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Rhetorical Analysis: Super Bowl Campaign

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Imagine walking for miles and miles in the most excruciating heat to find a resource essential to every life form on this planet. Many people around the world deal with this terrible problem that can be solved. Stella Artois portrays this idea in their new Super Bowl commercial with a solution that the everyday person can help with. Stella Artois shows water running and running and then quickly flips to people in undeveloped countries walking and walking to get a resource that we use so carelessly here. This commercial stars Matt Damon (who has an organization that also donates water) holding a “chalice” that if bought, can help provide five years of clean water to people that are suffering in other places of the world. While some people argue that the Stella Artois was ineffective in persuading viewers to donate, Stella Artois effectively uses celebrity endorsement, emotional background music, and diction in order to influence many people to donate by purchasing a chalice. Using a celebrity to endorse a charity or product is very useful because it influences people to buy the product because of the …show more content…

Emotional tone is very effective in this commercial because it makes the audience feel sympathy for the victims. A psychologist named Art Markman explained the effect of sympathy in charity ads. Creating high levels of sympathy would lead the viewer have emotions of guilt which would lead to them donating because of this feeling of guilt (Charities-Emotional Appeal in Advertising). A study done by Markman also found that those who scored high on the sympathetic and empathetic levels were more likely to donate than those who scored less. This explains the idea that using an emotional tone to generate sympathy results in donations and shows that Stella Artois’s use of emotion was effective in this

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Pathos was used most effectively by showing a Budweiser employees family life and dedication to assist others through Budweiser’s water donation program. The music choice and layout of the commercial also subtly contributed to pathos. Ethos was also established by the credibility of the ones in the commercial and the humbling message of the commercial as a whole. Logos did not show in their commercial. In conclusion, the advertisement was effective using these two rhetorical appeals, and Budweiser’s image

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