Audi’s one minute 2017 Super Bowl commercial titled “Daughter” illustrates a story of a young girl winning a go-cart race. The ad starts with a scene showing six kids lining up their go- carts at the starting line of the race. Among the contestants is one girl who stands alone. The boys make gestures toward her that indicate that she is going to lose the race. Once the race starts, however, she outperforms them all. While watching his daughter during the race, the father’s voice can be heard narrating his fears for his daughter as she will face injustice throughout her entire life due to her sex. By choosing to portray the story of this young girl, Audi attempts to convince its audience that it is not only in the business of selling cars but also striving to better the future through bridging the inequality gap between men and women. Even though Audi establishes credibility through its reputation, it is unsuccessful in persuading its potential buyers from purchasing a vehicle due to the overuse of emotional appeals and lack of factual information. The evolution from the go-cart to the …show more content…
Despite the fact that it was able to establish its reliability (ethos), the excessive use of emotional appeals (pathos), and the lack of factual information (logos) weakens the argument within the ad. Through the evolution of a go-cart to a brand new s5 (Audi USA) Audi tries to separate itself from the scandals that surround the company. The establishment of Audi being a winning brand further enforces its credibility. Audi uses the idea of a girl in a boys world and the issue of inequality to connect with the viewer on an emotional level. The lack of factual information within the ad weakens Audi’s claim to support equality. Even though the girl won the go-cart race against all odds, the viewer is left feeling empty knowing that she will never overcome the obstacle of gender inequality in