Considering Grant-Davie's constituents of rhetoric (exigence, rhetor, audience, constraints), and examine a piece of advertising accessible through YouTube. Deliver a brief and informal analysis of the advert you have chosen. Your analysis should explore and explain how each constituent shapes the advert and your argument should explore the degree to which the advert is effective or ineffective.
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 regarding the persona assumed through the selling of the service/product?
Audience:
1. Who is the primary target audience for the product and how do you know?
2. What identities do 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 on July 2nd, so getting to the board before the 10:00am deadline is important. Please be sure to include a URL link to the advert you analyze at the top of your posting.
Be sure to bring your laptop to class on July 2nd.
In the advertisement I chose, the athletics company “Nike” is presenting and promoting their new line of running shoe, the Nike Flynit Lunar 1+. This ad simply consists of a young woman in her mid to low twenties running down a road as the shoe slowly forms, piece by piece around her foot. Every string is detailed as it forms to her foot to show the unique and cutting edge technology engineered into the shoe. In my eyes, the way they represent the shoe shows that it is specifically tailored for a runner or someone who is athletically inclined. The ad also showcases a women who is in great shape, which can be an underlying message trying to link the shoes to becoming fit. Another point I would like to mention is that although Nike is selling this specific product, there is no direct spokesperson for the ad. What I believe is case, is that the shoe (along with the runner), in this particular ad, is designed to sell itself by using vivid details, vibrant colors and appeal of the “in shape” women to all of the viewers.
ReplyDeleteAfter viewing this advertisement I found it to be quite effective as it used a large target audience and even some underlying messages to showcase a new product and not that this contributes much to the argument but I did purchase a pair of these shoes myself recently. Lastly I will add that I found no apparent use of either positive or negative restraints in that it was a relatively straightforward and simple ad.
http://www.youtube.com/watch?v=ZfUV-eU0RaY
DeleteIn the advertisement I chose, the athletics company “Nike” is presenting and promoting their new line of running shoe, the Nike Flynit Lunar 1+. This ad simply consists of a young woman in her mid to low twenties running down a road as the shoe slowly forms, piece by piece around her foot. Every string is detailed as it forms to her foot to show the unique and cutting edge technology engineered into the shoe. In my eyes, the way they represent the shoe shows that it is specifically tailored for a runner or someone who is athletically inclined. The ad also showcases a woman who is in great shape, which can be an underlying message trying to link the shoes to becoming fit. Another point I would like to mention is that although Nike is selling this specific product, there is no direct spokesperson for the ad. What I believe is the case, is that the shoe (along with the runner), in this particular ad, is designed to sell itself by using vivid details, vibrant colors and appeal of the “in shape” women to all of the viewers.
DeleteAfter viewing this advertisement and applying Grant-Davies constituents of a rhetorical situation: exigence, audience, and rhetor; I found that these three act perfectly on one another to from a very effective advertisement. The exigence being that “This is THE shoe needed for running” and that this shoe could possibly insinuate that purchasing the shoe can in turn make you fit or improve your fitness. This combined with the rhetor, being the woman running and the actual shoe she is wearing, both act on the target audience (anyone athletically inclined, most likely from ages ranging from young teens to older adults) to trigger a response wanting to buy the shoe or at least find it appealing.
Aside from Grant-Davies “rhetorical situation” I myself found the ad to be quite effective as it used a large target audience and even some underlying messages to showcase a new product. To add a personal aspect to the analysis, and not that this contributes much to the argument but I did purchase a pair of these shoes myself recently. Lastly I will add that I found no apparent use of either positive or negative restraints in that it was a relatively straightforward and simple ad.
http://www.youtube.com/watch?v=_2smYVl0zrk
ReplyDeleteThe advertisement I chose to analyze is a Pepsi advertisement. A famous R&B singer named Beyonce is the spokesperson of the product. This particular company has the desire to sell its product to interested costumers and make a profit. This problem would only be solved if the product is sold. The Pepsi Company sells the perceived need for this beverage product by giving its audience the chance to identify with the celebrity while receiving the Pepsi product.
There are multiple rhetors in this advertisement. Pepsi Co., its advertising firm, and Beyonce are a part of a rhetorical team. Because of the company’s connection to Beyonce, the company, in a way, takes on her ethos. This way the Pepsi Company plays the role of a hip, young company to reach its primary target which is the younger generation.
