Marketing is an important aspect in regard to introducing and appealing the customer to a product. Because of this, many corporations utilize this practice, and in doing so, they present their brand in countless different ways. Throughout my analysis, I will highlight the marketing practices used by the company Fight Milk; this is a business venture that is periodically featured on the hit comedy show It’s Always Sunny in Philadelphia. On this show, hyperbole and absurdist humor are interwoven within the plot and the progression of each episode. As a result of this, the advertisements for Fight Milk possess a similar tone as they feature a satirical take on the generic advertisements for workout products. In this paper, I will be evaluating …show more content…
This is done through the use of the following rhetorical questions: “Do you want to hear the best idea ever?” “Do you want to have even more money?” These questions are framed in a manner where the audience members would answer “yes.” This is used as a way to agree with your viewers, when this happens, the presenter appears to be like minded and relatable, and this coaxes the audience into viewing the product in a more favorable way. Following Mac’s aforementioned inquiries, the product Fight Milk is introduced. Because of the order in which these ideas were presented, the product is associated with causing its customers to have monetary prosperity. This is an example of a non sequitur as the conclusion does not logically follow its premise. Additionally, sound effects and imagery play an important role in communicating with the audience. When Mac begins asking rhetorical questions regarding the acquisition of money, the sound effect of a cash register opening commences, this sound effect is synchronized with pictures of Nicholas Cage, stacks of money, and private jets. These pictures lead to the audience to believe that Fight Milk is more than a product, but a lifestyle where one will be free of worry and full of economic …show more content…
The music that is used in the background of the commercial is similar to the type of music that would be heard in a gym. Because of this, the sellers are assumed to be associated with fitness. This legitimizes the company’s image as well as its slogan which is: “for bodyguards, made by bodyguards.” The results of long term product use are expressed through the amount of muscle flexing which are used by the spokesman. Because they are representatives of the product, it is implied that they used Fight Milk in order to achieve their impressive body build. Finally, the product is legitimized through the notion of scientific backing. This occurs when Charlie Kelly (Charlie) states the following: “new evidence is suggesting that all of this science inside of one crow’s egg can scientifically make your breasts larger and the X enzymes will enlarge your breasts.” This is a rhetorical fallacy which misleads the perspective customers into believing that the product is safe, tested, and proven to produce the desired results.
Throughout their campaign, Fight Milk has used an iconic sound. The sound that was adopted was that of a crow’s squeal. Throughout their advertisements, on average, the sound appeared every 8.215 seconds. According to a 1986 study conducted by the American Marketing Association, it has been concluded that repetition is useful in: maintaining the viewer’s attention, increasing interest in the product,
The Onion’s mock press release markets a product called MagnaSoles. By formulating a mock advertisement a situation is created where The Onion can criticize modern day advertising. Furthermore, they can go as far as to highlight the lucrative statements that are made by advertisements that seduce consumers to believe in the “science” behind their product and make a purchase. The Onion uses a satirical and humorous tone compiled with made up scientific diction to highlight the manner in which consumers believe anything that is told to them and how powerful companies have become through their words whether true or false.
How naive are product consumers today? People assume things are factual without questioning the credibility of a person or product. An article in “The Onion” mocks advertisers in a satirical tone to show the bizarre tactics companies use to market their products to customers. The author writes on the topic of “MagnaSoles” shoe inserts, a fictional brand used for his demonstration. He uses devices such as humor, false authority/science, and irony to display the outlandish strategies of advertisers.
In their advertisements, the St. Jude Children’s Hopsital Research Foundation packs their thirty second commercials with as many rhetorical appeals as possible. The purpose of these celebrity-endorsed commercials is to encourage viewers to donate to the foundation, and the producers have creatively inserted various rhetorical appeals in hopes to sway viewers to open their wallets. By using an immense amount of rhetorical appeal; including ethos, pathos, logos, and kairos, the St. Jude Children’s Hospital Research Foundation has successfully created an informative and heartfelt commercial that has inspired many to donate to medical research for children.
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.
All companies are trying to do the same thing: make money. One of the main ways they do that is actually by spending billions of dollars on advertisement. Though it may seem like a large sum to pay, it is the most effective method to sell their product. Two of many companies that do this are Gatorade and Powerade, sports drink products. Gatorade’s ad, “Sweat It to Get It: Running Man”, was uploaded to YouTube on August 18th and is aimed at high school or college students with the purpose of getting them to buy their product with a sub-purpose of getting people to work out more. It plays often before YouTube videos. Powerade’s as, “Rose from Concrete”, was uploaded to YouTube on February 26th and is aimed more at high school athletes in particular
Advertisements over the years have become a major part of modern day society and now, whether it be for the ShamWow or for a Pillow Pet, it is nearly impossible to turn on the television and not see a single “as seen on T.V.” advertisement. The people who create these advertisements use certain strategies to coerce their audience into buying the advertised product, and while many people fall for these tricks, others recognize them and are not so easily fooled. The Onion, a publication devoted to humor and satire, published a press release that contained a myriad of different satirical and linguistic strategies to mock how products are marketed to consumers.
