Advertising Analysis
Considering
Grant-Davie's constituents of rhetoric and examine a piece of
advertising accessible through YouTube. You might address the following
questions as a starting point, but your analysis should not be written
as a list of numbered sentences:
Exigence:
1. How does the company sell the perceived need for the product?
2. What underlying values underpin the need for this product?
3. What problem is being resolved by this product?
Rhetor:
1. Who is selling the product? (There may be multiple rhetors involved. The company might hire an advertising firm who hires a spokesperson).
2. What contributes to the ethos of the company selling the product/service?
3. What role does the rhetor portray or what personae does the company present in trying to sell the product?
Audience:
1. Who is the primary target audience for the product and how do you know?
2. What identities do the creators of the advertisement call the target audience embody as viewers of this advert?
3. Explore some differing roles the audience might embody in reading the advert in different ways.
Constraints:
1. What outside forces (positive or negative constraints) might enable or hinder the argument presented by the advert?
2. Are there any outside factors that might lead the audience to be more or less sympathetic to the message of the advert?
In order to address this prompt, you should read the Grant-Davie reading (101-119). Be sure to write your posting in paragraph form rather than as a list. We will be using your analyses for an in-class activity later in the term.
NOTE: this analysis piece should not be seen as a place to prove you understand the terminology Grant-Davie used; your task is to deliver a sophisticated and well thought through analysis of an advertisement. In other words, you are making some kind of unified and well developed argument about an advertisement of your choosing.
Exigence:
1. How does the company sell the perceived need for the product?
2. What underlying values underpin the need for this product?
3. What problem is being resolved by this product?
Rhetor:
1. Who is selling the product? (There may be multiple rhetors involved. The company might hire an advertising firm who hires a spokesperson).
2. What contributes to the ethos of the company selling the product/service?
3. What role does the rhetor portray or what personae does the company present in trying to sell the product?
Audience:
1. Who is the primary target audience for the product and how do you know?
2. What identities do the creators of the advertisement call the target audience embody as viewers of this advert?
3. Explore some differing roles the audience might embody in reading the advert in different ways.
Constraints:
1. What outside forces (positive or negative constraints) might enable or hinder the argument presented by the advert?
2. Are there any outside factors that might lead the audience to be more or less sympathetic to the message of the advert?
In order to address this prompt, you should read the Grant-Davie reading (101-119). Be sure to write your posting in paragraph form rather than as a list. We will be using your analyses for an in-class activity later in the term.
NOTE: this analysis piece should not be seen as a place to prove you understand the terminology Grant-Davie used; your task is to deliver a sophisticated and well thought through analysis of an advertisement. In other words, you are making some kind of unified and well developed argument about an advertisement of your choosing.
Whitney Barnes
ReplyDelete“For only three easy payments of $19.99”, “Call now and receive another *insert product here* for FREE”! These are words I’m sure everyone has heard due to the fact that we have come to a point in history were humans are simply becoming lazy. From lemon squeezers to diamond incrusted pans Americans will buy anything that's an easy “fix”. Companies have conjured up an array of issues that should not truly be classified as problems. I mean if my grandmother could take the time to squeeze a lemon so can I. Yes, some of these new inventions are practical and do help save time. I mean who does not enjoy being able to make a smoothie in less than 30 seconds but I think I can do without the newest butter spreader for my corn on the cob. The companies sell these products by creating over dramatized situations to make potential buyers feel that they will be at some sort of disadvantage if they do not purchase their product. In researching for this blog post I came across the most useless kitchen appliance, which was the S’mores presser. Have we really resorted to a state that we are no longer able to use our hands? Rhetors appeal mostly to Aristole’s logos and pathos they stretch the facts and statistics and, overstate the emotional consequences. When selling these gadgets the rhetor embodies the personality of a trustworthy friend they tend to be almost parental in nature by insuring you that when you purchase their product your life will suddenly be stress free. The audiences of these gadgets range and vary depending upon the product. For example, the magic bullet would be geared towards stay at home moms while the soda pourer would be focused to an audience containing middle age men who frequently watch sporting events in groups. However, gender roles are interchangeable and companies are beginning to realize that the line between women and men is becoming unclear as time goes on. More recent infomercials have portrayed the benefits for both men and women. For instance, the updated magic bullet commercial demonstrates how men can use the magic bullet for alcoholic beverages. The soda pourer has taken a similar approach by illustrating that woman could potentially use them at children’s birthday parties or Parent Teacher Association meetings. These ads are constrained to a particular demographic. Children will not be as impressed by the magic bullets ability to whip eggs in less than a minute likewise the elderly will not show much enthusiasm over a soda pourer. Infomercials have fully embodied the persona of the rhetorical situation by manipulating simple day-to-day task in order to receive a profit.