An example of a positive constraint that would enable the advertisement’s argument would be the fact that no other soda company has a commercial with Beyonce as its spokesperson. An example of a negative constraint would be that there are healthier beverages with just as popular celebrities as their spokespersons.
http://www.youtube.com/watch?v=iwEomDcoG1c
ReplyDeleteThe Gatorade commercial begins by showing the 1965 Florida Gators football team overcoming sports related exhaustion and enhancing their physical performance by drinking Gatorade. The exigence shown is a “punishing heat” causing inadequate sports performance. The audience is then shown other famous sports teams and athletes all triumphing with the help of Gatorade in the commercial. The rhetors (Gatorade) improve their ethos by showing the triumphs and happiness of famous athletes when drinking their product. This leads the audience, young athletes and potential customers, to believe that drinking Gatorade will fight dehydration and exhaustion and improve their performance. The audience is also moved to identify with famous athletes and to “Continue the Legend.” While Gatorade shows their product as a solution to dehydration and can enhanced sports ability, by showing the triumphs and happiness of the athletes featured one could also argue that Gatorade ultimately results in happiness and success. The Gatorade commercial uses rhetorical constituents to cause the audience to associate Gatorade with happiness and success. While the audience the rhetors have in mind might be athletes looking to step their game up, some might be common people only looking for a drink that tastes good. This is a negative constraint on the commercial because taste does not fit in as a solution to the exigence and has no place for discussion. The audience also might not want to identify with the featured athletes such as Serena Williams or Peyton Manning, and consequently not want to identify with Gatorade. The commercial does, however, provide an athletic audience with a solution to the problem of dehydration, causing the Gatorade Lightning Bolt commercial to be a rhetorically successful one.
Hi Class,
ReplyDeletePlease bring a laptop to class on Tuesday, 7/2/2013. If you don’t have one, obviously you can’t bring it. You can work from your mobile device, but a laptop will be a bit easier. We will be looking at the advertising analysis postings and doing a class activity to more closely look at how analytical writing works.
Best,
Joseph Longhany
Brittany Gang
ReplyDeletehttps://www.youtube.com/watch?v=iozZTJB2XOw
In this ad, a couple in love are running across the country to be with each other. The female runner is wearing a new pair of pink Nike sneakers, while her boyfriend is wearing a random brand of shoes. When they first continue their journeys, they are both happy and singing. As they travel farther, the boyfriend, who is not wearing Nike shoes, begins to slow down and eventually ends up in the hospital. The girlfriends ends up running across the entire world in her brand new pink Nike shoes. This ad is mainly focused towards runners or people who want to begin running. The happy music and the concept of love is geared towards people who think a product will make them happy. The underlying point is that these pair of sneakers will help your romantic life. People who do not have a pair of these shoes, consequently will not be able to run as far and get what they want in the end. The brand Nike is selling these shoes, and they want to convince buyers that they will be able to perform better in these shoes in comparison to any other brand. This ad can be centered towards anyone who wants to improve their running skills. The ad is convincing buyers that their running ability will tremendously improve while wearing these shoes. The girl in this ad is fit, happy, and in love. People who buy these sneakers will therefore believe that they can achieve these attributes as well.
People can look at this ad in a negative way, because it can be viewed as happiness coming from a materialistic purchase. These shoes will not really give buyers happiness, so this could lead people to be turned off by the loving relationship in this ad. Love is a very important trait to people, so this ad could also attract people who see this happy relationship. They will think that buying these shoes could get them the happiness that is seen in this video. Some viewers might have a different type of brand of sneakers that is their favorite so they already know that the guy was not hindered by his choice of shoes.
After watching this advertisement again, I have developed a different view of who this message is geared towards. The shoe they are selling is meant for people who enjoy long runs in comparison to sprints. This video shows the durability of these sneakers around the entire globe, clearly an exaggeration. The video shows that these sneakers are extremely comfortable and can withstand bad weather as well as distance. A runner who is interested in cross country, for example, would be tempted by these attributes of the sneaker. The sneaker is very strong and will have a long lifetime in terms of becoming unwearable. Although anyone can buy a pair of Nike sneakers, this advertisement is centered around long distance runners.
Deletehttp://writingstudies2013.blogspot.com/p/advertising-analysis.html
ReplyDeleteThe Volkswagen Beetle commercial I chose to analyze is presented in an everyday work setting. It shows a crowd of people arriving at work with an unhappy face because it’s Monday. The commercial then shows that Dave, the main actor who has a Jamaican accent, is the only optimistic jubilant person in the office. He goes around telling people that everything will be okay and that they should be happy. He then suggests that what they need is a smile, so he takes his boss and another coworker on a ride in his new 2013 Volkswagen Beetle. The car is shown in different angles in order to show off its new features with happy music playing in the background. When they arrive at their job again, they all have happy faces and now are speaking in a Jamaican accent. The rhetors of this discourse are Volkswagen, the auto company who is trying to sell the car, and the advertising agency that they hired. By showing that the car makes the coworkers happy, it enhances the company’s ethos by showing that it doesn’t just sell good cars, but they make people happier. The exigence presented in the commercial is that everyone is unhappy. They are all tired and bored of their everyday routine. The fact that it’s Monday just means that it’s the start to another insignificant week. The commercial is showing people that driving the new Volkswagen Beetle will make them feel happy and optimistic. The primary target audience that they are trying to convince is people who are shopping for new cars, people who have money to use on new materials, and people who are looking for some change in their everyday routine. This car is showing the audience that it will make them happy and that they won’t regret buying it. The audience may view the discourse in a negative way because they might say that money doesn’t buy happiness, which in this case is the car. The commercial shows the men talking in a Jamaican accent after they ride the car and even though it is not meant to offend anyone, every audience member has a different opinion. Some people might think it’s funny and some may not like the idea that they are faking the accent. Some negative constraints that hinder the argument presented by the advertisement could be that there are many other companies that sell nice cars. Some customers may be leaning more towards buying an American or Japanese engineered car. A positive constraint may be that no other car looks like the beetle and that it’s a unique car. A customer might also know someone who does indeed own a Volkswagen beetle and is happy with it. These constraints may lead potential buyers to decide in favor of the rhetors’ product.
