In the FedEx advertisement shown below, FedEx is essentially showing consumers that they are as much as two times better than UPS, a competitor in the shipping industry. In this advertisement, FedEx is targeting anyone who uses postal services and more specifically, those who don't know whether to choose UPS or FedEx. Since many people don't really know which company is better for their shipping needs, FedEx tries to clear this discrepancy for customers as through the advertisement they essentially they can ship twice as much as UPS while also showing that UPS uses FedEx to transport its own trucks. FedEx uses this visual advertisement to stress to the consumers that FedEx is so good that even its competitors use it. Although this may not be true, FedEx's use of hyperbole makes the viewer think that FedEx is the superior company. In addition to hyperbole, FedEx puts two UPS trucks inside one of its trucks to show that FedEx can ship twice as much as UPS. Although consumers probably aren't going to want to send two truckloads of items, the comparison of 2:1 makes FedEx seem far superior to UPS. FedEx, being a huge leader in the transport industry, is trying to further prove its brand, and make it seem better than the competition, and in this advertisement it does achieve that task. Personally, this advertisement caught my attention right away, and I thought it was a creative way to make FedEx seem better than UPS. With a simple image, FedEx was able to make it seem two times better than UPS, while also showing that it is a reliable brand that even its competitors use. Overall, I thought this advertisement was very effective and the rhetorical strategies to essentially build up the ethos of FedEx worked. Currently, I have my own t-shirt company, Qi Apparel, and after seeing this advertisement I feel inclined to check out FedEx prices because the advertisement was so compelling.
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| Advertisement from FedEx Blows UPS out of the Water |
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