The most successful advertisements often blend a series of rhetorical devices to maximize their impact upon their target audience. This is exemplified in a commercial called Commander, which advertises the Audi R8 sports car. Ethos is displayed through the prestige of astronauts, pathos is used to elicit feelings of patriotism, nostalgia, and empathy, and logos is conveyed through comparisons of the sports car to a spaceship.
The commercial starts by showing several shots of an empty home office. There are photographs of astronauts wearing their space suits, framed newspaper articles, certificates, medals, and models of space shuttles, moon landers and space capsules. An old photograph of a smiling, young astronaut is followed by
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The Audi R8 costs over 160,000 USD, and as a result their main demographic is older individuals who have saved up enough to afford it. In order to attract this older audience, Audi tries to create a positive emotional connection between their product and the memories of consumers. By having the father be an astronaut, they plan to target anybody who remembers the Apollo moon landings which occurred from 1969-1972. The commercial also creates nostalgia is through the song Starman by David Bowie, which was also released in 1972. The song may have been purposefully selected in order to exploit the grief of consumers, because the commercial debuted less than one month after Bowie’s death. This grief ends up making the commercial much more memorable and emotionally …show more content…
Spacecraft employ cutting-edge technology, are meticulously designed, and are extremely fast. In this way Audi wants the customer to think that their sports car is state of the art, and radically better than competing products. Although very few words are shown on-screen, the company does take time to brag that the Audi R8’s top speed is 205 mph. As most consumers do not know how to picture a speed this fast, they end up visualizing the car travelling at the speed of a spacecraft, even though spacecraft are faster by a few orders of magnitude. The commercial also tries to connect space exploration to driving an Audi R8. Doing this makes the product seem more exciting because Audi is suggesting that their sports car will be able to take the driver anywhere. The connections between their sports car and space craft is a narrative further pushed by the commercials slogan “Choosing the moon brings out the best in us” because it implies that setting lofty goals like landing on the moon and purchasing an expensive car are both in our best
Activity 29 The rhetorical situation of advertisement establishes ethos with the logo and text of the US Department of Transportation. By doing this, people simply passing by can establish a connection to the advertisement, leading them to be interested in what it has to say. The advertisement does a tremendous job appealing to pathos in the picture, and even the description of the picture. With the text, “I was looking out for other cars.
To appeal to logos she uses a fair amount of facts and statistics, “In the Army Air Forces, or AAF, there were 52,651 stateside aircraft accidents over the course of the war, killing 14,903 personnel. Though some of these personnel were probably on coastal patrol and other duties, it can be presumed that the vast majority were trainees, killed without ever seeing a combat theater. In the three months in which Phil’s men trained as a crew, 3,041 AAF planes--more than 33 per day--met with accidents stateside, killing nine men per day. In subsequent months, death tallies exceeding 500 were common. In August 1943, 590 airmen would die stateside, 19 per day (61).”
The line between rational and irrational thought is often blurred for some more than others. Usually when we cross this line into irrational thought our brain will let us know that what we are doing isn’t within reason. While many believe that Christopher McCandless was crazy and his ideas were ludicrous; I believe that he saw the line between rational and irrational thought very clearly, and that all though some of his ideas may have seemed crazy to some, he carried them out in sane body and mind. Chris was an extremist, a radical youth with different ways of thinking, and often we as a society tend to identify someone as crazy when we cannot comprehend the reasoning behind why a person would do something. Chris was not crazy, but he was
Humor used in the commercial includes background music, the comment made against Ford trucks, Twinkies, and raining frogs. After, the truck drives out of the debris the commercial starts to play Barry Manilow’s “Looks like we made it”. The song added into the commercial portrays a positive vibe despite seeing what the man and dog lived through when passing by the natural disasters and extraterrestrial remains. Near the end of the commercial when the protagonist meets up with the other guys, the comment made is an insult to those who buy Ford trucks and to the Ford Company. By saying, “Dave didn’t drive the longest lasting most dependable truck on the road.
What I am referencing is source E, a cartoon. Although it may seem like a simple drawing of a family on the moon, that simplicity allows for many interpretations. People seem to get too caught up in the numbers and logistics, causing them to forget about the effect privatized space exploration has on us as people. Every day we are missing out on the chance to experience an amazing and beautiful part of our world due to unattainable prices. These privatized companies are fighting to find innovative solutions to this issue.
