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 …show more content…
the person who owns the car it can appeal to many more men and women with families. Logos shows Volkswagen consumers that new features and up to date technology are important to Volkswagen. Ethos uses both logos and pathos to assure potential buyers that the 2012 Passat can be trusted because of the known respected reputation of Volkswagen. This commercial was created to air in the 2011 Superbowl game and its intention was to be comedic and unforgettable.
Most of the commercials during the Superbowl are intended to be funny so naturally that is why the Volkswagens commercial had to follow a similar path. The commercial open with a young boy dressed up as Darth Vader from the movie Star Wars. He then proceeds to try and use the “force” on a variety of objects. The child does not succeed and you can tell he is very disappointed by his body language and mannerisms. The father of the boy then drives home in a brand new 2012 Volkswagen Passat. Once the father is inside the child proceeds to try to use the forced on the car. Using the cars automatic key to engage the car’s engine it revs right up and the boy is astounded. The father and mother then sit back with a loving smile on their face and watch as the boy lights up with excitement. Then, it shows the cars price and established Volkswagen name before cutting off in eight seconds. Not only does the commercial appeal to people with families already but, it also appeals to the people that our planning on having families to want to have a safe and trustworthy …show more content…
vehicle. Logos is the first out of Aristotle’s three modes of persuasion that we come across in the commercial.
The commercial has a very sweet and comedic storyline which can help set it apart from the many of other ones that are played during the Superbowl. Having a commercial that stands out can separate you organization from the many of others that are advertised during that time. Although the child being dressed and Darth Vader has really nothing to do with the intention of the commercial it does attract the intention of adult because after all who doesn’t love a cute child doing silly things. Logos being used for only eight seconds can actually be more effective than it being longer because everyday life being so busy and hectic that’s all our attention span will let us focus. Most people won’t want to buy a car immediately after the commercial. But, if you are able to draw their attention long enough for them to want to research the car more than it has done its job. The logos aspect in this commercial is very affective because it draws people into it and leads them to want to know more about the
product. Ethos is also another means of persuasion that is used in the effectiveness of this commercial. Just the simple fact that Volkswagen, a very well respected company has made the Passat model gives it a sense of trust between the buyers. Towards the middle of the commercial we get to see that the 2012 Passat has a remote control start feature, letting the viewer’s know that the technology is up to date with others models on the market. It also shows new features that the 2012 model has to offer which is obviously very important to viewers. Also, the family that is in the commercial represents the “American Dream”. This makes the car more appealing because person with a great family nice house owns that car then it must be a very safe and reliable car. Also it can be seen as in order for you to uphold that American family image that so many families want to be perceived as then they need a 2012 Volkswagen Passat. Through these examples of ethos Volkswagen is able to perceive their brand as a brand to be trusted. The use of pathos plays a large role in the effectiveness and overall persuasiveness of this commercial. The main emotion used in the commercial is joyfulness. Some commercials can try and get pity or sadness from the viewer which can in some cases work but in this case when trying to sell a vehicle happiness would be the more effective way to present the product. The commercial appeals to joyfulness by showing the young child dressed up in his favorite fictional movie character trying to do silly things. The family in this commercial is your average everyday family watching their son play around the house which is a very common thing to do. Volkswagen touched the hearts of viewers by showing a common silly scenario of a child thinking he has a super power. If the new 2012 Volkswagen Passat is good enough for the family with the nice house, loving husband and cute playful child then viewers across the country will think it’s good enough for them also. The commercial as a whole is not trying to advertise as a flashy or fast sports car it’s trying to demonstrate its safeness and affordability to people. The actors in the commercial appeal to the everyday loving husband and wife wanting a safe a reliable vehicle to start a family with. Volkswagens commercial succeeds in selling their product because they created a memorable, emotion appealing commercial to sell their product and get their point across. This commercial how a perfect amount of each of Aristotle’s three modes of persuasion and that is why it’s a very affective commercial and will successfully sell their product.
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
As a car drives by the window, the viewer sees the dog lift his head up and lay it down when he realizes it is not his owner. After this scene, the following words are shown on the commercial, “For some, the waiting never ended. But we can change that.” According to MADD, “In 2015, 10,265 people died in drunk driving crashes… 290,000 were injured in drunk driving crashes.” The next morning the owner walks in through the door and says, “I decided I shouldn’t drive home last night”, this shows how responsible the owner is because he does not want to hurt others if he had drove while drunk. In the background, the viewer hears the lyrics, “I’ll be waiting here for you, when you come home to me…” which supports the fact that the dog has been waiting all night for the owner to come back safe and sound. The next scene in the commercial says, “Make a plan to make it home. Your friends are counting on you.” By having the saying in third person, the commercial is trying to persuade the reader to drink responsibly because there is always someone waiting at home. In the end credits, the viewer sees the famous Budweiser logo with the hashtag friends are waiting. In the bottom of the ad, the Budweiser commercial had the words “Enjoy responsibly” on
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
sport celebrities in their ads to entice the viewer. Consumers are encouraged to embrace the characteristics of the sturdy, tough, and swift, athlete through the product. Airing their commercials on sport networks makes for an outstanding target market for a merchandiser.
