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Rhetorical appeals for advertisements
Rhetorical appeals for advertisements
Rhetorical appeals for advertisements
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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. …show more content…
Allowing the theme to be derived from Star Wars, a multigenerational gap movie spanning from the late 1970’s to today, and incorporating the theme to include a family setting proves Volkswagen chose to focus on pathos rather than recite statistics and car facts to seduce their viewers into buying the 2012 Passat.
Volkswagen perhaps thought the viewers would find numbers and data to be boring and unrelatable to this commercial thus, effectively choosing to focus on emotion. A logos based commercial would not be effective towards the audience and would not hold the viewers attention making the commercial defective and a waste of money and
resources. What establishes a connection with the audience, and what makes this commercial credible you ask? Volkswagen, a renowned name in the automobile market who’s longevity is representative of their good character, is a creditable ethos for this commercial. Volkswagen shows luxury with an electronic start remote proving their established pedigree as opulent. In addition to the name Volkswagen, the theme is creditable. The Star Wars costume, music, and the context that was used while demonstrating “The Force,” shows understanding of the Star Wars movie. In addition to ethos, pathos is the defining appeal for this commercial. Setting the scene in a home with a child playing, touching on family for instance a father coming home, wanting to embrace his son, a mother making a sandwich for her son, a dog lounging around the house, and parents watching their child play outside all of this centers around family. This commercial has a lot of emotion, frustration for instance, is what the child feels when he cannot use the force on the different objects thought the house. Love, the father wants his son to succeed in what he is trying to do even if it is a game. Amusement, the parents are amused watching their son’s reaction what the car is started. Commercials are all about timing, when it was viewed, who is the audience intended, what theme and setting can be used to maximize the sale of their product. Volkswagen is no different; the commercial was released during the superbowl one of the biggest watched programs of the year. While viewed by multiple generations the theme needed to incorporate as many as possible. This was completed by using the Star Wars theme. Star Wars movie was originally produced in the late 1970’s and the movie producers are reinventing the story during the year this commercial was released therefore allowing the maximum amount of people to relate to the commercial. The style of this commercial is unique because it evokes an “AWW” moment or warm feelings at seeing the child’s astonishment to believe the force is real and within him. This effectively demonstrates the high volume use of pathos appeal verses logos, and why the pathos appeal is a more effective approach to the intended audience.
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
The tone during the whole plot of in Brave New World changes when advancing throughout the plot, but it often contains a dark and satiric aspect. Since the novel was originally planned to be written as a satire, the tone is ironic and sarcastic. Huxley's sarcastic tone is most noticeable in the conversations between characters. For instance, when the director was educating the students about the past history, he states that "most facts about the past do sound incredible (Huxley 45)." Through the exaggeration of words in the statement of the director, Huxley's sarcastic tone obviously is portrayed. As a result of this, the satirical tone puts the mood to be carefree.
