Advertising Analysis
Considering Grant-Davie's constituents of rhetoric (exigence, rhetor, audience, constraints), and examine a piece of advertising accessible through YouTube. Deliver a brief and informal analysis of the advert you have chosen. Your analysis should explore and explain how each constituent shapes the advert and your argument should explore the degree to which the advert is effective or ineffective.
You might address the following questions as a starting point, but your analysis should not be written as a list of numbered sentences:
Exigence:
1. How does the company sell the perceived need for the product?
2. What underlying values underpin the need for this product?
3. What problem is being resolved by this product?
Rhetor:
1. Who is selling the product? (There may be multiple rhetors involved. The company might hire an advertising firm who hires a spokesperson).
2. What contributes to the ethos of the company selling the product/service?
3. What role does the rhetor portray regarding the persona assumed through the selling of the service/product?
Audience:
1. Who is the primary target audience for the product and how do you know?
2. What identities do the target audience embody as viewers of this advert?
3. Explore some differing roles the audience might embody in reading the advert in different ways.
Constraints:
1. What outside forces (positive or negative constraints) might enable or hinder the argument presented by the advert?
2. Are there any outside factors that might lead the audience to be more or less sympathetic to the message of the advert?
In order to address this prompt, you should read the Grant-Davie reading (101-119). Be sure to write your posting in paragraph form rather than as a list. We will be using your analyses for an in-class activity on September 3rd. Please be sure to bring a laptop or a tablet to class (if possible) for class on Sept. 3rd.
You might address the following questions as a starting point, but your analysis should not be written as a list of numbered sentences:
Exigence:
1. How does the company sell the perceived need for the product?
2. What underlying values underpin the need for this product?
3. What problem is being resolved by this product?
Rhetor:
1. Who is selling the product? (There may be multiple rhetors involved. The company might hire an advertising firm who hires a spokesperson).
2. What contributes to the ethos of the company selling the product/service?
3. What role does the rhetor portray regarding the persona assumed through the selling of the service/product?
Audience:
1. Who is the primary target audience for the product and how do you know?
2. What identities do the target audience embody as viewers of this advert?
3. Explore some differing roles the audience might embody in reading the advert in different ways.
Constraints:
1. What outside forces (positive or negative constraints) might enable or hinder the argument presented by the advert?
2. Are there any outside factors that might lead the audience to be more or less sympathetic to the message of the advert?
In order to address this prompt, you should read the Grant-Davie reading (101-119). Be sure to write your posting in paragraph form rather than as a list. We will be using your analyses for an in-class activity on September 3rd. Please be sure to bring a laptop or a tablet to class (if possible) for class on Sept. 3rd.
I watched a Nissan Leaf advertisement, the company is using the emotional scene of the polar bear hugging the driver in their exigence to sell that people should by electric cars such as the leaf to save polar bears from global warming. This advert is a receptivity to those how support going green. Promoting an electric car motives people that care about our planet and the animals on it to by Nissan’s electric car, the Leaf. After all, using electric cars means no more using gas (fossil fuels), but electricity is created by fossil fuels.
ReplyDeleteNissan company is using the reason of help prevent global warming in the form of a polar bear and Robert Downey Jr.’s, the hire spokesman, to sale the Leaf. The Nissan Company contributes to ethos, for consumers buying the leaf is helping the world from global warming. Selling such is a product portray a persona of a company that cares about the Earth not just the money that they can make off selling cars that uses gas.
The primary target are those that have beliefs of living green, and secondary audience would be Robert Downey Jr.’s fans that plan to buy a Nissan Leaf because of the few seconds that the actor spoken in the advertisement. The fact that the Leaf is an electric car that small in size identities the target audience those who live a green life.
Outside forces of supporting the green lifestyle would be a positive constraint that enable the Leaf to sell. With the global warming melting the glaciers, polar bears natural habit will make people sympathetic to the message, for it is an advertisement of a polar bear hugging a man that drives an electric car. Being a Japanese auto company have that positive image of a long lasting car that will also be a positive constraint.
Also, having a famous actor such as Robert Downey Jr. the star of Iron man voicing such a message may convert fans to support green and buy the Leaf for their hero supports it. Making this a very effect advert, after all, the arc rector is a form of green energy.
I viewed the Apple iPhone 5 commercial where they show different views of people taking pictures with their iPhone around the world. Apple is showing that an iPhone 5 takes better photos than a regular camera and since it’s a phone, it’s always with you. The iPhone 5 resolves the issue of having to have a phone and a really nice camera with you all the time. They’re proving that this phone’s camera pixels are better than any phone being sold now and that memories would be captured by camera anywhere you are.
ReplyDeleteApple Inc. is so successful that using a celebrity spokesperson to address their advertisement isn’t needed. Just showing people using the phone shows the audience that we need a phone like this. Considering the successfulness of apple, any commercial by them would contribute to ethos, because people know that apple products are always good. Other competitors of phones would need to address ethos with a spokesperson to show that a certain person agrees with this company. Apple uses integrity to show the audience that they don’t need to change the way they do their commercial to influence different audiences. As most apple commercials, there’s never just one, but they show a different situation (receptivity). Apple portrays the persona of memories. They show that they care about capturing life’s beautiful moments straight to their phone.
The audience is pretty much anyone who wants a phone that can take amazing pictures without having to buy an expensive camera. Most people don’t want to go on vacation and have to lug their heavy camera around. The iPhone is so light that it’s easy to travel with. The target’s identity is someone who likes to have a phone that can do almost anything. The audience might change after the commercial and want to take pictures all the time because the people in the commercial portray happiness and fun with a camera. They can also change roles to be more into doing everything on a phone compared to doing everything on different devices.
Android phones are competing with apple and are cheaper. Apple is expensive and people might not be able to afford it. Some people argue that the iPhone is slow and pointless money on a phone. Some constraints could factor in the audience because of the fact that the iPhone does slow down right before a new update comes along. The new iPhone 5s or iPhone 6 is coming out soon, so a lot of people might ignore the commercial because they don’t want to buy a new phone when an updated phone is coming shortly.
The commercial I watched was for the drink coca cola, titled sleepwalker. This video opens up with a man wearing his pajamas emerging from his tent (still asleep) into what looks like an African desert during the nighttime; while still illuminated by the moon. He then proceeds to sleepwalk through the desert encountering many exotic and dangerous animals, walking on the edge of a cliff, and crossing a river along the way. Eventually he makes it to a refrigerator, grabs a coke, then walks back to his tent, where he sits down next to a hyena, opens the coke, takes a drink and smiles. The commercial then ends with their slogan, coca cola- open happiness.
ReplyDeleteThe company is selling the product by saying that the human brain loves the drink so much that you do not have to be conscious to go after it. It also is saying that when coca cola is in the picture, anything in your life that would normally be concerning does not affect your persona (as shown by the dangerous animals). Its main statement about coca cola in this commercial is that it will make you happy.
The rhetor of this commercial is the coca cola company, and the actor in the commercial. The attitude of the actor and the actions of the animals around him show the ethos of the coca cola company, by having things that would normally be dangerous in this situation is normal. The slogan at the end of the commercial “open happiness” also says something about the ethos of the company. The rhetor as the company shows itself as a supplier of coca cola, and producer of happiness.
The primary target audience of this commercial is anyone who enjoys a refreshing soda, and anyone who is perusing happiness or may be depressed, this can be seen by the way everyone and everything in this commercial is made happy by the drink. The type of person for this commercial is for primarily anyone, this is because anyone can enjoy and afford a coca cola. The audience could see this commercial from either the perspective of the human or from the animals, but viewed from either position portrays an almost identical message.
Outside forces that could enable the argument presented by the advert would be anyone who desires to be or is happy, anyone who enjoys the non-violent relationship of animal to human, and anyone who likes the scenery of being in a non-populated calming environment. There isn’t really anything that could hinder the message of the commercial because of there are no real controversial factors that could portray a negative message. The calming music played throughout the commercial could make the audience more sympathetic because of the mood that the music sets.
This comment has been removed by the author.
ReplyDeleteThe advert I chose is the Optimum Nutrition Platinum PRE-Commercial. This advert is presenting a famous physique competitor, Steve Cook, using PRE-. PRE- is a pre-workout supplement you take in order to boost your energy before working out. The company is displaying a need for this product in order to acquire a proper workout. The problem they are resolving by selling this product is that you no longer need to be tired while working out. In the commercial, Steve Cook is shown waking up early and showing up to the gym before the owner even gets there. He is talking throughout the commercial in a serious and motivational tone, saying that there is pre-workout, pre-results, and pre-competition and it is time to get started. He sums it up by stating, “everything is pre and pre is everything.” This product would especially attract people who like to workout before going to work or school and need that extra boost.
ReplyDeleteOptimum Nutrition are the sellers of the product, and using Steve Cook as their spokesperson is a key to getting people motivated to use their supplement. The viewers will see how well he trains his body. By having him promote PRE-, it will influence customers to buy the supplement in order to become more like him. (Looks wise).
The commercial is going to mainly target people who already workout, but it could also attract people who are interested in working out. It is definitely possible that it will interest those who are fans of Steve Cook too. The persona that comes with selling this product is living a healthy lifestyle and having motivation and energy to workout and notice results. Those factors are obviously the ethos of the company as well. The audience will embody a sense of good health and fitness.
It is apparent that people who already take supplements will be interested in possibly switching to this product. But this commercial may not appeal to everyone. A force that could hinder the message presented by the advert is people or even fitness experts who do not believe in taking pre workouts. Some do not believe a pre workout is required in order to have a good pump in the gym. Others may think the commercial isn’t necessarily all about this one pre workout. Taking the pre workout will not simply lead you to being fit or looking like Steve Cook. It will only be a start. The inspirational music and tone of Steve Cook’s voice could perhaps make the audience more sympathetic to trying the supplement. But the fact that some people may not need to product to have a good workout would make them less sympathetic to the advert.
http://www.youtube.com/watch?v=1HBDcZEJqwQ
I viewed an advertisement video on the company Ideal Image Laser Hair Removal. This ad involved comments from laser hair removal experts as well as personal experiences of customers who have already used this product/company. They talked about all the reasons of why laser hair removal could benefit them and how using this product improved and facilitated their lives in many reasons.
ReplyDeleteThe need that is being addressed in this ad is the need to not have to worry about having to shave or wax to have smooth skin. To persuade the audience, they talk about all the problems associated with other forms of hair removal such as bumps or redness. The company’s spokespeople emphasize the fact that shaving and waxing can be very inconvenient and can not very be reliable for exceeding results. Not only does this ad advertise the fact of people not having to worry about their unwanted hair but it also shows how this product has helped people with their everyday lives. People in this ad claim that after doing laser hair removal they feel happier about the way they look and are more confident in their skin. The customers also explain how not having to shave gives them more time to go places and do things while also saving their money on razors or appointments.
The people selling this product are all the experts in the industry as well as previous customers advertizing the product. The medical providers help give the audience facts about the product and how it can benefit them. The customers being interviewed in the ad play the role of relating to the audience with problems and needs that people struggle with everyday (in this case it is the hassle of having to shave or deal with unwanted hair). The ad portrays the different ways the product can be beneficial to them.
