RA: Advertisement

Text to the right of baby: Mommy got a job through monster.com and now I'm stuck at home with Aunt Betty.

Text under ad: Monster Jobs, even when you might not really want one.

1. Enthymeme: Monster.com will find you a job because monster.com has jobs available for anyone at anytime.

2. Audience: Mothers who are trying to get back into the job market.

3. Ethos: This ad seems to say, "We know what is important to you as a new mother. We know it is hard to leave your baby to go back to work, but if you have to, we'll be there to help you." This establishes credibility by showing familiarity with the audience and understanding of their positions.

Pathos: This ad plays on the emotion of the mother who may be leaving her child for the first time and the emotion she may imagine her child having if she does get a job. At the same time, it uses humor to lighten the situation.

Logos: The logic here is that the mother may not want to leave her child, the child may not want her to go, but she needs a job. And the best place to find a job when you've been out of work for awhile, according to the ad, is monster.com

4. Effectiveness: The ad catches attention with the picture of the baby. This picture is one that is likely to be noticed by the target audience. Giving the baby a voice can also be effective when the audience would likely have spent a great deal of time communicating with their babies and observing their personalities. The ad seems a little self defeating. It may make the mother even more resistant to leaving her child behind. However, the ad wouldn't make the mother want to go to another employment site instead, so it still remains effective in introducing monster.com as a useful job-finding tool.