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? RHETORICAL SITUATION Due to the different tactics used in the Kia Niro “Hero’s Journey”, this commercial …show more content…
While trying to save the trees, Melissa Mccarthy hangs a paper sign in the middle of the woods with the phrase, “save the trees” (). Later in the commercial, Melissa tries to save the whales by going into the ocean on five boats. Each of these methods to try to save wildlife are actually harmful. When Melissa used paper to make her sign she went against her argument and she placed the sign in an area it would not be seen. Boats can be harmful to the whales environment, yet Melissa used multiple boats to try to save the whales. Both of these are examples of Non- sequitur because the claims do not logically connect to the actions. At the end of the commercial, a voice claims that it is easy to save our environment by driving the Kia Niro. While the Kia Niro may help to reduce some of the harm to our environment, the car still lets out exhaust. The only way to completely prevent harm to our environment is to stop driving cars. This is known as equivocation due to the claim’s half truth. Although the commercial never makes this direct claim, it is implied that you either drive a Kia Niro or you are not a hero. Lastly, the wildlife that needs to be saved in the commercial is not affected by cars. A faulty analogy is used when the commercial claims that by driving the Kia Niro you will be able to help save these parts of wildlife, but those parts of wildlife are not affected by cars. In order to make the commercial more appealing to the audience, Kia used multiple
Out of the many commercials that are out in television, one that stood out to me was the Kim Kardashian T-Mobile’s Data Stash commercial. At first sight, viewers may see it as a joke, although it does have important information being featured. They use Kim Kardashian because she is famous and the year it was aired, her popularity was very high. The commercial seems very stupid, but it still presents rhetorical devices. As Parker and Chavez said, “It was one of the most anticipated Super Bowl ads of 2015. But the reaction was far from winning” (para. 1).
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.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
During John F. Kennedy’s political campaign, there were many issues present that the candidate had to address: there was tension due to the communist threat, tension among American citizens due to the Civil Rights movement, and a recent recession that was very sluggish in recovering. Relating to these issues President Kennedy’s slogan was “getting America moving again”; these topics are addressed in a fast and effective manner in his minute-long television ad that was endorsed by the group: Citizens for Kennedy-Johnson. This ad was the best way to reinforce President Kennedy’s stance on the emergence of a new frontier. He was able to depict himself as a man of change and new beginnings due to his fresh perspective and young age which was a
This is a Jeep Super Bowl commercial from 2013 featuring Oprah Winfrey as the narrator. We are in times of undeclared war and we miss our troops and want them to come back and Oprah is basically telling them that they aren’t forgotten. It shows the families of troops being home missing someone and showing the hole the troop has left since their departure. It is a battle the families fight as they miss their soldier while they are out fighting the other half of the battle. When the troops return to their families they fill that hole again and our nation is reunited. The best of our nation is overseas and the best in our nation is Jeep.
Budweiser, being one of the top beer brands in the United States, tends to receive a negative connotation for their glamorization of drinking. However, two years ago they released a commercial at the Super Bowl promoting safe drinking and “making a plan” to make it home. It’s very clear in the commercial that they are promoting safe drinking and not driving while intoxicated; yet, it still is a Budweiser commercial so it very clearly is still promoting their product. In the following paragraphs I will be analyzing just how Budweiser manipulates the objects, people, and settings in their commercial to convey their overall purposes.
Normally people do not like to sit around and watch commercials, but when it comes to the Superbowl, it is a different story. Some people watch the Superbowl just to see the commercials! But why are these commercials so special? During the Superbowl large companies such as Buick, Skittles, Verizon, etc. make entertaining, eye catching, and persuasive commercials to try to get viewers to buy their products. Companies will use popular athletes and celebrities in their commercials because they know people will want what their idol has. Companies find various ways to positively represent their product.
