A Rhetorical Analysis of The Most Interesting Man in the World

Grant-Davie views a rhetorical situation as a situation where the speaker or the writer sees a need to change reality and sees that change may be effected through rhetorical discourse. He attempts to establish a thoroughly developed scheme for analyzing rhetorical situations by distinguishing the exigence, rhetor, audience and constraints demonstrated in the work. He believes that there is much value in learning how to establish a rhetorical situation."Exigence, rhetor, audience and constraints can interlace with each other, and the further one delves into a situation the more connections between them are likely to appear." (119) He reaches this conclusion after examining Loyd Bitzer's, Richard Vatz's and Scott Consigny's contrasting definitions of a rhetorical situation.
Gender roles and gender identities are clearly the matter of discussion demonstrated in this Dos Equis advertisement. Grant-Davie establishes three key questions one must ask themselves in their attempt to define the exigence: What is the discourse about? Why is it needed? and What should it accomplish? The exigence is that men, at times, have trouble at finding woman and talking to them. The exigence is also focused on man's strive for perfection.
The rhetor would be the Dos Equis man himself, aka "The man all men wish they could be like." Grant Davie believes that many solutions involve many rhetors at times, and that figuring out exactly who the rhetor is may not be as easy as we think or would like it to be. Ironically, I believe Dos Equis made this rhetor obvious to establish a commercial and a character that is just completely outrageous. Dos Equis is almost poking fun at other commercials that show "men being men" by saying "Our guy is the most manliest man in the world!"
Although Grant Davie believes that the characteristics that define audience are highly unstable, the audience for this advertisement is clear cut. This advertisement is intended to appeal to men. Specifically, these ads target men that are of legal drinking age. It focuses on the audiences' insecurities. There seems to be many negative constraints, or liabilities, in this advertisement.
Grant Davie believes that constraints can be anything or anyone, except the rhetor and the audience, that makes an audience member more or less likely to agree with a particular discourse. The legal drinking age could count as a constraint considering it creates limitations on who the advertisement targets and reaches out to. The saying is somewhat of a constraint as well because some people may not be able to comprehend it. "Happy hour is the hour after everyone from happy hour has left." Even those who do understand this statement could see it as a constraint because it comes across as arrogance. The statement places an image in the audiences' perspective that Dos Equis drinkers believe that they are better than the ordinary beer drinker. His appearance can come across as both a negative constraint and a positive constraint, an asset to the advertisement. Again, his fine suit along with his cigar in hand makes him seem almost arrogant and cocky. At the same time, his appearance can be seen as a form of credibility or ethos. A well dressed man, who seems to exhibit all of the luxuries in life, comes across as both knowledgeable and trustworthy. Another negative constraint is the fact that it only seems to target heterosexual men, not reaching woman and the gay community. Although women and homosexual men might be physically attracted to the Dos Equis man, the commercials appeal to the pathos of heterosexual men. This advertisement specifically demonstrates the appeal to the pathos of heterosexual men by the way the two women are completely enamored with his manliness, while he stares away from them seemingly waving off their attention. Personal taste and opinion of the audience is a constraint that is basically uncontrollable, but could turn people away from Dos Equis as well.

The argument the rhetor/creator of this ad is trying to make is that the Most Interesting Man in the World is "intelligent, well versed in the ways of the world, detached, experienced, irresistible to females, physically capable and ultimately, a high class non-American that seems to be worlds apart from the average Budwiser drinker." The rhetor/creator of the visual wants the audience to desire to be like the Dos Equis man/with the Dos Equis man. They want the audience to think that he is what all men want to be and who all women want to be with. They give Dos Equis' drinkers this delusion of granger that by drinking Dos Equis they are desirable.

The "Most Interesting Man in the World" campaign exemplifies all three rhetorical strategies: Logos, Ethos, and Pathos. Logos is simply an appeal to the logic of the audience. It is prevalent in this ad because it tries to make the audience assume that logically if you drink Dos Equis you will live the unbelievable life of the Dos Equis Man. Ethos is simply an appeal to the reputation and the credibility of the main character that is the focus of this ad. The Most Interesting Man in the World's reputation and credibility is developed through his appearance as well as numerous commercials shown on television. In these ads and commercials he is seen as a lady’s man, tough guy, party animal, and an all around admired person over and over again, building his credibility to consumers. RhetorsEquis man and think, "If he can do all this, why couldn't I?" Every human wants to be loved and adored, and almost every human feels as though they have a higher calling and wish they could experience more in life. This ad triggers these emotions subconsciously, rather the audience realizes it does or not.

I believe that this ad is somewhat successful considering how recognizable the Dos Equis man has become and the reputation this ad has made for the company. As far as it's popularity is concerned, I never even heard of Dos Equis prior to the beginning of this campaign. If you ask someone about the reputation of Dos Equis, they will almost immediately respond with an answer regarding the Most Interesting Man in the World ads.

References

Grant-Davie, Keith. "Rhetorical Situations and Their Constituents." Writing about Writing. Boston, MA: Bedford/St. Martin's, 2011.119. Print.

""Most Interesting Man in the World (Happy Hour)" Print Ad for Dos Equis Beer by Euro Rscg Worldwide-new York." Creative Advertising & Commercials Archive. Awarded Ads Database. Web. 06 Feb. 2012. http://www.coloribus.com/adsarchive/prints/dos-equis-beer-most-interesting-man-in-the-world-happy-hour-11012255/.

"Dos Equis’ Most Interesting Man Sports Manliness in the Traditional Sense « Megafauna." Megafauna. Web. 06 Feb. 2012. <http://alexanderarmero.com/2011/02/28/dos-equis-most-interesting-advertisement-male-identity/>.