Advertisement is one of the biggest industries around. Everywhere we look there is an advertisement that is trying to sell a commodity, experience, emotion, or sentiment. Some try to cater to our want and others to our need. Ultimately, their success hinges on how well they utilize rhetorics to sell us or fall trap to failing fallacies. One of the most controversial advertisements in recent history is Pepsi’s commercial featuring Kendall Jenner, a high profile celebrity and often seen as a popular figure to young adults. In it Jenner, among other less notable people, joins a protest that has come to a halt as a it faces a line of policemen. Jenner then walks up to and hands to a stern looking police officer a can of Pepsi. After the said policeman accepts the crowd of protester share in a moment of cheers and merriment. Unfortunately, the ad was not well received by the public and Pepsi’s intended target audiences. There are a range of problems from less than convincing rhetorical uses of emotion all the way to falling to fallacies such as missing the main points and appealing to authority. …show more content…
What we see happening many times in their ad are individuals, who are frustrated with their situation, finding a sense of comfort and belonging when they stumble upon an activism going on. The assumption here is that they have found a group of like minded people who share the same values that they do. This in turns change their moods and attitudes from frustration to a general sense of happiness in finding belonging. Not only that, there are also several shots of general merriment where people were having fun and enjoying themselves. In addition to promoting progressivism, they also reiterate another sentiment, fun. At the end of the day, they also want people to see that it's a good time when you drink Pepsi and projects this to their audience. This promotes an association with Pepsi and a good
Many people enjoy the new car smell just as much as the actual new car. In today’s society there is a wide variety of companies and different brands to choose from. Companies have to advertise their products in a way that would stand out to the intended audience. The commercial for the 2017 Lexus LC adequately persuades its target audience, which is both male and female teenagers and adults, to take an interest in their product.
Persuasion is found all around us there is always someone trying to persuade you into doing something. For the Nabisco’s Oreo Commerical they are trying to persuade you to buy their cookies. To get their viewers to buy their product they use rhetorical principles. Within the Oreo commercial they use a question which do you like better, the cookie or the cream. The 2013 Super Bowl Oreo Commerical is effective for all ages of viewers.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
The commercial that I chose as my favorite commercial from the night was the Colgate Save Water commercial. The creators of the advertisement used all three of the modes of persuasion: logos, ethos, and pathos to appeal to the target audience. Knowing that over 100 million people would be tuning in to view the Super Bowl game as well as the commercials, the creators knew what appealing approach to take regarding the audience.
PepsiCo with almost a 3-minute commercial using Kendall Jenner as the silent communication source, using visual language with all ethnic and race being included using career choices such as a cellist, a photographer and dancer; a song written and sung by Skip Marley “Lions”; not to mention the men in blue was expected to be a hit advertisement by showing it was time to bring the world together as one. To be able to bring peace and understanding to every individual or let it be shown that all people count, not just one ethnic group or race. This advertisement was used to try to defuse the conflict of street protest and the violence that often comes with it, particularly the black lives matter movement. Showing the men in blue there to protect and serve; yet will do whatever it takes to control the ongoing issue at hand. The way Jenner being shown ditching a high fashion photo shoot ripping off her blonde wig, to join a protest and prance around with every nationality with a Pepsi in hand smiling as saying this is what will make the world a better place. The words in the music “we
Pathos, being the strategy most strongly used in this commercial, connects with the feelings of the audience. By featuring the commercial atop a green hill with a diverse group of people, Coca-Cola is showing that people of different cultures can come together in harmony, which aforementioned, was what people were looking for at this period in history. Not only the thought of harmony among groups of people, but the song that they sing together melodiously. When the commercial begins we see a young blonde woman begin the song, then she is joined by the rest of the crowd in singing, “I’d like to buy the world a home and furnish it with love…” along with other verses describing animals and pleasantries that would accompany them in furnishing this home. When we think of home, we think of a place where we can be loved and cared for, a place that is peaceful and pleasant (or this is what most people hope for), which is exactly what Coke describes to us as we watch enchanted by the beautiful voices of the people. Coca-Cola connects with us by evoking emotions of belongingness, love, peace and harmony amongst our fellow friends and people. This form of pathos is what really hooks the
Creators want their commercials, tv shows, movies or articles to draw the audience in. They strive to get your attention using ethos, pathos and logos. A Nike commercial with LeBron James as the star did just that. The commercial about following through with your dreams and becoming big out of nowhere is spine chilling and inspiring.