In my opinion, the target audience for Ideal Image laser hair removal would be women because almost every person in this ad was a woman but men can also be part of the audience. In fact, during the ad one man was interviewed and he loved the product, which shows that men can definitely benefit from it too. Statements such as “Every single inch of my body is as smooth as velvet” and “I haven’t had to shave my legs in four years” can appeal to many people in the audience who would love to always have smooth skin and never have to shave. Many of the spokespeople also mention how using this product has made them and their significant others happy which can count as seeing how differing roles can embody in reading the advert. Even if this ad is more directed towards women, if a woman’s husband likes when his wife’s skin is smooth and he sees the advertisement, he might be more likely to tell his wife about it (and vice versa for the woman).
The people interviewed in this ad can act as outside forces that enable the argument presented by the advert. They talk about how much the laser removal has benefited them throughout their lives and how glad they are that they did it. With all of their personal experiences, the audience is able to agree with them and that is very important when trying to deliver a discourse or message.
http://www.youtube.com/watch?v=0oFMabW-IJo
I watched the commercial that advertised for the car company Subaru. In the commercial a father is waiting for the bus with his daughter on her first day of school and when the bus comes the daughter is nervous. The father follows the bus and speeds up just enough to see his daughter sitting in the bus laughing with her new friends.
ReplyDeleteSubaru is using family as a need for buying one of their cars. Subaru uses the phrase “Love. It’s what makes a Subaru a Subaru.” People who watch the Subaru ads will feel connected and touched by the cuteness of the commercial which will then leave a positive feeling whenever they think of Subaru. The problem that is being resolved by this commercial is the overprotective dad being able to speed up to the bus and make sure his daughter is doing well on her bus ride to her first day of school.
The car company Subaru is selling the product. Subaru is using the attachment of a father to his daughter for the ethos. By doing this, Subaru is showing how by owning one of their cars people will be able to stay closer to their family and go through the great adventures of life surrounded by the love that inhabits a Subaru.
The primary audiences that Subaru is targeting are families. In this commercial mothers and fathers will be able to relate to how the father is feeling when he sends his daughter to her first day of school, because every parent has had to go through that and knows how emotional it is. The audience might also relate to the daughter because everyone remembers how nervous they were on their first day of school, therefore they will feel sympathy for the little girl because of how nervous the commercial portrays her as. When the father pulls up alongside the bus and sees his daughter laughing hysterically, it will warm the hearts of the audience.
A negative constraint for this advertisement would be if someone in the audience wasn’t a parent, because they cannot relate to the overprotectiveness the father feels for his daughter. A positive constraint that would enable this ad would be if someone in the audience is starting a family and is looking for a car that would fit the mold of a family lifestyle. An outside force that would make the audience less sympathetic to the ad would be if they were someone who has no interest in starting a family and doesn’t sympathize with the little girl’s apparent nervousness upon entering the bus. An outside force that would cause someone in the audience to be more sympathetic was if they had a child who was going to start their first day of school soon, or if they were just starting a family of their own.
http://www.youtube.com/watch?v=AQ4EzQnO9hI
I chose to do a very famous commercial that was aired in the Super Bowl last year. It is the Skecher’s commercial with Mr. Quiggly advertising the Go Run shoe. The commercial starts off by showing all the greyhounds going to the starting box. They show the favorite greyhound named Silver Prince as well. After showing all these top notch greyhounds, there is a late entrant named Mr. Quiggly who is not your ordinary racing dog. He is a bulldog, but he has the latest Sketcher’s Go Run shoe on to help him. This commercial uses humor to show that Skechers can now produce performance footwear that has outdone expectations and has impressed athletes and runners everywhere.
ReplyDeleteThe company sells the need for the item by showing the audience that you can be comfortable in these new shoes while running at top speeds. The values of this shoe are that it is light and flexible, extra cushioned, and promote a mid-foot strike when running. The problem that is being resolved is that you can now get an affordable pair of running shoes while still being comfortable at the same time.
The people selling the product are Mr. Quiggly, Mark Cuban, and Skecher’s the company itself. What contributes to the ethos is that this company put a lot of work and time into this shoe because the competition for running shoes is very high with their competitors being Adidas, Under Armour, Nike, Reebok, Asics, Mizuno, New Balance, and Puma. Mark Cuban is the face of this company, and he is very credible. The role that Mr. Quiggly plays is that he shows that even an underdog can win if he wears these incredible shoes. Mark says “what do you mean you want a new contract” making it seem as if Cuban had him signed Mr. Quiggly to a contract before he saw his full potential when wearing sketchers. Mr. Quiggly wants a new contract because now he feels he is the top dog instead of the underdog now. Essentially this shoe can make you feel like a champion, and keep your feet from aching at the same time.
The primary target audience would be any runner or athlete who wants an affordable and comfortable shoe. The target’s identity would be someone (most likely an athlete or runner) who is looking for a high performance sneaker that you can do anything from walking to running in while being comfy. I see little kids in elementary school laughing, while telling mom I want Skecher’s shoes for Christmas. A young audience like me might see this commercial as a joke due to the fact that most young people now a day wear Nike or Adidas shoes to run or walk in. Middle-aged people to older people might see this commercial as a funny, yet appealing in that the shoe is comfortable yet comparatively cheap to other brands of running shoes.
A negative constraint would simply be people not having enough money to spend on high performance running shoes. People have already fallen in love with a different brand of shoe before this new shoe released. Someone who has had a pair of Skecher’s shoes could have told others that the shoe is not as great as it seems on the commercial. A positive constraint is if people due truly love the new shoe, they will tell others and when that shoe is no longer good anymore they will come back and buy the same brand of shoe again. An outside factor that might cause the audience to be more sympathetic would be to know that Skecher’s donates hundreds of thousands of dollars to kids in need every year.
I love playing football and watching it. Madden 25 is the 25th version of an animated football video game. When watching the advertisement, it motivated me to go out to a Gamestop and order this football game. I play the game to satisfy my need to beat my friends. They use real football player , such as Russell Wilson and Adrian Foster, to perceived their product as a way to show every plays. In this, particular ad there were two running backs ( Marshawn Lynch and Adrian Foster) acting as fathers to their future selves. Here, they express game play of the video game and a funny background stories of their fathers (or personas). These type of ad (made by EA Sports), are meant to show you a way for your need to entertain yourself.
ReplyDeleteAs like all companies , EA Sports is a company driven by profit.There are other rhetors such as the actors, writes of the ad, animators( who put the piece together), and players of the game. However, they still value objects such as, a realistic product, a unbiased portray of players, and a advertisement tool for the NFL. Here in the ad for the games, EA hires real life football players to show how great and enjoyable the game is to play. It shows them playing as themselves and have a fierce competition. Both of which are necessary to entice football fans to buy the game.
The audience of football fans( mostly male) are the primary targets. They embody any one who enjoys football and wants to play. This ad is meant to conceive the target market to play their game compared to other football video games ,such as Back breaker. As they have the ads being played on networks such as NBC, CBS and Fox because they are ones who play NFL football games. Football Fans would be watching an NFL game on one of these networks and that why they play their ads in these time slots.
Some outside constraints would be people who dislike the game of football. They are the ones who limit where these ads are played. A positive constraints would be the NFL because this product helps adverts their league. This helps madden have more consumers. Their message is simply, buy the game or miss out. They use football players to convey a less sympathetic view by showing their rough up bringing and commitment to this game.
We are all familiar with the Kia Soul hamster commercials that include hamsters dancing and driving in the order to promote newest and most modern mode of transportation. With this said, I watched the 2014 Kia Soul hamster commercial, the advertisement commences with obese hamsters running. This scene transitions to the hamsters working out in a gym. As the video continues, we are taken into the manufacturing office where the car is being planned out. There, a man is then adding the last few touches to the car design. The commercial transitions to and forth to the hamsters working out and the guy designing the car. The final scene includes, the finished version of the Kia Soul pulling up to a red carpet at the VMAs. The hamsters step out of the car looking lean and fit. The crowd cheers the hamsters on and in turn they are acting suave. During the commercial “Applause” by Lady Gaga is playing. This serves the purpose to motivate and encourage the audience, especially Gaga fans, to show interest in this new hip car. The transformation of the hamsters led to the newly renovated Kia Soul.
ReplyDeleteKia is selling the Kia Soul by indirectly saying you’ll be cooler if you drive this car. The use of pathos appeals to the audience who feels like they are not à la mode enough. This engages them in the commercial since they think buying this car would make them more likeable and popular. Hence, the portrayal of this commercial is if you want to be cool purchase this newly revamped car. This resonates with young drivers given that they want to make their statement on the road.
Since Kia paid for the commercial to air, Kia is the chief rhettor. However, since the hamsters are the main character they are the ones doing the selling. Per se, if you are a hamster fanatic you would be more entitled to buy the Soul just because “the face” of this car is a hamster. This satiric component is a bonus to the commercial. Additionally, since a Lady Gaga song is playing during the commercial, it would appeal to Gaga fans. Seeing as we are in the modern age, modernized and stylish cars are definitely one of the cool items to have. This appeals to ages 18-mid 30s, because their culture has generated ideas that contributes to the ethos of our youth’s opinions. The persona that could be attributed through selling this product would definitely be the need to fit in and feel belongingness with the urban community. In addition, the car commercial is indirectly saying that if you are not fit and in shape then you must transform yourself, just like the Soul transformed itself to better its own image.
The primary targets for this commercial are the nation’s young drivers. You could also argue that this commercial was made for the new artists who want to give off their edginess and SoHo look. The target audience embodies a modernized look when viewing this advert. They also, may see that it is a small car meaning, less amount of money is needed to maintain the car with fuel, which in turn is good for the environment. Additionally, a small car means easier and more available parking, especially if you live in urbanized cities.
People who do not like the design of the Kia Soul may not like the commercial because they don’t like small, therefore making the argument that the car is hip and cool an invalid statement. This can hinder the company’s ability to make sales because of this person being able to talk someone out of buying it. Also, since the car is small it could be considered uncomfortable and not a luxury car, as a Cadillac would. This directly affects the age group to which the company can sale the car to, as stated above. Furthermore, the point of the car being smaller, thus more fuel efficient may lead the audience to be less sympathetic with the car. Just because the car is small doesn't mean it conserves energy as does an electric or hybrid car. In addition, people may not agree with the Soul's statement of transformation because they might not like change.
In the Samsun Next Big Thing advert the company is trying to sell a technological product. It is evident that the rhetor is trying to portray an exigence for the product by making a point that by owning it the buyer will feel as if they actually have the “next big thing” and be up to date with the latest technological cellphone. Perhaps the media and pop-culture has worked its way into the minds of viewers and convinced them that in order to fit in and be cool, one must own the newest most up to date trends in technology. This is exactly what is being portrayed because it is giving a message to viewers that this cellphone is so amazing that even A-list celebrities have it. The company also appeals to viewers by making it seem as if having the cellphone will raise ones social status. Also, technology is huge in todays world and if you like it and plan on staying up to date then you have to get this product.