http://www.youtube.com/watch?v=wPG7PcI67dE
ReplyDeleteThe advertisement that I chose was the 2013 Budweiser Clydesdales Super Bowl Ad, where they showed the maturation process of raising a Clydesdale from the time it was a foal up until it became an official Budweiser Clydesdale. This was a very heartwarming advertisement that embraces the importance of family and shows how Budweiser is more than just the typical beer company. Although there is no exact “need” for this product since it is a luxury item, they show the values of family, hard work, and dedication to make the viewer feel good about buying this product. There are no exact problems being solved as this advertisement is just showing all the love and care that is put into raising the Budweiser Clydesdales.
In this particular advertisement, there is nobody saying “But our product”, it is more of a subtle subliminal message that after you watch the story you feel good about buying Budweiser and helping to support what they are doing. The choice of music in the video, the setting, and timeline of events of the maturation of the Clydesdale all play roles into the ethos of Budweiser trying to sell their beer. For this advertisement there are only a few rhetors involved, the Clydesdales being the most significant and obvious, to help show all that Budweiser is about other than making beer. The primary target audience would obviously be anyone over the age of 21, because that is the legal age to buy alcohol, but more inclusively, it would also include older people, working class people, and also people who can appreciate the benefits of hard work by a beer company. Budweiser is trying to reach out to its current and potential customer base and show them how they are different than their competitors in making beer but also how they give back to the community.
The biggest hindrance to this product would be that it is alcohol, and the public knows plenty about the dangers associated with drinking. One of if not the most positive things that came out of the advertisement that enabled this to be successful was the fact that it made the audience feel heart warmed and good about buying Budweiser products and supporting all that they do in the community. The only outside factor that I could think of that would make them fee less sympathetic would be the fact that it is for an alcohol company but the fact that the Clydesdales played the most significant role would make the viewer more sympathetic to the message that was being conveyed. All in all, this advertisement was a very good way for the Budweiser company to show the public that they are most than just a beer company and that they have not forgotten their roots to give back to the community.
http://www.youtube.com/watch?v=Vg7z4bg4zMA
ReplyDeleteThe advertisement I chose to analyze is a Miller Light commercial. The ad shows famous actor Ken Jeong and his friends looking to have a good time and when they start to drink Miller Light that’s exactly what they get. The ad shows Ken Jeong and his crew in different scenarios at a bar, at a club and meeting attractive women. The rhetor is manly Ken Jeong in the commercial but everyone in it is a rhetor as well. They are all working together to make Miller Light show that if you are drinking it you will have a fun time. The exigence is that if you are bored and want to do something exciting that if you drink Miller Light you enjoy what you are doing. A negative constraint is that the people they are targeting to buy the beer wont know if it tastes any good. All they are getting out of the commercial is that you will have fun while drinking it. A positive constraint is that they have Ken Jeong as their spokesperson. He is an extremely well known actor and for them to show they he is always having an amazing time while drinking it should make the target consumers want to buy it.
AT&T Wireless TV Commercial
ReplyDeleteLink: http://www.youtube.com/watch?v=l61LjTwME7w
The AT&T advertisement I chose depicts children who are gathered around a table in an elementary class setting discussing the issue of fast vs. slow. They used children to persuade the audience (the consumers) that converting is an easy enough decision that even elementary students could decide in a matter of seconds. The use of children could possibly build ethos for the company by influencing parents or guardians that their company is “child friendly” which would lead the consumers to be more sympathetic to the network. Children of the same age group of the young rhetors might be influenced to think at a higher level, as in the advert, the children are given a topic; Which is better Fast vs. Slow? They then discuss it amongst themselves and come to a solution which was faster is better and then they then further synthesize a claim that supports their argument.
In the AT&T's advert they suggest that their network is faster compare to other competitors who they do not disclose in the advertisement. They imply that a faster network (their network) doesn’t limit the user’s ability to do anything such as surf the web, or text message. Though the company claims that they are the nation’s fastest network they have no facts to justify their proposed claim leading it to be unjust.