“Puppy Love” –Budweiser
ReplyDeletehttp://www.youtube.com/watch?v=uQB7QRyF4p4
“Puppy Love” is the latest installment of the Clydesdale horses utilized by Budweiser to sell beer, and is their Super Bowl commercial. In the commercial, an adorable puppy and a Clydesdale are depicted as best friends. The puppy is part of a litter that up for sale by their owner. The dog continuously escapes his cage and scampers into the horse’s stable to play with him, only to be caught by the owner and returned to his cage. When the puppy is finally sold to a new owner, the horse breaks free of the fencing and chases after the puppy. The other Clydesdales cut off the puppy owner’s car and trap it until the puppy is released. The final shot of the commercial shows the puppy and the horse playing happily in a pasture with the caption “#bestbuds.”
One may wonder how this advertisement could possibly sell more beer. Not a single alcoholic beverage is depicted in the commercial. The selling point is not to actually portray the product as better than anything else, or to create a problem that can only be solved by the product, but to target the viewers’ emotions. Every person watching this commercial will love the cuteness of the entire scene, and it will stand out in his or her minds when they purchase beer.
As seen in this commercial, Budweiser no longer needs to show its name on a commercial involving Clydesdale horses. The first that “pops” into anyone’s head when seeing Clydesdales is the Budweiser commercials and their beer. Budweiser has done such an excellent job monopolizing the majestic beauty of these horses that they are able to produce such meaningless commercials as “Puppy Love” and still increase sales.
http://www.youtube.com/watch?v=wNjQishYOy0
ReplyDeleteGatorade is a product manufactured by PepsiCo that tries itself to athletic success. The Gatorade commercial that Dwayne Wade and Kevin Durant star in ties its product to the lofty successes of these superstar players. Gatorade is showing that its products are an integral part of their training regimen as they prepare for their craft. The commercial starts with Kevin Durant dreaming that he is playing the Miami Heat. He begins to drive down court, go around a few picks, and starts to drive to the rim for a dunk. Dwayne Wade sees this as it is happening and as Kevin Durant goes for the dunk, Dwayne Wade successfully blocks his attempt to score. Kevin Durant wakes up from this nightmare and proceeds to his workout that includes both forms of Gatorade. He begins his morning run, takes a Gatorade Chew, continues his workouts, drinks some liquid Gatorade, and then rethinks about the dream that he had. This time Kevin goes around the picks, starts to drive, and succeeds by dunking over Dwayne Wade. Now this scene becomes Dwayne Wade’s nightmare and he awakens in a cold sweat ready to prepare for his latest challenge. The implication is that he will train with Gatorade products to once again rise to the occasion.
The Gatorade commercial is trying to show its prospective customers that Gatorade is able to fuel Kevin Durant and Dwayne Wade to a whole new level on the basketball court. After initial failure, Kevin Durant uses a Gatorade Chew and drinks some Gatorade and then he is able to perform better on the court and succeeds. Gatorade is trying to portray that without these products Kevin Durant was not able to perform to his highest level. But with the product, he, and the prospective user will be able to perform at the best level that they can.
Gatorade and its advertising company leverage off the athletic success of these two superstars. Gatorade has aligned itself with two squeaky clean athletes that depend on their products to do their best. They are inferring that Gatorade is the best product available as well.
The primary target audience for Gatorade's products are sport fans who participate in sports or have family members who participate in sports, and other athletes. I believe this is the case because I have watched this commercial with many other people and they all share the same reaction. Creators of the advertisement do a great job involving the audience. It is interesting to know that neither superstar utters a single word during the whole commercial. They are leveraging their immense popularity and extreme competitive natures to drive the point of the commercial home. The only risk that this type of commercial has would be if a scandal involving one of these athletes were to happen. Were that to happen audiences might not want to purchase the product.
