Visual Rhetorical Analysis Essay What does a commercial selling automobiles usually consist of? Usually, in a vehicle commercial, the company tries to find a way to show off all of the vehicles features, right? If a car is being in a commercial, to target an individual seeking something with speed, one usually see's that car racing around crazy, sharp, curves on the side of a mountain. If a company is trying to sell a vehicle that features a lot of seating and cargo space, then one is likely to see a soccer mom loading an entire team inside of the vehicle to show all of its space and features. Well, Audi decided to try something …show more content…
a little different with its "daughter" commercial.
This commercial (targeting women) was first seen by millions of viewers during the third quarter commercials at Super Bowl for 2017. The commercial consists of a dad and his daughter. As the dad is watching his daughter in a race up against other little boys, he is asking himself various questions as to whether or not he should tell her that not everything and everyone are always treated equally, and if he tells her, how he will tell her. Audi targets female viewers by announcing the fact that they believe in equality. Audi's purpose for this commercial was to gain women's interest to attract them to their brand since a lot of decisions that are made in a household, rely on the wife's final say when it comes to financial situations such as a car purchase. This commercial targets mother's and father's …show more content…
of daughters with ethos, pathos, and logos. The logos in this commercial is the Audi's commitment to equal pay for equal work. Pathos for Audi's commercial is the sympathy gained from various dialogue that helps the audience realize the unfairness of gender imbalances. The ethos in Audi's commercial is that gender equality can be accomplished in a society where women are not valued enough for their hard work. Audi's "daughter" commercial displays ethos which are appeals to ethics to convince the audience of credibility. This particular appeal can be found towards the end of the commercial displayed within the text which is Audi's commitment to consumers stating "Audi of America is committed to equal pay for equal work." Not only does this promote the company but it promotes gender equality. Also seen, is the four connected white rings which is Audi's logo. Audi is known to be a higher quality vehicle. Audi chooses to display the logo towards the end of the commercial so that they are able to get their big message on equality across, followed by the logo so that the audience is reminded by the company and its promises, to keep it stuck in the audiences mind. This commercial is narrated by the father of a little girl.
The commercial is located on a dirt race track with a father on the bleachers, watching his young, blonde haired child compete against several little boys in a soap box derby. As his daughter begins to race, the father ask himself, "Do I tell her that her grandpa is worth more than her grandma? That her dad is worth more than her mom?" These sentences or thoughts of this dad, are examples of pathos. He ask these questions to gain sympathy for women and their value. Throughout the race, we see that the other little boys are giving her a hard time, making her really work to win this race. The little boys giving her a hard time during the race is just the beginning of what she will deal with later throughout life. Another example of pathos are shown when the daughter wins the race. She crosses the finish line with a huge smile on her face, however, as we see the dad up on the bleachers we see the look of concern on his face all throughout the race as he is thinking about her placement in this race and in society. We hear the background music start off steady and the music gradually intensifies to show a peak in events and to make the audience's heart race along with the dad's as the
audience is just as curious as the dad is, as to whether or not she will win the race and if he will explain equality to her. Audi tends to attract upper class, business men yet in this commercial the average dad is targeted as the audience can see, from the jeans and t shirt he wears while at his daughter's race. Towards the end of the commercial we see the white text that says "Progress is for everyone", this symbolizes logo's. This text let's the audience know that anyone and everyone can do anything and be treated equally and Audi wants to show employees and merchants this theory. Audi also chose to have this commercial directed by an award winning female film maker, Aoife McArdle. This commercial was created to create equality and gain more women into the Audi industry. Audi will continue to progress towards their line of vehicles as well as making women just as equal with men, to include the pay that they receive from the work that they do. This commercial wasn't to only advertise Audi's new S5 Sport back but to emphasize that the auto industry is more aimed towards men, however, in this commercial it is focused more towards women. Equality and women's rights are a major universal topic, especially lately. Even though women aren't always treated equally, women work just as hard and sometimes harder to obtain the things that they gain in life and should be rewarded for that to the same degree as a man would, "equal pay for equal work" as Audi says. Audi should focus more on features and qualities that their automobiles offer. However, Audi has advertised more for women's right and the Audi company itself instead of Audi's various automobiles that they sell.
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.
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.
This ad uses primarily Ethos authority. It introduces the product of a discount on insurance by raising a social question, then answering it with its product. In the ad, a man and a woman are at a table and talking when the woman brings up a conversation they had the other day, offended. Originally, the man said that men were better drivers than women. In response, the woman pulls out a check she received for safe driving from Ally, pointing out he did not get one. When the man tries to speak, she interrupts and stops him by saying “silence” in Ally’s spokesman’s voice. This clearly uses outright authority. A more general idea is that the commercial is making social commentary, and using this social issue to its advantage to advertise its product. I believe this commercial is effective, not only in advertising the discount you get from Ally insurance, but also in making a point. This ad provides solid proof in its universe that women are better drivers than men, or at least equal. As a feminist, I applaud this
The focus of the camera in the flashback to 1994 shows us that it is an actual shot from the 1990’s due to the poor quality of the image. The characters are also sitting in the same relative order in the car as they were in the set of the show. This similarity is on purpose. The television show seating arrangement is recreated in the car and is paired with similar dialogue to compare the two situations and realize that they are very similar. The use of focus here is much like the use of dialogue. The first shot of the car is when the car is coming to a stop at the stoplight. We get a quick view of the sleek black and white exterior. The only other time that we get to see the outside of the car is after the dialogue has finished and the light at the stoplight turns from red to green, and they proceed to drive away. The colors of the written text in the commercial match the colors of the car. The colors are crisp and inverse of each other, making them jut out. Besides the text and the car matching, the colors also match the color of the companies logo. These colors are carefully chosen to make the car look sleek, elegant and pleasing to the
This advertisement features Pathos, because the little boy in the advertisement will probably make people feel guilty, because they spend a lot of money on unnecessary things and waste it, but this child says “Don’t I deserve a happy life?”, and this will probably make people from our society want to spend money to support this cause. This advertisement also features patriotism, because it suggests that purchasing this product will show the love, and support you have towards your country. This company makes people from America want to support this cause. It says in the advertisement,” Help stop child poverty in America”. This advertisement also features Transfer andWeasel Words because it uses positive words, and positive images to suggest that the product being sold is also positive.
