The Tootsie Pop commercial, famous for its central question “How many licks does it take to get to the center of a Tootsie Pop?”, is more than just a sweet treat advertisement; it’s a cultural touchstone. This classic commercial, deeply embedded in popular memory, effectively employs rhetorical devices to engage viewers and leave a lasting impression. Let’s delve into a rhetorical analysis of this iconic commercial, focusing on how it uses specific techniques to achieve its persuasive goals.
One of the most prominent rhetorical devices utilized in the Tootsie Pop commercial is repetition. The narrative structure itself is built upon a repetitive question. A young boy, venturing through a forest, poses the same question to a series of animals: “How many licks does it take to get to the center of a Tootsie Pop?” He asks a Mr. Turtle, a Mr. Fox, and a Mr. Bear, each time receiving a variation of the same dismissive answer directing him to ask another animal. This repeated query, “How many licks?”, is not just a plot device; it’s a rhetorical strategy that actively involves the audience. Viewers are drawn into the boy’s quest, subconsciously pondering the same question. This repetition creates a sense of anticipation and encourages viewers to seek the answer along with the boy, making them more invested in the commercial’s outcome. The eventual encounter with the wise Mr. Owl breaks this cycle of repetition, promising an answer and further captivating the audience.
Beyond repetition, the commercial also subtly employs imagery, albeit in a visually driven medium. While commercials inherently present visual imagery, the Tootsie Pop ad uses specific visual choices to enhance its rhetorical impact. The commercial is presented in black and white, immediately evoking a sense of nostalgia and timelessness. This stylistic choice positions the Tootsie Pop as a classic, enduring candy, transcending trends and fads. Furthermore, a peculiar visual element, often overlooked, is the boy’s state of undress – he appears to be walking through the forest without pants. While this detail might seem inconsequential or even accidental, it contributes to the commercial’s surreal and somewhat dreamlike quality. This unexpected imagery adds a layer of intrigue and memorability, making the commercial stand out from typical advertisements. It suggests a childlike innocence and a departure from the mundane, aligning with the whimsical nature of enjoying a candy like a Tootsie Pop.
In conclusion, the “How Many Licks” Tootsie Pop commercial is a masterclass in subtle yet effective rhetoric. Through the strategic use of repetition, particularly the recurring question that drives the narrative, and understated imagery, including the nostalgic black and white presentation and the slightly surreal depiction of the boy, the commercial successfully engages its audience. While seemingly simple, the ad’s rhetorical devices contribute significantly to its enduring appeal and its status as a classic commercial that continues to resonate across generations. The commercial’s genius lies in its ability to make a simple question about a candy into a captivating and memorable experience, proving that even the sweetest advertisements can be rhetorically rich.