ReplyDeleteIn this advert the most influential rhetors are 3 well known celebrities including Lebron James, Paul Rodd, and Seth Rogan. It is very clever to have used these 3 celebrities because each one is different and appeals to a different audience. For example, Lebron James will appeal to those who like the Miami Heat or the NBA. Paul Rodd and Seth Rogan will appeal to the film fanatics and each one has done different types of films that may draw different types of audiences. Not only that, but, the company makes this product seem so exclusive by making two big name celebrities fight and compete over which one is going to be the spokesperson for “The Next Big Thing”. For this reason, audiences may believe that this cellphone is so valuable and amazing that even celebrities are fighting for it, Seth Rogan even goes as far as to say that he will wear a diaper on a commercial for Samsung. This shows how bad even celebrities want the product and it is clever because celebrities are known for having everything they want. In the beginning of the commercial, when Seth and Paul find out they have been cast to be the spokesperson for the “The Next Big Thing” they begin a fight in which they use the Samsun Galaxy as their main weapon to make fun of each other thats how bad each one wants to be the spokesperson. In this scene the audience is able to see that the phone can surf the web extremely fast and can do cool things such as draw on pictures. This scene displays some of the new technology the phone has to offer while at the same time showing the audience that having it is so cool that you can even win an argument with it.
In the next scene, the audience is showed that perhaps Paul and Seth aren't even worthy to be the next spokespersons for this product because they are asked if they know any celebrities for the job. If this doesn't show how bad the company is trying to make it seem as if this product is a huge deal then I don't know what does.
The audience for this ad is mainly technology lovers, celebrity fans, and people who want to have “The Next Big Thing”. I believe this to be true because the ad focuses mainly on the celebrities and making them even seem unworthy to be the spokesperson, the company shows off the phones specs, and it emphasizes how technologically advanced it is. Perhaps this ad makes the target audience embody a role that is up to date with the latest gadgets, sophisticated, and of high social status. Also, the audience might feel that some type of connection by owning the same cellhphone that their idol has.
Some forces that hinder the argument by the advert is that its somewhat focused more on the celebs than it is on the product, so, this being said, a person watching this advert who is a fan of these celebs might become completely obsessed with the product , but, on the other hand, someone who is hoping to buy a new phone and sees that commercial and doesn't recognize any of the celebs in it then there is not enough info about the technological aspects of the phone in the advert to make a buyer set on buying the product
This comment has been removed by the author.
ReplyDeleteI watched an Old Spice commercial, the male hired for the commercial asks “Does your man look like me? No. Can he smell like me? Yes.” He goes on to listing these great things to imagine if your man uses the old spice product, so your solution would be to buy your man old spice because you for some reason fall into the trap of how great this product will be. The underlying values that underpin the need for this product is a woman who has a great imagination and wants her man to smell good. The problem being resolved is very clear, to smell good.
ReplyDeleteThe people selling the product is the Old Spice company and the hired male model. The rhetor is a muscular male with a deep and beautiful voice which draws the females attention to the commercial. We don’t know anything about the male so his credibility is positive and his tone sets authority and just makes you feel confident. With his persona in the commercial you are led to believe he lives this great life and is an important man. The primary target is women more likely in a relationship, you know this because he starts the commercial with “Hello Ladies.” Males would also watch this commercial because the product is meant for them in the end and may want their lady friend to enjoy the way he smells.
Outside forces that might hinder the argument presented is someone who has already purchased the product and didn’t agree with the commercial so they tell their friend they don't like the smell of it and shouldn't buy it or the complete opposite situation can happen, someone has bought the product and loved the smell so they tell others the commercial is no joke. Another force that would hinder the selling of this product would be other companies selling body wash, they advertise many different “smell good” products all around so its competition.
http://www.youtube.com/watch?v=uLTIowBF0kE&feature=player_embedded#t=2
If you watched the Super Bowl commercials this past year, you will probably remember seeing an ad play for the all new Audi S6. In this ad, it begins by bringing us back to prom night as a high schooler. A boy teenager is almost ready to leave his house dateless and nervous until his dad stops him by the door and throws over some car keys. The boy is speechless, and the dad tells him with a concerned look to have fun tonight. He begins to loosen up and the nerves begin to leave as he pulls into the principals parking spot at the school. Walking in without any fear, the boy goes straight up to the prom queen and gives her a kiss he’ll never forget. This results with a black eye received from the prom king. The last scene is of the boy back in the car with a huge grin and the look of success on his face.
ReplyDeleteI thought this was the best ad from the Super Bowl this year because it really did convey a strong message that can be easily seen. The car company Audi, which would be our rhetor, released this commercial during the Super Bowl with good intentions on it getting to middle aged men and growing teens, our audience. The audience they displayed showed an older father, someone who could afford a nice car like the Audi S6, and a young teenage boy, someone who may not have a nice car but wants to. The majority of teenagers growing up want nice cars to either impress their friends or to comfort their expectations of what a first car should be. Audi realizes this, and they decided to target the teenagers who want the cars and the older men that can afford this car. It isn’t just for kids could be another not so impressive slogan Audi may go by.
Audi isn’t just looking for anyone to be their customers. They want to be known as the nice and beautiful car company that everybody wants to own. Although they may want this label for themselves, it causes an issue for those who cannot afford a car like theirs. The argument they put forward is that “Bravery. It’s what defines us.”, but that bravery comes with a price tag. This hinders their argument by saying you can really only own bravery if you can own our cars. Bravery is released once you own an Audi S6, but not everyone is going to be able to afford one, especially teenagers in high school.
Although Audi can’t sell everyone an Audi S6, they can still sell their slogan that bravery is what defines us. An Audi will gain you that bravery like it did for the boy in the commercial, but does that solve a problem? Not having bravery isn’t necessarily a problem to everyone, so maybe their problem lies somewhere else. The issue they may put forward is that we need a car at some point in our lives, and with an Audi, it can not only give us a car, but also grant us bravery we didn’t have before. The reason I find this commercial to be so powerful is because it hits people, especially teenagers trying to grow up with bravery issues, really deep and gets an emotional tie within their commercial.
http://www.youtube.com/watch?v=dJOn3jG5tUk
For my advertisement I picked a Red Bull commercial. In this commercial it switches through different shots of people doing what they love. Most of it shows people dancing and really expressing themselves and at the end it says “You can dream about it, or you can go out and make it happen.” This ad is very inspirational and is aiming to get people to “get their wings” from Red Bull and go do everything they have ever wanted. The people in this commercial consist of well-known athletes as well as just some ordinary people dancing. In all the shots there is the Red Bull logo somewhere but the main rhetors are those performing what they love in the video. The advert mostly speaks to athletes, but I think this commercial is meant for all audiences. Following your dreams isn’t meant for just the “youth” but for anyone and everyone. Dancers in particular in this one might be influenced to buy their product since most of the video is people dancing their hearts out. A constraint that might hinder this advert may be the fact that some people don’t have the means to fulfill their dreams. Seeing the artists on stage is something few people get to experience but the producers did a good job at making the crowd look like just as much fun as being on stage. A Positive constraint may have been people recognizing some of their favorite people in the commercial. When someone sees someone famous that they like then they may want to do what they do thus consuming the product that is trying to be sold. I think that everyone can relate to the advert because everyone had dreams that they want to fulfill and sometimes all you need is a little motivation, or in this instance your wings, “Red Bull.”
ReplyDeletehttp://www.youtube.com/watch?v=DRWYNUvGohY
In most pieces of advertisement there is rhetoric. This includes the exigency, rhetor, audience, and constraints. Recently, I viewed a commercial that was advertising Tiger Woods new golf shoes, the TW 14’s.
ReplyDeleteThese golf shoes are built “free your swing”. Tiger Woods recently suffered a knee injury and he said that the spikes he was wearing were digging too deep into the ground and putting too much tension on his knees. So, this commercial emphasizes the fact that these shoes “free your swing” and are much better for your body.
Nike has made a fortune off having Tiger Woods as a sponsor and these shoes are only going to increase this fortune. Every young golfer in America wants to be just like Tiger (at least the golfer side of him). So, by Nike using Tiger Woods to sell their product and putting the “TW” name brand on the shoe, they are attracting fans of Tiger Woods everywhere. These shoes are no longer about relieving tension from the knee. It’s now all about being just like Tiger.
There are a few things that stand in the way of this product being sold. These are the constraints that most advertisements must deal with. In the beginning, the target audience of these sneakers were older golfers, ages 40 and above. These were the golfers that were most likely to have bad knees. Now, the target audience has switched and it is now the younger golfers, ages 20 and under. This presents a problem for Nike. We all know of Tiger Wood’s past and the mistakes he has made. Well many adults have never forgiven him for that and they are not about to buy their child a $200 golf shoe that a “lying, cheating, piece of filth” wears. Another constraint is the fact that these shoes don’t have as much grip because of the fewer spikes due to relieve knee tension. Many people, myself included, are turned away from this shoe for that very reason.
The advertising commercial I viewed was for the Toyota Prius. It involved a two men, one owning a Prius, the other not sold on the idea of owning a Prius. The owner of the car convinces the skeptic male, by describing the perks of owning the fuel efficient hybrid. As the owner describes the car, he switches into his wife, daughter and son, saying it has plenty of room, full of technology and efficient on fuel economy. Basically saying the car is for everyone and finally conforming the skeptic to become a Prius owner. This overall focus on the need of winging off of oil running vehicles and switch to environmentally friendly machines.
ReplyDeleteThe rhetor in this ad, is the Toyota company playing the part of the everyday American family to influence the audience. The advertisement uses the fact that the car is better for the Earth but also better for your family as it fits the needs of everyone.
The audience the commercial is focused on is the middle class American family. The advertisers play the role of the family and the general public or middle class is the skeptic of the car.
Constraints of the commercial of selling the Prius is the negative connotation this hybrid has from some Americans. They are sometime viewed as pointless and visually unappealing. Some might not be sold due to the fact that some are too concerned of being environmentally friendly.
I watched an ad about Nike’s sneakers. The company creates the implication that even star athletes can become better by using the product. But the same token, if star athletes can improve, certainly you can improve using it. The commercial has a consistent need to "be better" throughout the entire subtext. This product aims to improve athletic ability, thus solving a 'problem' that athletic ability is too low in society.
ReplyDeleteThe Nike Company, athletes’ agents, athletes, and the music producers are the rhetors. They are the ones who are trying to persuade other ambitious athletes to buy Nike sneakers. The nation’s belief of living a strong life allows Nike’s product to embody the assumed American lifestyle; a fit healthy life. However, contributing factors such as obesity give rise to company’s like Nike. Nike in turn has the opportunity to amplify pro-work outs and help motivate obese individuals. The rhetors are portrayed as the motivators and initiators to help not only the striving athletes but also non-athletes live a better life by persuading them to buy Nike’s product in order to achieve those individuals’ goals.
The primary target audience are those who aspire to be athletes. This is done by holding up role models as users of the same technology. As viewers of the advert, the target audience views themselves as athletes who will do anything to perform better. These athletes can range from amateur athletes to pros who can only make minimal increases to their performance, and to each type of audience the advert will be read differently.
The increasing anti-commercial ethos found in today's youth will serve to downplay the effectiveness of the advert. Many people will look at the argument and realize that the connection between new technology and star athletes is false -- the athletes were already stars before the technology. That being said, the country's particular form of celebrity worship might help in balancing anti-commercialism, as the viewers of the advert might desire to buy the product simply because their favorite athlete reportedly uses it. Beyond ideological factors, simple everyday variations in emotions can cause an audience member to look at the advert with either more cynicism or less.