Gatorade Commercial
ReplyDeleteLink: http://www.youtube.com/watch?v=wNjQishYOy0
Gatorade, in the following advertisement makes two of their products appear to be a must have, especially for moments when there is a need to perform at your peek. To draw this effect for the audience Gatorade employs use Kevin Durant and Dwayne Wade to advertise the products while they are in preparation of the pressure-packed playoffs. Gatorade takes the viewer through clips of Kevin Durant training and shows him drinking Gatorade, also consuming a newer Gatorade product, “Energy Chews”. By seeing an NBA star using Gatorade while preparing for the playoffs, it makes Gatorade appear to have an enormous amount of value in training. The problem or exigence being solved from the use of Gatorade is laziness and fatigue. This commercial does not state it directly that Gatorade fixes this however it can be picked up indirectly, because you see an athlete able to work hard and keep going with the use of Gatorade. It appears that Gatorade gives you the strength to train and could be the factor that gives you an edge on competition. For this commercial specifically Kevin Durant’s competitor is Dwayne Wade.
The Rhetors for this commercial are Gatorade, an advertising company, along with NBA stars Kevin Durant, and Dwayne Wade. The ethos in this commercial is derived from the success of Kevin Durant and Dwayne Wade, who use Gatorade as a supplement for their game. Gatorade might have not been the fact that these two players reached the NBA, because a lot of people drink Gatorade. It could be said though that Gatorade fuels these two very talented athletes and many others for training and competition. This commercial pushes people to think if these two players are taking Gatorade that they should also be taking Gatorade products. It could possibly give people the sense that Gatorade is the top supplement for their performance and nothing can be compared to it.
The primary target for this commercial is athletes but inadvertently could appeal to employees or anyone who is under a lot of pressure to complete a task. I could tell that the main audience is athletes because the commercial employs two famous basketball players, who are athletes. Also it could be applied to people under pressure because NBA players experience pressure and the use of Gatorade aids many of them in training. The feeling of pressure non-athletes can relate to and might get a sense that through the use of Gatorades products, that they can better manage and perform better under pressure.
The outside forces or constraints that could make Gatorades image more positive are more athletes that sponsor and use Gatorade as part of their athletic lives. Gatorade has already many supporting players some noticeably being Michael Jordon, Peyton Manning and Dwight Howard. These current players who support and use Gatorade could explain the large amount of success that Gatorade has had and still is making. A possible negative constraint could be an article or claim could capture an audience to not buy Gatorade. It has been said that sometimes sports drinks give you energy for a short period of time and then you end up burning out after a quite short period of time. Also, Live Strong has an article up on the “Cons of Gatorade” and possible cons could be dental decay, weight gain, and there is a lack of protein found in Gatorade. This could have the potential to possibly lead some consumers to find more suited products for themselves that don’t contribute to those possible side effects or that have protein. An outside factor that could contribute to a more sympathetic view to the message could be that there are basketball players on the screen. A possible thing that can get people to not listen to the message is if they do not like a certain player that is in the commercial so they might not take the product as seriously.
http://www.youtube.com/watch?v=q30D9Hyi0eQ
ReplyDeleteThe advertisement that I chose was for the new Nike soccer cleats called Nike Vapors. In the ad, tennis champion Rafael Nadal is playing against soccer champion Cristiano Ronaldo in a game of tennis. Ronaldo, is wearing the promoted soccer cleats and playing tennis as if he was playing soccer. The role is later reversed when Nadal wears the cleats and plays great soccer. The company sells the need for the product by having a soccer athlete play a completely different sport wearing high quality shoes. Nike is able to make it seem that by wearing these specific cleats, anyone is able to have great skills at a different sport. Nike is suggesting that one of the underlying values about the need for this product is that if you don't wear these cleats, you can't be as great of an athlete as the ones presented in the advertisement. The problem being resolved is that through the use of a well known athlete as opposed to a normal person , Nike Vapors are now seen as high quality products. Nike is selling the product but use two famous athletes to appeal to viewers who are sports fans. What contributes to the ethos is Nike's ability to adapt to a new situation by instead of promoting their soccer cleats just for soccer, they are also promoting it for other sport uses. The role that the rhetor portrays is the hard working athlete who is able to perform well using the promoted shoes. The primary target audience for the product is young people who play soccer or who could be interested in playing soccer. I know this because of the use of Cristiano Ronaldo, who is a young athlete. The identities that the viewers embody are people who are eager to buy new soccer cleats or who are eager to start playing soccer. At the beginning of the ad, viewers might not care for the product but by the end of the ad, they might change their view on the product. By seeing the promising results put on display by the athletes wearing the cleats, the viewers begin to see that the cleats are effective and they begin to adopt a new role for the ad. A negative constraint that might hinder the argument presented in the ad is that by wearing cleats that are not being promoted, you will not play at the level that the athletes are playing in the ad. An outside factor that might lead the audience to be less sympathetic to the rhetor is that the audience might see another ad for a different soccer cleat that implies the same results, leading the audience to question which cleat they should buy.
