Rhetorical Analysis: The Super Bowl Commercial

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.
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

that people will be watching the game, they use this opportunity to try to get a bigger view ratings and a higher percentage of future customers.
The commercial starts off to an upbeat song and interesting graphics that make the audience feel excited and a sense of joy.

This is an example of pathos, the commercial is trying to leave an impact in the audience by using emotions. The commercial then shows a dancer dancing in sync to the music using interesting dance moves that are quite marvelous. By watching him dance there will be different responses depending on the person, some will feel awed and curious while others may feel envy by the talent the dancer demonstrates. The music increases its intensity and the beat makes the audience feel excited. The commercial then states phrases that come off as being quite mysterious, “Machines don’t have emotions, but the rare few can inspire them” (Lexus 00:00:26). The phrase gains curiosity and enthralls people to continue watching. By using this strategy the commercial is effective in having different emotional reactions and catching a wide variety of people’s

attention.
The 2017 Lexus LC is then shown in different types of lighting and angles. The vehicle is then demonstrated by being driven around in different types of directions. Ethos is used by demonstrating how capable the vehicle looks and in using the company’s brand-name to be recognizable by the majority. The dancer is also effective in attracting the audience’s attention by his looks, he is quite handsome and seems to be in good shape. The graphics also give a modern vibe to them that seem futuristic and professional.
There are many types of commercials and different methods that are used to grasp the audience’s attention. A good commercial is able to leave a mark in the minds of those who have watched it, this commercial was successful in doing that. The 2017 Lexus LC commercial is effective in demonstrating their product to the intended audience by using the right methods to gain the audience’s interest.