Overall, the advert’s music, all star athletes, and captions were all effective because the ad spoke directly to its main audience saying that the only way you are going to get better or being the best is by buying our product. The music helped make those desired athletes think they can become like their role model. The all star athletes in the ad played different sports; gymnastics, soccer, basketball, boxing, tennis, and track in order to show that Nike is not just for one particular sport but rather for a variety of sports. The athletes also showed that the Nike product did not just pertain to men but t women as well. Along with gender, nationality was a contributing factor because since Nike’s product is global, each and every kind of nationality has access to such a product. The captions better helped enforce Nike’s motto: “be better.”
http://www.youtube.com/watch?v=27aS3kbP42Y
I watched an Icy Hot commercial featuring Shaquille O’Neal, an NBA superstar. O’Neal is playing basketball in the commercial and he hurts his back. He puts on an Icy Hot back patch and he is good to go. If Shaquille O’Neal can fix his back pain with an Icy Hot back patch than so can any ordinary human being. Therefore, Icy Hot is selling this product through the help of Shaquille O’Neal as their spokesperson.
ReplyDeleteThe primary target audience for this product is anybody experiencing back pain. It can easily be told because the commercial is very straightforward and it is O’Neal’s back that gets hurt. This commercial is really trying to connect with people who constantly have back pain and Shaquille is trying to express that he knows what it is like. O’Neal personally says that he counts on it, giving the audience his word. Overall it is a good commercial because Shaquille O’Neal really sells it just like he sells everything else.
I viewed a shamwow commercial that has a guy demonstrating how this product cleans and absorbs liquids. The company is selling the product by comparing it to a normal towel and showing how well it works in real time. The need for this product is shown when they compare it to the towel, they make it seem that the average towel is nothing in comparison to the shamwow. The problem being resolved from this product is the ability to clean easier.
ReplyDeleteThe main rhetor selling this product is the guy demonstrating how the product works. The company also sells the product by having actual customers say how well the product works or “You’d be crazy not to have one.” The spokesman speaks fast but clear and at the same time demonstrates how well the product works. The company contributes to ethos; the consumer is given a feeling that the product will work better than what consumers use now. The persona being assumed by selling this product is a better liquid absorber.
The primary target audience is anyone (mostly adults) that tries to soak up liquids with things like towels or paper towels as well as people that clean cars or anything. It targets a lot of people because products like this catch people by surprise. The identities the target audience embodies as viewers of this advertisement are people that clean or soak up liquids and interested in new products for doing so. After watching the advertisement the viewers would maybe consider the shamwow as an upgrade to what they are currently using. Some of the audience may realize that the product they are currently using doesn’t work as well.
Outside forces that could hinder the argument presented by the advertisement could be that the consumer is satisfied with using a normal towel and not a shamwow. Others might be skeptical that the product is to good to be true. A positive outside force for the advertisement could be trusted customer reviews saying how well the shamwow works. If people claim that it doesn’t work however the audience would be less sympathetic because then it would be false advertising.
I decided to use the Nokia Lumia 1020 commercial to analyze. In this commercial a girl is at a concert and takes a picture of the stage to send to all her jealous friends.
ReplyDeleteThe company sells the product by targeting the young adult market in this advert. They use a pretty, young girl at a packed concert playing great music. She takes a picture then zooms in and you can see how clear the picture is. She then sends it to friends doing different things and they think she got front row tickets, they are now very jealous. This phone shows just how great quality the picture and you can remember moments like a concert much better later on. Distance is never a problem with this phone.
Nokia is selling the product but hires a pretty actress and an upbeat band to play there fun song. They don’t play a role other than using the phone in this scene. They use other things like actresses, bands, a nice venue to contribute to how nice this product is. Their role is just to prove how good quality the phone is.
The target audience for this particular commercial is young adults. I know this because they use young actors, the city, shopping, bowling, concerts and an indie-rock band. The audience most likely embodies the same identities as the characters in this clip. They care about their camera phone and want to be able to take pictures that will last a lifetime with great quality to see every detail. The audience view this as a camera instead of a phone so when they go to purchase a phone, they overlook the Nokia or are afraid to buy it because they think it’s only good for pictures.
Some constraints might be that there are tons of phones now that have great quality cameras and are much more popular like an iPhone. Also the camera on the back is quite big and clunky and might turn some people off. They might also worry that they are being fooled by the camera. To get such a great quality picture could be more difficult than it looks. Lighting, movement and distance all come into play but are not shown in the commercial. Most importantly the cost of this item might defer people or get more people to buy it if it’s a really great price.
The ad I watched was the Kia Soul commercial with the hamsters that goes with the new Lady Gaga song. This ad deploys creativeness, fun, and technology to entice the viewers to go out and buy a Kia Soul. It attracts the audience by show casing its usefulness in everyday life and also shows how it can take you to your desired destination. Furthermore, it goes on to exemplify that he it has up to date technology. Kia has built its infrastructure for its commercial by releasing similar commercials throughout the year. Nearly every commercial delivers the same message, that’s its efficient in today’s world. So by the time this particular commercial came around, most people already knew what made the car stand out from others. The Kia Soul has better gas mileage than most cars; because of the, it can go further with less gas. This helps cut down on the use of fossil fuels. Kia has done an effective job in show casing the benefits and the advancements of its technology through their commercials.
ReplyDeleteKia is the main group selling the car; however, Lady Gaga could also possibly trying to sell it seeing how her song is used for the commercial, so this could mean that she approves of the car. The ethos in today’s world is chiefly innovation along with technology. By employing everyday life in the commercial, it shows its usefulness which in turn helps aid the innovation and technology presented in the commercial. Kia’s hamsters are often represented as the unofficial salesmen for Soul because they in someone, the hamsters persuade you to buy it; just as a regular salesman would. However, they could also represent uniformity; that hamsters can represent humans, in the sense that everyone is the same in some way and has the same needs and wants. The rhetors advertisement is effective in that it persuades consumers to buy it.
The Soul commercials are aimed at common middle class consumers. People of an upper class would most likely not buy a car a simple as Kia; they would strive towards luxury cars and as for lower class people, a Kia might be a bit out of their price range and there are also cheaper cars out there. The appropriate viewers might have similar backgrounds job wise, which is what makes the commercial designated for them. The audience could be average 9-5 workers or it could be directed to new drivers because the Soul is a safe car. The ad could identify those that want a fuel efficient, cost effective means of transportation. Kia has done a great job identifying its audience.
People that are searching for a safe car with great gas mileage are positives constraint. With some people still on a budget, cost effective car like the Kia Soul might be appealing for them because it could help save them money in the long run. However, if you had just read some bad reviews, this could change your mind about buying it, thus making it a negative constraint. Factors such as gas mileage, long-term savings and technological advancements can nudge buyers toward getting one. However, the cost itself might push buyers not get it.
The advertisement that I picked is one that Kmart has on You-tube, it's not aloud to be on TV. In the commercial many different people in the commercial talk about shipping their pants, draws, nighty, and bed. Which sounds to much like shitting their pants, so they wont let it on national television.
ReplyDeleteThey use this commercial as a tactic to get more people into the store. If you can't get what you want when you get there because they don't have the right size or if it is not in stock then they will ship it to you for free. Many times when you go to a store they don't have your size and it stinks because you really liked that shirt, pants, dress. Or you went the store two weeks ago and saw this amazing new game that you wanted but you didn't have enough money for it and your parents wont lend you any, so you go home and make a lemonade stand and now you have enough money for it, but when you get there their all sold out. Well this fixes all those annoying situations.
The rhetor of this ad would Kmart and the actors and actresses is the ad. The way they use the play on words of ship and shit, as well as the us of things that someone could have an accident in, really makes it comical and catches the audiences attention. By having the actor in the beginning question that he can ship his pants and act surprised when he finds out that he can, sends the message that is something that everyone wants but don't get in most stores And having all the other actors say what they had shipped so enthusiastically makes you really think that this is an amazing thing to do.
This commercial is targeting anybody and everybody. Most people who have had the issues that I had stated earlier. But because it can't be put on air and can only be seen on You-tube it is also catching any audience that has a sense of humor. For the only way would see this is if you look it up and since most people don't look up Kmart commercials it has to be s[read by word of mouth.
The main constraint for this commercial, like I said, is it's play on words. This makes it unable to go on TV and it could offend some people. Even though they don't say any bad words some people still may not like it.
If you have not seen this you really should go look at it. It's really funny http://www.youtube.com/watch?v=I03UmJbK0lA
I reviewed a trailer for the upcoming video game, Assassin’s Creed 4: Black Flag. In the trailer it shows the life of a pirate; avoiding authority, partying, and drinking until the sun sets. This quickly shifts to life out on the open ocean avoiding dangers that ordinary men would never encounter; shooting cannons at enemy vessels, surviving the brunt of a thunderstorm, and fighting for their lives to live as legends.
ReplyDeleteThe company uses cinematic gameplay to show the audience the exciting life of a pirate, and the need for this product lies solely in entertainment. Video games allow the player to immerse themselves in uncharted lands and perilous seas. Players can assume the position of Edward Kenway, an assassin and pirate, and set sail on adventures that just don’t exist in the real world.
Ubisoft is the company that created the game, as thus the rhetor. They try to convince the player using exciting narration and energetic music that this is the best game and that it would be well worth their money.
This game has a rating of M for Mature, so the primary audience of this product is gamers over the age of 17. Adults that enjoy a little bit of chaos, pirates, and killing artificially intelligent enemies would probably enjoy this game.
Constraints on this product many be parents. Some parents may not approve of this game because of the violence and blood effects. Violent video games may cause violent tendencies in young children (which is not the audience of this game anyway). Another constraint on this product may be cost. Obviously, before you can play a game you need to acquire a media that can run it. This on top of the cost of a new game may be pricey for some people.
http://www.youtube.com/watch?v=9UccBZweHz8
I watched the Secret deodorant commercial that was centralizing a point most woman have a problem with. White marks. The commercial opens up with a man giving his best man speech at a wedding and focusing the audiences attention on a young woman who may be the bridesmaid who will also be coming up to give a speech. The young woman then enters the rest room and is giving herself a pep talk to rock her speech when she notices white marks on her dress. She then continues to freak out and cover herself with toilet paper and red lipstick to draw the crowds attention away from her white marks. The commercial then concludes with a message that reads “secret, keep it clear for 48 hours, NO WHITE MARKS.”
ReplyDeleteThe primary audience for this commercial is for all women who go through the struggle of having white marks on their clothes. It is obvious since the woman portraying the ordeal is a woman. The commercial is really trying to express the annoyance the other deodorants have on women. The commercial in general was resourceful and it does sell well considering no woman wants white marks.
Could you please give me your real name, so I know who to send the grade and feedback to?
Delete- Joseph
sorry! this is abla alaoui.
DeleteI watched an advertisement that promoted the use of technology. The commercial is named "Technology changes everything". In the commercial, there are many kids who believe that technology can really be beneficial and can change the world because technology is "smart and bright" as said in the video. The kids show off devices such as laptops, tablets, and smartphones. It attracts the audience because it shows us how we can use different kinds of technology in beneficial and useful ways such as going to school online or just making the world a better place.
ReplyDeleteBy using children as the ones delivering the message, it shows us that we can definitely depend on younger generations to promote education. Everyone seems to get emotional and proud when it comes to children promoting the useful things in life. It makes adults proud of the younger generations as they try to make a difference. This is what makes the video so positive and persuasive!