http://www.youtube.com/watch?v=xwndLOKQTDs- Guinness Basketball
ReplyDeleteThe company Guinness sells its product through the hearts that watch this advertisement. Guinness takes the value of friendship and shows that the best of friends drink their product. Guinness shows that even when your handicapped that if you have real friends then you all go out and drink Guinness after a pick up wheelchair basketball game, even if only one of your friends is in a wheelchair. Guinness doesn’t show their product till the end, the commercial has nothing to do with beer specifically. They ethos is that their beer is meant for good times with good friends after a long day. The company moves passed the idea of just beer and moves to friends and how they go out of their way to make everyone part of the group. The ad is focused for men of age that like to drink beer and hangout with a good group of friends. The audience will be inspired by the dedication portrayed by all those men even if only one is handicapped. The audience might feel a sense of accomplishment the next time they drink Guinness because of the actions rendered within the ad itself. Some outside forces that hinder the argument is that not everyone drinks alcohol and if you do you might not like a dark beer like Guinness. A positive force is that after the audiences sees these friends bonding over a game of basketball that they can see that the ad promotes better friendship even with the stereotype of alcohol being a bad thing.
Blakley Wilcocks
ReplyDelete“Get Some Nuts” ft. Mr. T, Snickers Commercial - http://www.youtube.com/watch?v=Ona7QYULRVE
In this commercial campaign for Snickers, Man are shown doing “Disgraceful” or unmanly things and Mr. T gives them a spiel about being a man then finishing that off by using Snickers to inflict some kind of pain and says the famous line “Snickers, Get Some Nuts!” Snickers is saying that men should stop acting sissy or unmanly and that we should have pride in being manly, or Mr. T will come at us with a gatling gun loaded with Snickers.
Snickers is also saying that Snickers will make you manly again. So Snickers thought who else can sell Snickers to men to act like men other than Mr. T. Mr. T comes along and acts like his most famous role as B.A. Baracus from the TV series “The A-Team” to sell Snickers to the “Sissy Man.” I honestly thought that this commercial was hilarious but it was banned in the U.S. and England because they thought it would be offensive to gay men. Little did they know, it was actually popular in the gay crowd and a lot of them thought it was funny too. So Snickers took extra precautions and decided to not air it anymore anyways.
Men knew that they don’t need Snickers to be manly. It makes no sense for someone to think that if you eat this candy bar you’ll become very manly. So the only way you could put it is that Snickers is poking fun at every man and the little sissy things that men do.
http://www.youtube.com/watch?v=ngRuqEhCE0k
ReplyDeleteMilk Mustache Campaign Super Bowl XLVII TV Commercial (Extended Version)
This is a commercial campaign for milk. In the commercial, Dwayne "The Rock" Johnson discovered he was out of milk and made it his mission to go get milk for his daughter and her friends. While trying to get the milk a lot of other "more important" events were going on that he should have been helping with but instead he was too focused on the fact that he needed milk. For example he could have stopped a robbery from happening but instead he chose to get the milk. There was an old lady stuck in a car with a lion on top of it that he could of helped out with but again he decided to stay focused on getting the milk. The whole point to this commercial is to get the point across that milk is a very important thing to have. Although the commercial exaggerates how important milk is it still definitely gets it point across. This advertisement makes it seem like nothing is more important than having milk. Dwayne "The Rock" Johnson is an icon for a lot of people and having him being the person wanting the milk makes his fans also want to have milk. He is such a manly man but still needs his milk, which can relate to a lot of people watching this advertisement. The audience to this commercial would basically be everyone and anyone who enjoys milk and needs milk. I really do not find any constraints in this commercial because it is just a funny advertisement for milk. The commercial is exaggerated but all in good fun. All in all this commercial just tries to point out how milk is a VERY important thing to always have.
Christopher Parker
ReplyDeletehttp://www.youtube.com/watch?v=0DxlOWVVQWE
Snickers –“Coach” Commercial with Robin Williams
In this Snickers ad, a football team goes to their coach to figure out some plays to win the game. The coach (Robin Williams) acts weird, saying that they must win the game for Mother Russia and kill them with kindness, because he is hungry. He is handed a Snickers bar to satisfy his hunger and back to normal. After he eats the Snickers he changes into their actual coach and inspires the team to get back on the field.
This Snickers ad is a series of ads all with a similar premise, where a celebrity is acting like a person who is hungry and isn’t quite themselves.