Apple iPad vs. Windows 8 Tablet Commercial
ReplyDeleteLINK: http://www.youtube.com/watch?v=-HEqV8fBi1s
The Windows 8 Tablet commercial that I watched starts off with having an Apple iPad on the left side of the screen and a Windows 8 Tablet on the right side. The commercial then starts to zoom into the Windows 8 Tablet display in order to show off its sleek design and smooth operating system. The commercial continues to show how different the two devices are and how much better the Windows 8 Tablet would be if purchased. The main things that are pointed out from the commercial is that the Windows 8 Tablet updates completely differently, can do two things at once, and has Microsoft Office capabilities. The commercial points out that the Windows 8 Tablet can run real-time updates on its home page while the iPad cannot do anything like this. Another thing that the commercial points out is that it has the capability to run two applications at once so one of your application would be on the left side of the screen while the other is the right side of screen. This is another tool that the iPad does not have. The last point that is made in the commercial is that the Windows 8 Tablet completely supports Microsoft Office which means you can run Word, PowerPoint, Excel, etc. straight from your device. The commercial comes to an end by showing the price differences between the two devices and it is made clear that the Windows 8 Tablet is undoubtedly cheaper than the Apple iPad.
The target audience of this commercial would definitely be Apple iPad users and/or Android users. I can come to this conclusion due the commercial making a clear determination that the Windows 8 Tablet has better functionality and is a better bang for the buck. On the other hand, some people may believe that Microsoft, the company trying to sell the Windows 8 Tablet, has to show the iPad’s flaws just to sell their own product in order to show people that they are above the rest. A negative constraint could be that Microsoft is just ahead of the curve by a little and if buyers just wait, then Apple will soon make their iPad even bigger and better than any other device on the market. A positive constraint could be that buyers would never know if Apple has decided to make a new iPad that has all of the same features as the Windows 8 Tablet. These constraints can both be deciding factors for potential buyers whether they buy a Windows 8 Tablet or just wait for an updated version the iPad to come out.
Volkswagen Game Day 2013 Commercial:
ReplyDeletehttp://www.youtube.com/watch?v=9H0xPWAtaa8
The Volkswagen commercial starts with various employees walking into an elevator on a Monday. It is a very gloomy environment but one man, with a Jamaican accent, outshines the rest in looking at the positive things about a Monday morning and going to work. The commercial goes on to describe the difficulties in the work day and the man shows up in every situation looking at the bright side and portrays himself as being very easygoing and happy. At the end, the man invites his coworkers a ride to work in his Volkswagen and they all come out of the car with laid back personalities and happy to go to work unlike their attitudes before.
The major problem that this advertisement creates is the Monday gloom that the employees at this business feel, and how their day is not going well. However, the man, who represents the happiness that the Volkswagen brings him, helps spread his contentment to others in the business. The main character in this situation embodies a persona of an ordinary man from Minnesota but has a Jamaican accent used to represent the joy that he feels once he rides in his Volkswagen every day. The primary audiences for this advertisement are business people who are capable to buy this car, and can also be directed toward people who aren’t necessarily happy with their lives and willing to invest in something that will bring nothing but positive things and a new outlook on life. A negative outside constraint that can hinder this advertisement is the fact that some people may find it offensive that the man speaks in a Jamaican accent since it could be a common stereotype and it could divert the whole positive message of the advertisement into something negative. However, this advertisement proved to be effective in projecting its message because the main slogan for Volkswagen is to “Get in. Get happy” and at the end of the advertisement the employees hopped into the car and finally managed to get happy.
http://www.youtube.com/watch?v=rWOdSC9pUwI
ReplyDeleteThe commercial I have chosen is for the beer Miller 64. Miller 64 is for the average working American that is trying to stay healthy. The commercial follows different, mid-to-late twenties, early thirties men and women throughout their day, getting to work, working, excising, helping others along the way. No matter what it is that these likable people are doing there is always a struggle while they are doing it, this is done so the audience can relate to the actors in the commercial. It is easier to see yourself as one of these people who are imperfect. The commercial is accompanied by a jingle, a traditional Irish drinking song. the upbeat chant begins with one man singing, narrating his activities and adding humor to his struggle. As the commercial progresses the chanting is louder and with more people added. At the end of the commercial, marking the end of the day for the Average Joe, friends are gathered together with Miller 64 in their hands, all singing along, hugging, smiling, and having an exceedingly joyful night.
The rhetor(s) shows the audience a life similar to their own or how they would like to perceive themselves. The commercial is upbeat and humorous, bringing the audiences guard down and more susceptible to the advertisement. The product solves the problem of trying to maintain a healthy lifestyle while having a few beers with friends, the idea of guilt free fun. The product provides a way for maturity and responsibility to coexist with freedom and happiness.
