Brooke Lewis Professor Garcia Comp II 24 January 2018 “Hero’s Journey” Melissa McCarthy, a famous actress for her sense of humor stars in a Super-bowl Kia commercial featuring the brand new “Niro hybrid crossover.” The car is said to be “Eco Friendly”. The advertisements main idea stated is “People will go to great lengths to support the causes they are passionate about, and the Niro is a ‘smarter kind of crossover’ for those looking to go green without making sacrifices.” Creating a good advertisement for people to get hooked on just needs “humor, a celebrity and spectacle.” It was first advertised at the Super-bowl during 2017. For Super-bowl advertisements Kia, Audi, Buick, Ford, and more Kia rivals spend tremendous amounts of money …show more content…
on making a short, unique, and creative advertisements for “over 100 million” viewers tuning in to watch. They also added a chance for consumers to win “MPG’s” which stands for “Melissa’s Precious Gear,” and props from the real commercial set. The main question overall about the commercial was “Can't environmentalism be funny?” The ad ends with, "It's hard to be an eco-warrior, but it's easy to drive like one." Teenagers and all adults are targeted by this advertisement because many are familiar with Melissa McCarthy and know her for the hilarious movies she has played a role in such as “The Heat”, “Identity Thief”, and “Ghostbusters.” In 2013, she was named “the new face of slapstick humor.” Kia specifically chose Melissa McCarthy to star in their over a billion dollar advertisement because they believed she would be a great person to relate to in real life.
After the commercial was a success, she posted on social media “For years, I’ve been trying to find the perfect project that combined the real threat of me breaking every bone in my body, with my desire to help save the environment. Thanks Kia!!! XOXO Love, Melissa.” Using Melissa was a great decision made by Kia because McCarthy’s fans and followers are bound to listen to watch these advertisements and maybe try something …show more content…
new. The commercial did an amazing job on the backgrounds and scenes. From riding a boat to save ginormous, 150 ton whales to facing death in the polar ice caps. Her hair is soaked from the water splashing in her face, the flag is zipping back and forth through the wind, and Melissa’s water shadow is imprinted onto the boat after she is slammed into it. The many scenes consist of a crystal clear blue ocean, sparkling white ice caps, and a dusty dry desert. When Melissa goes to save the ice caps her breath meets the cold temperature forming a fog like mist, which helps make turn the commercial into a more realistic direction. Commercials that are annoying and boring are most likely going to not get consumers hooked and possibly even make them dislike the brand. Pinpointing the adults in today’s society is hard and overlooked. The advertisement was very effective from a teen girl’s perspective because she has starred in so many shows that people have watched over the past years that she has become the role model of today’s humor. The advertisement shows Melissa driving when she suddenly decides to support causes people are passionate about such as saving whales, trees, and a charging rhino. A way for Kia to figure out how successful their commercial was by setting up a “NiroBot,” which is for consumers to receive more information about the Niro hybrid crossover or even ask questions from the Kia company. The commercial tries to persuade readers that by driving an eco friendly car, you can save the environment. The pathos would be the main strategy of the advertisement because it makes you feel happy from the humor. This includes Melissa McCarthy a famous actor, endangered wildlife, and deforestation. The next strategy would be Logos because the car is eco-friendly and could be a potential environment saving vehicle. They are thinking practical and It makes you really think hard about how our cars today are impacting our environment and if it is in a harmful way or not. It contains Ethos because it helps make a positive impact on the consumers and their communities and attracts new customers. It contains a factual approach but does not include statistics. The commercial is filled with entertainment and it is almost as if you are watching one of her movies. The introduction appears like a movie trailer and it is very fulfilling. The diction is very realistic and it appears like she is just another person enjoying a vehicle. The tone is very dramatic however, because when she is thrown off the boat she hits a ship, when the tree is cut she falls down with it, and when she is nearly trampled. They all are experiences that would most likely result in death, they are not realistic which creates the humor effect. For each hero act that she does there is a new setting and clothes change. The commercial is very upfront about what she is trying to save without actually describing each scene. The advertiser portrays Melissa McCarthy not as an actress but as a normal person who then decides she wants to be a hero. We all know she is a famous celebrity, but it is only implied not given. Even though the commercial is filled with humor it has a sweet since of kindness. Kia is not only trying to promote their new eco-friendly vehicle, but also included some awareness of endangered animals and deforestation. Many fans may want to actually go try to save endangered animals after watching this commercial. The commercial would have been a success on its own but what made it even better was that it was a super-bowl commercial. Super-bowl commercials are more costly because it automatically guarantees viewers. All super-bowl producers spent “about $4.8 million last year,” according to the New York Times. It was said recorded on record that the 2017 Super Bowl had submitted the largest total attendance “in the United States TV history.” Around 172 American watched the Super Bowl at some part in time. At the end of the commercial it also says “#SmarterWay.
