Maserati Rhetorical Analysis

Rhetorical Analysis of an Advertisement
Cars have been a very important part of society for decades. In modern America there are about 834 cars per 1000 people and the industry is worth about 1.7 trillion. This means that nearly everyone will have a car, and some will have multiple. While practicality is a major factor in this statistic another large factor is the way cars are advertised. Cars are marketed using everything from magazine advertisements to television commercials. While selling cars is the goal, these ads/commercials also sell the buyer some sort of fantasy. Advertisers target specific demographics of people and offer them their fantasy through the purchase of their product. This ploy is a large factor in the trillion-dollar car

They are known for speed, power, adventure, and freedom. Their target demographic, simply put, is uber-rich men. Maserati sold around 14000 units in the year of 2017. An ad ran in June 2017 starts with a view of a beautiful Italian city. It then cuts between a Maserati, a woman, a fire breather, and gravel flying in the air. Then it shows two different Maserati’s driving neck and neck and cuts to two black stallions running. One Maserati is blue the other is red. In the red one there is a man and presumably his significant other. I the blue there are three females. It ten cuts to a map where someone proceeds to mark from Modena, through Tuscany, to Elba island. The cars are then seen driving extremely fast through many beautiful landscapes and cuts showing the man and woman enjoying themselves in a meadow and swimming. It also shows the woman rubbing sensually on the cars leather. Then it shows the three females and emphasizes that there is one open. The cars then meet on a winding road above the sea and the red one speeds off. Ten its cuts between the red Maserati and an old Maserati, and the new one drives right past it. This signifies out with the old in with the new. This car sells the fantasy of power, adventure and freedom. It shows power with the loud sounds of the engine. It shows adventure with the trip from Modena to Elba island. Most importantly it sells freedom by showing the car drive excessively fast and through the country. Not only does it sell freedom from society but freedom from the laws. The cars were flying at speeds obviously above the speed limit. The open seat finishes it off showing the audience tat they could be one of those people. That there is a sea just waiting for