Pepsi is a well known carbonated soft drink that is sold all around the world. With a net worth of millions, Pepsi has featured many famous artists in our society, including the late singer and songwriter Michael Jackson. Michael Jackson, who was already at the peak of his stardom, had partnered with Pepsi for a commercial specifically aimed towards the younger audience who they referred to the ‘new generation.’
At the time of the recording, many people saw Michael Jackson as an important figure who represented the audience's look. With a face like Jackson's, they would create a new platform for their younger buyers and replace what was old with what was new. A light metaphor that then-CEO Roger Enrico said that "The goal was to make Pepsi look young and Coke look old, and Michael Jackson was, in fact, the choice of that generation.” This is why I believe that the Michael Jackson Pepsi Generation is an effective commercial because of its uses of ethos and pathos.
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Similar to the first commercial Jackson had done, it uses ethos again by showing that they used a known celebrity in the branding of their products. Also, since the marketing was able to put a face like Jackson as the head of their campaign, it made buyers believe that because Pepsi got the King of Pop to like their drinks and even make a video persuading people to buy their drinks, it must be credible. The second commercial also uses pathos because of its ability to make viewers happy and give them a new sense of creativity. The little boy seen in the video walks into Jackson's dressing room trying on much of his clothing including a fedora hat, like Jackson in the video wore, he throws it in the air, imagining that he is a megastar performing in front of thousands of people. Viewers who then see the commercial will think that if they buy Pepsi they will have the imagination to be whoever they want to
People will then associate the product with the positive feeling, making it easier to persuade the person to buy.Pathos is a tactic well used in the commercial because of the upbeat music and colors along with catchy phase “Reese's puffs, Reese's puff, peanut butter chocolate flavor” on repeat it stays in people's
This advertisement features Pathos, because the little boy in the advertisement will probably make people feel guilty, because they spend a lot of money on unnecessary things and waste it, but this child says “Don’t I deserve a happy life?”, and this will probably make people from our society want to spend money to support this cause. This advertisement also features patriotism, because it suggests that purchasing this product will show the love, and support you have towards your country. This company makes people from America want to support this cause. It says in the advertisement,” Help stop child poverty in America”. This advertisement also features Transfer andWeasel Words because it uses positive words, and positive images to suggest that the product being sold is also positive.
This commercial contains both ethos and pathos. Credibility is another word for ethos; it is the use of reputation, experience, and values of the author or an expert to support claims (Johnson-Sheehan 147). Ethos in the commercial is shown at the end. The last frame is the start living healthy and Department of Health logo, which makes this commercial credible. Pathos are emotion, the text uses feelings desires, or fears to influence the reader. The pathos in this commercial is at the beginning. A beverage can gets opened and poured into a cup. What comes out is orange junk and leaves you thinking, what! Where's the soda/juice? This made me feel disgusted because in actuality, the orange junk is in comparison to how much sugar soda/juice can contain. The second pathos is shown when the actor drank the cup of orange junk. Those made me feel even more disgusted and not want to drink soda again! The third pathos is shown towards the end of the commercial, showing the healthier choice, water.
In the commercial, the marketing team chose to write this with appeal to Pathos. Michael Jordan is narrating the video stating
They hit hard on the humor aspect of the ad when they show the student being left alone when he still thinks the athletes and janitor are still there. It is a hilarious concept that sticks with the audience, and makes them feel intrigued as it is happening, wondering if the student will ever catch on. Also, viewers relate and empathize with the student when he is told that he can’t have a Gatorade because he is doing it wrong. It makes the audience feel awkward along with him. Overall, relating to the awkwardness of the student and the humor of the ad helps to persuade the audience to buy the product by making them remember these emotions they felt while watching the
The commercial is located on a dirt race track with a father on the bleachers, watching his young, blonde haired child compete against several little boys in a soap box derby. As his daughter begins to race, the father ask himself, "Do I tell her that her grandpa is worth more than her grandma? That her dad is worth more than her mom?" These sentences or thoughts of this dad, are examples of pathos. He ask these questions to gain sympathy for women and their value. Throughout the race, we see that the other little boys are giving her a hard time, making her really work to win this race. The little boys giving her a hard time during the race is just the beginning of what she will deal with later throughout life. Another example of pathos are shown when the daughter wins the race. She crosses the finish line with a huge smile on her face, however, as we see the dad up on the bleachers we see the look of concern on his face all throughout the race as he is thinking about her placement in this race and in society. We hear the background music start off steady and the music gradually intensifies to show a peak in events and to make the audience's heart race along with the dad's as the
... think that they are going to be cool and down. They use hip-hop artist, so they can grab our attention and they use persuasive language to make us buy the product. Those two components make a lethal and successful advertisement that it is impossible to escape from.