The video describes how our society may not even care about the product being advertised, but we still read the billboard or watch the commercial. Also mentioned was the use of colors in a commercial, the marketing effects in politics, and even market research obtained by studying different cults. Frontline takes an in-depth look at the multibillion-dollar “persuasion industries” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements.
Professor Butler English 101 ST18 11 October 2016 Coca-Cola’s Multilingual Advertisement Even if people are not football fans, millions and millions of people tune into the Super Bowl every year to watch the advertisements. Due to the copious amount of people watching, it costs around four million dollars just for a thirty second advertisement. The companies that buy these thirty seconds commercials in the Super Bowl want to make sure that it is memorable so that everyone who watches it remember the advertise for days and weeks after the big game. The famous American company Coca-Cola bought a thirty second commercial and entitled it “America Is Beautiful”.
This advertisement makes Diet Coke popular because it focuses on why the consumers drink the product; it 's refreshing and does not cause weight gain. This is proved in the advertisement because the women portrayed are happy and having a good time while sharing a Diet Coke, which leads the consumers to believe that they should buy a Diet Coke as well. This association increases sales and helps improve the overall market
This is the final way that ads use to influence audiences to buy their product over another. The Pepsi ad provides a website that onlookers may visit if they wish to learn more about the “Pepsi Refresh Project.” By citing this website the ad has appealed to audience’s logical reasoning. However, unlike the Pepsi ad, the coke ad provides its fact on the advertisement. The ad informs readers that coca cola has been around for over 84 years. This is a better way to appeal to a person logical understanding, because the information is right there, and they do not have to go to a website to find information about the product. Overall, both advertisements provide information about their product in an attempt to persuade audiences to buy either Pepsi or Coca
While there is nothing wrong with this message, the way that Pepsi went about it resulted in the immense amount of backlash the ad received. Protests are becoming more and more common in this crazy, fucked up world we live in, where our country is run by a tangerine with a hairpiece, and police can openly kill people of color with little to no consequence. Many of these protests, not surprisingly, preach a message of racial equality. This is mainly through the organization known as Black Lives Matter (or BLM). The protest in the Pepsi commercial echoes these BLM protests and lazily shoe-horns in people of color to show that they are, in fact, a diversity-focused company.
This ad does a very good job of accomplishing PepsiCo’s brand communications strategy. It is exciting and exhilarating and shows the personality traits of fun, irreverence and daring.
The advert represents racial diversity in the society. There are many races represented in the advert since the demonstrators are from different racial groups. From the advert, Black people can be identified who can be both Africans and African Americans, the Asian people are represented, the white, the Latinos are represented and also other individuals from minor races. The advert also demonstrate an aspect of unity since despite the wide diversity, the demonstrators are after one aim and they are all walking in unity. This is the main value represented in the advert.
Pepsi was introduced in 1893 by Caleb Bradham as “Brads Drink” which then was renamed to “Pepsi Cola” in 1898. There wasn’t many options for advertising in this era due television not being introduced into households till the late 1900’s. One of the first Pepsi Cola advertisements was a black and while flyer that had a few characters laughing and read “Whoope!!! Zoom!! Drink Pepsi-Cola” at an advertisement from Pepsi, the have bright blue, red, and white colors that pop and are eye catching. Comparing this ad with a current ad and modern technology, you can see that Pepsi’s marketing and advertising techniques have come a long way. Reviewing a recent Pepsi advertisement, you can see that they have made groundbreaking changes to their branding techniques. First I will I will note that their choices in colors (red, blue, and white) for their brand are not only eye popping, but in a way symbolize the colors of America. I am not sure if this was their intent but it sure does standout. Next, there slogan in the ad states “Help Kick Off The Pepsi Super Bowl Halftime Show”, this ad targets a very large group people because its directly relating to one of the biggest sports event which is Super