This ad has very little to actually do with Snickers bars, except to show that it’s a good snack. At first glance of the ad, when people get hungry, they aren’t themselves so they need something to get them back to normal. In comes a Snickers bar, and everything is good again. The focus for the ad is anyone who needs a quick pick-me up snack, but uses the humor of Robin Williams in attempts to draw more people to the ad, and therefore more people to the product. We might not act quite ourselves when we’re hungry but this ad blows that out of proportion to turn us literally into different people. The humor of the commercial makes it easy to watch and may have people keep it on whenever it appears on television for more product exposure. Another goal of theirs could be that if Snickers are good enough for these celebrities then it’s good enough for everyone.
http://www.youtube.com/watch?v=ofA2sm5zbCk
ReplyDeleteIn this commercial for Hydroxycut people are holding up images of themselves when they were "fat", before using the product. They then throw the picture to the side and show their "new and improved selves" thanks to Hydroxycut. The company aims to make those who want to slim down or work out think that the easy solution is to just add the product to their food and they will lose weight with no problem. It resolves the problem of not being able to lose weight fast enough. They emphasize the speed and ease of losing weight by just sprinkling this product on your food but very quickly add in "with a normal work out routine". This product may help lose weight but if you pay close enough attention you can realize that without it you could have the same results with workouts and a healthy diet alone. This product is meant for young to old adults who want to lose the pounds brought on by aging who don't feel like they have time to wait to lose weight or go to the gym all the time. They portray super fit and skinny as a must have enforcing their viewers to want to lose weight due to the fact that the now feel incompetent after watching the commercial. They Rhetors try to present themselves as friends who have the solution to your weight loss problem when in reality they are just enforcing your insecurities so you will by their product.
http://www.youtube.com/watch?v=XpaOjMXyJGk
ReplyDeleteDove Real Beauty Sketches
Dove's beauty campaign aims to make women around the world understand the beauty industry and make them aware of America's distorted perception of a healthy body while simultaneously successfully marketing their products. They want women to embrace their natural beauty and believe that their products are helping women maintain that natural beauty. The problem with beauty today is that far too many women have low self-esteem and only a small percentage exists of women who actually believe themselves to be beautiful. Dove is the company that is selling and advertising their products but they take an indirect approach to the situation; they don't portray them self as a beauty company selling typical beauty products. Instead, Dove claims that they are merchandising "self-care" products that will only guide women towards a path of self appreciation. They want their message of loving and embracing yourself to be the priority; Dove isn't a company selling "beauty" products, they are simply selling "self-care" products. It is obvious that the intended audience for the Dove company is women and they successfully embody the idea that "you are more beautiful than you think" but this campaign also has its critics. Dove's attempts are limited by the product line with its own underlying principles; that cellulite is unpleasant, the inevitable natural aging process is reprehensible, etc. All of these "trouble areas" can be fixed or reduced by Dove's newest products/lotions. The sketches drawn in the ad are also a misconception of beauty because the people still depict one sketch as prettier or uglier than another. There are also many traditional tall, young, white women thus defining beauty as young and thin and above all, people tend to be more generous towards strangers than we are towards ourselves. We are our own worst critic and we see every flaw that defines us but others may not notice. Dove's products mean well and they want women to stop listening to society's skewed definition of beauty and start embracing themselves, flaws and all; their products are there to help women accept their natural beauty.
AT&T TV Commercial- It’s Not Complicated “Werewolf”
ReplyDeletehttp://www.youtube.com/watch?v=l61LjTwME7w
According to the AT&T commercial, “It’s not complicated.” The commercial features comedian Beck Bennett and several young children. In each commercial, Bennett asks the children a different question. “What’s the biggest number you can think of? Is bigger better?” “Is it important to be more reliable or less reliable?” “So do you guys think being fast is better than being slow?” With every question Bennett asks, the children reply with a ridiculously silly response that supports AT&T’s main claim: It’s not complicated. The commercial aims to bring to light why AT&T is the easy choice when it comes to wireless service because it is bigger, faster, and more reliable; no one wants small, slow or unreliable service.
Rather than attempting to gain credibility through an appeal to ethos or providing many facts about the service through an appeal to logos, the rhetors—AT&T and the commercial director—accomplish their intended goal by utilizing the rhetorical appeal of pathos. Each child’s comical reply draws the audience in and persuades the audience to invest in AT&T’s services in order to solve the exigence of deciding the best service. For most cases, this method proves to be effective because the intended audience consists of adults—typically those of which possess children of their own—who hear the illogical reasoning of younger children on a day to day basis. Because the viewers embody the role which Bennett plays, listening along to the mind-blowing responses of young children, it encourages them to look into AT&T’s services.
