Everyone's favorite online shopping site, Amazon just aired a new commercial advertising their line of Alexa devices. This commercial was strategically designed to appeal to all audiences and persuade them to purchase an Alexa device. This advertisement uses many different rhetorical devices to appeal to an audience. These are pathos, logos, ethos, personification, repetition, colors, clarity and framing. An important part of this commercial was the use of well known celebrities to attract certain people. By using these rhetorical elements, Amazon is able to make their product seem like an essential part of every household, while keeping their audience laughing. Amazon uses these rhetorical devices to persuade their audience into buying an …show more content…
In the commercial, an interactive, hands free smart home device named Alexa loses her voice and is unable to communicate with the devices user. Amazon decides to have celebrities fill in for her while she gets her voice back. Pathos is used in this situation to appeal the audience’s emotion though humor by having well known famous people take over Alexa’s big job. Ethos is also used to achieve credibility. Amazon did this by using celebrities such as Gordon Ramsey, Rebel Wilson, Cardi B and Anthony Hopkins. By using these people, the audience says to themselves “if they use Alexa, I should use Alexa too”. All these celebrities are very different and can appeal to many kinds of audiences young and old and also those with different interests such as movies, music or cooking. In the end of the commercial Alexa says “thanks guys but I'll take it from here” this hints that Alexa can do more and is more important than well known celebrities. These words were meant to display the immense capabilities that Alexa has and persuade the audience that she can do better than their favorite stars. This, paired with the simultaneous background song at the end of the ad “Nobody Does It Better” by Carly Simon helps to drive this point home further that Alexa is as good as it gets. Logos is used by showing the practical reasons to buy an Alexa. In the commercial these …show more content…
The color scheme of the ad was rather on the neutral side to highlight the well known Amazon glowing blue color around the ring of the Alexa's as well as on the Amazon headsets the celebrities were wearing. Every scene that featured a celebrity acting as Alexa had the Alexa headset facing the camera, lit up in the Amazon blue color. By doing this, the audience gets a sense that when they are talking to their Alexa, it is just as if you’re talking to a real person. Another visual rhetorical effect would be the framing used in the ad. Every scene had a close up of the Alexa device being used. This helped to show all the different kinds of Alexa devices that one could
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Have you ever wonder how does a crime scene investigator, known as a CSI, discover blood spatter on different fabrics, which is not visible to the human eye? The key is bluestar. According to the article “Influence of Bluestar Reagent on Blood Spatter Stain of Different Fabrics” by Arnon Grafit, bluestar is a “luminol-based reagent that is applied by spraying on surface.” Not only that, but “it helps obtain DNA and to analyze spatters patterns. By analyzing the article the reader is able to understand how bluestar works through the rhetorical techniques used.
The Use of Rhetorical Devices in the “Google Home” Super Bowl Commercial Companies and other forms of media strategically use the three rhetorical appeals, ethos, pathos, and logos, to market goods and/or promote ideas. The appeals have been used for centuries are still prevalent in all types of modern day propaganda. If used correctly, ethos, pathos, and logos can be used as clever tactics to engrain information into the brains of consumers. One of the more notable ways that brands use these appeals are commercials. Google, the world’s most famous multinational technology company, used the three appeals to reach success.
These advertisements are created in a way that capture’s the audience’s attention and makes them want to purchase the product. In specific, the ad “It’s Beautiful” and “Taste the Feeling of Summer with Coca Cola” are only two of multiple others that sells their product successfully with the use of the rhetorical appeals:
No one would think to do a rhetorical analysis on such a humorous popular super bowl commercial. I discussed the author by giving a breakdown on the company and providing statements of how long they've been around and how they have continuously been one of the most popular laundry detergent brands. When talking about the audience I provided some insight in who the primary audience is and how tide switched up from making generally feminine aimed ads. Finally within the text I broke down the main components of Ethos and Pathos in the paper and how it strengthened the ad. At first it took me awhile to understand what to write the paper on, but while watching the Super Bowl I had the idea to select an advertisement from there.
