Mercedes Benz Persuasive Speech

Porsche, Bentley, Ferrari; these are all cars children dream and fantasize about driving. However, a car most children don’t dream and fantasize about is the Mercedes-Benz AMG GT. Frankly, most children don’t even know what an AMG GT is, and Mercedes-Benz uses that to their advantage. In their commercial “Dreamcar”, Mercedes-Benz uses a specific purpose to appeal to a defined audience through the use of pathos and ethos to convince the audience that the Mercedes-Benz AMG GT is the best car one can race.
To correctly analyze this commercial, one must first identify the intended audience. At first, one could easily say that the audience is anyone looking to buy a car. But by digging deeper, one can see that there is a much more defined and clear audience. First of all, Mercedes-Benz is a luxury car company,

meaning their products aren’t inexpensive, but rather quite pricy. This already clears out most of the intended audience, with only few people actually being able to afford the car itself. But Mercedes-Benz isn’t selling luxury in this commercial, they are selling a race car. This narrows the intended audience even further to people who are interested in or actually race cars. The commercial doesn’t just appeal to wealthy race car drives though, it also captivates the attention of the future of car buying, children. The young boy in the commercial helps create a connection between Mercedes-Benz and children everywhere.
Though one could easily say that selling cars is Mercedes-Benz’s sole purpose in their commercial, by taking a closer look one can tell that that isn’t true. Unlike a normal car advertisement that features prices of cars, special deals, and the location of the nearest dealer, Mercedes-Benz commercial does none of these. Instead Mercedes-Benz proves while their car is superior to their competitors, on the race track that is. By having the Mercedes-Benz AMG GT pass the unmarked sports car on the race track, Mercedes-Benz says without saying that the AMG GT drives the best on the race track. While Mercedes-Benz does try and sell their AMG GT car in their commercial, they also prove to the audience that the AMG GT is more fit for the race track than any other sports car.
To achieve their purpose, Mercedes-Benz appeals to the emotional side of their audience throughout the whole commercial.

Right from the beginning, pathos is evident. The young boy seen dreaming about sports cars racing on a race track forms a connection between an older generation and their past. The young boy takes this older generation back to when they too were young and dreamt about sports cars. Small toy cars replicating common sports cars also form this same connection. After forming all of these connections, Mercedes-Benz tells them that the cars they used to dream about are sub par compared to the AMG GT. Starting off completely silent, the commercial increasingly gets louder and louder from intense action music and engine noises. Right when the child wakes up from his dream the commercial goes silent again. This helps draw the audience’s attention into the commercial. During the short scenes on the racetrack, the AMG GT has a bright yellow paint job, while the opposing sports car that is overtaken has a dull greyish paint to it. The background is also very dull and greyish. This makes the AMG GT stand out on the race track, figuratively and

literally.
However, Mercedes-Benz does not just use pathos to lure their audience in, they also use the ethos of racers and of themselves. Three of the only twenty words in the whole commercial are, “Handcrafted by Racers.” Mercedes-Benz reasons that if racers made the car, it should be the best race car on the track then. The words handcrafted also imply that the car was carefully built, not slapped together in some assembly line. The final scene of the commercial is a black screen with the Mercedes-Benz name and logo, followed by four simple words, “The Best or Nothing.” These four simple words suggest that Mercedes-Benz only produces the best, or they don’t produce anything. This makes the viewer feel like they can trust Mercedes-Benz to give them a quality product. The Mercedes-Benz logo also has its own effect on the audience, giving off the luxury feeling that goes along with the company.
While this commercial says and implies many ideas, many are left unknown. “Dreamcar” never uses any logically information to sell the AMG GT. The commercial never lists the price of the AMG GT, possibly due to the rather high price of the car. Even though they are selling a race car, Mercedes-Benz never mentions anything about the actual performance stats of the AMG GT. The audience does not even know what kind of sports car the AMG GT overtakes on the track, leaving much to question. The audience has no idea where to even go to purchase an AMG GT, with only social media sites listed at the end. What Mercedes-Benz chose not to say is just as important was what they chose to show in their commercial.
The appeal to emotion in “Dreamcar” is what Mercedes-Benz uses to achieve their purpose. Their purpose of not only selling the car, but proving that the AMG GT is the best race car on any race track. The marketing technique Mercedes-Benz uses appeals to a small and defined audience. Mercedes-Benz has brought a new age to sports luxury cars on the race track. As Mercedes-Benz even says in their commercial, “The Car you use to dream of, has just been overtaken.”