The basis of this assignment was to select an advertisement or commercial and analyze it by demonstrating my understanding of the rhetorical strategies; ethos, pathos, and logos. I choose a Super Bowl commercial put out by Budweiser depicting a feel-good message about drunk driving. The famous beer company traded in the Clydesdale horse for an adorable puppy to play the part of a dog who was left at home while his owner is out partying for the night. In this analysis, I address the intended audiences that the Budweiser commercial was catering to while addressing the subject, language, and predominate images used in this advertisement. I aimed to determine the overall purpose and stating whether or not the commercial was effective in persuading
Budweiser is a popular American beer company founded in 1876 in Missouri. They have been producing many commercials for different events, such as a tribute to 9/11 and Super Bowl commercials. The company Budweiser created an advertisement called, “Best Buds” that aired during the 2014 Super Bowl. In this advertisement, a small labradoodle runs away from its owner and ventures into a local farm.
Food, automobiles, high tech toys, and personal apparel can be considered dominant products that are advertised during TV programming. I feel this is the case due to the need of brand messaging and the ability for TV advertising to reach a broad spectrum of population. Countless studies have shown that television remains the best medium to reach a wide audience quickly (Romaniuk, 2012). The most sought after products are often revealed through TV advertising. This type of advertisement often enlightens the consumer on their soon to be desires.
In the commercial “Bud Light: Between Friends” created for the 2017 Super Bowl, two best friends go through everyday life occurrences together. From moving furniture to watching hockey games, their friendship grew with the help of Bud Light. The audience falls into categorical structures of gender, class, and ethnicity. The advertisement was aired during the Super Bowl, and a large population of viewers tend to be male.
(n.d.). Retrieved from: https://www.newdesigngroup.ca/blog/target-subconscious-mind-successful-advertising/ Magda, K. (2017, May 30). Does humor in advertising help sell more? Retrieved January 24, 2018, from http://psychologyformarketers.com/does-humor-in-advertising-help-sell-more/ Evry, M. (2017, September 12). AHS: Cult Ratings: 2nd
Companies are constantly looking for new strategies to leave a lasting impression on their target audience in the ever-changing advertising world. They employ various techniques to do this, including using rhetorical appeals such as ethos, pathos, and logos. Coca-Cola’s "Share a Coke" campaign, which debuted in 2013 and has since grown to be one of the brand's most effective marketing techniques, is one example of a successful marketing campaign that employed similar appeals (Glavey, 2019). These rhetorical arguments were employed by the "Share a Coke" campaign to urge its audience to buy and dispense Coca-Cola goods, nurturing a sense of community and togetherness around the brand. In this paper, I will examine how the "Share a Coke" campaign
Many advertisements target a specific group of consumers whether it be classified through gender, age group, or those that share similar interests. Companies try to create advertisements that leave a lasting impression of a certain product so that it can resonate in a consumer’s mind. Often, companies shape an advertisement based on the type of customers they want to attract. For example, McDonald 's, a fast food chain is likely to target children than adults. By attracting children, there is a likely chance that the children will will insist their parents or grandparents to bring them to the restaurant, which ultimately for the restaurant is about making thrice the profit.
In the Drake sprite commercial, the author attempts to persuade viewers that sprite can unleash an individuals inner self and uses the Canadian born rapper Drake to show how one can express their creativity through music and film. The sprite commercial, featuring Drake, targets children, teens, and young adults of the twenty-first century. Whenever an author writes a text (including commercials), the author has a specific goal he or she is trying to reach. An author may aim to inform the audience by providing facts and opinions, entertain an audience through the rhetorical strategy humor, or persuade an audience in the hopes that the audience will side with an opinion or particular argument. However, in this particular commercial the author’s main purpose is to persuade his or her audience to purchase the soft drink Sprite.
Analyzing the Coca-Cola commercial "Hello Happiness," there are key elements of the rhetorical triangle that can be found in understanding its persuasive strategies and effectiveness. The writer of this commercial is the Coca-Cola Company, a well-known global beverage corporation. They use a combination of visual and auditory queues to create a compelling message. The visuals show people from different cultures and backgrounds enjoying Coca-Cola, emphasizing the idea of happiness and unity. The music is upbeat and joyful, enhancing the emotional appeal of the commercial.
The first nation radio commercial Budweiser I critiqued aired on Z 107.9, at 5:49p.m., which started off sounding like an infomercial. This commercial was a voice over discussing fracking not being taken seriously due to the odd sounding name. Suggested a name change was in order for change to happen. The target audience is not made clear soon enough. The product, Bud Light, was mentioned very late into the commercial.
Living the American dream is helping friends, family, and even strangers without feeling the need to have recognition. Budweiser is one of the largest companies in the United States and it is significantly shown through their advertisements. The American dream is displayed in several ways through ethos, pathos, and logos, which makes both advertisements extremely effective and compelling to readers. The commercials titled “Stand by You” and “Budweiser- American dream” fully display the definition of living the American dream, by expressing American values and sentimental feelings in the underlying advertisements. The first commercial titled “Stand by You” appeals to the audience through ethos, displaying the views and morals of the Budweiser workers.
We see celebrities holding or drinking beer on billboards by representing the label, a major beer label partnering with sport franchises, and beer leaning on patriotic symbols or slogans to sway the opinions of its consumers, as well as how alcohol can improve the lifestyle of the consumer. Two techniques are used from McClintock’s list. “Transfer”, which associates a product with a symbol that people respect, and “testimonial”, the most-loved and most-used propaganda techniques, which use celebrities to make the product sell more efficiently (699). For Budweiser, we see them use the slogan “America’s Beer”, and for Bud Light we hear them say “Proud Sponsor of the NFL” on billboards, TV commercial, or advertisements in magazines with a well know football player from the favorite team in the region is placed next to the beer’s label. Joan Dunayer, author of “Here’s to Your Health”, goes into greater depth on how the alcohol companies use propaganda to make the watcher believe that alcohol can improve his or her life.
Do you ever come to believe a certain idea after watching an advertisement, but wonder why you do? Companies have developed ways to make consumers take their side in a movement or campaign. Advertisements are used for several different reasons; to persuade you to buy a product, to spread an idea, or create awareness. They develop these persuasive advertisements through the use of rhetorical appeals: ethos, pathos, and logos. For instance, Under Armour, a well-known activewear company, spreads the idea that determination will lead to success.
Previous studies on product placement have focused on how product usage influences the consumer after viewing movies containing product placements. Despite the potential impact of effective product placements, little is, however, known about the effects of the placement of the product in humorous movies or the relationship between prior brand evaluation and consumer attitude formation following exposure to the placement of product in movies. Product placement, or the promotional tactic used by marketers and advertisers in which real commercial products appear in a fictional play, film or television show, was spotlighted by marketers and advertising agencies as an alternative advertising strategy. The most common form of product placement occurs in film and television. An effective product placement relies on an understanding of consumer responses to products based on perception and affection.
Did you know that clownfish are usually around 4.3 inches or the size of a teacup? They live short lives that usually lastlasts about six to ten years. Clownfish have uncommon characteristics, and mutual relationships, and even their habitat is different. Clownfish characteristics are often considered unique. According to National Geographic, they have orange skin with three white bars, and black stripes surrounding the white stripes.
