In the commercial “Anything is Possible”, a young woman explains how she has worked to get where she is and how the things she 's done has changed the world. This commercial was made in response to the Cadillac “ELR Poolside” commercial. I will be comparing the two commercials in order to analyze how choices in rhetoric analysis gets their points across. When she begins the conversation, she compares herself to the dirt. This tactic might confuse the viewer at first, but it soon makes sense by the end of the commercial when she ends up in the Ford car: the dirt is meaningless and a waste of space, but then she goes on to describe how she is a entrepreneur, and uses the manure to create rich dirt that will keep landfills clean. At this point, …show more content…
He talks about how great America is and how all Americans are hard working. In this commercial, the targeted demographic was basically the spokesperson for the ad: blue and white collar white men who believe they are the backbone of the country. In the Ford commercial, there is a parallel to not only the spokesperson, but the how they got to their present, and the values they have in life. The spokesperson for Cadillac is a well known actor was in his mid fifties, white, and male. This appeals to a majority of America with power who are already well off. However, in the Ford commercial, the spokesperson is young, black, and female. She represents the minorities in the aspect of gender, nationality, and the millennials. Another parallel is how the man in the Cadillac commercial showed off his house, car, and family throughout the commercial. It was clear that he had money and did not necessarily work to achieve it. In the Ford commercial, the woman started off at her job, then changed into a professional outfit. Rather than boasting about the things she has, she showed how hard work got her to where she …show more content…
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
The 2014 Chevy commercial is filled with pathos. This commercial is about a girl and her dog, Maddie. The commercial starts with Maddie and her owner at the vet’s office. As the commercial goes on we see how Maddie ended up with her owner and the life they had together. The Chevy commercial connects with viewers emotionally by utilizing nostalgia, the constant presence of Maddie in the woman’s life, and the sadness of the impending death of Maddie.
Almost every commercial uses Pathos, an appeal to emotions, to convince the viewer that their product is the best choice for them. The use of Pathos enables the persuader to reach out to the audience in a subconscious or even unconscious level. Emotion creates a bond with the viewer and the advertiser. Liberty Mutual commercials convince us that they provide the best coverage and benefits, such as 24 hour road side assistance and easy repair estimates. In particular, their commercials stand out as as one who uses humor and fear, and then provides reassurance to coax us to chose their insurance over others.
One of my favorite commercials to watch is the Chick-Fil-A commercials. Their commercials are very ironic but at the same time interesting and entertaining. The main purpose of their commercial is to persuade an audience to go and buy their product or maybe convince an audience to come back again and buy more of their product. They are able to influence their audience through the use of rhetorical elements. Rhetorical elements include: the rhetor, discourse, audience, and rhetorical triangle. Their commercials don’t necessarily target one particular audience, they incorporate different ideas into their commercial to target different audiences such as families, and football fans.
emotions. Sut Jhally describes ads as "the dream life of our culture" and explains the persuasive
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.
Common sense seems to dictate that commercials just advertise products. But in reality, advertising is a multi-headed beast that targets specific genders, races, ages, etc. In “Men’s Men & Women’s Women”, author Steve Craig focuses on one head of the beast: gender. Craig suggests that, “Advertisers . . . portray different images to men and women in order to exploit the different deep seated motivations and anxieties connected to gender identity.” In other words, advertisers manipulate consumers’ fantasies to sell their product. In this essay, I will be analyzing four different commercials that focuses on appealing to specific genders.
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
...k most people would want to buy things American made versus overseas goods if they could. This same argument could also support the ethos in this ad. Ethos is what makes the ad creditable. The fact that Ram trucks is the once that is promoting the god made a farmer commercial is pretty creditable. They are owned by Dodge and like I said an American own and made business. People typically think good thoughts when those to brands come to mind. That’s why this commercial uses emotional fallacies and pathos to its adventive.
...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 forming of an idea into a person’s mind and having the person think that it was their own idea has intrigued the attention of corporations and the media for years. Corporations are driven by the desire to sell and increase their profits. They have mastered ways of manipulating and creating methods to gain people’s attention and have them act upon the messages being sent. Kia in this commercial manipulates audience by creating a fantasy life that anyone can connect too, be desired by women, and live a rock star life.
There is a reason why people are always happy in the world of commercials. By associating positive feelings with the product, the a...
... There is no true definition or language of an American. Coca Cola’s commercial clearly embraces the diversity that is embedded in American history, thus portraying the melting pot through the use of different languages. One of the reasons America is so beautiful is because we accept and embrace other nationalities. Conversely, the negative impact of the commercial depicts how America still has not moved past prejudice thinking’s, discrimination, and segregation.
First off, advertisements aim to deceive United States inhabitants into thinking that they can move up the social stratification. Jack Solomon, a semiotician depicts, “Americans, dream of rising above the crowd, of attaining a social summit beyond the reach of ordinary citizens. And therein lies the paradox” (Solomon 402). This connotes that, without inequality there is no such thing as being at the top in terms of social status. Advertisements create the falsehood that in America anyone can make their dreams as far as owning luxurious goods to be considered part of the upper class, a reality. The Chevrolet advertisement printed in red, white, and blue ink with the word “HOPE” printed under the image of
Heath (2011) believes that “… it is emotional advertising that is most effective at building strong brands” (Heath, 2011, p. 120). Using relevant research and current examples of advertisements over the last few years, this essay will aim critically assess and investigate in to what the most effective method should be used in order to build a strong brand. Firstly, it is important to discover what the consumer behaviours are in relation advertisements, what factors are included in building a strong brand and why it is important to establish this in order to communicate effectively with the brands target market. There are many debates about what is the most effective strategy used in advertisements whether it would be emotional or rational ideas.
...rn society sees women as real people with intellect. Instead of not being allowed or perceived as capable of controlling their own lives and situation, today's women are expected to control their own lives without interference or constant dependence on others, or more specifically, their husbands. These advertisements demonstrate just what a drastic change has taken place in the last fifty years. Even though both ads are about cars, the body image, body language, and text portray a striking difference in the view of women. Maybe this change was brought about by the Women's Liberation Movement, maybe such subjugation just cannot last forever. But whatever the cause, the change has definitely taken place.