The argument here is that other sports drink ads lie to you because they fail to mention that high fructose corn syrup is a main ingredient, which is very unhealthy especially when working out. Liv Natural, on the other hand, does not contain high fructose corn syrup and it lets customers know by advertising it. Liv Natural does not lie like other sports drinks.
The ad is directed to those people who workout to stay healthy. It is also for people who not only want to live fit but also drink and eat fit. There is a huge market for people who only eat and drink natural foods and this is targeted towards them.
Most advertisements use pathos to stir emotion in the person viewing it. This ad is relies on both logos and pathos. Pathos is shown by the use of words. It is very personal and speaks directly to the reader, “your sports drink contains…” and “your body needs…” It also mentions the fact that the reader is being lied to and let’s face it, no one likes to be lied to. Logos is used by mentioning the fact about high fructose corn syrup being bad for you and the majority of people who are interested in health and fitness realize this. Ethos does not really come into the picture as Liv Natural is a new product and has no reputation among customers. In fact it does not claim to be an authority on the subject, “We don’t blame you if you don’t believe us. That’s what labels are for.”
I think that the ad is very effective as it immediately catches your attention by saying, “don’t trust this ad” when it ironically is what it says not to trust. It also empathizes with readers who perhaps think that ads lie and are deceptive. The purpose of the ad is to let people know that Liv Natural is a natural and healthy alternative to other sports drinks. This purpose has been achieved.
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