Korkmaz 1

Doruk Korkmaz

Tae Kyung Sung

Writing 39B

06.04.2017

Rhetoric in Practice Essay

As someone who studies computer science and develops IOS applications, I created an

Instagram advertisement of an alarm clock application for my Rhetoric in Practice project.

My alarm clock application, Awakely, guarantees you to get you out of your bed with its

unique feature. You set up alarm by taking a photo in your house. After you set your alarm,

the only way to stop ringing is to get out of your bed and take the same photo you used to set

your alarm. In my advertisement, I tried to persuade Instagram users, especially the ones who

are looking for success, "If you want to be successful, you should wake up early and if you

want to wake up early, you should use AWAKELY" by showing four successful people who

wake up very early. In this essay, I will make a rhetorical analysis of my Rhetoric in Practice

project by focusing on Instagram statistics, similar advertisements on Instagram and my anti

carpe diem message.

First of all, I have to decide where to place my advertisement. After some research, I

decided to put my advertisement on Instagram because The older generation really isnt

active on the app. A majority of Instagram users are under 30 (Sproutsocial) I believe that

Instagram is very suitable for my purpose because according to Statistas statistics 20.6% of

Instagram users are between 18 to 24 years old and 25.2% of Instagram users are between 25

to 34 years old, which means 49% of Instagram is in the range of my target audience. More

specifically, my target audience is people who wants to be successful in the future, who wants

to be CEO or founder of a big company or who wants to work at big companies such as

Microsoft and Google. Therefore, my ad will be shown to people who follows Forbes, Ted
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Talks, Entrepreneur, Elon Musk, Google or Mark Zuckerberg on Instagram. Another useful

source will be peoples website history. If someone makes a research about some secret

keywords related to success or successful people, then my advertisement will be on their main

feed.

Second, I tried to understand the general conventions of Instagram advertisement by

making research about Best Instagram Advertisements on Google and by scrolling down as

much as I can on Instagram. Although I have seen lots of different advertisements, Delta

Airlines and Blinkist App advertisements impressed me most. It was obvious that they did

something right so that they selected one of the best Instagram ads by Adespresso and

Hubspot.
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The first example I used was Delta Airlines advertisement. In my advertisement, I

tried to take the attention to the wake-up time of successful people. Therefore, I made the

wake-up times bigger than the rest just like in the first photo of Delta advertisement. I gave

some information about the person in the background with a smaller text, which helped me

not to take the attention to the name or to the title. Moreover, I used logo and name placement

strategy of Delta. I placed the name of my application and my logo at the right corner of every

photo.

The second example I used was Blinkist App

advertisement. Firstly, I was influenced by their usage of

geometric shape at the center with an interesting text in it. After

some research, I found out that square creates a sense of

equality and conformity. The familiar shape is seen as stable

and trusting (Designshack) and according to Hubspot this

shape is visually pleasing and helps it stand out on an

Instagram feed. (Hubspot). Therefore, I decided to use exactly

same style: Interesting text in a

square box. I believe that when someone sees an

Instagram carousel with The Universal Habit of

Successful People text in the first photo, the first thing

they will do is to swipe right and learn more about it,

just like in Blinkist advertisement.

During the preparation of my

advertisement, I used several other techniques. I made

a mini survey with around 40 wake-up time of successful

people to decide the successful people in my

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advertisement and chose two women and two men among most voted people. Moreover, I

decided to choose people were waking up before 5:00am to make my message clear.

Furthermore, I made sure that all of the photos have eye contact with the audience because

according to Wishpond, eye-contact, no matter the medium, denotes trust, friendliness and

openness. Eye-contact is also the first step in persuasion. Additionally, I chose orange for my

logo and for the background of the message because Orange represents enthusiasm,

fascination, happiness, creativity, determination, attraction, success, encouragement, and

stimulation. (Color Wheel Pro).

In the last photo, I decided to come up with an anti carpe diem message, "If you want

to be successful, you should wake up early and if you want to

wake up early, you should use AWAKELY". The message is

against Andrew Marvells carpe diem idea in To His Coy

Mistress, in which he mainly states that we will be dead soon,

therefore we should live the life now and we should not wait

for later. Thinking that you will be successful in the future is

against Andrew Marvells idea of negative impression about

future. This advertisement encourages you to wake up early

and start working before everyone else like Tim Cook,

Michael Obama, Sergio Marchionne and Mary Marra and it states that you if you wake up

early like them, you will be successful like them in the future, which means there is a positive

impression about future. I emphasize bright future message by making the last photo, which

also contains the message, only colorful photo in this advertisement. This advertisement

motivates you to make long term plans for your future because being successful cannot be

gained only in one day or in one month. Success is accumulation of effort, accumulation of
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work, accumulation of knowledge, an accumulation of implemented ideas, an accumulation of

overcome obstacles (Andrew Hansen).

Works Cited

Tate, Andrew. "37 Great Instagram Ads Examples To Inspire You." AdEspresso. N.p., 23 Feb.

2016. Web. 05 June 2017.

Bernazzani, Sophia. "11 Examples of Instagram Ads We Love." HubSpot. N.p., n.d. Web. 05

June 2017.

"The (Sometimes Hidden) Meaning of Shapes." The (Sometimes Hidden) Meaning of Shapes

| Design Shack. N.p., n.d. Web. 05 June 2017.

Wishpond. "The Psychology Behind a Successful Facebook Ad Part 2: Images." Wishpond.

Wishpond, 21 Aug. 2015. Web. 05 June 2017.

"Instagram vs Facebook: Best for Your Brand?" Sprout Social. N.p., 08 Mar. 2017. Web. 05

June 2017.

Admin. "Success Is Just Accumulation." Andrew Hansen's Blog. N.p., 04 Feb. 2011. Web. 05

June 2017.

"Color Wheel Pro - See Color Theory in Action." Color Wheel Pro: Color Meaning. N.p., n.d.

Web. 05 June 2017.