The Scarecrow Rhetorical Analysis Essay

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The Scarecrow: A Rhetorical Analysis on Chipotle’s Short Film Chipotle’s advertisement titled “The Scarecrow”,which was released on September 2013, is a unique form of advertisement that had not been seen in other fast food advertisements going on around that time. This short film is so well developed and brilliantly unfolded that you forget the point is to get more people to buy, consume, and use their product, which in this case is would be a downloadable game and food. In fact, eight days after this short film was released it had gained over 5.5 million views on YouTube. USA Today also named it the fifth best advertisement of the year. The reasons behind the success it achieved were because it used no oral or written persuasion; the only words that could be heard were the lyrics to the song in the background, which is called “Pure Imagination”. This short film was interestingly animated, but at the same time connected to the real world, and the roles in this film were reversed. …show more content…

It makes the viewer much more comfortable watching because nothing is “thrown” at their faces. The only spoken words were actually sung by Fiona Apple in the background song “Pure Imagination”. The choice of background music also made it much more interesting, it sets different moods throughout the short film., You can hear the change of mood with this specific song. Athough the song “Pure Imagination” in this commercial was specifically sung by Fiona Apple, it is not Celebrity Endorsement. It is not classified as Celebrity Endorsement because she is not considered a major role; all she does is take part in the background

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