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.
The commercial had a deeper meaning throughout to depict the audience, purpose, content, creator’s reasons, and the structure of the video. The audience was aimed for teenagers, smokers, and parents. The purpose was to show how smoking was bad a bad effect on a person’s life. Throughout the commercial were phrases to influence people on how terrible to smoke. The creator of the video obviously wanted to show teenagers how that smoking will pull you away from your life. The structure of the commercial was well organized to leave a lasting effect on the reasons why smoking is bad for a
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?
In the Doritos commercial advertisement, the logo is seen with the brand title. The Doritos logo is the more powerful of the two based on this information, because of how Doritos is widely known and recognized by all, while many of the sponsors on the billboard aren’t as immediately recognizable. The video describes how our society may not even care about the product being advertised, but we still read the billboard or watch the commercial. Also mentioned was the use of colors in a commercial, the marketing effects in politics, and even market research obtained by studying different cults.
During the 2011 Superbowl, Volkswagen released a one minute commercial entitled “The Force” to present their 2012 Passat sedan that was coming available for purchase. The commercial, sets the scene with a child dressed in a Darth Vader costume from the Star Wars movie. The child attempts to “use the force” with his hands to animate different objects thought the house to no avail. He hears his father pull in the driveway and rushes outside to try and turn on the vehicle with his mind; at first it does not work, however, after one more try the car turns on. The commercial flips to the father standing in the kitchen using the car remote to turn the car on electronically at the perfect time for his son to believe he was able to do it using the force of his mind. This commercial is intended for both Star Wars fans and families. Its notable Volkswagen chose their commercial using a Star Wars based theme do to the upcoming Star Wars movie that was set to be released in theaters the year the commercial was released, September 2011. Volkswagen supported their commercial with two of the three rhetorical appeals choosing to focus on emotion to sell their car rather than data.
This advertisement is an example of a slippery slope fallacy. A slippery slope fallacy is a continuum of events that keeps occurring without being stopped (Halpern, 2014). It is a continuous cycle of McCarthy trying to do a good deed by helping to save the environment, however, she always ends up getting hurt. Nonetheless, it ends with the Kia Niro having “over 40 MPG” which is a “smarter kind of crossover” meaning it is fuel efficiently. In addition, it is also an example of a testimonial fallacy. This fallacy is when a respected movie star endorses a belief or product and makes a conclusion from the information given (Halpern, 2014). For instances, Melissa McCarthy is a well known actress who is endorsing the product by using humor. Also, supporting a cause she believes in, which is saving the environment by driving the Kia
...tegy they use is within the fifteen human emotional appeals. The Commercial “Star” by BMW featuring their new model of M5 uses the total of four emotional appeals, which were the need to escape, the need to aggress, the need to achieve, and the need to feel safe. In addition, they also use one celebrity style to catch the consumer’s attention. This ad has well use the human weaknesses which is the emotional appeals found in human being. Because people like to look and listen at their favored celebrity, they surely will pay attention to what their celebrity say or do. Because people are born with full of needs, they have the tendency to listen and keep their attention open for any beneficial need. Because people need so many stuff, the BMW’s star commercial has given them all the need that they want in other to have them join the bandwagon for their marketing product.
For each of the commercials that were analyzed, the car was being test driven. If it was not a scene, then it was throughout the whole entire commercial. The company does this as one of the ways to broadcast the features of the car. The way that the company advertise their vehicles appeals to the audience's knowledge of the company, only because the commentary that they place in the commercials hold their perspective on the performance of their own cars. Another thing that is alike in each of the commercials that was analyzed was the company's slogan that was placed at the end of each commercial to bring it to a close. The company tends to use persuasive techniques in their commercials, like word comparisons and a lot of descriptive language that aids to enhance the beauty of the car that they are advertising. For example, in each of the commercials that were analyzed there were words and phrases used like intelligent, leader, future, the best, supreme, advanced, legendary, daring, irresistible, etc. The use of these words grabs the audience's attention so that they are not just watching what the car can do but they are able to listen to the details used to describe this luxury vehicle. Theses commercials are daring and hold a bold quality that acts as trademark for the Mercedes Benz company. These commercials also try to make an effort to make the audience feels as if they are
There are tons of commercials that almost look the same. They use people to do things they want them to, or use them to show how great the item is. Subaru took that tactic but, tweaked it at the same time to bring customers to buy their cars. Using dogs in the commercial is a great way to make people talk about it, and probably influence the viewer to buy it.