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Essay / Research Paper Abstract
A 3 page research paper that offers analysis of an ad for Audi cars. Bibliography lists 3 sources.
Page Count:
3 pages (~225 words per page)
File: KL9_khaudiad.rtf
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Unformatted sample text from the term paper:
blue tones. Above the frame, there are two headlines, which read: "1/2 Truth: Steel is the strongest metal in a car" and "Full Truth: A pound of aluminum is 2.5
times stronger than a pound of steel," with the "1/2" and "Full" set off in red, which, like the Audi logo in the upper right hand corner, catches the eye.
Below the car frame, the caption reads: "Aluminum. Lighter. Stronger. Better. Which is why we pioneered ASF aluminum space frame in the first place. Audi. Truth in Engineering." Every
advertisement shares the common goal that its producers are endeavoring to establish a relationship with the consumers who view the ad (MacRury 52). One of the main functions of ads
is to inform consumers about the product and this may involve combating "the negative claims of competitors" (Petley 20). There is a common perception among the American people that steel
is harder and stronger than aluminum and this ad combats this notion. The Audi website indicates that this car manufacturer has been researching and developing aluminum as a component in
their automobiles for 17 years ("Historical"). Therefore, Audi has considerable time and money invested in their dedication to the weight-saving benefits of aluminum. Therefore, the intent of the ad is
to combat the idea that aluminum is inferior to steel. Therefore, the ad constitutes an argument based on Logos, that is, logic. The first headline states the prevailing idea
that steel constitutes the strongest metal that can be used in automobile construction and labels this as a half truth. Below this, Audi asserts the "Full Truth," which is the
fact that aluminum is 2.5 times stronger. The color scheme of the ad, that is, the heavy use of blue, subliminally suggests that this its message is coolly logical
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