This advertisement for the Mercedes-Benz S-Class series automobile uses several effective rhetorical devices. Initially, the lack of color gives the impression of a classical and somewhat elegant item. It is also important to note the location of the car itself, far to the right of the two-page ad. This alone is contradictory to contemporary advertising methods because of subconscious human behavior. When a person views an ad, his eyes instinctively look towards the top-left corner of the page, a mannerism due to reading. What seems peculiar then, about the placement of the car, is that it is the opposite direction of where the reader looks. This, along with a very small description that seems to fade in with the background, gives the viewer the perception that the name and persona of Mercedes-Benz speak for itself.

In the advertisement, the model shown is being compared to a train, both traveling at what seems to be high speeds. The train is matching the speed of the car yet looks to be behind

The first sentence in the caption is, “Why leave your car at the station?” The claim leads the audience to believe that it is not an average car but something exclusive. It demonstrates that there is no need for other methods of transportation when one owns a Mercedes-Benz. Luxury combined with power is implied to be far better than, for example, a train. Through connotations, the audience for the advertisement obviously seems to be that of adults, not gender specific. The advertisement is simple but has frequent use of connotation and symbolization. There does not need to be emphasis on the phone number or website address for the Mercedes-Benz Corporation because any average adult would recognize the title and most likely search in a phone book or attend a dealership. The advertisement thus seems effective in presenting the audience with class, innovation, luxury, and power, predominantly without the use of words.

it at the same time, an assessment caused by the following train-cars fading into the horizon. It thus makes the car seem to be go

Some topics in this essay:
Mercedes-Benz S-Class, Mercedes-Benz Luxury, Mercedes-Benz Corporation, S-Class™ Advertisement, , caption bottom, bottom-right corner,