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The all-terrain vehicle-Polaris RZR XP 1000 EPS Ad Essay

The all-terrain vehicle-Polaris RZR XP 1000 EPS ad in a sports magazine is well placed. The ad is intentionally put in the magazine targeting sport enthusiasts or anyone looking for information about the same. The ad in particular targets those who and or would like to engage in off-road races with the intention of convincing them to purchase the product for the same. The ad achieves success with its audience in various ways as described in the document (Polaris Rzr, 11).

The ad makes use of a variety of colors with the notable ones being the White Colour of the product-Polaris, with black wheels placed against a brown background of a desert. Red and Silver are also visible with the name of the product being written with the former against a background of the latter. A red background is also used to display the varieties in the products in this case Blue and Red colored vehicles. A uniform font is used in the words with the size of the same being used interchangeably where the name of the product has the biggest font with the details a small font. The ad utilizes plain folks in this case two riders shown while in action with the product (Polaris Rzr, 11)

On the language in the ad, the word “thrill” has connotations of fun and a good must have product. “New” on the other hand has the denotation of the product having been non-existent in the market. Jargon is also part of the language used in the ad; the product is described as RZR XP 1000 EPS. The ad uses poetic devices one being analogy where performance of the product is described as “razor sharp.” Repetition is also used for emphasis in describing the product as “the all- new new 2015 Polaris” (Polaris Rzr, 11).

The ad has a logic appeal in this case on authority expressed in pronouncing the manufacturers as “#1 brand.” Also, there is an emotional appeal in this case on fun with the use of word “thrill.” The character appeal in the ad is on status in this case “razor- sharp performance” (Polaris Rzr, 11).

The claims in the ad help in reinforcement. One of the claims is on the value with the product being labeled as being from “the #1 brand.” Another claim in value is on “delivering ultimate combination of power.” The tone in the ad is such that it is meant to convince the buyer as there is the belief in value by the product manufacturers’ being “never satisfied until we’ve redefined razor-sharp performance” (Polaris Rzr, 11).

There is fallacy in using a false analogy to compare the performance of the product in this case a vehicle to a razor. It begs the question what a razor has in similarity with a vehicle whose main aspect should be on speed (Polaris Rzr, 11).

In conclusion, the ad achieves its purpose as with a first glance, any motor sports racing enthusiast and in particular off –road racers will be captivated. Though the ad utilizes jargon in the description, the image of the vehicle in action has a very convincing emotional appeal to the consumers. The ad techniques used relates with the audience (racing fanatics) as they are solely based on the product in this a vehicle. The ad appeals to the audience by offering them a product any person in this group will want to have.


POLARIS RZR. THE RED BULLETIN 5 June 2014: 10-11. Print.

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