AVIS has many commercials that has human traits involved as well as human thoughts, Stanley Fish has listed a few of these commercial in his article in “How to Write Anything” pp. 921-923. He mentions how they use adultery to catch buyers, viewers, and reader’s attention. There is more than just adultery, there are many other human traits such as sadness, hope and jealousy. These traits causes the customers either feel bad about their old / sold cars or just laugh at it. The one’s that feel bad like Stanley Fish, they tend to think twice about what they had done, as Stanley mentions “I still wonder whenever I see a car that looks like one of those I have discarded whether is in fact mine. Forgive me.” pp. 923. Instead of causing...
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... Lastly the upper class only cares about looks and speed. Each car company has their targets and reaches their goals by advertising properly and efficiently. By doing so they achieve their goals in sales, revenue and pay for their employers. If AVIS continues their commercial program as they do now they will lose customers as well as sales, employees and their revenue.
In conclusion AVIS car rental commercials are not effective due to its use of anthropomorphism. They list minimal features about some products about their rentals and more about the connection between a driver and a car as if it is a partnership. Due to this relationship in their commercials Stanley Fish mentions adultery is used. For their commercials to be more efficient, they should concentrate on what their products is instead of focusing on what lacks in your old car compared to their rental cars.
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