Towards the end of the video, it is shown that Ashford University is the one who is further promoting this idea of education and technology. Their aim is to show people that you can do anything with technology as long as it is beneficial to the well being of yourself and others. Each child tells us how technology helped and changed their lives and the lives of their family members. I also believe that this video can be aimed at people who have a desire to become successful someday. I know this because of the fact that a university made the video and that they were trying to get people to use technology in great ways.
This video also makes us think a bit. Maybe society needs to get back on track. There are too many people using technology in useless ways. Maybe we need to focus on the more important things in life and use the things that mankind created in a better way to show our appreciation!
In Nabisco’s Oreo “Wonderfilled Anthem”, they choose to advertise the chocolate and crème filled cookie as an object that turns a bad character to a friendly one. “If I gave 'em to great white sharks, would they share 'em with baby seals? Would they call up a giant squid for a friendly meal?” are the lyrics showing that the great white shark, predator to the seal, is settling their differences over the wondrous cookie. Not only does the company use cute animation to help display the friendliness of the product, they also have the popular band Owl City perform the song to draw in more customers. Since this cartoon is animated and alludes to children stories such as the Big Bad Wolf, the company is trying to aim their product towards a younger crowd. The company and animators are trying to portray these cookies as a friendly snack to bond with people. The stories that the song explains give are the audience the impression of good morals and leaning towards doing the “right” thing. The constraints of this commercial could be anything from the customers being gluten-free, preventing them from eating the cookies or the viewers parents or source of groceries could prevent them from buying the snack. Recently new books on health also state the products with high sugar or corn syrup should be avoided constraints the company from having successful sales due to customers avoiding food such as the Oreo. Even though there are a handful of constraints, the product advertisement is successful to the younger audience it was aimed for with its friendly song sung by the popular group Owl City and its light hearted nature.
ReplyDeleteI was searching the Internet looking for an advertisement to use for this assignment and there was one that really stuck out to me. This commercial was from the animal activist organization, PETA. In this commercial there is an ape sitting in what looks to be a convict questioning room. The ape walks around for a while before noticing a gun on the desk. The ape then walks over to the gun and points it at his chest. The point that the advertisement is trying to make is that humans take apes at an early age for entertainment purposes and that it is wrong because apes aren’t much different than humans.
ReplyDeleteI would consider the narrator, the ape and PETA as a whole, the target audience. PETA sells the people on the misuse of apes by having the ape walk over and act like he is going to shoot himself in the chest. Also when the ape puts the gun to his chest, the narrator says "Could you live this way?" This ties the ape's desperation back to humans and makes the viewer feel sympathetic for the ape. This commercial is all about connecting with people on an emotional level. The advertiser feels if he gets the story out and informs the people about the misuse of apes, the people will revolt against the zoos or movies that just use them as props.
The primary target audience for this commercial is people who care about animals but have not stepped up and taken action against the misuse of them. I believe this is the target audience because people, who do not care about the misuse of animals, won't feel bad when they watch this commercial. The target audience is probably viewed by the advertiser as somewhat of an activist in the woodworks. They believe that if they can strike up enough emotion within a person about this cause that the person will come fight with them to change it. Some people might be turned off by this advertisement though because it is so straightforward and hard to watch, especially towards the end.
There are definitely some constraints that the advertiser must deal with. For instance, the people who are making money off of the animals can talk to their friends and make them think that the commercial is inaccurate. A positive constraint could potentially be apes themselves. If someone watches that advertisement then goes to a zoo and the ape looks really sad, it will enhance the point that the rhetor is trying to make. There are some outside factors that could both enable and debilitate the point that PETA is trying to make here too. One outside factor that hurts them could be if an ape kills someone in a zoo. An outside factor that could help them would be if a big bust was made by the government involving the illegal trafficking of animals.
http://www.youtube.com/watch?v=ylU58yZt9Vs
I watched the Pepsi commercial featuring Beyonce. In the beginning, she’s standing in a room full of mirrors going through choreography, but then it seems like she becomes frustrated and takes a break. She takes a sip of Pepsi and replicas of her appear on the mirrors. She looks into the mirrors and she sees herself wearing outfits that she wore from past music videos and doing dance moves from those videos. She joins in on the different dances and at the end all the mirrors break and she’s left standing alone and says “Embrace your past, but live for now.” She relives her past and it reminds her how she got to become as successful as she is today (now).
ReplyDeletePepsi is selling their product by saying that Pepsi is the “now” drink. Other drinks like Coca Cola and Sprite might have been THE drink to have, but Pepsi is making a statement by saying that now it’s about their drink. Ultimately the message the commercial is sending is that one shouldn’t forget their past and their journey of how they became the person they are today.
The rhetor in this advertisement is the Pepsi Company and Beyonce. Beyonce is the example of the message Pepsi is conveying. She embraces her past in the commercial by going through previous personas she played in her old music videos. The audience that is targeted is everyone. Anyone who likes soda would be interested in this commercial. Even people who don’t like Pepsi or any other type of soda might still be interested in the commercial just because Beyonce is in it.
People tend to dwell and linger on their past which effects how they act in present day. Those inner emotions could be outside forces that hinder the argument of the commercial. Having past experiences and accomplishments serving as motivation enables the message of the commercial. Factors that might lead the audience to be more sympathetic to the message is the fact that Beyonce is advertising the product. Beyonce has many fans and supporters who can relate to the message. As well as having fans, she also has haters who might dislike the fact that Pepsi used Beyonce in their commercial.
This comment has been removed by the author.
ReplyDeleteI watched a commercial on "The Axe Effect." The commercial shows hundreds of women in swimsuits running toward one man on a beach. The reason the women are after this man is due to his use of Axe Body Spray. The company is trying to sell its product by showing that the spray will make men more sexually attractive and therefore bring in a lot of women. The perceived need being advertised is the necessity for males to have female attention. The value that most underpins the need for this product is society's encouragement of men to receive sexual attention from females, the more attention they get, the cooler they seem. The main problem being resolved in reality is the audience not smelling good, but the ad makes it seem as if the problem being resolved is the inability to captivate the opposite sex.
ReplyDeleteThe Axe company is selling the product, along with the actor who is attracting the women and the women who are being attracted. The way the women respond to the use of the product, along with the man's obvious "ladies man" reputation after being bombarded by the women both contribute to the ethos of the Axe company. Another thing that adds to the ethos is how the message of every Axe commercial is the same: using this product will make you more sexually attractive. The rhetor (being the man) plays the role of being a real big-shot, ladies man. The rhetor, being the company, plays the role of selling a product that will consistently allow you to receive more sexual attention from females.
The primary target audience for the product is young men, around ages 18-25, and more generally, men as a whole. I know this is the target audience for a couple of reasons. First off, the actor in the commercial, and in all other Axe commercials, is in this age range and is spotlighted as being a very cool individual who attracts lots of women. Another reason this is the target audience is because the women in the commercial who are chasing after the actor are also within this age range. If Axe wanted to target older men, they'd use both older men and women as their examples. Once men are older and "settle down", being chased by this amount of women (who are this young) may not seem as appealing. The target audience embodies the identities of young men who have a strong desire to attract young women and may not necessarily be too good at it. The audience members may identify as not being very attractive and need the help of this product. They also seem as if they're only interested in women in a sexual manner rather than for personality or as a friend.
Positive constraints enabling the argument by the advert would include the idea that you'll appear to be a lot cooler and sexually attractive if you use this product. Society's idea for men of "the more women you sleep with, the cooler you are" would definitely be a positive constraint in this scenario. A negative constraint might be the idea that a smell alone would never attract multitudes of women, or realistically make a man more sexually attractive in any manner. Another negative constraint could be how women react to this commercial and the idea of feminism. Females will not identify with this commercial in any way and may see it as offensive, as it is representing women as objects and nothing more. This may also leave some of the male audience offended depending on how they view women. If a man who does not like the idea of objectifying women sees this commercial, they might actually be disgusted with the views presented. If another male audience member identifies getting a lot of girls with being the alpha male, they might agree with the commercial and see it as ingenious.
I selected a Nike advertisement entitled “ The Jogger”. It was quite a simple ad that just focused on an overweight child named Nathaniel that was on a run. The narrator is talking about “greatness” and is implying that it is obtainable by being healthy and at the very end Nike flashes its logo along with the slogan “Find your Greatness”.
ReplyDeleteThis is Nike's attempt to motivate the nation to take better care of themselves. The exigence is obesity and since America has a terrible health problem, Nike advertised that they have the solution. In order to achieve “greatness” one must be healthy and fit and therefore if you wear Nike apparel and start your quest to be healthy you can be great!. Ultimately, Nike is helping solve people's unknown goal of being “great”.
The obvious rhetor is Nike, however the hired narrator and the boy, Nathaniel, are also rhetors because they are helping sell the company to the viewers. Having a twelve year old boy in the commercial contributes to Nike's ethos immensely. This is because is shows that Nike cares not only about adults that can afford the merchandise but about their children and that they want to help them with the challenge of being healthy and fit. A follow-up interview with the boy also contributed to the ethos because it shows that they didn't just use him for the commercial, but genuinely cared about this boy's well-being. Outside this commercial, Nike already had a great reputation for being a popular and reliable athletic apparel company and having a motivating and caring advertisement just added to it. The role of the rhetor is almost that of a personal trainer, Nike wanted to be the motivator to those who are not self-motivated to exercise on their own.
The primary audience is the obese and unhealthy population, they wanted to target those who should better themselves. Another audience, is the parents or friends of those who are unhealthy. For example, a mother with an overweight child may be motivated to buy Nike shoes for her son or daughter so they can become healthy themselves. Nike is a fairly expensive company therefore those who will go out and buy the merchandise must have enough means. Therefore the audience is probably middle class and above. The audience must embody the need for change, if they do not find a problem with how they are living or are comfortable with their lifestyle they are not going to go out and buy Nike items because they do not believe they need them. In viewing this advertisement a different way, an adult may feel the need to start a program for children in order for them to become healthy. Some may be motivated to become a personal trainer or a nutritionist. This commercial is essentially motivating anyone to take part in becoming healthier either for themselves or to motivate others so they can become “great”.
There are many constraints to this video. One is the fact that Nike is more of an expensive company. Therefore people that can not afford the product may have to go to a cheaper company. There are so many different athletic companies like Adidas and New Balance that compete with Nike that are known to be cheaper. A positive constraint is that is may be one of, if not, the biggest companies in their area, known for the Nike “swoosh” and catch phrases like “Just Do It” that are seen not only over the nation but all over the world. Outside factors help drastically with the success of this advertisement. The fact that the nation has a problem with being overweight and that society always presses the need to be skinny and fit are major factors that lead the audience to be more sympathetic with the commercial.
The commercial I viewed was an advertisement for the new 2014 Nissan Versa. The commercial takes you through a bunch of different scenes in different locations displaying young attractive people partying and utilizing the Nissan Verse to aid in their endeavors. The company tries to market the product by displaying it as being a fun and useful vehicle. Nissan displays the Versa being used in many different ways in order to sell it as being a multi functional vehicle.
ReplyDeleteNissan is selling the product in order to profit and continue with their growth of the company. The commercial tries to convey the message that with the purchase of this car comes happiness and joy as displayed through the emotions of the actors. The main audience Nissan is trying to reach is between the ages of 16 and 40. They show the car as fun and cheaper in order to reach out to a younger audience that will become continued customers. Although the commercial attracts a younger crowd it could have the potential of pushing away an older crowd due to the commercials more upbeat and festive theme.