In conclusion, the Chevrolet Silverado commercial “A Boy and His Dog” is an extremely effective commercial. The writers use of emotional persuasion, ethics, and logical situations create an advertisement that develops a relationship between the viewer and the product. It is an excellent balance of persuasion and entertaining throughout the entire commercial that creates an interesting and effective advertising campaign. It is this type of persuasive commercial that exemplifies an effective use of rhetorical
A company’s success is deeply dependent on its ability to appeal to as many people as possible. Chrysler Jeep does this by placing a variety of different people and situations into one commercial therefore making it possible for Jeep to reach all sorts of audiences. Jeep manages to take scenarios that are polar opposites and relate them back to each other using their one common tie: Jeep. Jeep Portraits successfully convinces loyal Americans to purchase a Jeep.
Pathos was used most effectively by showing a Budweiser employees family life and dedication to assist others through Budweiser’s water donation program. The music choice and layout of the commercial also subtly contributed to pathos. Ethos was also established by the credibility of the ones in the commercial and the humbling message of the commercial as a whole. Logos did not show in their commercial. In conclusion, the advertisement was effective using these two rhetorical appeals, and Budweiser’s image
These tools are utilized in the commercial for persuading the viewers of its reason, creating an image of credibility surrounding its name, as well as generating an emotional response. “Aristotle’s ‘ingredients for persuasion’ – otherwise known as ‘appeals’ – are known by the names of ethos, pathos, and logos.
Past leaders such as Andrew Jackson, Adolf Hitler, Benito Mussolini, and Marc Antony are evidence that society does not reward morality and good character in leadership. Society is drawn to leaders that have good rhetoric, propaganda, and charismatic personalities, and society supports them despite their immorality. Society is concerned about stability more than the morality of their leaders and will support immoral leaders in times of crisis to provide stability. In history there have been multiple leaders that have used rhetoric, propaganda and charismatic personalities to gain power, despite their morals.
The Audi R8 Big Game Commercial, "Commander" talks about an old man who is thinking about his time as an astronaut. He misses it and he just stares at a wall and doesn’t talk to anybody. His son comes with his Audi R8 and he gives the car keys to his dad to drive it. He becomes happy and excited and it makes him relive his time as an astronaut. The commercials purpose was to promote the Audi R8 car.
When the child tries to use the force on a Volkswagen, his dad uses the remote start which creates tremendous shock and joy to the child because he now believes he can use the force. Ethos is present in the commercial because Volkswagen is a credible car company. Logos is not boldly presented, however, it could be reasoned the remote
By the 1920’s, cars had become a signature in celebrity homes, and was considered a luxury to have. Anyone who had money or wanted to look like they had money, also had a car. In the early years of the automotive industry, when not too many people were interested, appealing to anyone was the goal, trying to increase demand. The automotive industry quickly realized that mostly richer people purchased cars. So how could they appeal to other groups?
Advertisements can get old very quickly; they are usually repetitive, boring, and a waste of everyone’s time. People are getting better at ignoring advertisement, but occasionally, some brilliant advisement can be stuck in one’s head. One advertisement for Orion Telescopes was particularly interesting. With just three images, the moon, the American flag, and the Made in China on the flag, it captured the capability of their product and added an ironic twist at the end. The simplistic design, the clear message, and the interesting layout works great together to promote their telescope, and intrigue their American consumer.
Name: Jasmit Singh ID: J13013948 Section: DB 4 Lecturer: Ms Lingkeswari Table of contents Content Page Introduction 3 Market segmentation 4-5 Product strategy 6-7 Pricing strategy 8 Place strategy 9 Promotion strategy 10 Conclusion 11 Reference 12 Introduction BMW (Bayerische Motoren Werke AG) is a German automobile company which was founded in 1916 and is headquartered in Munich, Bavaria, Germany. BMW is now one of the largest car manufacturer in the world for its exceptional level of quality and producing cars with sporty driving characteristics. The BMW company 's slogan in English is "The Ultimate Driving Machine" or Sheer Driving Pleasure" which was originally translated from German slogan which is