Celebrities are a common ethical appeal in commercials and specifically Pepsi commercials. The use of celebrities in commercials to advertise a product can be very effective to the audience the rhetor is trying to convince. When celebrities are shown advertising a product, it gives that product more credibility. The more celebrities seen using a product, its more likely that we will use those products because our society looks up to celebrities. Pepsi has used this appeal in many of their ads through out the years, and it has been effective. The celebrities depicted were common house hold names at this time. The star of the commercial, P Diddy, was recently named one of Time’s top 100 most influential people of 2005. P Diddy was a widely known hip hop artist by adults and young teens. Another celebrity depicted, Eva Longoria, was starring in the hit show ‘Desperate House Wives” the show was premiered in 2004 and continued until 2012. The show was very popular among adults, old and young. Wilmer Valderrama who was also featured in this commercial was apart of the hit series that 70’s show. That 70’s show was a comedy sitcom that ran for eight seasons until 2006. Carson Daley was also shown in this commercial. Carson Daly is a well known television and radio host. He was most known for hosting the NBC New Years Eve special. The last celebrity depicted in this advertisement was famous rapper and television host, Xzibit. In 2005, Xzibit was most famous for hosting this hit MTV show ‘Pimp My Ride.’ This show premiered on MTV and was a popular among young teens and adults. Showing many celebrities to advertise a product is very effective because the variety of celebrities can appeal to many different age groups. This is why this commercial works so well because the audience has a good chance at seeing a celebrity they know or look up to. This allows the audience to relate a certain celebrity to a
This commercial has an upbeat feel to it while simultaneously advertising its product effectively. The commercial tries to cover a wide range of audiences. It tries on emotional levels to connect with multiple individual and does a very good job in portraying examples in their situation. This commercial definitely advertises its product effectively. It was timed well, and it used quality examples of rhetorical analysis throughout the entire
This technique is commonly broken into three categories: pathos, ethos, and logos. The multi-billion-dollar company, Nike, is one of many companies that utilizes these techniques to not only sell their products, but present their values and morals as an athletic company. Nike’s, “If you let me play,” ad is a perfect example of a print advertisement that encompasses all three persuasion techniques. The ad has emotional appeal, using pathos to evoke feelings of strength and positivity in young girls and their parents urging them to embrace sports and physical activities. Ethos is a fairly simple persuasive technique for Nike to utilize due to their overwhelming success and popularity. With such a large company, it is easy to establish unspoken credibility. In order to establish further credibility, there are statistics and claims based on logical reasoning that exemplify an advertisement using logos to help the target audience understand exactly what Nike is striving to communicate. Through capitalizing on these persuasive techniques, Nike not only successfully promoted their female athletic apparel, but also educated the public on the importance of empowering young girls and encouraging them to participate in sports and physical activities for the overall betterment of their lives mentally, physically, and
The overall concept of this advertisement was good and well thought out using the testimonial propaganda method. Pepsi was trying to project a global message of unity, peace and understanding. Although the commercial was well put together and marketed its product efficiently, it caused many controversial issues. While Kendall Jenner was taking off her wig, she handed to a black woman standing on the side of the street. At the end of the long commercial, Jenner walks up to the line of police to hand one officer a Pepsi and single-handedly ends police brutality as the crowd cheers her on. This was a mirror image of a specific black woman, Leshia Evans, who was arrested for walking up to a line of officers during a Black Lives Matter rally.
Invoking feelings and bits of emotions like advertisement do, causes viewers to feel more connected to whatever is being advertised or presented. The use of feelings and emotions in a persuasive manor is referred to as using the pathos persuasive technique and is one of the most popular techniques used in our culture today. The feelings created from an ad like this could range from anger, to jealousy, sorrow, and even fear. This specific ad is oriented towards the specific emotions of determination and fearlessness that a quality competitor should have. Its displays the message to not ever give up and push on because the failures that even the greats of the sport have had motivated them to be better and become who they are today. The use of pathos helps Gatorade make it sound like anyone can succeed if they use their product by determining the viewers and providing that little bit of a push. This is meant to light that fire of emotion inside someone to do their best. Gatorade has been able to do the same thing with each of their commercials and that feeling you get when you watch commercials like that is due to the pathos persuasive
Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of...
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