In 2010 the ASPCA (The American Society for the Prevention of Cruelty to Animals) came out with a commercial that would shock the advertisement industry. The effectiveness of this commercial is proven, simply by watching the reactions of the commercial’s viewers. For those who have never seen the video it has a very sad and morose tone to it. The commercial begins with showing pictures and videos of suffering animals with the song “Angel” playing in the background. While this is going on the narrator of the commercial (Sarah McLachlen) is softly talking about the suffering and abuse that these unfortunate animals go through. Through many different rhetorical techniques the viewers are many times brought to tears after watching this commercial. When thinking of pieces of Rhetoric that demonstrates the use of pathos, the first thing I think of is this commercial. The sole purpose of this commercial is to emotionally compromise the audience until eventually the viewers will donate money to the cause. This video is so affective at completing this goal because of the way it connects to the viewers, and the way it uses many different methods to attack the viewer’s emotions.
Anticipation is prevalent throughout The Road, which is set by the narrative pace, creating a tense and suspenseful feeling and tone.
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
Pathos, is used in commercials to create a convincing argument about this product by showing emotion and has connecting with other. As you can see, a man does not feel lonely, the relationships between the father, son and friends have good time.
One of the most important aspects of writing, according to the AACU writing rubric, concerns sources and evidence (“Writing Rubric” 2015). The rubric clearly states that an author must use “sources to support ideas in the writing…quotes, if applicable, are generally accurately placed. Citations are correctly formatted in MLA or APA” (2015). The Visual Rhetorical Analysis assignment, for English 1002, demonstrates the trouble I experienced with this significant area in writing (Brizek, “Advertising” 2015). Therefore, the revised version of the Visual Rhetorical Analysis demonstrates improvement in the use of sources and evidence as well as in citations, an essential are of writing, because the revisions illustrate proper citations as well as a stronger use of sources, as required by the writing rubric (Brizek, “Advertising” 2015; Brizek, “Revision” 2015; “Writing Rubric 2015).
Advertisements are all over the place. Whether they are on TV, radio, or in a magazine, there is no way that you can escape them. They all have their target audience who they have specifically designed the ad for. And of course they are selling their product. This is a multi billion dollar industry and the advertiser’s study all the ways that they can attract the person’s attention. One way that is used the most and is in some ways very controversial is use of sex to sell products. For me to analyze this advertisement I used the rhetorical triangle, as well as ethos, pathos, and logos.
This is a compare and contrast rhetorical analysis paper focusing on a print billboard advertisement and television commercial. The billboard advertisement is centered on a smoking death count, sponsored by several heart research associations. In addition, the television Super Bowl commercial illustrates how irresistible Doritos are, set in an ultrasound room with a couple and their unborn child. The following paragraphs will go in depth to interpret the pathos, logos, and ethos of both the billboard and the television advertisements.
The girl in the commercial backs this idea up by saying, “We knew that being clever was more important than being the biggest kid in the neighborhood.” To me this meant that to Maserati being the best car was more important than being the biggest. Maserati often competes with a lot of other high end car dealers such as Mercedes, Porsche, and Jaguar, which is why the commercial was even made; to offer a new, improved product to compete with. Other car companies have smaller four door vehicles. For example, Porsche has the Panamera. Maserati came out with the Ghibi in 2014 to keep up with its competitors, and this commercial helped sell the
By using the image of the mother (adult female), with a plate in one hand, a pitcher of milk actively pouring milk into a glass, and all with her eyes on her daughter (female youth), the ad is playing into a common belief that many women have; women can and should be able to
They are known for speed, power, adventure, and freedom. Their target demographic, simply put, is uber-rich men. Maserati sold around 14000 units in the year of 2017. An ad ran in June 2017 starts with a view of a beautiful Italian city. It then cuts between a Maserati, a woman, a fire breather, and gravel flying in the air. Then it shows two different Maserati’s driving neck and neck and cuts to two black stallions running. One Maserati is blue the other is red. In the red one there is a man and presumably his significant other. I the blue there are three females. It ten cuts to a map where someone proceeds to mark from Modena, through Tuscany, to Elba island. The cars are then seen driving extremely fast through many beautiful landscapes and cuts showing the man and woman enjoying themselves in a meadow and swimming. It also shows the woman rubbing sensually on the cars leather. Then it shows the three females and emphasizes that there is one open. The cars then meet on a winding road above the sea and the red one speeds off. Ten its cuts between the red Maserati and an old Maserati, and the new one drives right past it. This signifies out with the old in with the new. This car sells the fantasy of power, adventure and freedom. It shows power with the loud sounds of the engine. It shows adventure with the trip from Modena to Elba island. Most importantly it sells freedom by showing the car drive excessively fast and through the country. Not only does it sell freedom from society but freedom from the laws. The cars were flying at speeds obviously above the speed limit. The open seat finishes it off showing the audience tat they could be one of those people. That there is a sea just waiting for