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.
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.
The last way the writer persuades the audience to make the commercial effective is through logical reasoning and well-thought-out situations. The writer did not exaggerate advertising. However, the writer used a logical situation that would keep the audience’s attention and allow them to see the product multiple times within the commercial. For example, if the writer of the commercial stood in a room and said buy our Chevy truck there would not be many people interested in the product. However, the writer used a logical situation, a dog and a young boy, to interest the audience and keep them guessing what the commercial is about.
Finally, the ad uses Ethos, which is the credibility and the way it comes across to the audience, as its strongest persuasion technique. Taylor Swift is the Ethos that the ad uses. They want the viewers of the ad to see that if Taylor Swift drinks milk, they should, also, and then they could have the chance of becoming like
In the Drake sprite commercial, the author attempts to persuade viewers that sprite can unleash an individuals inner self and uses the Canadian born rapper Drake to show how one can express their creativity through music and film. The sprite commercial, featuring Drake, targets children, teens, and young adults of the twenty-first century. Whenever an author writes a text (including commercials), the author has a specific goal he or she is trying to reach. An author may aim to inform the audience by providing facts and opinions, entertain an audience through the rhetorical strategy humor, or persuade an audience in the hopes that the audience will side with an opinion or particular argument. However, in this particular commercial the author’s main purpose is to persuade his or her audience to purchase the soft drink Sprite.
Advertisements: Exposed When viewing advertisements, commercials, and marketing techniques in the sense of a rhetorical perspective, rhetorical strategies such as logos, pathos, and ethos heavily influence the way society decides what products they want to purchase. By using these strategies, the advertisement portrayal based on statistics, factual evidence, and emotional involvement give a sense of need and want for that product. Advertisements also make use of social norms to display various expectations among gender roles along with providing differentiation among tasks that are deemed with femininity or masculinity. Therefore, it is of the advertisers and marketing team of that product that initially have the ideas that influence
In her essay, “I Had a Nice Time with you Tonight, on the app,” Jenna Wortham believes that social media apps are a helpful way to connect. Wortham swears by apps and is grateful that she can communicate with her boyfriend who is three thousand miles away. Yet some may challenge the view that Social Media apps are a reliable and effective method of communicating, Sherry Turkle stresses people are substituting online communication for face-to-face interaction. Although Turkle may only seem of concern to only a small group of people, it should in fact concern anyone who cares about the negative effects social media can have on people. In her eyes, nothing can replace person-to-person communication.
Rhetorical strategies including pathos, ethos, and logos are stylistic elements often used as a persuasion technique to get an audience to either buy a product or participate in something. Advertisements almost always have at least one of these three components, and Super Bowl commercials specifically are renowned for their entertaining use of these strategies. Of the many Super Bowl commercials, two stood out to me for their in-depth use of all three of these rhetorical strategies. The first commercial combines the extreme measures taken by an overprotective dad and the new Hyundai Genesis. These two seemingly unlike ideas are brought together in a collaboration that effectively use pathos, ethos, and logos to prove the audience of their product.
Finally, the phrase “The World’s Best Sports Bras” flashes on the screen, each word separated into different frames that are shown between action clips. Not only do the words themselves elicit the idea that there is no better brand than Victoria’s Secret from which to buy, but the words are split into different clips to dramatize the message. For every additional word that flashes, the commercial builds tension towards the final message, emphasizing that VS sports bras are truly the world’s
The ad is also trying to say that when you purchase these shoes it shows what kind of man you are, a man similar to that of tony stark. Another reason is it is trying to show that the shoes are strong and powerful and help save the but in an environmental way. Personal Impression To me, this ad is basically saying that these shoes are strong and durable. It shows to me that unless you get these shoes you will never be a man, which I find very unnecessary because your shoes do not define the kind of man you are. The way they compare these shoe to a fictional super character is interesting to make it look like it would have similar qualities to that of the iron man suit, which makes me think this is an ad aim toward young children and fans of marvel