Although this method works in most cases, some constraints exist which might hinder the argument that AT&T presents. For one, not everyone can relate to the parenting role. Some people find children annoying and obnoxious, so this might push certain audiences away. Some might argue that AT&T does not successfully portray why the audience should choose the service, or why it is the best, which could also hinder the argument presented. However, for the most part, the advertisement demonstrates successful results.
http://www.youtube.com/watch?v=y7_LfUeSWWE
ReplyDelete#9
This advertisement is about Audi LED Headlights, which they claim are as now as bright as daylight. They do this by showing a party in which all of the attendees are vampires. A man is on the way to the party carrying a box of type O blood for the vampires. He is driving an Audi with the new LED headlights and when he pulls up he forgets to turn them off. Each of the vampires combusts as they enter the light in front of the car, just like vampires do if they are out in the sun during daylight. This appeals to a lot of people that watch vampire shows and movies which are extremely popular right now. Audi sells this by showing how bright these lights are, and instead of just saying that they will keep you safe at night, they also add humor saying that they get rid of vampires. Audi even added the hashtag to the advertisement "#solongvampires." This adds humor to the advertisement so that even if the audience doesn't watch the popular vampire shows or movies, it still pertains to them due to the humor. People might be more sympathetic to the advertisement if they are interested in the vampires and less sympathetic if they think this is a stupid premise for a commercial and don't like vampires. This commercial uses extreme dramatization to prove that their lights are the brightest and work the best. This works to get most people's attention, but might not work for a lot of people since the whole commercial is based on something fictional instead of using a safety aspect for the lights.
Daniel Healy
ReplyDeleteDiva's Snickers Commercial
https://www.youtube.com/watch?v=vW6ZXHWvaGc
“You’re not you when you’re hungry, Snickers satisfies.” This is presented humorously by the Snickers candy bar company in a commercial to persuade all watching to eat Snickers. To me it feels as if the commercial accomplishes what it set out to do. They want to sell Snickers candy bars, they give eating the candy value that the audience can see, and they resolve a problem the advertisement brings into focus. The Mars company wants to sell Snickers to the largest audience possible which includes people who are Snickers lovers already, people who might give Snickers a try because, as the commercial claims, it can make them feel more like themselves, and people who just enjoyed the commercial's humor and have a Snickers craving. The commercial then pin-points the values that the Snickers candy bar provides for its consumers from the producers perspective. These include values of satisfaction by eating this candy bar and that you go from acting unlike yourself, because you are hungry, to your normal self by eating a Snickers bar. A problem is given and the audience is shown an answer for the problem, which could relate in some way to the audiences’ lives depending on how they feel when they become hungry. Snickers presents someone whom is not themselves because they are hungry, the answer is to eat a Snickers bar which will satisfy their hunger. I felt this commercial has a proper format that connects to the audience. Yet, people can claim that a Snickers candy bar isn’t the answer to someones hunger and isn’t necessarily satisfying to everyone. A negative aspect of this ad is that it could be seen as gender bias. In actuality, the car in the commercial has four guys. The first guy to not act like himself is shown as a diva and the second guy not acting like himself is too shown as a diva. It could be seen as bias because they are featuring the woman as temperamental and haughty and that the men are easier to deal with than women. Though just like any ad, it can’t reach every person watching it and will effect every person differently.
http://www.youtube.com/watch?v=_cdqiH2OM34
ReplyDeleteAT&T: It's Not Complicated - Candy Island
Everyone has seen the hilarious commercials where a group of kids answers a question that is presented by a spokesman. True to the nature of kids, they say silly things that more often than not do not make sense, but make the audience laugh regardless of the impossibility. Whenever I see these commercials I know that they are an advertisement for AT&T, but I always lose sight of what they are selling me by the end of the commercials.
In the commercials AT&T assumes that the audience uses a phone service like Verizon or another company. The discourse of the advertisement rises from the assumptions that other phone companies provide slower and second-rate services compared to AT&T. With these advertisements they hope to show the audience that AT&T has better and faster nationwide services than the other companies.
