believes that the speed of a delivery service is the most important factor of a good delivery service. DHL uses symbolism to draw attention to their advertisement and connect it to their name, and an analogy to humorously show the speed of DHL. DHL finally has the answer to a commonly asked question.