In the advertisement that I chose to analyze, a women begins by listing things that people find difficult such as following a healthy routine and eating healthy and then says “you can do it” she then says that it is difficult to have a healthy mouth but “you can do it” the commercial aims to try and get the consumer “us” to feel empowered and feel as if the Colgate toothpaste can not only help improve the cleanliness of our teeth but can also help improve our overall lives. The company attempts to sell the product as a way that empowers people to live healthier lives. The basic principle that everyone hopes for a good healthy life is underpinned in this advertisement. The commercial shows a woman who appears to be healthy, happy, and with a bright radiant smile explaining how important the toothpaste is. The product attempts to solve the struggle that people have to maintain mouth health.
ReplyDeleteA young woman roughly in her early thirties, who appears to be living the “American dream”, is selling the product. The lady who was hired as a spokesperson for the company is young, energetic, appears to be healthy, happy, and using the toothpaste. The toothpaste is portrayed as being better than any other toothpaste because it can help you with overall quality of life and not just a better smile.
The audience of this advertisement would be anyone who is looking to improve their quality of life and specifically their mouth health. The target audience would generally be middle-aged people concerned with how they are perceived by the outside world. The target audience would all be looking to get, or maintain white teeth. Some people might see the advertisement and be drawn to it because they believe that by using this toothpaste they will actually be more like the women in the commercial and there are other people in the target audience such as myself that may look at the commercial and think it is no different from any other toothpaste on the shelf.
Another advertisement may show in a more direct way that their toothpaste is better rather than implying that they have a god toothpaste like Colgate does in its commercial. For example a company such as total may make a commercial showing lab results that proved their toothpaste to be more effective at killing bacteria or whitening teeth. There are many factors that could lead the audience to be more or less drawn to the advertisement. If there is a middle aged women who has less than perfect teeth and wants nothing more than to have a nice smile, she may see the beautiful, happy woman in the advertisement and be drawn to buy that particular toothpaste. On the other hand, a middle aged man who has lost a few teeth in an accident and now has several fake teeth may not be as inclined to be sympathetic to the message in the advertisement
URL
http://www.youtube.com/watch?v=CDhZCQ2l9nE
http://www.youtube.com/watch?v=cZh105_r2Qk
ReplyDeleteThe advertisement I picked was an AT&T commercial, showing children pick the biggest number they know. The commercial shows the children competing on who knows the biggest number. This commercial is then related that bigger is always better and then refers to the AT&T network being the biggest 4G network thus assuming it is better. The motivation of this commercial is for the company to hopefully sell more of its product. The way they do this is by trying to prove that they are better than any of the other companies, because they are bigger. They try to do this by having children sell the products, basically if a child can tell that bigger is better than an adult should understand and want to buy there product because it is bigger thus better. The main audience for this product is consumers with different Cellphone plans. I say this because I feel like each of the children represent a company that is trying to keep up and people who don’t have this plan can relate to because they notice that there product is trying to keep up but it is having a hard time. While AT&T is so big that the commercial implies that it is mind blowing, thus implying that it is better and consumers should want to switch from there plans to this new one. But because they use children, that can be a big constraint. The children are meant to show that the idea of bigger is better is so simple that even children understand it. Some people can take that as an insult because the company had to stoop that low or assume that the audience is that stupid, just to get them to understand and notice the advertisement. Overall the commercial does a good job at catching the audience’s attention, first of all the children is adorable, but also because of the humor. These have impacts on the mind and make the commercial catchy. Allowing the consumer to be advertised by there commercial even when it is not being played because of the way the situation had been laid out and by how catchy it is.
http://www.youtube.com/watch?v=I9tWZB7OUSU
ReplyDeleteIn this advertisement, Axe body spray is the product being marketed. The purpose of this product is to enhance your aroma and apparently allow you to become irresistible to women. The commercials depicts women from all over the world (in bikinis) running and swimming to the beach that a man is standing on. This man is the rhetor for the product in this particular commercial. He is standing on the beach, holding two cans of Axe body spray, and dousing himself in it. As the women are sprinting towards him, he has a look of excitement and power on his face. If you will notice, this man is not in any exceptional physical condition, and does not seem to be a model. He appears to be an average guy, and that is the audience here, average men. This advertisement is meant to make you believe that using Axe body spray will make women flock to you immediately, and lets face it that is the dream of most men! This ad makes a direct connection between how you smell, when using Axe body spray, and the amount of women you will attract. Using common sense, you can infer that just by spraying yourself with Axe you are not going to get the same results as the man in the commercial. Even though the audience knows this, the ad may still make them believe that their chances of attracting women will be higher when using this product. This commercial is effective because it leads the audience to believe that using Axe body spray will help aid them in smelling better, and therefore making them appear irresistible to women.
http://www.youtube.com/watch?v=nf5-Prx19ZM
ReplyDeleteThe Samsung Company is trying to sell the “Next Big Thing” in phone technology. In the advertisement, customers waited in line for a brand new phone that was coming out while the Galaxy S3 already had the best new features of its generation. The advertisement was trying to say, why wait in line for a brand new phone when the Galaxy S3 is already here with all of the features you could need in a smartphone.