Many other car companies, if not all also advertise their cars competing with one another for the most amount of customers. This could be a problem for Nissan if say another hatchback from a different company similar that to the Versa is displayed to a broader age range and at a cheaper price. Gas prices also could cause the audience to consider the purchase. Gas prices could be up and people may want more of a gas friendly car. many factors play into the audiences portrayal of the advertisement. Overall the advertisement effectively portrays a fun and affordable car.
One of my favorite television commercials is Fabulous by Victoria's Secret which debut in the Fall of 2012. As with the majority of Victoria's Secret commercials, it involves beautiful female models wearing lingerie while posing. The specific product that the company is trying to sell is lingerie for the Fall season.
ReplyDeleteSelling the product is the Victoria's Secret company. Specifically in the fourteen second video the women are using their body language in order to convince viewers this is what they would want and need. The company is selling the perceived need of their products by saying that you will feel beautiful and sexy in their lingerie, other women's wear, and beauty products. However, the underlying problem is that not everybody feels comfortable with their own body image and although they may buy and wear the same products as the models, their insecurities make them feel worse. However, the company wants to resolve this issue by saying that anyone can look and feel beautiful by wearing their products. Even though you may not look like the models in the commercial, you can't disagree that you look and feel more beautiful in one of their outfits.
The primary target audience of this commercial are obviously women. They appeal to women who want to look and feel beautiful. However, their second target audience branches out to men. The company is appealing to the male audience by basically saying "Hey, this is how your wife or girlfriend can look in our women's wear so why don't you come on in and buy her a gift."
One of the main constraints that the company and their product faces are the fact that not all women look like the female models featured in their commercials. Many women may argue that not all women are built the same and that the company's women's wear are made specifically for slimmer, more petite women. Another negative stigma that the company and their commercials face is how they effect younger girls. By only portraying models in their commercials, these young girls are starting to believe that you are only beautiful if you look like these models, which leads them to develop unhealthy habits and behaviors. The final negative stigma that the company faces is how they are portraying women as sex symbols, while women may enjoy the products, the the men are enjoying the women.
http://m.youtube.com/watchv=VUOMmPA2TJs&desktop_uri=%2Fwatch%3Fv%3DVUOMmPA2TJs
The commercial that I chose begins by showing the famous basketball player, Lebron James, on the floor holding a basketball. You can see that Lebron has these cool looking earphones in his ear while “Radioactive” by Imagine Dragons is being played in the background. The song “Radioactive” is being played loudly with good quality during the commercial. He then begins to practice playing basketball by using the music to motivate him do these complex turns and jumps as he makes every ball into the hoop. The next scene displays Lebron receiving a phone call, the music stops, and he picks up the phone. The person calling is Dr. Dre who is a rapper as well as the creator of these headphones. However, Lebron says “hold on, I gotta finish something.” This shows you that not even the creator can stop his motivation due to the quality of the music the headphones produce because he continues to practice shooting the basketball.
ReplyDeleteThe exigence includes the company’ desire to sell and the consumer’s desire for a product that will give them the best quality sound system. This commercial also sells the need for the product because the ad shows how dedicated and concentrated Lebron becomes while he is playing basketball. The great sounding music puts him in another world where he is on his game and able to make every shot. The values of the ad show that these headphones are new on the market, advanced, modern, available in many colors, and if you buy these headphones you will hear great quality music. The problem that is being resolved is that you can now buy a pair of headphones that will give you great quality music even as you are practicing a sport or becoming active in something without them falling out of your ear.
Beats by Dre is the rhetor of the product since it is the corporation that makes the headphones. Lebron James is also considered to be a rhetor because he is using the product and showing that he enjoys it very much. The use of Lebron James is an ethical appeal to this product because it implied if a person used these headphones they could be as concentrated and successful at something as he is because he makes every basketball into the hoop. The role that he plays shows you that even the best basketball players in the league uses this product to listen to music. Dr. Dre is also considered to be a rhetor that also exemplifies ethos because he is the CEO of the product and a famous record producer and rapper. Since rappers need amazing quality headphones when they are in the recording studio, and Dr Dre who raps created it, proves to the audience that these headphones are credible.
Even though I believe that there are many audiences, the primary audience has to be people that are athletic in sports or just simply active. Lebron James is a superstar in the basketball field and everyone knows he is one of the best players in the league. Anyone that plays sports or stays active understands that you need some type of motivation when you are working out. By watching Lebron become so engaged in playing basketball by listening to those earphones influences us that this product will encourage us to “get our head in the game,” and practice to the fullest of our ability. Another audience would be technology lovers that want the newest and best quality of something that hit the market. These earphones are very new and exquisite looking, showing a modern type of earphone, with great quality when the music is being played. So the technology lovers will be urged to try a new device and they will be go out and buy this product immediately.
There are certainly several positive and negative constraints when it comes to this product. A negative constraint would be that this product is somewhat expensive for a pair of earphones. Some people don’t have $150 dollars to spend on a pair of earphones which might limit the amount of people to buy this product. However, a positive constraint would be if people do love the quality of this product, they will tell others that the $150 will be your best investment and it is very much worth the money to buy this product. This would get many people who heard it from one another to buy the product since it got such great reviews. An outside factor that would lead the primary audience to be more sympathetic would be to know that Lebron James actually has started his own charity called the Lebron James Family Foundation which helps the lives of children and young adults through education. The die hard Lebron fans know a lot about his charity work and realizing the fact that he spent so much time and effort helping others would lead them to be more sympathetic to buying this product since Lebron endorses it.
ReplyDeleteI chose to watch an advertisement about Kmart. This was a very comical commercial. They use a play on words throughout the advertisement saying, “Ship my pants”. As you can imagine when first hearing this phrase one may think twice about what is being said. As the advertisement progresses the actors/actresses talk about how they were able to ship other items to their house for free.
ReplyDeleteRight off the bat the advertisement gained my attention with the phrase it kept repeating. Most people know that Kmart is a retail store, so when viewing this advertisement people are informed on some products Kmart has to offer. The major point in the advertisement was even if they didn’t have what you were looking for in stores, they could look online and ship the item to your house for no charge.
Kmart delivers a strong point in this ad, and that is no matter what the case is there goal is to make the customer happy with little fees involved. The actors/actresses in the ad seem to be middle class people that enjoy shopping at Kmart.
This advertisement is directed towards anyone looking to purchase items at a low cost. While viewing this I was engaged on what was going on as well as understanding the main concept behind the ad. People may interpret the ad in different ways. One may want to shop there just because of how funny and quirky the ad was, or even because they offer a free shipping on all items.
Kmart is not the only major retail store out there. Stores like Walmart and Target are major competitors. In the ad Kmart attempts to portray why they are superior compared to the other companies. They deliver that message by stating they offer free shipping on the items they sell. There are always people who don’t like what you have to offer; I refer to them as “haters”. These “haters” may talk poorly about what you have to offer because they might have had a bad experience in the past, or they may have other reasons. Nonetheless there opinion may influence others in the wrong direction and that could in turn hurt business.
This comment has been removed by the author.
ReplyDeleteI watched the AT&T commercial “It’s not complicated- infinity”. This commercial has an AT&T worker sitting at a school table with some kids. He asks them what the biggest number they can think of is. The point of the advertisement is to share that AT&T is better than the other companies because they have the biggest area covered with AT&T service, “Bigger is better”.
ReplyDeleteWith this advertisement the company can make people aware that AT&T has the most area in the U.S covered with their service. This sells the companies phones and plans to people watching because they think that they will have service wherever they go if they were to choose AT&T. They sell the service by saying a huge number (infinity) and saying that is how big the areas that have AT&T service are. People always have their phones with them and they will always want to have service wherever they go. This advertisement appeals to those people because the advertisement is saying that you will have service anywhere and everywhere you go.
The AT&T Company is selling their service. They hired an advertisement team to hire an advertisement spokesman. The spokesman is the rhetor. Even though the spokesman is not someone everyone knows (he’s just the company’s worker) he gets the message across by talking to the kids and having them just talk about what they think the biggest number that exists is. The repeated number, infinity, is now stuck in the viewer’s minds because it was said so much and in a way that was like “Duh why wouldn’t you want bigger”. The rhetor (the spokesman) at the end says his mind was just blown, this makes it seem like he should’ve thought of AT&T sooner, like the viewers of the advertisement should be doing.
The audience is the everyday people in the real world who have phones or plan to get phones or just anyone who wants a phone. It is for people who already have service plans but might be open to switching companies to AT&T. Some of the audience will be happy to see that AT&T expanded their service area in the U.S but some people might just decide to ignore it because they are satisfied with a different phone service they already have.
The outside forces that will probably hinder the advertisements message is the other phone companies competing for the audience’s service also. The other companies like T-Mobile, Metro PCS, sprint, and Verizon all have their own advertisements to try and make people want to buy their service the most. People who have AT&T will be more sympathetic towards this advertisement because they are supporting AT&T by already having their service. The people who have T-Mobile for example, will not feel sympathetic towards the AT&T advertisement because usually people are more supportive and defensive towards the service they already have and are paying for. They want theirs to be the best.
The advertisement I watched involved two basketball stars, Kevin Durant and Dwayne Wade, and the drink Gatorade. The ad begins with Kevin Durant penetrating the paint in an attempt to score by dunking over Dwayne Wade to allow his team to enter overtime. His attempts fails as Wade rejects his shot, triggering him to immediately wake up from what was a dream of Durant getting blocked. As a result of this nightmare Durant begins to train strenuously and uses Gatorade products, such as the usual liquid form as well as the energy chews, as a supplement to his workout. After several clips of Durant training whilst using the Gatorade products, he returns to the court as the same scenario occurs. Durant penetrates the hoop, this time successfully dunking over Wade which then causes Wade to spring up off his bed in panic.
ReplyDeleteThe Gatorade Company uses their products and two super star basketball players in order to sell viewers their product. As Durant gets blocked, he enters a state of complete panic as he would not want his shot to be blocked with the game on the line. As a result of this, Durant trains and uses the Gatorade products to enhance his performance in order to improve his game. Durant enters the same scenario and triumphs over Wade, which displays how Gatorade’s products were capable of aiding to Durant to reach his goal.
In this advertisement the Rhetors would have to be Durant and Wade. Although both Durant and Wade do not say one word in the entire ad, their actions create a rhetorical situation where a viewer would be capable of understanding what both of their motives are. As Durant is awoken by his nightmare of Wade blocking him, he quickly begins to train and use the Gatorade products which ultimately help him succeed in the end. By these series of events, Gatorade serves as the factor that enables Durant to perform successfully. Knowing that this commercial is mostly shown on sports channels such as ESPN and ESPN 2, most viewers know who Durant and Wade are. If viewers see these stars having success using these Gatorade products they will most likely try the products for themselves, thus allowing the company to achieve its goal of selling their product through advertising.
Constraints that I picked up from this advertisement consist of the price of the Gatorade products and other competitors in the supplement market. Since Gatorade has been around for a while and is one of the more popular sports drinks, the price of Gatorade products tends to be higher. With that being said, products such as PowerAde and Propel offer relatively similar ingredients that are used in Gatorade but are offered at a cheaper price. The cheaper products may be able to attract customers that have been purchasing the Gatorade products.
http://www.youtube.com/watch?v=wNjQishYOy0
The advertisement I chose to analyze was a commercial from the vodka label CIROC. The companies marketing branch has many actors and powerful figure heads in the form of Breaking Bad star Aaron Paul to rap mogul Sean “Diddy” Combs all acting as rhetors to the advertisement. These two specific actors have proven themselves to be successful people thereby giving CIROC a positive image amongst those familiar with the celebrities.
