The link below takes you to a 53 second video advertisement from the late 60, maybe early 70s.
The label it receives at YouTube is The Most Sexist Ad of All Time – Goodyear Polyglass.
But what we need to remember is how the audience that this add is designed for most likely reacted to it. Few would have regarded it as sexist (just the cutting edge academics and intellectuals, and most likely feminists would have seen it that way). Goodyear is one of the most successful companies of all time. They know how to create effective advertisements for their audience. This add doesn’t work for an audience 50 years in the future (us), but it wasn’t designed for us. Get it? By our standards today, it’s a horrific failure. But that’s not what we are focusing upon here.
Watch the video a few times. Learn the facts of it well. And then proceed with the directions below.
Identify elements of ethos, logos, and pathos at work in the ad and evaluate their effectiveness on the intended audience. Study the handout. Find and read or watch your own material online. It’s all the same. The concepts are simple, easily explained. Their 2500 years old. Why have they lasted so long and are still so relevant? You figure that out as you learn what they mean and apply it to the video.
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