Budweiser, being one of the top beer brands in the United States, tends to receive a negative connotation for their glamorization of drinking. However, two years ago they released a commercial at the Super Bowl promoting safe drinking and “making a plan” to make it home. It’s very clear in the commercial that they are promoting safe drinking and not driving while intoxicated; yet, it still is a Budweiser commercial so it very clearly is still promoting their product. In the following paragraphs I will be analyzing just how Budweiser manipulates the objects, people, and settings in their commercial to convey their overall purposes.
An effective commercial persuades the viewer to go buy the product or service. The “Doritos” commercial which utilized dogs advertises its product so well by portraying the Doritos bag as so irresistible that it made the dogs behave as humans in order to get the bag of chips. The “Doritos” commercial appropriately persuades viewers of all ages to buy their product by using the classical appeals: pathos, ethos, logos, and kairos.
Catchy jingles are what persuades consumers to buy more and more products that they hear about every day. This concept has been around for years and the Coca-Cola Company is no stranger to it. Back in July of 1971, Coca-Cola released the commercial, “I’d like to Buy the World a Coke” that sent their customers into chaos with over 100,000 letters being sent to the company asking for more. This leaves many people asking: how did this one commercial have such an impact on the audience? And what did Coca-Cola use that drew so many people in? Here we will discover the method behind what is “I’d like to buy the World a Coke.”
It will not be exaggerated if we conclude that we are 'soaked in this cultural rain of marketing communications' through TV, press, cinema, Internet, etc. (Hackley and Kitchen, 1999). But if thirty years ago the marketing communication tools were used mainly as a product-centered tactical means, now the promotional mix, and in particular the advertising is focused on signs and semiotics. Some argue that the marketers' efforts eventually are "turning the economy into symbol so that it means something to the consumer" (Williamson, cited in Anonymous, Marketing Communications, 2006: 569). One critical consequence is that many of the contemporary advertisements "are selling us ourselves" (ibid.)
For my semiotic analysis I chose to talk about a commercial for ‘Be delicious’ from Donna Karan New York to demonstrate how advertising generates its meanings, construct the image and behaviors ideology in order to attract customers.
Commercials make the viewer think about the product being advertised. Because of the amount of television children watch throughout the week, it allows the children to be exposed to the information over and over again. Per year, children are known to view thousands of fast food commercials. On a daily basis, a teen will usually view five advertisements and a child aged six to eleven will see around four advertisements (Burger Battles 4). Businesses use this strategy to “speak directly to children” (Ruskin 3). Although the big businesses in the fast ...
We live in a word shaped by a constant race for popularity and recognition between companies, where the ability to play with the hearts and minds of people is on the pole position. As Elen Lewisnoted, ‘You know a brand has made it when it is name-checked in popular culture.’ Thus, it is noticeable that companies face an external pressure from the competitors, which is why, they have to keep the name of their brand alive among their audiences. For instance, Johnnie Walker is the image of a striding man on the Scotch whisky, which has become a global leading producer. The Keep Walking campaign was awarded the Grand Prix, at the 2008 IPA Effectiveness Awards. Nevertheless, what made this campaign effective considering the increasingly sceptical framework in terms of advertising effectiveness? This essay attempts to assess the ‘Keep walking’ advertising campaign in terms of ideas, motivation, promotional techniques used, and to the extent possible, evaluate the effectiveness of the commercial on changing audiences’ attitudes toward the brand.
Invoking feelings and bits of emotions like advertisement do, causes viewers to feel more connected to whatever is being advertised or presented. The use of feelings and emotions in a persuasive manor is referred to as using the pathos persuasive technique and is one of the most popular techniques used in our culture today. The feelings created from an ad like this could range from anger, to jealousy, sorrow, and even fear. This specific ad is oriented towards the specific emotions of determination and fearlessness that a quality competitor should have. Its displays the message to not ever give up and push on because the failures that even the greats of the sport have had motivated them to be better and become who they are today. The use of pathos helps Gatorade make it sound like anyone can succeed if they use their product by determining the viewers and providing that little bit of a push. This is meant to light that fire of emotion inside someone to do their best. Gatorade has been able to do the same thing with each of their commercials and that feeling you get when you watch commercials like that is due to the pathos persuasive
Counter-hegemony, cultural appropriation and generalisation can be seen in advertising, by wording and visual representations. The following example harnesses the power of sexual or pornographic elements to sell milk. There, however, is a subtle underlining of religious iconography and reference that has been manipulated as a sexual innuendos, as a means to sell their goods.