The use of rhetoric figures in advertising

For a class of art direction I have been working on some print advertising campaigns. For this campaigns I had to use rhetoric figures in order to communicate the benefits of the product. The use of  these figures is quite common in advertising and it helps to transmit certain qualities of products to the customers. The interesting part is that with the right use the consumers might accept the transmitted benefit without doubting it.

The first campaign is dedicated to Mini and the benefit is that it is a small car. For the first ad I used the a comparative figure to outline the difference between a Monster Truck (which in this cases seems even bigger than it actually is, so it might also be using a bit of exaggeration). The comparison is also shown with the use of colors, as it seems that even the truck is sort of a toy, so the mini looks even smaller, than a children's toy. For the second and third ad I decided on using something called outline, which uses the outline of the product transmit certain benefits. The first ad reminds a little to the famous Volkswagen Beetle campaign in the 50s. In the Center of a black background one small outline of the mini showing its main characteristics. The car is so small than even the Mini logo is bigger. The last Mini advertising is trying to show more than just the actual benefit of size, it tries to associate it with a certain lifestyle and freedom, therefore the use of a harmonic background and sunset.