analysis of advertisement

Logos (facts, statistics)

• Charts with statistics of the hybrids on pages 25-27
•  Statistics on the different areas of research that they are conducting in their fields
•  Statistics on how their yield enhancement systems will affect audiences yields

Ethos (ethical, credibility) 

• “Since 1937” this establishes credibility knowing that they have been in business almost a hundred years.
• Quote multiple farmers
•    This is important since their target audience is farmers and will show their audience the aren’t alone in planting becks hybrids
•   The owner of the company signs his name in the beginning of the article.  This shows he puts his name behind the company. 
•   They provide their values, 115 years as a family farm, deep Christian faith, and building strong relationships with farmers.  For many farmers in the Midwest this might seem very relatable and like the community they are a part of at home.

Pathos (emotion of the writing)

•  With all the testimonies of current customers it gives a sense of community and the values which they built their company on resemble the values of small town farming communities.

Message

• The message of this advertisement is that with the evidence they provide you should choose Becks like all the other satisfied customers.

Communicator

• All of the company owners are dressed like farmers and in the field, which shows they get their hands dirty and are more than just business owners they are farmers.

Audience

• The audience is farms and they understand their values and portray their company as sharing those same values.