Some of the great philosophers known to man, Aristotle and Plato, wanted the ability to persuade. Aristotle wanted to be able to persuade people with a good amount of time, wisdom, and knowledge so that people could see the good of something. His student, Plato, wanted to be able to persuade people quickly and more affectively by persuading them in a very short time frame. So in order to quickly persuade people, Plato proposed an argument by expressing an idea and supporting it with rhetorical evidence. From Plato’s teaching came three types of rhetorical evidence; logos, which argues by logic; pathos, which argues by the use of sympathy and empathy; and ethos, which argues by the use of ethical appeals. Today the three types of rhetorical analysis can be found everywhere in everyday life. Just like Plato, ad writers who produce TV commercials want to persuade people in a short amount of time. These ad writers have to persuade the view point of their audience in about 30 seconds to a minute in time. In 2010, during Super Bowl XLIV, a commercial by Audi was premiered. This Audi commercial is a great example of the use of the three types of rhetorical evidence; logos, pathos, and ethos. Audi’s car commercial, “Green Police,” premiered during Super Bowl XLIV in 2010. The chaos begins in the opening ten seconds of the commercial. A man is at the register purchasing groceries. Before bagging his items, the cashier asks the man what type of grocery bag he wanted by asking, “Paper or plastic?” The customer responds by saying, “Plastic!” As soon as the man responds to the cashier question, he is immediately arrested by the “green police.” While arresting the man, the policeman says, “You picked the wrong day to mess with the ecosystem pla... ... middle of paper ... ...ironment clean. He did so my stating, “Green has never felt so good.” That statement also ties into the use of ethos as well, trying to get the viewers to do the right thing, when ironically the people in the commercial were obviously not doing the right thing the whole time. Rhetorical evidence is everywhere. It can be found in any shape or form in everyday life. Writers, producer, speakers, and even teachers use the rhetorical techniques some of our founding philosophers, Aristotle and Plato, once used to persuade an audience. These speaker, teachers, and writers used rhetorical evidence such as logos, pathos, and ethos to get their point across and to change to view point of another individual. Works Cited "Green Police Audi Ad Super Bowl 2010." Online video clip. YouTube. YouTube, 24 Apr. 2012. Web. 9 Jan. 2014. http://www.youtube.com/watch?v=PVPyHrPZbVM
The film artfully intercuts clips from hundreds of familiar television ads with insights from Stuart Ewen,
Effectively communicating an idea or opinion requires several language techniques. In his study of rhetoric, Aristotle found that persuasion was established through three fundamental tools. One is logos, which is used to support an argument through hard data and statistics. Another is ethos, which is the credibility of an author or speaker that allows an audience to conclude from background information and language selection a sense of knowledge and expertise of the person presenting the argument. The impact of pathos, however, is the most effective tool in persuasion due to the link between emotions and decisions. Although each of these tools can be effective individually, a combination of rhetorical devices when used appropriately has the ability to sway an audience toward the writer’s point of view.
The commercial described in Scholes composition is a “well-known Budweiser commercial which tells…the life story of a black man pursuing a career as a baseball umpire” (Scholes, p. 620). Scholes feels that this commercial elegantly proves his theory that video texts can hold a viewer captive and control his thought pattern through the use of visual effects, narrativity, and of course, cultural reinforcement. The commercial itself tells the story of a young black man, working as an umpire in the minor baseball leagues, risen from the provinces, having overcome great racial tension throughout his life, who “makes it” as he is accepted by a white manager after making a close call during a game.
Ram’s commercial about why God made a farmer first aired on super bowl Sunday 2013. The commercial started off by looking over a field and the narrator starts by says “and on the eighth day god looked down on his planned paradise and said ‘I need a caretaker’ so God made a farmer”. The commercial carries on from there showing only pictures of farm land, animals, farm equipment, farmers and families. The farmers are of all colors, ages, and sexes. While the pictures are rolling the narrator is still talking in the back ground, explaining all the reasons God created a farmer. He needed someone, “willing to sit up all night with a newborn baby colt, watch it die, dry his eyes and say ‘maybe next year’… will finish a 40 hour week by noon Tuesday and then paining from tractor back, put in another 72 hours… somebody who’d bale a family together… sign and reply with smiling eyes when his son say that he wants to spend his life doing what dad does”. Then at the end shows the Ram’s truck logo and also the FFA ...
Envisage yourself coming home from an eight-hour shift at work. You feel as if relaxing is a necessity, so you turn on the television to your favorite local news station to catch up on the exposé that all of your co-workers previously knew. While the news was on temporary break, a flamboyant commercial begins to play and once it stops playing, you can’t stop pondering the organization that displayed the indirect advertisement. That commercial enveloped you as a part of its audience. Commercials differ when deciding what rhetorical tools would manipulate their audience to succeed in unveiling their message, and this American Society for the Prevention of Cruelty to Animals (ASPCA) commercial, created by the organization’s creative director, uses
The 2017 Super Bowl Kia advertisement, featuring Melissa Mccarthy, is a rather silly and absurd commercial. The advertisement uses a running gag and irony for its humour. In the advertisement, we see the main character, Melissa Mccarthy, as she takes on a role of a nature activist. Her job is to protect and conserve nature, whether it would be saving animals or preventing the ice caps from melting. However, there is a running gag in every job she is assigned to. These gags usually results in Mrs. Mccarthy making a fool of herself while being severely injured in the process. One scene in particular made me laugh. In this scene, we see Mrs. Mccarthy as she attempts to save the whales. Her expressions show excitement and confidence, as the song
Aristotle believes that there are three important rhetoric devices used in the art of persuasion. These rhetoric appeals are most commonly known as pathos, ethos, and logos. Pathos is used for creating emotional appeals like anger or happiness to persuade the audience on a certain claim. Ethos, in arguments, creates a sense of trustworthiness between the author and audience to make an appeal credible. Logos uses strategies of logic like inductive and deductive reasoning to persuade viewers. In a 1995 Nike advertisement known as, “If you let me play,” pathos, logos, and ethos are rhetoric devices utilized to portray a better way of life for young girls that are involved in sports.