During the 2015 Superbowl, Always aired a commercial entitled “#LikeAGirl”, the first feminine care ad aim to empowering women. The 60-second commercial takes place in a film studio, it begins with a girl walking up to the camera. Then a women who’s face is not shown in the commercial asked people a series of questions and requests people to show her certain actions. When people were asked to show what it looks like to run like a girl. The first girl who looks like she’s in her twenties, and two other girls similar to her age, along with one young boy, and one adult man, they all started waving their hands, flipping hairs, and flicking their legs sideways as they were running. When people were asked to display how to fight and throw like a girl. Everyone started to giggling, flailing hands or throwing their arms around. The young boy pretended to fail to throw a ball, ended his pose with arms folded inward along with palms facing
In the world we live in today the average person’s attention span is eight seconds, which is three seconds less than the national average in 2000. With so much going on it can be very hard for companies to get and hold our attention during the hectic day most people face. In order for companies to be able to hold our attention they are forced to appeal to our emotions. If not they run the risk of losing a potential buyer because they weren’t able to hold their attention long enough for them to see the product. The Volkswagens 2011 Superbowl commercial goes straight for the viewer’s emotions by using a family and a cute child to immediately draw in the viewer and also it circuitously addresses the car safeness. By using a man with a family as
The first big commercial, which promoted the new Macintosh computer, was aired in 1984. Although commercials were being aired during the game before, this was the point where larger corporations began to realize that with the large population watching this game, there would be no better time to air these commercials (obviously the Super Bowl was not as popular back then as it is today). This was the revolutionary point of media in the super bowl. For any viewer watching the game today, there is much anticipation toward these commercials because they are said to be the best of the year filled with propaganda, humor, and other psychological techniques to real in the viewers. If you look at the graph below we can see how the cost to air a commercial has changed over the past 50 years since the super bowl first began. Today, with the increased population that tune in to watch the game, the cost of airing one 30sec commercial has increased over 4 million dollars as opposed to the minimal amount paid towards the
Did you know the price for Super Bowl ads have gone up 76% in the last decade, according to Kantar Media. Super Bowl advertisements prices have skyrocketed. The advertisers main goals are to make people aware of their products and make profit.
In the 1960s commercials were more focused on male dominant products such as cars, parts or male-oriented products. During the 1970s commercials expanded subject matter and used sex appeal and music such as jingles in its commercials. This ended up setting a new trend. Furthermore, in the 80s and 90 super bowl ads focused on the use of celebrities and background music. People had also started to see more ads targeted toward the female audience. As the 2000s rolled in, these ads started to present less and less product detail and information and used animals, children, and humor instead. Additionally, with the super bowl being the largest food consumption day of the year it added to the popularity of food and beverage commercials. The current
When it comes to the world we live in today, there are no escaping advertisements. Walker-Smith, CEO of The Futures Company once said, “It seems like the goal of most marketers and advertisers nowadays is to cover every blank space with some kind of brand logo or a promotion or an advertisement” ("Cutting Through Advertising Clutter - CBS News." CBS News. N.p., n.d. Web. 15 Sept. 2015 .)This quote is extremely relevant to what the average person experiences every day through writing, images, videos, and so on. The Super Bowl games have always been among the United States most watched television broadcast, which is why a variety of the best, unique, and most entertaining commercials are featured during the game. During the 2015 Super Bowl, with over 114.4 million viewers, T-Mobile released a commercial featuring Kim Kardashian. In this appealing commercial, the celebrity does an excellent job of introducing T-Mobile’s new Data Stash feature which allows customers to roll over their unused data, enabling
Super Bowl Commercials are always the highlight of the evening. But the choice of the best commercial that is a little tougher. This years best commercial was the Hyundai commercial that stars Kevin Hart. They used comedy and goofiness to win over the customers. Kevin Hart is a comedian so he is best fit for the role of the over protective dad. The customers will remember the commercial if it is funny and as they think about the commercial more they want the product more. This is the year's best Superbowl commercial.
Advertising-the art of "selling it"-pervades America's various industries, and helps to shape the way in which basic institutions many assume to be unbiased operate. Many assume that the influence of advertising is obvious in television, and it is perhaps this assumption that makes the in fact very subtle but complete influence of advertising on television media so dramatic. Television commercials are indeed rather obvious on the surface, but their influence runs much deeper than the 30 second slot allotted them in between scheduled programs. In fact, one news manager for a television station said that regular television programs are just there to fill the blank space between the commercials. For example, ...