In the advertisement the customers are selling the product. In this generation of technology the savvy, people tend to desire the brand new technology that could make their lives or the activities that they are involved in easier. At this moment Samsung is saying that the Galaxy S3 is the right tool to for enhancing the way we live our life. The role the rhetor plays in the advertisement is that of someone looking for a new phone that has all of the latest features he or she could need and more.
The primary target of the advertisement are people who are looking for a phone new phone that has all of the latest features. As a viewer of this advertisement you take the place of one of the consumers waiting in line for the brand new phone that you can never seem to get, while the Galaxy S3 is right there in front of you with all of the latest features out at the moment. If someone were to look at the advertisement with another point of view, they would say that the phone that the people are waiting for in line must be better than the Galaxy S3 if they are still in line after hearing and seeing the Galaxy S3.
An outside force that might hinder the argument presented by the advert is if a new phone comes out that has all the features that the Galaxy S3 has and more. The audience would be less sympathetic to the message of the advertisement if a brand new phone is coming out that is better than the Galaxy S3. This would cause people to avoid purchasing the Galaxy S3 because they’d know that an even better model would soon be released.
The exigence of this advertisement is that the Samsung Galaxy S3 is the best phone out because it has the latest features in technology in it. The actors in the advertisement is promoting the phone by not waiting in line for the phone that is not better in than the Galaxy S3. Basically, Samsung is saying why wait in line for (the iPhone because normally there is a huge line of people waiting to get the iPhone) a phone that is not better than the Galaxy S3. The rhetors in this advertisement are actors. The audience of this advertisement are customers that want the “Next Big Thing” in smartphones. The audience is also children. In the advertisement a son is holding a spot in line for his parents who don’t have the Galaxy S3. The commercial is trying to say that children don’t need to have the same phone as their parents. Children need to have the latest smartphone out. The constraints could be in this advertisement might be the price of the phone, what other smartphones are out, and if the company a person is in provides the new phone.
Deletehttps://www.youtube.com/watch?v=JRhbqn17MtY
ReplyDeleteI chose an Allstate Commercial in which someone who just had an accident is calling their insurance company to make a claim. They get put on hold for 97 minutes because Mayhem answered the call and to make the commercial funny they make fun of the music you normally hear when you are put on hold.
When exploring the exigence of this commercial we see that Allstate is attempting to convey the message that with any other insurance company you will not get the help you need fast. They know that people need insurance and they want it to seem as though their company will be the fastest to help.
The rhetor in this commercial is mainly the Allstate company, but it also includes everyone acting and voicing over the commercial. The rhetor is using humor to catch our attention and make us laugh. This makes the company look superior to other insurance companies because it is making fun of their response time. The main rhetor who is talking to the audience is the Mayhem actor. He is portraying a claims department employee of a cut-rate insurance company.
The target audience of this commercial is everyone who is either looking to switch insurance companies or who needs insurance. It also targets anyone who has had problems with their insurance company before, specifically the issue of being on hold at an important time. These audiences are the target of the commercial because the rhetor emphasizes that other companies will put you on hold for a long time to show that they are the best insurance company when it comes to making a claim.
The main constraint of this commercial is Allstate's rating compared with the ratings of other insurance companies in customer service. If the audience goes online and does research they can see what other customers say about Allstate's response time and customer service.
http://www.youtube.com/watch?v=Tkk-HlwfGJE
ReplyDeleteThe commercial starts off with this guy fixing his hair, then he walks up to this one girl who is about to begin a race at the track meet. He looks at her and shoots the shoots the starting marker of the race but she just stands there and looks at him in an irresistible way. This commercial is advertising Axe Hair Gel. This company wants you to believe that this product is a way for men to get any women they want and be looked at in a dreamy way. The problem that is being resolved by this product to fix your appearance (hair) and get any girl you want. The Rhetor is the guy using the hair gel before the track meet. He shows that using the hair gel can even make a woman stop doing something important just to be able to talk to you only if you are using the product. The primary target that this ad is aiming for is men. It’s not only for insecure men who want girls but also men who care a lot about their appearance in order to attract beautiful women. When people see this commercial they think about how cool it is that that man can stop the girl from an important race just by having his hair neatly done so they go off and buy the product. They think just by using this product they will have any girl they want. A negative constraint from this commercial is that it stops girls from doing their dream because irresistible men distract them. But we know that it really isn’t the case.
