Rhetorical Analysis of 1971 Jeep Commando Advertisement

Rhetorical Analysis

The use of nature as a rhetorical tool is not a new idea in advertising. It is a staple of advertisements in such areas as cleaning products and cosmetics. In addition, automobiles, and specifically Jeeps have used nature to make a point. Jeep's advertising aim is to let you know that you can do anything you want in a Jeep including going to the beach, having a picnic, or driving up a mountain. Jeep was originally an army vehicle, so Jeep's ruggedness has been known of since its inception. Jeep sees this durability as their niche and that is their marketing focus, through the use of several different techniques.

In the chosen advertisement of a 1971 Jeep Commando, there is a couple, parked in their Commando on a beach surrounded by rugged terrain. There are many boulders, and there are waves breaking on the rocks in the background. There are fishing poles in the backseat of the Jeep, and the couple appears to be laughing. The Jeep and terrain appear to be the focus of the advertisement, because the people are hardly visible. One can ascertain that the advertisement is aiming to make us believe that this Jeep can tackle such a difficult landscape with ease and comfort, because the woman is smiling. In addition it can be inferred that after such a rough drive down the rocky beach, the couple can sit down for an afternoon of fishing, displaying the versatility of the vehicle for rugged driving and transportation to a leisure activity.

Layout is another important rhetorical aspect of advertising. In this advertisement, the Jeep is the central figure, while a large heading is present and an inset of text at the bottom. The couple in the vehicle is barely noticeable, so clearly the intention is to show it is a vehicle for anyone, not a specific demographic. Another large portion of the ad is the environment; the large rocks, sand, and body of water. The idea behind this is to emphasize the strength and durability of the vehicle.