Rhetorical Analysis Chevy

Persuasion. The act of making someone do something by giving them a good reason to do it. Beginning in the 19th century, advertising has been used to persuade humans to do or buy something. Many businesses use advertising when promoting their company to draw in more customers. Advertising allows these companies to use appeals to target the customers wants and needs persuading them to buy their products. The 2014 Chevy Commercial “Maddie” uses pathetic and logical appeal while using ethical appeal to compare the family to the chevy company to create a dramatic commercial drawing in the attention of viewers.

Using Rhetoric in commercials and advertisements to argue a products value grabs the audience’s attention making them interested in your

In this ad, Maddie – the young girls dog – is not only a reliable friend to the girl but she is a protector for her. The ad starts by using a foreshadow effect showing us parts of Maddie and girls life when they are grown up. As the ad continues, it back tracks to the younger life of the girl and Maddie so we can get a glimpse of what the two have been through together. As the commercial rewinds to their earlier life, we get a sight of many first things the girl came across in life while having Maddie by her side. One of these can be the young girl learning how to drive in her family car. Along with as learning how to drive, the young girl also graduates high school and moves into her college dorm with Maddie by her side. Throughout the ad the young girl faces many changes in emotions from the time of her first breakup to graduating, however that does not stop her from being her best. Having Maddie, her reliable bestfriend by her side correlates to Chevy emphasizing that, they too are reliable and will go the extra mile just as a family

In this chevy ad, pathos is used as the girl goes through life changes. As the young girl began her journey in life, Maddie was there to follow her through it. Whenever the young girl was fretful, Maddie was. Whenever the young girl was happy so was Maddie. Not only does this create emotion in the ad,but it also creates emotion within the audience. 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). The chevy commercial uses effective advertising by using props, like Maddie to influence viewers who love not only cars but animals as well to but