Some Positive constraint from this commercial would be the fact that this attracts women no matter what situation. That would help more more men to buy it and feel like it would help them get more ladies. It also helps women get their guys to style their hair and be more dressed
DeleteThe ad which I chose to analyze is the original Old Spice “The Man Your Man Could Smell Like” ad campaign which kicked off the onslaught of their hyper “retro-sexual,” male focused campaign hawking toiletry products. The commercial starts off with Isaiah Mustafa, a former professional athlete and all around man’s man saying, “Hello ladies, look at your man, now back to me.” in an attempt to focus the male audience on sex automatically, with the idea that this product and the fragrance it exudes will help you attract and attain female attention. This ad and by extension the ad company which produced this for P&G, assumes that its target audience, heterosexual males, want to attract that one female which they can procreate with in order to eventually attain the normalcy in society achieved by the “nuclear family,” with values such as “manliness” which is guaranteed to be achieved by using their products. This product is said to cure the feminization of the modern man, or in other words to re-establish retro-sexual, Roosevelt-esque (Teddy of course) grit and toughness, which we seemed to have lost behind our computer desk. One factor which helps attribute to our willingness to trust Old Spice, and to be willing to listen to this ad, is their long established history as a male grooming product provider, with taglines such as If your grandfather hadn't worn it, you wouldn't exist." Which to add an aside is kind of funny because my mother recounts my own grandfather wearing Old Spice back in the old country, which literally played a role, however insignificant, in him attracting my grandmother. The initial rhetor that is revealed is Isaiah Mustafa, who the audience of young males can put some sort of stock in because of his attractiveness and physical build which are factors our society, and our innate primal instinct, deem to be important in finding a mate. He is seen as a kind of “prophet of manliness” who has revealed himself to us wayward young males, in order to lead us to the promised land of… pretty ladies! Even throughout the commercial he is shown to have mystical powers which are attuned to the desires of females. In a way, Isaiah is like Moses, of the Judeo-Christian myth, having to prove himself to be a messenger of God through various acts of astonishment. Our American society is constantly reinforcing in its young men the idea that they must be pinnacles of masculinity, so we are already ingrained with this thought however unconscious we are of its existence that we must seek out whichever implements will help us reach this ideal. Although this feminization I mentioned before, brought on by the general counter-culture movements of the 20th century have served to undermine this ideal, with things such as the feminist movement and the acceptance of our gay human counterparts, which have served to liberalize our views and somewhat relax our tense hyper masculine sphincters.
ReplyDeleteURL: http://www.youtube.com/watch?v=owGykVbfgUE
ReplyDeleteIn response to my previous blog entry about the Budweiser Clydesdales advertisement, I would say that there is more than meets the eye when it comes to this particular commercial. People may think, “ Why would Budweiser choose to show this of all commercials during the Super Bowl when they are all supposed to be funny?” But personally I feel that is exactly why they chose this time to show this advertisement. It is all about timing, location, content, and the reaction from the audience after seeing the advertisement. When all of the other advertisements during the Super Bowl are for comedic purposes, a heartfelt down to earth advertisement, will most definitely stand out. During the Super Bowl when everyone and their brother is watching the game, this is the make or break time for companies to pitch their products for the following year and Budweiser nailed that.
ReplyDeleteIn addition to the timing of the advertisement, the way the audience responded from it was also very crucial. Anyone who has a heart would feel in a form of awe and amazement about the care put forth but the man in the stable to take care of the horse from the time it was a foal to the full grown Clydesdale that it showed at the end of the commercial. After the end of this advertisement, it left the audience with a good feeling inside and now they felt better about buying the Budweiser products because some will realize that they are more than just a beer company but they are also giving back to the community.
There is always a hidden message involved in every single advertisement that you watch, and most times it is an attempt for the company to make you want their product more, because at the end of the day they are still companies trying to make a profit. All this being said, just because at the end of the day companies are worried about their bottom lines, that doesn’t mean they cant give back to the community, and in the case of Budweiser they showed that they are much more than just any beer company.
AT&T Wireless TV Commercial
ReplyDeleteLink: http://www.youtube.com/watch?v=l61LjTwME7w
The AT&T advertisement I chose depicts children who are gathered around a table in an elementary class setting discussing the issue of fast vs. slow. They used children to persuade the audience (the consumers) that converting is an easy enough decision that even elementary students could decide in a matter of seconds. The use of children could possibly build liability for the company by influencing parents or guardians that their company is “child friendly” which would lead the consumers to be more sympathetic to the network. Adults who view this advert would assume the role of Children of the same age group of the young rhetors might be influenced to think at a higher level, as in the advert, the children are given a topic; Which is better fast or slow? They then discuss it amongst themselves and come to a solution. After finding the solution they further synthesize a claim that supports their argument. One child using the analogy of a werewolf expressed that the service could essentially put an “ease” on life. An individual shouldn’t worry about a cell phone network while there are other issues at hand.
In the AT&T's advert they suggest that their network is faster compare to other competitors who they do not disclose in the advertisement. They imply that a faster network (their network) doesn’t limit the user’s ability to do anything such as surf the web, or text message. Though the company claims that they are the nation’s fastest network they have nothing to truly claim it leading their claim to be unjust.