ReplyDeleteThe commercial begins by proclaiming that the men in the ad are those that “work hard and play hard”, it continues to say that they not only look good but also feel good. CIROC puts a careful emphasis on the word “good” to describe everything from their feelings to the company and more importantly their drink, which obviously is the CIROC vodka.
The CIROC ad obviously targets people who are 21 or older and goes on to specifically set their sights on men who want to have a good time while feeling a sense of exclusiveness. The audience then embodies themselves as the white-collared men who are surrounded by beautiful women and enjoying their respective CIROC drinks while still being able to relate to exchanging jokes with their friends. The commercial uses phrases such as “Oh it’s a full house.” And Diddy exclaims in surprise, “We’re going through the back door?” These phrases give the audience a feeling of belonging to a select group.
There can be multiple ways to view this advertisement by CIROC. For example, a woman watching this commercial may not relate in the way I have come to describe, however, the women portrayed look beautiful also dressed in nice clothing and also look like they are enjoying themselves as they laugh and dance with their male escorts. Another view may also be one of the person who does not believe in the necessity of alcohol to have a good time. This person may see this commercial as exploitive and can even obtain a negative outlook on the company and their chosen rhetors.
In anyway you look at it this commercial implies many things that people want in the form of symbolism. It uses fancy suits and dresses to give the audience a feeling that CIROC is high quality vodka, among the best of the best. The advertisement even momentarily flashes a specific playing card, the king of diamonds. This card is symbolic for material and monetary strength, an image that CIROC very heavily focuses on. The exclusiveness comes from the celebrities themselves who have already established their image on their target audience in society.
http://www.youtube.com/watch?v=iVMjRJJrQqY
DeleteThis comment has been removed by the author.
ReplyDeleteAfter the controversy of a bi-racial family in a cheerios commercial, I decided to analyze this commercial more in depth and see how it incorporated Grant-Davie’s constituents of rhetorical situation. In the commercial a daughter asks her mother whether or not Cheerios is actually good for your heart, then the mother explains to her daughter that Cheerios does include heart healthy benefits, then the daughter thinks of an idea, and at the end her father wakes up from a nap and realizes he is covered with Cheerios over his heart. It may be amazing to some that this adorable commercial could incorporate a rhetorical situation with the four constituents.
ReplyDeleteOne of the four constituents included in this commercial is called exigence; Exigence is the problem or need that can be addressed by communication. The problem communicated in this advertisement is the issue of the audience’s health, which also touches base on underlying values that are the importance of improving our health and caring for those in our family. The way this commercial informs the audience of a solution to this problem is by showing how Cheerios can contribute benefits towards human health if one continues to eat this cereal.
Another constituent covered in this commercial is called rhetor; Rhetors are the people who generate the motivations of the audience. In this commercial, the rhetors would be the Cheerios company and the actors within the commercial because they are trying to advertise the issue of health in relation to how its cereal can provide benefits towards human health. While the rhetors are trying to advertise the benefits of the cereal, they also demonstrate that the mother is a creditable source to selling the idea that Cheerios includes heart healthy benefits; she fits the stereotype that mothers know what is best for their families.
An important constituent utilized in this commercial is the audience; audiences are potential “customers” who are being persuaded to address the exigence of the situation. The targeted audience in this ad is for people of all ages because the commercial includes a family of two adults and a child which provides a range of ages that the commercial can target an audience with. The identities that the targeted audience embodies as viewers are those trying to improve their health and who believe family is important. Other roles that the audience may read from watching this advertisement are the role of how important loving your family is and the acceptance of inter-racial families in America.
The final constituent incorporated in this commercial is called constraints; Constraints are factors that limit or focus the response to the exigence in a given situation. A negative factor that limits the focus on the problem being presented in this ad is that it includes a bi-racial family which might be a sensitive issue for those who have racist views towards such families; however this factor does include some positive aspects that can aim towards all types of families that allow them to sympathize for this commercial. Also the underlying message of the importance of family is another positive aspect that allows us to be sympathize for this commercial.
As this analysis shows, everyday advertisements incorporate Grant-Dave’s rhetorical situations that involve the four constituents, which are exigence, rhetor, audience, and constraints. A major contribution of the effectiveness of this Cheerios commercial is from the rhetorical situation presented within this ad; without this situation the audience would not feel the need to go and buy Cheerios in the future.
The advertisement that I analyzed included top model angels falling from heaven in search for the man who wore the Axe cologne. As if they were hypnotized, the angels followed the smell that lead to this handsome young man .One by one, the angels began to tare off their halos and pounce on this man for his smell. The company sells the need for this product by showing that women are attracted to men who wear this spray and smell good. Many men sweat and therefore create body odor. This product, Axe cologne, resolves bad body odor and gives off a scent that
ReplyDeleteis like a love potion to women.
The rhetors that are selling this product include the Axe company as well as the actor in the commercial. The role that the actor/rhetor plays in this ad include a handsome man that attracts women with his good smell. The primary target that the Axe company serves is men. The values of this product are that the spray protects body odor as well as attracting the most gorgeous women.The action of the actor as well as the angels contributes to the ethos of the Axe company selling their product.The targets identity would be someone who needs to cover up their foul smelling odor or wants to appeal towards women. The target audience may embody a handsome model when wearing this cologne thus boosting their confidence and feeling invincible.
Because the actor of the commercial is very good looking, the audience may get the impression that the angels are attracted to the actor for his looks and not his smell. Therefore, the message of the advert can be misleading toward the audience and hinder them to feel less sympathetic for the product. In my opinion, if the commercial hired an actor who was not good looking then the audience may focus more on the product. The audience would then believe that this product is so unbelievable that it attracts women no matter how someone may look. Outside forces that can enable the argument presented by the advert include good reviews on the smell of Axe especially coming from attractive women. Other forces may come from men who desire to smell good or attract good looking women. Some positive constraints for this product include that it is inexpensive yet negative constraints may possibly be that the buyer does not like the smell.
In Grant-Davie’s reading we learned that a rhetorical situation is a situation that persuades someone to do something. Where the rhetor delivers a message according to the need or exigence of a desired audience.
ReplyDeleteThe commercial I decided to go with, was a Gatorade commercial titled “Lightning Bolt”. Named after the famous song by Jake Bugg “Lightning Bolt”, this commercial is one of the many in the series of Gatorade commercials, but in this specific one I thought the company did a very intelligent job on displaying and attracting people to buy more of their product. First because it attracts a lot of different types of audiences, by summarizing the origin of the product, followed by a sequence of progression of all the different sports and all the different celebrities that play them, Gatorade shows that anyone can drink the product no matter what sport you play. Audiences range from the really old people (since it portrays the sequence in time of the company since 1965), to all sports fans, to any parent trying to help the performance of any of their children. Gatorade tries to portray the point that it really doesn’t matter what race, what height, or what gender, all that matters is your determination to get where you want to be with the help of the drink.
Their way of planting exigence into the viewer’s head is incredible. This whole video clip paints the picture that since Gatorade was invented, it started helping players of all sports succeed and defeat their thirst in order to be better. They sell the products ability to quench thirst and recover muscles a lot faster, because of their formula based on electrolytes. The rhetor delivers the message in a very inspiring way, which captivates anyone who has dreamed of being a professional athlete (basically everyone). This rhetor who is someone specially hired by the company, assumes the persona of being some kind of sport expert (maybe a coach), which makes the commercial a lot more believable.
There are definitely some constraints from the viewer’s side. Watching this type of advertisement gives a sense of motivation to be more fit, or to maybe try the sport you never got the chance to try. The world of a professional athlete is a world most people envy, therefore many people decide to buy a certain product just to be closer to that life, or sometimes just to even fit some kind of social profile. All the aspects that Grant-Davie, Bitzer, and Vatz exposed about a rhetorical situation fit into the aspect of any advertisement and many other things.
http://www.youtube.com/watch?v=hQbGKA1j6ls
DeleteI analyzed the trailer for the newly released Deadpool video game, which included dubstep, chaos, and a large amount of guns. The commercial is self-narrated by anti-hero Deadpool, as he speaks directly to the watcher, effectively breaking the 4th wall. He shows images of Rambo-esque sized guns, bodacious women, and lots of rough comedy. There has long been a cry for Deadpool to have his own video-game, and High Moon Studios, creators of "Deadpool: The Video Game," answered. Marketed to the sizable following that Deadpool has, this game basically sells itself.
ReplyDeleteThe rhetor advertising this game is the main protagonist himself, Deadpool. He gives a sneak preview in how the trailer is going to go by quoting certain statistics about how a trailer becomes successful. Comic book fans everywhere are being targeted as the top buyers. Deadpool promises a large amount of puns, bikini-clad women, guns, and visual pranks to draw the audience into thinking that the whole game will be one big comedy show. The action portion of this trailer promises easy game play, decently written story lines, and well used jokes. Anyone who has ever heard of Deadpool or likes comic books will recognize the red and black clad protagonist, thereby making themselves a major part of the audience. This large amount of people will become less bored and more skilled at video games.
Because the trailer is filled with crude jokes and a lot of violence, the audience may believe that this game is marketed more towards the adult sense of humor, and they are right. The Game relishes every perverted joke and scene with glee, telling the audience exactly what to expect and what is coming and in doing so, will attract a greater number of people for its seemingly transparent marketing campaign. Due to the nature of the game and Deadpool's reputation, I believe this was a wholly successful comercial. The audience knows what it is getting, enjoys that it is so open about it, and does not begin to have false notions about this being a family game. Outside forces like game review websites, magazines, or blogs can help spread the argument presented by by Deadpool with good reviews on the sense of humor, or with negative reviews about the games content, especially coming from game designers themselves. Peers are also significant forces in selling this game, because most gamers use peer opinions before buying or playing a game.
I watched a Snapple commercial that advertised the company’s Half and Half Lemonade/Iced Tea drink. It starts by showing a man behind a desk that is ask by two other gentlemen how he has created such a perfect combination of Tea and Lemonade. He (the man behind the desk) then takes the two gentlemen through a series of walls, elevators, lasers, and even a mustache identification machine, all the while explaining that since the beginning of time people have been trying to mix the two, but that Snapple’s way is so perfect that it needs to be kept top secret so that no other can steal it from them. The trio go through the last barricade which opens to display an older gentleman in the center of an old-fashioned kitchen, sitting at a table perfectly mixing a pitcher of Lemonade with a pitcher of Iced Tea into a Snapple bottle. He is introduced as Jasper and the secret behind Snapple’s Half and Half drink. Jasper finishes mixing the two, and sits back as the man formerly from behind the desk takes a swig of the drink, thereafter stating they need a million more. The commercial then goes to an animation of the Snapple Half and Half with a statement above that reads “Made from the BEST STUFF on Earth”.
ReplyDeleteSnapple is selling their product by stating that it is an old-fashioned delight, the epitome of perfection, and that it is made from the “BEST” stuff on Earth. It also gives off the allure that the recipe is very top secret and that the secret needs to be kept away from everyone.