Logos is one of the three parts of the rhetorical triangle. In the Chick-Fil-A commercial the message that the cows are portraying is “Eat mor chikin” (cow campaign). The reason why the cow wants the audience to eat more chicken is because in their mind if people “eat more chicken, they will in turn not be eaten. (Meet the cows behind Chick-fil-A 's most successful campaign). The cows don’t necessarily show that they have emotions because they are supposed to be “fearless cows” (cow campaign) but if you connect the dots from my point about how it’s ironic to have a cow as the main character for a Chick-Fil-A commercial to the other point about the message “eat mor chikin” and to my last research point about why the cows want the audience to eat more chicken, then you would realize that they do have emotions. The literary term for emotion that appeals to the audience is called pathos. Pathos is the second part of the rhetorical
BMW uses nostalgia of the 1990’s as bait to attract an older audience who remember the ‘90’s and when the internet was a new invention. BMW uses the rhetorical elements of character, dialogue, and focus to sell their product. The characters in the short clip from 1994 in BMW’s ad,
Media such as movies, video games and television, in general, are all created to support some form of social context. This helps with generating popularity because people are able to relate to the form of media. In Greg Smith’s book What Media Classes Really Want to Discuss, he describes 6 different representational strategies that justifies people’s way of thinking. The trope that I will be amplifying is the white savior tactic. In addition, I will connect this strategy to the movie The Blind Side. There are clear examples throughout the film where racism and low-income cultures exist in which the white family is there to help. The Tuohy family from the movie “The Blind Side” serves as the white savior for the progression of Michael
In the book Into the Wild, Jon Krakauer wrote about Christopher McCandless, a nature lover in search for independence, in a mysterious and hopeful experience. Even though Krakauer tells us McCandless was going to die from the beginning, he still gave him a chance for survival. As a reader I wanted McCandless to survive. In Into the Wild, Krakauer gave McCandless a unique perspective. He was a smart and unique person that wanted to be completely free from society. Krakauer included comments from people that said McCandless was crazy, and his death was his own mistake. However, Krakauer is able to make him seem like a brave person. The connections between other hikers and himself helped in the explanation of McCandless’s rational actions. Krakauer is able to make McCandless look like a normal person, but unique from this generation. In order for Krakauer to make Christopher McCandless not look like a crazy person, but a special person, I will analyze the persuading style that Krakauer used in Into the Wild that made us believe McCandless was a regular young adult.
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 Letter from Birmingham Jail was written by Dr. Martin Luther King Jr. in April of 1963. Dr. Martin Luther King Jr. was one of several civil rights activists who were arrested in Birmingham Alabama, after protesting against racial injustices in Alabama. Dr. King wrote this letter in response to a statement titled A Call for Unity, which was published on Good Friday by eight of his fellow clergymen from Alabama. Dr. King uses his letter to eloquently refute the article. In the letter dr. king uses many vivid logos, ethos, and pathos to get his point across. Dr. King writes things in his letter that if any other person even dared to write the people would consider them crazy.
Anticipation is prevalent throughout The Road, which is set by the narrative pace, creating a tense and suspenseful feeling and tone.
Logos, in this commercial, it is to make the audience feel the same way as you do. As you can see in the video, everyone is having fun and a good
Pollan’s article provides a solid base to the conversation, defining what to do in order to eat healthy. Holding this concept of eating healthy, Joe Pinsker in “Why So Many Rich Kids Come to Enjoy the Taste of Healthier Foods” enters into the conversation and questions the connection of difference in families’ income and how healthy children eat (129-132). He argues that how much families earn largely affect how healthy children eat — income is one of the most important factors preventing people from eating healthy (129-132). In his article, Pinsker utilizes a study done by Caitlin Daniel to illustrate that level of income does affect children’s diet (130). In Daniel’s research, among 75 Boston-area parents, those rich families value children’s healthy diet more than food wasted when children refused to accept those healthier but
The movie trailer “Rio 2”, shows a great deal of pathos, ethos, and logos. These rhetorical appeals are hidden throughout the movie trailer; however, they can be recognized if paying attention to the details and montage of the video. I am attracted to this type of movies due to the positive life messages and the innocent, but funny personifications from the characters; therefore, the following rhetorical analysis will give a brief explanation of the scenes, point out the characteristics of persuasive appeals and how people can be easily persuaded by using this technique, and my own interpretation of the message presented in the trailer.
Jonathan Kozol revealed the early period’s situation of education in American schools in his article Savage Inequalities. It seems like during that period, the inequality existed everywhere and no one had the ability to change it; however, Kozol tried his best to turn around this situation and keep track of all he saw. In the article, he used rhetorical strategies effectively to describe what he saw in that situation, such as pathos, logos and ethos.
Doyle Dane Bernbach’s (DDB) Volkswagen “Think Small,” campaign did more than boost sales and build brand recognition; It’s 1960s advertising campaign ushered a creative revolution in the advertising industry starting from the ‘big idea,’ to what consumers see in 2013.