In February of 2017 Kia Motors America released “Hero’s Journey”, a Super Bowl advertisement for their new eco-friendly hybrid, Niro. The commercial features Melissa McCarthy’s attempts to save the environment with humorous consequences. Through her failures, the audience learns that being an “eco-warrior” doesn’t have to be so challenging. The ad is emphasizing the need for conservation efforts but is also depicting solutions in a way that is fun and light-hearted. By using comedic satire, appeals to logos and pathos, and a consideration of problems and solutions, Kia Motors America convinces its audience that our need for instant gratification is easily achievable by purchasing their new eco-friendly Niro. To begin, Kia Motors cleverly chose their intended audience. The commercial features humor, which is conveyed in a way that appeals …show more content…
By using an appeal to logos, Kia Motors tries to convince its audience that the instant gratification that Americans constantly seek is not going to be fulfilled by wandering around the Earth trying to solve countless environmental issues. However, instant gratification is easily achievable by buying their new eco-hybrid Niro because “It’s hard to be an eco-warrior, but it’s easy to drive like one.” (Kia). By considering a problem and offering a solution, Kia Motors provided its audience with instant gratification, making them feel as though they did something good for the environment. While “Hero’s Journey” does depict a positive idea of being American, it slyly acknowledges our laziness. Many Americans would be willing to help with environmental conservation if the level of effort on their part is low. However, Kia Motors know this, so it offers an easy solution: the Niro. Making the level of effort needed low and the level of satisfaction for doing something good,