Audi, the maker of elite model cars, designed an advertising campaign for the 2013 Super Bowl that claimed driving an Audi would allow the owner to feel more daring. The “Prom” advertisement tells the story of a dateless high school boy who appears to be unenthused about attending his senior prom until his father loans him the Audi S6. Immediately the audience sees the change in the boy’s attitude as they see him speeding past limousines, parks in the principal’s parking spot and kisses the prom queen. All of this change is due to the fact that he is driving an Audi. After the storyline, the Audi logo appears with the slogan, “Bravery. It’s what defines us”. Audi’s tactics for this advertisement is not to convince someone to buy an Audi, but rather to draw a sense of commonplace by recreating a relatable situation. Audi is attempting to use emotional and logical appeals to make the audience of this commercial feel that driving an elite, luxury car designed by their company would provide the owner with an instilled sense of confidence, power and class.
Audi’s “Prom” commercial has an emotional appeal. The awkward, dateless young man attending his senior prom is a relatable storyline. Adolescence is a time of discovering oneself; it is a time of doubt and uncertainty. Not having a date to your senior prom warrants a feeling of being unaccepted. Everyone has experienced a time in their life where they felt ostracized and hoped that they could have something to provide them with the courage to overcome their own anxieties. This commercial is portraying a coming of age story. It tells the audience about how driving an Audi is a privilege that can change a person’s outlook on life. With this advertisement, the Audi S6 is an object tha...
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Audi is trying to make the argument that owning their car is more than just owning a car; owning an Audi is an experience. With this commercial, Audi is claiming that buying one of their elite cars can instill a sense of class, pride, power, confidence and bravery. This commercial exhibits both an emotional and logical argument for Audi’s claim by recreating a relatable story of a dateless young boy wanting to make the most of his senior prom night. By driving the Audi, the boy was able to feel rebellious and was able kiss the girl of his dreams. The car provided him the confidence and the opportunity to make one of the most defining moments of his adolescence memorable without any remorse.
Works Cited
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Many people enjoy the new car smell just as much as the actual new car. In today’s society there is a wide variety of companies and different brands to choose from. Companies have to advertise their products in a way that would stand out to the intended audience. The commercial for the 2017 Lexus LC adequately persuades its target audience, which is both male and female teenagers and adults, to take an interest in their product.
“Every day in America, another 27 people die as a result of drunk driving crashes” (MADD). Budweiser, one of the first national beer brands founded in America, is currently the number three beer brand in the United States. In their “Friends are Waiting” commercial, the viewers see the emotional connection between an affectionate owner and his playful dog. This commercial mainly targets young adults because it is more likely for them to go out and drink. By using these rhetorical appeals: ethos, pathos, and logos; the Budweiser team persuades the readers to always come back home because someone is waiting.
These feelings are conveyed by the reader because the spokesperson is someone like them, who works for the things they have, and is living an honest life. The spokesperson speaks to the audience as if she is a coworker, because she wants the reader to understand that she is like them. The relationship that is shared with the audience is achieved by the friendly tone and atmosphere in the commercial. By making the viewer feel like they can connect with the spokesperson, the commercial was able to spark the interest of the readers. The relationship created with the audience was helpful because now that the reader has a connection to the spokesperson, there is now trust there that will make the audience look fondly on the Ford car. The commercial bonding with the audience has built trust and a feeling of common ground, which will lead to more people considering buying the
Maasik, Sonia, and J. Fisher Solomon. "The Offensive Movie Cliche That Won't die." Signs of life in the U.S.A.: readings on popular culture for writers. Boston: Bedford Books of St. Martin's Press, 1994. 407-411. Print.
The dialogue and language are carefully crafted in this commercial to illustrate that BMW’s new car is as big, as new, and as futuristic as the internet was to people in 1994. Gumbel, one of the two main characters ask “what is i3 anyway?” just like he did in the flashback about the internet 21 years prior. BMW uses this parallel as a comedic way of stating their slogan “big ideas take a little getting used to”. The dialogue is also designed to make the audience reminisces about simpler times in the early 1990’s.