The rhetor in this advertisement is the Snapple Corporation, as well as Jasper. Jasper would be the example of the message that Snapple is attempting to convey to the people of the world. Jasper is an old man who’s hand is mixing the drink and not a machine that is mass producing it. He makes the audience sympathetic to him and supportive of his good old fashioned work ethic.
The target audience would be just about everyone. Each person could relate to the commercial in some way. The older people could relate to Jasper, while younger people could relate to the top notch security there is that protects Jasper from competitors. It also targets people who want only the best ingredients, for after all, it is made from the “BEST STUFF” on Earth.
Constraints that I could see would be people who are dedicated fans of the Arnold Palmer Half and Half. They might resent Snapple for “stealing” his idea. Additionally, those who were not fans of the Arnold Palmer drink may not give this Snapple drink a chance either, as they may infer it is the same thing. Factors such as those partial to the working man, may cause the viewers to sympathize with Jasper and thus buy the drink for that reason alone.
(Commercial: http://www.youtube.com/watch?v=YBCvytR8G60
The commercial that I watched was a Nike commercial called find your greatness. It showed a road with an overweight man running down it slowly coming into view of the camera. While he slowly runs there is a man narrating the commercial speaking about greatness and how it isn't something you are born but something that anyone can achieve. In this commercial Nike uses a very different and innovative way to get you to buy into there product.
ReplyDeleteThe company sells the need for Nike products by trying to deliver a message. The message that is trying to be delivered is that no matter who you are or what genetics that you have it is possible for anyone to achieve greatness. Nike isn't directly selling a single product but trying to get you to believe in an idea in the hope that next time you go to the store looking for a workout product that you will remember the message and buy Nike.
The underlying values for the need for this product are self motivation and the possibility of achieving greatness. The commercial is trying to get you to believe in an idea. With this idea they want you to believe that in order to reach your goal of become great that you need there products to help you along the way.
The problem being resolved by this product is getting you to believe in yourself and believe that you can do anything that you put your mind to. Nike is trying to sell that they will give you the tools to overcome your problems and become the person that you have always thought that you could become.
http://www.youtube.com/watch?v=2JnYcuRW_qo
DeleteThis comment has been removed by the author.
ReplyDeleteThis comment has been removed by the author.
DeleteThe commercial I watched was titled “Coke Chase 2013 Ad” from the Coca-Cola Company. It’s about how 4 different groups categorized as Arabs, Badlanders, Cow Boys and Showgirls fight while chasing what looks like a giant Coca-Cola right in the middle of the desert. When they all reach the coke it was just a huge sign that said “Coca-Cola 50 miles ahead”. Then they all head for the direction indicated by the sign and another advertisement pops-up that says “Vote Now to Decide Who Wins COKECHASE.COM”. The company is trying to sell its product by making it look like the most desired thirst quenching drink that’s worth fighting for in the middle of a desert.
ReplyDeleteIt is very peculiar how the corporation approaches the public in order to sell their product. The reason of this is because of the diverse rethors which are the Arabs, Badlanders, Showgirls and Cow Boys. Each of them represents different origins, countries, genders and distinctive personalities represented by what they do and how they dress. By having this rethors the audience relates to the specific character on the commercial and makes a certain bond with what they are seeing, this makes a subconscious connection in their minds that in order to be like the characters they must share the same interests which in this case would be the desire to quench their thirst by drinking Coca-Cola in hot days. Targeting a various audience that can relate to specific characters in the advertising is a pretty smart way to get people to buy their product. Even at the end it presents another advert saying to go to a website to vote for the characters you think that could win the race for the coke and in that website there are a series of commercials that present how each group of characters try to win the competition. It’s a clever way of getting the audience submerged into their adverts.
There are a lot of positive forces that help what’s presented in the advert. First of all the world-wide popularity of Coca-Cola and its great commercials just makes people want to see the advertising. With that comes the general and social acceptance of drinking Coca-Cola, there might even be people who could think that drinking it might make them “cooler”. It quenches your thirst, looks ”cool”, tastes good and most importantly it is accessible to almost anyone because of its low price and world-wide availability. You could say it’s the perfect drink that has no negative constraints. However there are still some negative impacts on drinking too much coke because it has a lot of sugar and caffeine which could affect people if taken in large amounts. It is even considered not healthy to drink Coca-Cola so not everything is positive about it. Finally, I believe that the company does achieve what they want and that is to make people buy Coca-Cola.
Here's the video in case you want to see it: http://www.youtube.com/watch?v=6uFQAqwbwSg
This comment has been removed by the author.
ReplyDeleteI watched my favorite commercial for this assignment. It’s a Heineken commercial from a few years ago. In the commercial a man goes about his life with an unbelievable handlebar mustache that unfortunately is hard to live with. His mustache keeps poking this guy’s face on a crowded bus, and it turned that “oh hi” kiss on the cheek at a party into an awkward game of face chicken that no one wins. But one night he finds himself at a party that’s revolving around a bare fisted boxing match and he instantly knows what he must do. Because if there’s one thing everyone should know is that no bare fisted boxer is complete without a great mustaches. He wins the fight and basks in his victory that is made all that much sweeter because of his mustache.
ReplyDeleteFor the exigencies in this commercial the company sells the perceived need for their product by basically saying that Heineken like many other things in life are not right for every occasion but in those times that they are they make all the difference. The underlying values underpinning the need for this product are the needs to find ones niche and coolness above all is attained with a great mustache.
The rhetors or the people trying to sell the product are the guy and more importantly the main character his immaculate handle bar mustache. The other things that set the mood and sold the product in the commercial were the dark lighting of many of the shots, the mustache, the narrator’s voice along with the music, and the atmosphere of the party in the last scene. The role rhetors plays in the commercial is that of a really cool guy and his awesome mustache, who even though being the for-mentioned adjectives still have a hard time find how they can work in society.
Speaking on the Audience of this advertisement I would say the target audience for the product is defiantly men age 14 and up. I know this because the commercials about a guy with a handlebar mustache. And I believe that on average, men appreciate mustaches of this magnitude more than women because every guy went through a stage where they wanted a sweet stash. Whether it was when they were 13 or 80 it happened at some point. The second reason I know the commercial is targeting men is because of how flirtatious the women throughout the ad. are specifically the blond at the end with the small mustache tattooed on her index finger. And the third and maybe most important reason is that men are more known to drink been then women especially a bitter beer like Heineken.
Now for the Constraints presented People who hate Heineken or beer in general. Also there probably are a few terrible people in this world who think the guy’s mustache is gross. These are negative constraints that would hinder the effectiveness of the commercial. But on the flip side someone might think “hey if that cool mustache guy drinks Heineken, maybe I should drink Heineken and be as cool as him” or a person that already likes Heineken might be reminded that he does, and upon watching the commercial could be inclined to buy some these are positive constraints that could push in favor of the product.
http://www.youtube.com/watch?v=mFcKKh6XfTw
DeleteThe advertisement I watched was titled "Music Every Day" which is a tv ad for Apple's iPhone. Apple creates a need for their product in a very subtle way by showing a montage of people all with the iconic white Apple headphones (now the pod headphones) by finishing off the ad with the very simple line "Every day, more people enjoy their music on the iPhone than any other phone." This implies that the iPhone is the most popular cellphone, especially when it comes to listening to music. Apple is creating a need for their product by wanting you -the consumer- to feel a need to be a part of the phenomenon that is the iPhone. In this same regard Apple does not solve a problem like other ads might, instead they subliminally create a problem by making the consumer wish they owned this phone to be a part of the perceived "norm" by owning the phone that is used the most daily to listen to music. All of these issues are displayed through the exigence of this particular Apple/iPhone advertisement.
ReplyDeleteWhen it comes to the rhetor in this situation of course it is the Apple Corporation wishing to further increase the popularity of their already ultra successful smartphone. Apple also uses this ad to further push their brand popularity and making their ethos even more prominent in general because the iPhone and Apple are some of the most recognized products/brands in the entire world. Apple being the creative geniuses they are, make this ad very simple by making the people in their ad seem to be the stars when all of a sudden the phone make a brief appearance before it switches to the next scenario, until the last 5 seconds when the only words spoken are "Every day, more people enjoy their music on the iPhone than any other phone." then the iconic Apple logo flashes, preceded by the iPhone logo. In short, Apple lets their brand power do the talking for them they are just a bystander.
The audience is very important for this advertisement, as it can make or break the product (the product has been extremely successful). Apple targets both the people who already own iPhones by showing scenarios in this commercial that they themselves may have experienced before or dredge up past feelings. On the flip-side Apple is also going after new users saying that this is the most popular cellular device to play your music on, if you don't own one you should so you to can experience these feelings and scenarios. From the shots used in this montage we see many different types of people but the most commonly shown were athletic people working out or looking for inspiration through their music. For example, a swimmer is shown on the pool deck listening to music. As a swimmer I've done the same thing before to pump myself up before a race which was a great relation for me. Apple is hoping to target athletes, students and adventuresome people as their were several shots of people traveling in some way shape or form. Some might look at this ad as going after the oriental market as several orientals were shown in this ad multiple times, as well as athletic attractive people own this particular device, so if you wish to be seen as athletic or attractive and hip you should definitely own this phone.
Unfortunately, Apple does have some constraints on this commercial. We live in a capitalist society where competition is everywhere so other devices may attack this ad, one in particular is the Samsung Galaxy series of smartphones. The people who use android smartphones may scoff at this ad and say that they feel that androids are more popular and feel that Apple is lying to the public, when really they are just defending the brand that they have chosen to be loyal too. Others may just be jealous of the awesomeness that is the iPhone (I've owned both devices and prefer the iPhone myself). Overall, I felt this commercial helped display Davie's thoughts on the constituents of rhetoric.
I chose a commercial about Diet Pepsi including NFL players. I picked this one since I love everything that deals with football.How Pepsi sells the perceived need for Diet Pepsi is that they use voice-overs of NFL players talking about how much they need the product. These voice-overs are funny and have a draw of appeal to them. Pepsi wishes for you to associate drinking a nice cold glass of Diet Pepsi on game day. Now whenever you think about preparing food for game day, you might think about those voice-overs from that one Pepsi commercial.
ReplyDeleteProfessional football players and coaches in the NFL are the ones selling the Diet Pepsi. These are spokesmen even if they aren’t actually speaking. If professional football players want Diet Pepsi then I will want Diet Pepsi more. If you get a Diet Pepsi everything will be better and you can bring home the championship. These pro footballers need Pepsi to win. Pepsi tries to make the viewers think that is you have a Diet Pepsi that you can be a winner like them. Pepsi portrays the persona of winners through using football players and comedy.
The primary target for this product is people who watch the NFL. The commercial is played during football games or on the sport stations, like ESPN. They use football players to appeal more to people who love football. People who actually like football or see their favorite players “talking” about how much they need a Diet Pepsi people will go get a Diet Pepsi of their own. If you see a player who you hate wanting a Diet Pepsi then you might be less inclined to buy a Diet Pepsi because you don’t want to be like your least favorite player in the NFL.
A few outside forces would be the fact that people argue whether or not Coke is better and Pepsi. A ton of people like coke better and watch football, so this commercial might not be as affective compared to a Diet Coke commercial with football players to them. If you like football then you might be more willing to now go by the Diet Pepsi compared to someone without any football interest.