This ad appears very plain with no pictures and just five words on a white background, "Dear Ketel One Drinker Thank You." On the lower left hand corner in fine print it read, "Ketel One Vodka distilled from wheat 2003 Imported by Nolet Spirits U.S.A., Aliso Viejo, CA. All rights reserved. 40% ALC/VOL." The reason why the above quote is where it is in fine prints is for one, the company is required by law to print that information, and two, to draw the attention of the audience to the big bold prints instead of the fine print. .
Now, when one comes across such an ad he should stop and figure out why it is so plain but yet expresses such a loud voice. In reference to Cross, the advertisement device this alcohol company used is definitely bandwagon. Bandwagon is where one joins another due to popularity. In the quote "Dear Ketel One Drinker" it is referring to all the people who drinks that certain brand and also to ones who should consider joining in. It is saying to drink their brand because it is the only one that will serve a person right so "Thank you" to whom ever that person may be. .
Another device this ad uses in reference to Cross is the argumentum ad populum (stroking). Stroking is where advertising companies tell the people what they want to hear to make them feel good about themselves. Also by using the stroking device they are also using the plain folks appeals to win their audience's support. In this very brief statement, "Dear Ketel One Drinker Thank You," the company is trying to make the individual drinker of that alcohol feel special by stooping down to that particular individual's level by the personal statement used. By doing so the drinker will feel as though he is actually being acknowledged by drinking the Ketel One Vodka. .
Not only could one reference their judgment of an advertisement to Cross but could also utilize Fowles" fifteen basic appeals. In this Ketel One Vodka ad it seems as though the ad is trying to get the message across about how if one consumes this brand one is in need for curiosity, affiliation, prominence, dominate, and autonomy.