The rhetors of these advertisements include AT&T, the group of kids and the man in the suit, also known as Beck Bennett. The actor, Beck Bennett contributes to the ethos, or credibility, of the company for several reasons. The first reason being that he is an adult and therefore the one holding the power among the children in the ad. The tone of his voice, when he asks the questions, is deep and also has a hint of playful sarcasm when he responds to the kid’s answers. The element of the commercials that appeals to the pathos or emotions of the audience is the use of kids. AT&T pulls on the hearts of the audience by using kids as a mock focus group because most people cannot help but find their cuteness and funny things they say adorable.
By using kids, AT&T is trying to sell their phone service to adults who feel affectionate towards kids, but most importantly those who use a different phone company. AT&T also uses kids to show the audience that kids understand the concept that bigger, faster and saving money is better, thus enforcing the idea that by switching to AT&T phone service you get the best.
Outside influences that could affect how the audience views the commercials are whether the viewer uses AT&T and how their current services compares to what AT&T is advertising. If the viewer has experience dropped calls or poor reception with their current provider, they may be more heavily persuaded by the commercials to buy AT&T’s service. However, the commercials would probably have little to no influence on audience members who currently use AT&T.
Even though these commercials use kids and the funny things they say to sell their service the message seems to get lost when the kids start to talk about silly things like buying a candy island or turning a brother into a puppy.
http://www.youtube.com/watch?v=FRf35wCmzWw
ReplyDeleteWhen it comes to tampon commercials, what you normally see is happy, carefree girls, when most girls that is hardly ever the case. The Kotex U commercial uses satire to sell their product. The girl talks about how she loves everything they show in regular tampon commercials, trying to make fun of the others in hopes of selling more of their product. The primary audience for the product would be females, because it is a feminine hygiene product. Females can relate to this woman because we all know that there is hardly any twirling while on your period. Some people might not understand her sarcasm, so while they watch it they may be confused into thinking that being on your period is fun. A negative that might come from this commercial is people being offended that they would make fun of other companies, making Kotex look bad.
Andre diouf
ReplyDeletehttp://www.youtube.com/watch?v=1kjjBe481B0
This ad is for Volkswagen cars. There's an overweight dog that saw an Wolkswagen car drive by and ran after it. The dog was overweight so he could not go through the "doggy door". he got extremely sad and ran to the mirror and stood there and looked at himself. He wanted to lose some weight, so he started running on a treadmill, swimming, running stairs, and started to look more slim. The next thing you knew, he stopped eating as much as he used to. After a while, he lost a lot of weight. He looked in the mirror again and just started smiling because of all the weight he lost. The car drove by and he ran after it and fit through the "doggy hole". He ran happily ever after.
This ad targets people who are dog lovers. At the same time, it gets people thinking about the car that drove by. This ad works because most people are dog people. For some people it does not work because they are cat people. So when people see a cute dog, the commercial will come to them and it will remind them of that car. At the end everyone is happy because the dog got what he wanted.
Joe Amico
ReplyDelete------------------------------------------------------------------------------
Dr. Dre Beats Commercial With Kendrick Lamar
http://www.youtube.com/watch?v=thtPhtMcdlY
This particular beats commercial shows the process of Dr. Dre making a song with the rapper Kendrick Lamar. First, you see Kendrick in the booth, trying to perfect his verse. He keeps messing up and you can tell he starts to get frustrated. This is when Dr. Dre comes in and tells Kendrick everything is alright and that they can start again tmrw. They say goodbye and peace out. Next you see that a day passes and kendrick is back, and he is ready to record. He gets it perfectly on the second try and is satisfied.
The interesting thing about the commercial is that you have to remember they are marketing the new beats product, which are on Kendrick lamars head the entire commercial. I think it was a spart marketing move because he is very famous and anything he does kids are going to want to take to it. I think the target audience is everyone from teenagers to 40 year olds. These are probably the main age that would use a product like these.
Also, when Kendrick puts the beats on the audio changes and it switches the bass and everything which makes you think that the headphones sound so much better than everything else. Another good marketing technique by Monster. The quality of where the commercial is filmed, (very nice studio) also may influence the buyer. Because now if they have this product they too are among the finer things, are have the same thing as a famous rapper! Everything this commercial portrayed will influence buyers.
