Critical Rhetoric Examples

     A lot of the time when I see the name Karl Marx, I instantly think of communism, a perspective I don't agree with. I find the perspective conflicting, confusing, and complex; there is no in-between. As a result, I found the readings for this week difficult to get through. Watching the videos provided a similar experience. 

     One thing that is standing out in my mind is the Dove advertisement that's discussed with critical rhetoric. Critical rhetoric is an orientation that encompasses a number of perspectives that examine how texts “create and sustain the social practices which control the dominated (Sellnow, 2012 p. 116). What stands out to me about this advertisement is how it's similar to the Sydney Sweeney American Eagle commercial from this past summer. According to Sellnow, critics of the Dove advertisement argued that the ad is racist because the before image shows a black woman, the transition image shows a Latina woman, and the after image shows a blonde, white woman (p.116). The caption for the ad states, “visibly more beautiful skin from the most unexpected of places-your shower (p. 116).” In terms of critical rhetoric, the messages it sends about race and empowerment matter whether the creators of the advertisement did so intentionally or unintentionally (p.116). Based on the little context given, I would have to disagree. I don't view the ad as negatively based on race. Looking at the image of the three women, I see an ad that includes different skin types and how Dove can be used to clean each one equally. Prior to writing this post, I tried to look for the ad online and wasn't able to find it. I did see a different ad from a few years ago that may be racially inclined from Dove. 

     The American Eagle commercial with Sydney Sweeney has her modeling a pair of jeans with her stating “genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color (Furlano, 2025). “My jeans are blue (2025).” Commentators and social media users argued the campaign serves as a conservative dog whistle, conveying thinly veiled support for white supremacy and eugenics (2025). I honestly cannot see where a play on words, homophones, would point to white supremacy or eugenics, especially since Sweeney appears to have blue eyes and a blue pair of jeans on. I feel this campaign is another form of critical rhetoric because individuals are trying to claim it's racial. If anyone can share their perspective on this commercial, I would appreciate reading your take on it and if you agree with the commentators. 

Dove Beauty Bar

                                           References

Furlano, Meaghan. (2025). Why Sydney Sweeney's American Eagle Campaign Is Part Of A Wider Culture Backlash. 6, August 2025. https://theconversation.com/why-sydney-sweeneys-american-eagle-campaign-is-part-of-a-wider-cultural-backlash-262417.

Sellnow. Deanna D. (2010). The Rhetorical Power Of Popular Culture. Chapter 1: What Is Popular Culture and Why Study It? PDF. Retrieved from Canvas. Southern Utah University.