Rhetorical Analysis
2017 March 3
A Splash of Brightness
I chose the Tropicana's official website as my topic because Tropicana is a popular brand,
and most people know about their product. Since most people know about their product, it will
be interesting to know if their website is user friendly or sells their product well. Another reason
I chose this website for the rhetorical analysis is because I enjoy their product, which includes
different types of juices, and learning about the company that created it. During the analysis, I
will talk about the supported use of ethos, logos, and pathos used in the Tropicana website along
and green, label the headings on the page. Logos has an effect on this part of the website because
it is helpful for the audience to see the pictures before the text on the page. The audience should
know what the product looks like therefore Tropicanas website as many images. On the
homepage of the website, the headings are in green while the pictures of the juices or other
products are in yellow. This creates a draw to the products on the page instead of the text.
At the top of the website, there is a tab bar indicating different sections of the website.
These tabs include: products, goodness of juice, where to buy, our story, contact us, and different
countries to buy from. This tab bar helps the viewer navigate the website better. As I go into the
products tab, I could see images of every product that were separated into categories. Such as:
featured products, Tropicana Pure Premium, Premium Lemonade and Drinks, Trop50, etc. Logos
has an effect on this part of the website because it is easy to navigate and understand the
differences in each product from the layout of the website. Once you click on the product you
want, it gives you an explanation of the product including the nutrition facts, what store to find it
in, and what sizes it comes in. This information is helpful to the audience to better understand
As I clicked on the goodness of juice tab, I noticed a lot of images that were family
oriented. Tropicanas website produces an understanding of pathos because they connect the
entire family by laughing images. Even though this is a healthy product, it is not strictly for
people trying to be healthy, but it is for happiness and enjoying life with family and friends. This
product makes life seem happy and bright because they have a lot of the images of adults
running, stretching, and playing with their children. In this tab, there is education about the
vitamins included in the products. The creators use mothers and children to represent each
vitamin included. I believe that this is an an appropriate way to signify pathos. Pathos of the
website seems to have a target audience of healthy families with or without children.
According to Bryan Walsh in the article Sustainably Squeezed, [Creators] reduce the
carbon consumption necessary to make Tropicana orange juice. This is healthier for humans
and the environment. Walsh did a study on the effects of low-carbon fertilizers to several orange
trees to help him understand Tropicanas product. A 64 ounce container of Tropicana juice uses
almost 4 pounds of greenhouse gases. This is made up of the fertilizers. From the study, he found
out that more farms develop from carbon than nitrogen which means they reduce[d] the total
carbon footprint of a glass of its orange juice by up to 20%. Humans can drink this juice, and it
It is simple to buy off of Tropicanas website or go into the store to purchase their
product. Laurie Freeman explains in her article Tropicana Pure Premium that Tropicanas
as the third largest selling brand in the grocery business. She states that their earnings keep
increasing since the product was discovered. FCD Worldwide, New York started advertising for
Tropicana to get even more business. Ethos is greatly connected with their earnings of the
products. Tropicanas sales are increasing therefore ethos is also increasing within the business
(Freeman, s8).
increasing? University of
the our story tab, there is information about who started the company and how it started. The
article also states that, a well-designed site can be an indication of more reliable information.
Ethos is shown in Tropicanas website because they have a well-designed website, and it is
user friendly. Tropicana can sell their product right off of their website which is credible, so it is
Overall, looking through the website, I noticed this product is about enjoying life and
being healthy at the same time. Tropicanas website surprised me when I researched it because I
was not expecting a well-designed layout, a piece about the creator, or being able to buy the
products from the website. During this analysis, I talked about the successful use of ethos, logos,
and pathos used in the Tropicana website. As Tropicana concludes, It has everything you need
B, Kevin. How can I tell if a website is credible? University of Wisconsin Green Bay. 9 Feb.
2017. https://uknowit.uwgb.edu/page.php?id=30276
Freeman, Laurie. "Tropicana Pure Premium." Advertising Age, vol. 71, no. 27, 26 June 2000, p.
s8. http://web.b.ebscohost.com/ehost/detail/detail?sid=a14c5047-c46b-4357-b6df-8c0b1a
27dcfb%40sessionmgr101&vid=0&hid=116&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY2
9wZT1zaXRl#AN=3250187&db=aph
Walsh, Bryan. "Sustainably Squeezed?." Time, vol. 175, no. 15, 19 Apr. 2010, p. 53.
http://web.b.ebscohost.com/ehost/detail/detail?sid=46ef92d2-691b-42ac-91c6-
5e17cc1e7712%40sessionmgr103&vid=0&hid=116&bdata=JnNpdGU9ZWhvc3QtbGl2
ZSZzY29wZT1zaXRl#AN=49097696&db=aph