Rhetorical Analysis: Dell Lollipop Treats Advertisement

Rhetorical Analysis: Dell Lollipop Treats Advertisement

Introduction

The Dell 'Lollipop' is a 30 sec commercial that features four factory workers singing a 1958 remake of the song 'Lollipop'. Set inside an imaginary factory, with machines like in dreams, the commercial can be considered to be like a scene from the famous Charlie and the Chocolate Factory. The colorful Dell notebook Computers are rolled out and packed for the market as the song plays on. The elephant's foot stamps the colorful gum or candy like substance on it. The main claim that the advertisement makes is highlighted by the range of colorful Inspiron notebook computers that are shown to be packed. Through this it is shown that Dell has the ability to deliver the product according to the personal style and preferences of the consumers (en.community.dell.com). The tagline 'Yours is here' sums up the claim that it tries to make.

The commercial employs a few strategies to persuade the audience. It does not share any facts; neither does it offer a solution. No new idea or story is shared to persuade. Lastly no attempt is made to change the perception of the audience towards the product. All those persuasive strategies that are considered to be among the top strategies are none employed. Rather, the ad employs a surreal and joyous atmosphere and with tries to bring out the fun side of the product. Hence it creates excitement and tries to involve the audience with this strategy to grab their attention towards the product. It seems from the look of it and the focus that is puts on colors in the advertisement that it aims and attempts to highlight the range of colors that it offers.

Discussion

Toulmin's model

The major claim that the ad seems to make which is that the company offers a range of colors in the product it is marketing through this advert which is justified by the grounds provided. Through the color being stamped on the laptops it tries to enforce that colors are important when it comes to laptops. It also makes it a point that appearances are these days more important than functionality. With the range of colors that it offers, and with the tagline that says with these bright colors customers can now treat themselves, it marks the importance of colors over functionality. To make this point, it has provided an environment that supports ...