More handpicked essays just for you.
The impact of emotions on decision-making
The impact of emotions on decision-making
Super bowl ad assignment
Don’t take our word for it - see why 10 million students trust us with their essay needs.
“Super Bowl LII Slips 7% From 2017 to 103.4 Million Viewers” reads the headline of an article posted to Variety: The Business of Entertainment’s website on February 5 at 7:06 A.M., mere hours after the Patriots finally won America’s pinnacle sports title: Super Bowl Champs (Otterson). Even though the event drew less viewers than the previous year, still 1 in every 3 Americans watched the event. In fact, though the NFL’s controversy regarding player reaction to Black Lives Matter may have caused fewer Americans to tune in, this title game “still ranks as one of the 10 most-watched American television programs of all time, coming in at number 10 behind every Super Bowl from 2010 to 2017” (Otterson). Why do Americans continue to mindlessly plop down …show more content…
In order to catch the attention of unphased citizens, advertising campaigns of corporations must boldly stand out and uniquely draw notice. Each year millions watch Super Bowl commercials in order to judge their effectiveness. While the most successful ad teams often earn the customers attention by bizarre methods, they do so using age-old rhetorical devices of logos, ethos, and/or pathos. In the end, Americans prove just as simply persuaded as ever, however, the problem does not lie within rhetorical appeal but instead in conformity. Americans pride ourselves on nonconformity, yet we willingly conform, and therein lies our current complex conundrum: we have become what we despise, indoctrinated in learned cultural norms, Americans can't recognize the bias in daily actions. We watch the Super Bowl because that’s what Americans do. Americans wowed because they have desensitized their lives by idly thinking about nothing, passively watching scripted reality, and/or “living” a virtual reality rather than participating in a potentially frighteningly unpredictable world. Yet, we espouse that in order to live life we must embrace all the fear and evil in world in order to overcome
In “On Reading a Video Text,” Robert Scholes discusses the idea of cultural reinforcement within television commercials. Scholes claims that television commercials remind viewers of their social whereabouts and displays their association with society. Commercials are played year around and people have the chance to view and form their own values and beliefs based on what they see. For instance, Scholes blatantly describes to his audience that the Budweiser commercial from the 80s focuses on more than just advertising their product; they try selling a message. Two and a half decades later Budweiser is at it again. In a recent Super Bowl commercial they focus in on a similar aspect, the American Dream. Only this time it is a little more
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.
It is very common among the United States’ political sphere to rely heavily on T.V. commercials during election season; this is after all the most effective way to spread a message to millions of voters in order to gain their support. The presidential election of 2008 was not the exception; candidates and interest groups spent 2.6 billion dollars on advertising that year from which 2 billion were used exclusively for broadcast television (Seelye 2008.) Although the effectiveness of these advertisements is relatively small compared to the money spent on them (Liasson 2012), it is important for American voters to think critically about the information and arguments presented by these ads. An analysis of the rhetoric in four of the political campaign commercials of the 2008 presidential election reveals the different informal fallacies utilized to gain support for one of the candidates or misguide the public about the opposing candidate.
One of my favorite commercials to watch is the Chick-Fil-A commercials. Their commercials are very ironic but at the same time interesting and entertaining. The main purpose of their commercial is to persuade an audience to go and buy their product or maybe convince an audience to come back again and buy more of their product. They are able to influence their audience through the use of rhetorical elements. Rhetorical elements include: the rhetor, discourse, audience, and rhetorical triangle. Their commercials don’t necessarily target one particular audience, they incorporate different ideas into their commercial to target different audiences such as families, and football fans.
Advertising (marketing) in America is long past its zenith. There may have been a time when people actually paid attention to all of the flash, the glitz, and the hype, but most consumers (especially those in Generation X) are savvy and somewhat skeptical. The public is less impressed and views these types of marketing attempts as desperate, and even pathetic. Marlboro Friday (977) may stand out as a monumental day in the minds of advertisers, but there is another moment that stands out in the minds of consumers; the night a woman disrobed during half-time show at the Super Bowl. It was as if time stood still as a nation witnessed advertising shorn of its pretense. This one event exposed the true state of marketing in America. It seems every attempt to hoodwink and capture the attention of the population has already been tried; there is nowhere new to go. Stooping to nudity to try and capture the attention of the public confirms what the consumer already knows; it doesn’t matter how firms try and “clothe” their products; underneath they are all the same.
