Bravery Promoted in an Audi Commercial

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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

"Rhetoric and Pop Culture." Rev. of "Bravery. It's What Defines Us" - A Marxist Analysis. Web log post. Rhetoric and Pop Culture. 8 Feb. 2013. Web. 2 Feb. 2014.

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