In today's society and on social media hashtags have been very popular when posting pictures and videos. They introduced the hashtag into the commercial as a device to adapt to the viewers and become more like them and how they post about things. Keeping the audiences interested is a ginormous concern for commercial makers because commercials are very expensive themselves and take a lot of time and effort. The Media Education Lab expressed their commercial ideas by saying stories are “powerful” and are “easy to use when organizing ideas.” By creating stories with heros, villains, and victims, viewer engagement will most likely increase creating a dramatic and expressive commercial. Therefore, using stories may change the attitude of certain topics creating positive or negative feedback. In this case they used Melissa as the hero, a construction worker as a villain, and endangered animals as
victims. Although Melissa was unable to “Save the World” she was able to have a positive impact on the environment by driving an “eco-friendly” vehicle. When Melissa tries to save the whale it lands on the side of a small boat she was in, which sent her flying through the air. When going to save a tree, the tree is cut and falling with her on top of it. Next, she goes to save the polar ice caps, but sticks a flag in them cracking them apart. Finally, when she goes to rescue a rhinoceros it stampedes into her and sends her flying through the air again. She finally decides that she is just going to save the environment by driving the new Niro hybrid crossover. The best way to create a great advertisement is by including, humor, celebrity, and spectacle. Using humor and the viewer's interest allows them to connect with the commercial. This particular commercial not only attracts the interest of one particular group but rather attracts anyone able to drive or watch the famous Melissa McCarthy’s humorous movies. It is not easy to create an image in the viewers mind when trying to sell vehicles because not many know anything about the different types and brands. They instead have to find major topics to bring up that are widely talked about in the U.S. Choosing a celebrity and endangered species helped tremendously with the success of this commercial.
The Super Bowl is a game that multiple people look forward to and get together in numbers to enjoy. Male and female teenagers and adults are the average viewers of the Super Bowl. This is also the main audience that is the most interested in vehicles, teenagers that have just gotten their license and will be trying to persuade their parents for a vehicle. Cars are a big part of everyone’s everyday life, the interest of getting a new car will attract people throughout time. Using Kairos the commercial is shown to try to interest the audience to buy their product. Knowing
The first appeal is shown by using logos to give the viewers reasoning to give some donations to animals that are in need of a home. Logos is an appeal to an audience basic on logic or reason. During the opening scenes of the commercial, words flash on and off the screen in between the videos and pictures of abused animals. The first part of the commercial “Every single hour in BC an animal is violently abused” (Sarah McLachlan SPCA, n.d.). This commercial had Sarah McLachlan, a famous singer; she was a supporter for this organization. This
Upon first receiving this assignment I was honestly not sure what I would do it on. Then I remember a very well done commercial from 2006. If you’re not sure what commercial I am referencing it is the ASPCA commercial with all the injured animals and "arms of an angel" playing in the background; furthermore, Sarah McLachlan voices over and stars in the commercial. The commercial does a good job of appealing to animal lovers sense of emotion (Pathos) through the photos and videos of helpless and beaten animals. Sarah McLachlan also appeals to animal lovers through the fact that she has been a longtime supporter of the ASPCA (Ethos). Also, the video includes statistics that can easily be proven these statistics help to support the commercials cause (logos). Finally, the commercial itself appeared on television which is a great medium to get a message across; in addition, this commercial is valid in any year and will always appeal to a
In this commercial we have ethos, logos, and pathos present. First of all, ethos are established because Kim Kardashian comes out. She is a rising artist and a
In their advertisements, the St. Jude Children’s Hopsital Research Foundation packs their thirty second commercials with as many rhetorical appeals as possible. The purpose of these celebrity-endorsed commercials is to encourage viewers to donate to the foundation, and the producers have creatively inserted various rhetorical appeals in hopes to sway viewers to open their wallets. By using an immense amount of rhetorical appeal; including ethos, pathos, logos, and kairos, the St. Jude Children’s Hospital Research Foundation has successfully created an informative and heartfelt commercial that has inspired many to donate to medical research for children.
