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Ben and Jerry's print ad did a great job of proving their point that "It's What's Inside That Counts" by establishing credibility, connecting with the viewer, and sharing the importance of how their companies background and process of making the ice cream influences not only the people who are eating it, but the community they are a part of.

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In July 2011, Ben and Jerry's started an ad campaign "It's What's Inside That Counts" including the shown print ad, with the goal of persuading American consumers to purchase their products, by establishing credibility, using imagery that appeals to the consumers' emotions, and by using logic to persuade the consumer that Ben and Jerrys cares about what is inside of their ice cream.

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Ben and Jerry's is an American ice cream company established in 1978 in a renovated gas station to a large company that provides ice cream in most of the United States. Ben and Jerry's is known for being conscientious of not only the ingredients they are putting in their ice cream, but to how those ingredients are sourced.

In the print ad, the viewer will see the campaign slogan "It's What's Inside That Counts", however, the eye is first drawn to the ice cream container in the middle of the ad. The container shows the original Ben and Jerry's shop in Burlington, Vermont with a line of people enthusiastically waiting to buy their ice cream. In the print ad, the viewer will also see the phrase "Committed To Great Since '78" as well as a brief background of the companies background.

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Ben and Jerry's uses ethos in this print ad by including the phrase "Committed To Great Since '78" establishing credibility by showing the company has been committed to making the greatest product since the start.  Pathos is demonstrated in the form of invoking joy by showing a diverse group of people ready to enjoy their ice cream and enthusiastically waiting in line. Lagos is demonstrated by showing from sharing the company's background in a brief statement about its history and how the process of making their ice cream supports the comunity.

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Ben and Jerry's target audience in this print ad is the average American consumer. They have a diverse line of people waiting in line for the ice cream showing that their ice cream is for everyone.
The purpose of the ad is to have the American consumer think about not only what they are putting in their body, but where the ice cream they are consuming is getting the ingredients from and showing that the history of the company you are buying from matters.

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The largest object is the ice cream container.
There is a long line of diverse people ready to enjoy ice cream.
Commited to great since '78 is in bold font.
It's what's inside that counts stands out at the bottom.
There is an old school Ben and Jerry's inside the ice cream container.
In the backdrop of the container you see an older looking town.
The color scheme of the imagery in the ad matches the outside of the ice cream container.
They share a short background of their company in small text in the ad.

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Discuss the effectiveness of the commercial. Does the ad do a good job of appealing to their reader to sell their product. Do not use first person!

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Step #8 - Write Rhetorical Appeal Sentences (3-4 sentences)

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Step #8 - Write Rhetorical Appeal Sentences (3-4 sentences)

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Choose the most predominate appeal and explain why it is evident to the audience (only need one):
1) Ethos
2) Pathos
3) Logos

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Step #7 - Write Audience/Purpose Sentences (3-4 sentences)

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Step #7 - Write Audience/Purpose Sentences (3-4 sentences)

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1)Which audience demographic are they trying to reach?
2) What is the desired effect/purpose?

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Step #6 - Write  Context Sentences (3-4 sentences)

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Step #6 - Write  Context Sentences (3-4 sentences)

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1) Background information (company name, history, etc.)
3) Describe the physical components of the advertisement.

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Directions:
Topic Sentence – needs to be first sentence of your paragraph and introduce the company and product and three subtopics that you will be covering. (It will look like a Thesis Statement)

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Address:
1) Context
2) Purpose/Audience
3) Rhetorical Appeals - Ethos, Pathos, Logos

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Step #2 - Find Print Advertisement for American Product  

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Step #2 - Find Print Advertisement for American Product  

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This can be from a website, magazine, or social media post.