RA Print Ad

Raiding your savings to buy gas? Start saving right away. All you need is a UTA ED Pass. For yours, go to www.BYU.edu, Log on to Route Y and follow the links under miscellaneous. Fill it back up.

UTA argues here that buying a bus pass will save money and take care having an empty tank in your car. They couldn't have picked a better audience - Poor, starving, BYU Students. This ad is Brilliant!

What makes this ad successful for BYU Students? Well, first of all, we can make a fair assumption that mostly all BYU students are LDS. And being an LDS child means that we have all at some point in our life eaten from a jar of peaches our mother canned and put in the food storage. In fact, I am willing to bet that some BYU students have a couple of jars of peaches in their cupboard right now. This gives ethos, or credibility to the ad because it is something that has been around for a while, and we students can trust that it will keep our peaches preserved. I remember these jars from when I was young and I still see them around our house. I suspect that most BYU students have as well. The jar also gives pathos, or emotion, to the ad. Like I mentioned before, this brings back childhood memories. This emotion helps us connect to the ad through our happy childhood interactions. The gas tank indicator in this ad serves as another form of ethos. If it reads empty, it is empty. It is something that everyone trusts in their car. No one likes an empty tank, and no one likes to have to fill an empty tank. That being said, it also serves as pathos to the audience. “Empty again? I filled it up yesterday!” I can feel even now the frustration of filling up so often and dealing with the high gas prices. UTA is implying that BYU students can “get rid of their empty tanks”. Come to UTA and your empty tank crisis will be appeased. This fits right into the last object on the ad I want to address, the pennies. The pennies in the jar plays an important role in giving its audience the emotion of being poor, or on a tight budget. We thrifty College students will save every penny we have to get through. If we can somehow fill up the jar and higher our gas tank indicator, we can be happy. I feel that UTA effectively captures its audience and is successful in persuading that buying a bus pass will save college students money and will take care of the empty tank issue.