1. This advertisement features Taylor Swift, which is a celebrity spokesperson; she is supporting the company, “Diet Coke”. People that enjoy listening to Taylor Swift’s music will most likely buy this product, because they think that buying this product, diet coke will make them closer, and more like their favorite pop star Taylor Swift. This advertisement also features Pathos, an appeal to emotions, because Taylor Swift may be someone’s favourite musician or person in general. It also features ethos, an appeal to credibility, or character, because Taylor Swift is famous for her music, therefore she is well recognized throughout our society, and the music industry.
According to Robert Scholes, author of On Reading a Video Text, commercials aired on television hold a dynamic power over human beings on a subconscious level. He believes that through the use of specific tools, commercials can hold the minds of an audience captive, and can control their abilities to think rationally. Visual fascination, one of the tools Scholes believes captures the minds of viewers, can take a simple video, and through the use of editing and special effects, turn it into a powerful scene which one simply cannot take his or her eyes from. Narrativity is yet another way Scholes feels commercials can take control of the thoughts of a person sitting in front of the television. Through the use of specific words, sounds, accompanying statements and or music, a television commercial can hold a viewer’s mind within its grasp, just long enough to confuse someone into buying a product for the wrong reason. The most significant power over the population held by television commercials is that of cultural reinforcement, as Scholes calls it. By offering a human relation throughout itself, a commercial can link with the masses as though it’s speaking to the individual viewer on an equal level. A commercial In his essay, Scholes analyzes a Budweiser commercial in an effort to prove his statements about the aforementioned tools.
Other commercials, according to Solomon, thrive on fitting in. The Chevrolet commercials have a slogan that makes one feel to be American, one must by American. Chevrolet's slogan is 'The Heartbeat of America.'; Car commercials also have targeted markets also. For a truck commercial, they will show a truck getting all dirty and going through an obstacle. This is targeted towards men because most men find these things appealing. For a luxury car commercial the mood or the commercial is nice and pleasant, the car is on a country road (representing one driving to there country home). These cars were once targeted towards upper class people, but now they are targeted towards everyone according to Solomon. A commercial strives on the ever so enduring drive for Americans to have better things and climb up the social status ladder. Marketers know this, so they place normal, average, everyday looking people in their commercials to let middle class people know that they can have the car, too.
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
The commercial emphasizes an altruistic parent-child relationship throughout. It shows all of the incredible ways a father sees his daughter grow through her first years of life and the impact she has on him. Using this relationship coupled with the nostalgia-inducing music played throughout the commercial provides the audience with a feeling of saudade that shapes the advertisement.
The Super Bowl is a game that has been and will continue to be watched and celebrated by almost every American. Friends and families gather to enjoy typical tailgating snacks, while watching the national football leagues. However, the game is not the only aspect of the Super Bowl that grabs society’s attention. Super Bowl commercials draw viewers in by using tactics that are never seen in an average commercial. As time increases and technology further develops, do Super Bowl commercials such as Kia’s “Hero’s Journey” use different tactics to try to grab America’s attention or do they waste their time and money as Bruce Horovitz believes?
Have you seen any of the recent campaign advertisements that have been published by the 2016 presidential candidates? Presidential candidates are known for campaigning through different media outlets, such as television advertisements, social media, and their party rallies. In these advertisements, the candidates bash their opponents and try to show you why you should vote for them, and why you should not vote for their opponent. Hillary Clinton’s advertisements have really stood out to me and have been able to grab my attention. Particularly the “Role Models” video, which displays young children watching Donald Trump make discriminatory and offensive comments on the television screen. Hillary Clinton’s campaign advertisement effectively gets
Jenny McCarthy is an actress, comedian, television anchor, writer, model, anti-vaccine activist, and screenwriter by her profession. Jennifer Ann McCarthy is her birth name and she is also called as Jenny Wahlberg. She contributed as a model for Playboy magazine and also a co-anchor of the talk show of channel of ABC i.e. The View. Jenny has publicized for research into environmental causes and alternative medical treatments for autism, arose at WWF (World Wrestling Federation) as a guest manservant (valet) for villain Shawn Michaels, and also contributed as an actress in movie Scream 3 which is a horror movie. Jenny holds American nationality and belongs to the family
Melissa McCarthy may be known for her comedic antics in Saturday Night Live or a host of movies but she is well known to women who inspire to be beautiful when it comes to diverse shapes, colors and sizes. The Melissa McCarthy weight loss trend inspires women to wear stylish maxi dresses this spring.
In both of my commercials they use pathos to play with your emotions. For example, the Chevy commercial show you that chevy will stay with you for a long time and will stay in your family for a long time. The Volkswagon as tries to scare you into not texting and driving by showing you that in a few seconds you could end your life or get seriously injured.