All in all. Dre. Dre was smart because he showed the rest of us how a good song is recorded, and he showed us that they do it with the best of quality, (beats headphones). It was an effective commercial in that it makes a buyer interested and feel like beats audio are high quality.
http://www.youtube.com/watch?v=Ijeg-jeTUBs
ReplyDeleteAT&T has become infamous for their string of "It's Not Complicated" commercials which feature a man asking young children questions. They typically start off with the man asking a question that could be asked about the AT&T service without directly saying it is about their service. The children then answer the question. They usually say a long response that kind of answer the question but usually also involves them going off on a tangent about something else. The contrast of the knowledgeable man and the naive children truly sets these commercials apart and is what makes them intriguing and funny. These commercials have become increasingly popular among television viewers. In this particular commercial, AT&T is trying to sell their service coverage. The man asks "Why is it better to have things faster?" He is indirectly talking about AT&T's internet speed. AT&T is saying that they provide fast working internet service. There are many audiences for this commercial. Mainly, the target audience is adults. First, adults will be the ones buying the service. Also, by using children with innocent minds, it gives off a cute but also comical essence. Adults watching this can understand that what the children are saying is complete nonsense which makes it funny. However, the seriousness of the children's answers and the innocence they hold is adorable. Other audiences can be younger people because they, too, watch television where these commercials are played. They are clean and easy to understand so children can watch them but they are also funny, so older children or teenagers can also appreciate them. However, these other audiences are probably not the target audience because they would never by this product. The target audiences (the adults) could embody a sense of dominance seeing as though they are smarter than the children and can realize their answers do not really make sense. They can also embody a nurturing sense when seeing a child wanting to maintain their innocence. Also, if these adults are parents themselves, they could take on a parenting role because they are used to children. It could even remind them of their own children. Outside forces that sway the audience would be society. Society sees children as innocent, unintelligent beings. This commercial portrays these children that way so audiences think of them that way as well. Negative constraints could be adults not wanting to expose children to television at an early age, meaning the children featured in the commercial should not be on national television. This again would probably be to maintain the child's innocence because people see television as a way of corruption especially seeing people like Miley Cyrus and Justin Bieber who started careers at a young age. They have turned out as "bad" people because they do inappropriate things. People like to blame their young exposure to the entertainment world.
Evian - Live Young
ReplyDeletehttp://www.youtube.com/watch?v=8-p0CxW87pg
The Evian babies are likeable. That’s the basic selling point here. The rhetoric is visual. You just love the babies. The seller is the Evian water company, but you are not even aware of what the product is or who is selling it until the end. The situation created is one that draws in everyone because of the visual of how cute and funny the babies are. The commercial is multi-cultural and gendered so the audience is large. Until the very end of the commercial it is geared toward only young adults, but cleverly an elderly woman is worked in at the last minute. The situation is to sell the idea of how great and fun it is to be young, and how everyone loves young and wants to be young, so drink Evian water.
The need to be young and stay young is a theme used by a lot of advertising today. Although the players in the commercial are already young adults, even THEY are intrigued by being even younger. Seeing the absolute youngest versions of themselves makes them immediately happy. The happiness of one draws in others instantly. Then they are all happy. The older woman is reluctant at first, but gets drawn in and is accepted as young just like all the others. The selling point is, we can all be young and we can all be together. We just need to drink this water. The logo of Evian and a simple logo - Live Young - create a straightforward idea that is simple, just like water is simple. The idea of simplicity sells the water. Water is simple, babies are fun and cute, everyone wants to be young (and cute) forever, so drink this water. Simple. And because our culture is centered around youthfulness and likeability and simple, this advertising works.
The verbal rhetoric is so limited in this commercial but so effective. The entire situation is set up visually to be something desired by all. When it becomes time for the spoken and written word, all the viewer sees is “drink pure and natural”, followed by written and spoken words “Live Young”. Because the situation was visually so well done and captures the audience so quickly, the simplicity of the words makes the situation of being young seem accessible for all. There is no need to apologize for anything unnatural in the product, or explain that it is healthy; it is water, after all. Drink pure and natural - simple. Then, the seller: Evian - Live Young. Now the audience knows exactly how to make this young, attractive life happen. It has to be the Evian, not just any water, but the Evian.
I believe this commercial is well done. It is not offensive or controversial, it does not sell a product that is harmful (except to the environment with the plastic bottles), the seller appeals to a large audience and uses the rhetorical situation to make you want what he is selling. Rhetoric does not have to be on going and long. This advertisement proves that setting a situation and choosing rhetoric wisely can be done in seven words and one minute sixteen seconds.