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Ford Bronco Advertisements Between 1965-2021

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The Ford Bronco was put on pause for 25 years, but once it was returned, the look changed but the demeanor stayed the same. The advertisements from 1965 to 2021 show the difference of the styles of the car and advertisements from back then. The vintage advertisement from 1965 is very colorful, shows different pictures of the car in use, and gives a summary of the vehicle at the bottom of the ad. Compared to the contemporary ad, it is very different in many ways. The new ad consists of a commercial which shows horses, more visual of the vehicles off roading capabilities, and releases the new types of Ford Broncos. Though, there are some similarities of the ads, which may include putting the vehicle out there to compete with the other cars. The vintage advertisement and the contemporary advertisement are similar, yet different in the terms of audience, rhetorical appeals, and …show more content…

In 1965, Ford likely used a range of emotional appeals to encourage people to buy the Bronco. Some potential pathos used may include excitement and pride. The Bronco was marketed as a vehicle for adventure-seekers, and the advertisement used exciting language and images to evoke the sense of thrill and excitement. The Bronco was also marketed as a stylish and customizable vehicle, and the advertisement used imagery that encouraged people to take pride in their vehicle and express their individuality. In the 2021 advertisement, Ford used a variety of emotional appeals to attract buyers. Some pathos used may include nostalgia and empowerment. The Bronco has a long history dating back to the 1960s, and the advertisement used nostalgic language and imagery to appeal to people's fond memories of the vehicle and the era in which it was first introduced. The bonco is also marketed as a vehicle that can handle any challenge and help people overcome obstacles. The advertisement uses language to take on new challenges and conquer new

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This theme is a great example of how pathos was incorporated into the advertisement. Pathos was first seen when the advertisement opened to a group of puppies. Animals are an easy way to get the attention of the audience because who wouldn’t want to watch an advertisement about a puppy? Pathos continued as the puppy ran off, meeting a horse and becoming instant best friends, toying with the emotions of the audience. It only escalated with the pony and the puppy couldn’t be together, because the owners kept bringing them home.

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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.

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Allowing the audience to see the connection between the dog and the girl allows for them to build a connection persuading them to buy Chevy’s products. Along with pathos being created through the woman's emotions as life changes, it is also used through the use of a mellow sounding melody that creates a soft, comforting tone for the audience. By adding Maddie to the ad along with using this type of music allows the audience to feel comfort with chevy. Chevrolet uses this type of emotion to show the audience they will have a trusted vehicle through whatever life brings them and that the company will always be there. According to Pooja and Shukla, authors of Rhetoric in Televised FMCG Advertisements and Its Impact on Viewers, without effective advertising, “audiences may get irritated and respond negatively with reactance, distrust and avoidance” (Pooja and Shukla 3).

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