Many television commercials choose to feature a contrast between youth and maturity as their subject. An “Oreo Cookie” commercial, for example, features a little girl who is about four years old mimicking her grandfather’s actions in eating a cookie. Another commercial advertises the popular theme park, Six Flags Great Adventure. This commercial, entitled “The Six Flags Dancing Man,” features an elderly man dancing like an enthusiastic child. This relates to Stephen King’s idea in “My Creature from the Black Lagoon,” that adults long for and are often reminded of their childhood. Meanwhile, Rita Dove’s essay, “Loose Ends,” and Marie Winn’s essay, “Television Addiction,” each presents the great influence television has on life, often because of television’s great aspect of reality. Together, these ideas support the reasoning behind an advertisement’s attempt to sell abstract ideas. By using youth and old age in commercials, advertisers can sell nostalgia as a way of making commercials more memorable.
MAFMAD is a competition intended for people 25 years or younger to make a short film with the theme “Your Mates Life is in Your Hands,” and to encourage teenagers to speak up when they feel unsafe. Speaking up can save the life of their friends and themselves and prevent the situation Burton created. Burton is a regular person that wanted to make a difference in preventing these types of deaths. Jonathan Burton’s ad successfully makes a case against drinking and driving through strong rhetoric and by making use of the window effect to connect to the target audience, teenagers.
To signify masculinity, this Chevrolet advertisement portrays many hegemonic male ideologies, such as the ability to be attractive to women, love of the outdoors and extreme sports, and confidence. The advertisement compares these ideologies to an average, shy guy, who through using a Chevrolet truck can obtain all of these hegemonic male ideologies. The advertisement utilizes the “Lynx Effect”(Feasey,2009) and sought after hegemonic male ideologies, to suggest that men strive to increase their masculinity through consuming products that reflect male hegemonic ideologies.
...ife magazine from 1951, the advertisement for general motors shows a bunch of cars in what appears to be a wealthy town, and says that the general motor is the key to a richer life. Another advertisement from 1951, pictures a red shiny car with a woman in the background who seems to be wealthy based on her clothes, and at the bottom, it says that a beautiful dream can come true. What the car advertisements are saying about class is that the wealthy are the ones that own these enjoyable materialistic objects, because no where in the advertisements are there people who appear to be poor; the advertisements only include people who seem to be wealthy or at least middle class. The advertisements are trying to express, that by owning one of these cars it can give one status and power. Fundamentally, the companies are trying to sell the lifestyle that the car can give.
The video describes how our society may not even care about the product being advertised, but we still read the billboard or watch the commercial. Also mentioned was the use of colors in a commercial, the marketing effects in politics, and even market research obtained by studying different cults. Frontline takes an in-depth look at the multibillion-dollar “persuasion industries” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements.
“We walk out of the shadows, quietly walk out of the dark, and strike.” The Maserati super bowl commercial in 2014 was not just trying to sell a product, it was trying to sell an idea as well. There was purpose in every second of this commercial. Throughout the commercial there were many factors that led up to portraying the underlying meaning of the commercial, not just having the product shown. Maserati used people in the commercial, what the people were doing, background noise, the audience being appealed to, and the actual product being shown to help get not only the product across to the audience, but also an idea to go along with the product.
In that light, it is interesting to analyse what it is that made these artistic words such a difference. A difference that persuaded people to change their behavior. Thankfully, human history has created a term to define these great speeches. It is called rhetoric. In this essay we will try to determine whether rhetoric is an art, or merely a
Smiling faces, beautiful women and “American made” were the typical elements in advertisements during this decade. DDB’s first “big idea” behind the campaign was no different; The main goal was to make the Volkswagen more American by shooting Suzy Parker standing next to a Volkswagen. It wasn’t until after visiting the production line and watching the step by step production of the Volkswagen did DDB strike gold with an innovate new “big idea.” What resonated with the American advertising team the most during this visit was the incredible quality control of the German factory, thus they decided on “an honest car promoted with Honesty.”
The automobile has impacted the world by faster traveling, also making it possible to go farther distances. In this society cars are used to get around but to some people, it’s a way to get around, but to some people it’s a way to express them. From loud engines to hybrids, cars mean a lot more to people than just a way to get around. It has become much more meaningful to people. It has become of a person and how they express themselves.
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