The ad adheres to psychographic segmentation by matching the lifestyle of the millennial on the go and looking for a convenient fun beer to match their fun-loving lifestyle (Belch, 2015). The Redds Green Apple Ale ad plays off of the common sense technique that is still used today by V8 juices with their slogan “ Should have had a V8” is remarking similar to the apple hitting the protagonist in the head and then them exclaiming “ I will have a Redds Apple Ale”. It is a tried and true technique that is similar to V8 but not entirely obvious.
The point of our pitch was to appeal to people’s emotional and fun side. Obviously the commercial was meant to allow people to find humor and to be whimsical while still pitching our brilliant idea. Scenes such as the one that stars Giovanni pointing out the flaw in the SUV was put in front of the audience to generate laughter. Giovanni points to a very minor scratch on the SUV and shows a little bit of exaggeration.
H&M’s “Close the Loop” commercial starts out by describing many different fashion taboos in our society involving a variety of different people. H&M tries to promote a more sustainable lifestyle to their consumers, which from the advertisement is just about everyone, by telling their customers that if there is one fashion “do”, it is to recycle their clothing. This is an ad for their clothing and promoting their brand, but it is also trying to appeal to their consumers who are environmentalist at heart.
So, the storyline in this commercial is about the robbers, in a red Prius; during a police chase while the media and people were supporting the Prius. Before this commercial, there was another commercial; but it was more toward families and more of environmental safe and more of a ‘boring’ feeling in the eyes of the consumers. Accordingly to Thomas Frank’s Commodify Your Dissent “…In television commercials, through which the new American businessman presents his visions and self-understanding to the public, perpetual revolution and the gospel of rule-breaking are orthodoxy of the day.”(Frank 154) By this, Toyota decide to bring up this advertisement to please their audiences or entertain them with the storyline that gives its focus and attention to these four robbers with the Prius, not a regular civilian nor a hero. Another way to see this is the chase. During the chase, viewers see the Prius, making moves that are ‘easy’ for police to capture them, but in the commercial; the police were in a position that the Prius is moving faster than them and seem to make it impossible to catch them. This shows that the storyline fits into this
The Super Bowl Ad I chose Was the Kia Niro ad, “Hero’s Journey”, starring Melissa McCarthy. The ad is about Melissa getting called out to save different things, the whales, the trees, the rhinos, and the ice caps. Each time, something happens and she gets hurt. A whale throws her off her jet ski, someone cuts down the tree she is in, a rhino chases her for being in its territory, and the ice breaks under her feet when she shoves in her “Save the Ice Caps!” sign. I selected this commercial because I saw it before and thought it was funny. The underlying message I got from it was that you should try to help the planet. The product, a Kia Niro Hybrid car, was barely mentioned in the commercial. It appeared every time Melissa was called to go
...ggest them. After cleaning the golf balls, a white guy holds up tennis balls, and after those, a black guy holds up a duffel-sized sack of soccer balls, and asks “can it take care of my big ball sack”. All the sexism and innuendos makes this commercial just disgusting to watch. It sends a bad message to families and really is offense. This commercial outlines the fact that cultural influence on advertising is growing so much that, there is almost no stopping what is aired on television anymore.
In today’s day and age, everyone is concerned about the environment. Our society is increasingly encouraged to “go green,” to do our part in making the world a cleaner, more eco-friendly place. Green marketing is one major strategy being used to promote such efforts, but is it effective? There is some debate about this concept, including the history of green marketing, the problems with green marketing so far, the effectiveness of marketing schemes like Sunchips and Toyota, and the strategies that could be used to increase the ability of green marketing. While protecting our planet is a noble concept, its execution seems to be a little vague. Of all the aspects concerning green marketing, one thing is clear: our planet still has a long way to go if we want to go green.
With the development of the science and technology, more and more people are going for healthy and green products. According to this situation, there are many companies claim their products are “green”. However, there are thousands of so-called “green” products, but not all of them live up to their claims, a considerable part of products not only damage the human’s body, but also pollute the environment. People called these companies “greenwashing”. Greenwashing refers to the practice of deceiving consumers into believing that a company is practicing environmentally friendly policies and procedures. Seems like anything and everything has “gone green” these days. Such as airlines, car companies, retailers, restaurants, even networks and stadiums. Thankfully, more often than not, that’s a good thing. It is only bad if it is greenwashing — that is bad for the environment and consumers, because of businesses doing the greenwashing.