In a recent Superbowl commercial aired by an non-profit organization called No More features an abused spouse in a toxic relationship that calls out for help in both a metaphorical and literal sense. The airing of this commercial during the Superbowl was meant as a way to clean the NFL’s image as their players have been in many domestic violence scandals. The video itself was meant as a breakthrough to it’s audience who might be abused men or woman. In the commercial itself an abused woman is featured, and through the use of a muted color palette with contrasting lights, static audio, a very unnerving tone is created. This tone helps transcribe the message, that in such a dark relationship there is always light and a way out. It’s also encouraging
Advertisements are all over the place. Whether they are on TV, radio, or in a magazine, there is no way that you can escape them. They all have their target audience who they have specifically designed the ad for. And of course they are selling their product. This is a multi billion dollar industry and the advertiser’s study all the ways that they can attract the person’s attention. One way that is used the most and is in some ways very controversial is use of sex to sell products. For me to analyze this advertisement I used the rhetorical triangle, as well as ethos, pathos, and logos.
Americans have long since depended on a falsified ideology of idealized life referred to as the American dream. The construct of this dream has become more elusive with the emergence of popular cultural advertisements that sell items promoting a highly gendered goal of achieving perfection. In “Masters of Desire: The Culture of American Advertising,” Jack Solomon states that ads are creating a “symbolic association between their products and what is most coveted by the consumer” to draw on the consumer’s desire to outwardly express high social standing (544). The American dream has sold the idea of equality between genders, races, and socioeconomic backgrounds, but advertisements have manipulated this concept entirely through representations
Today everywhere one looks one is bound to be staring at an advertisement, whether it be a brand name sprawled across someone’s shirt or an ad on TV. It is almost impossible to escape the advertising as it is shoved in people’s faces through giant billboards and pop up ad on the computer. Almost everyone is obsessed with having the newest and greatest brand name item. Many people are trapped in the world of consumerism and materialism that is modern day America. The consumerist obsession is shown through metaphors and imagery in the poem “America” by Tony Hoagland, and through symbolism and color in the image “I Pledge Allegiance” by Taylor Rutledge. Both the poem and artwork show how consumerism has taken over America.
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
STOP, Think twice before getting drunk at that friend’s party, who’s driving you home? Have a plan and drink responsibly, wasn’t that in a Guinness ad? How effective alcoholic beverage ads? Whether it be to drink responsibly or having fun while drinking, the Guinness and Heineken ads both aim at drinkers. They call into question their perspectives on alcohol are, to party hard or to observe the aftermath of the event. Drinkers that view both ads will constantly be reevaluating their decisions because the approach to both ads are significantly different. Both ads are similar in many ways and different in other, but only one is more effective, because it appeals to the consumer’s logic and emotion.
As civilization grows and the tentacles of mass media stretch into mankind’s mind from every direction, it is important to note the damaging effects of the images being shown to the masses. In a society where the model being used to sell products to the consumer is on average 20% thinner than the demographic of the consumers themselves (Abraham 3), it’s impossible to ignore the influence these marketing campaigns have on individual psyches. This is supported by the Dittmar and Howard Journal statement on the negative effects of media influence:
Imagine you are visiting New York city. Now further imagine yourself standing in Times Square within New York city. As you stand on the sidewalk, looking up, you are overwhelmed by the influx of media that surrounds you. In varying intervals you are exposed to fashion advertisements, some seconds later you are then watching news coverage regarding international events. Continuing to watch there are then more fashion ads, consumer marketing featuring Macy's, FAO Schwartz, and countless others. Your only escape from this overwhelming bombardment is to ignore the constant change and influx altogether. For a consumer driven society, there is no positive message that is communicated. We, as an American people, are only exposed to goods or services that we supposedly need, where the need is actually a commodity or want. Instead of focusing our energy on consumption, which seems to be our unexplained constant need to acquire more, we as a collective society, should focus on our long term prolonging of a lifestyle with sacrifice. That sacrificing certain extras could, in a positive way, inspire innovation towards change. That the exposure we encounter, with regard to advertising, could actually have an impact on those who watch. By watching, all individuals exposed can absorb a visual message, inspiring change towards action rather than a universal numbness to visual stimulus.
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.
For every Super Bowl, millions of excited fans tune in to watch their favorite teams compete and enjoy the ecstatic atmosphere. One aspect of the Super Bowl are the usual entertaining advertisements. During the 2014th Super Bowl, an American based company, Coca Cola, had advertised their product in a rather different way causing some political controversy. Coca Cola’s advertisements always highlights the theme of people enjoying a moment of happiness and can be united while drinking a delightful Coke. In this case, their 60 second advertisement, “America the Beautiful” featured visuals of people of different ethnic or racial background all drinking a coke living their daily lifestyles while enjoying a Coca Cola. The music featured children singing the well-known national song, “America The Beautiful”, not only in English but in seven other languages. Xenophobic comments and a boycott against Coca Cola caused the controversy, but this advertisement was met