Analyzing Commercials: Emotional Appeals And Audience Engage

Analyzing Commercials: Emotional Appeals and Audience Engagement

Compare and analyze three television commercials based on different products and messages. The first is a Nike commercial from 2012 that aims to inspire individuals to pursue greatness regardless of their current physical condition, utilizing emotional appeal (pathos), credibility (ethos), and logical reasoning (logos). The second is a 2014 Chevy commercial depicting a dog's life with its owner, emphasizing the reliability of the vehicle through emotional storytelling and connection. The third features NFL quarterback Cam Newton encouraging children to exercise and eat healthily, combining humor, credibility, and logical appeals to promote healthy habits. Your analysis should explore how each commercial employs rhetorical strategies and appeals to its target audience through visual and auditory elements, narrative, and symbolism.

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Commercial advertisements have become essential tools for brands to communicate their messages, evoke emotions, and influence consumer behavior. Effective commercials often utilize rhetorical strategies—ethos, pathos, and logos—to connect with their audiences on multiple levels. Analyzing three distinctive commercials reveals how each employs these strategies to serve different purposes and target audiences.

Introduction

The power of advertising lies in its ability to persuade viewers using emotional, ethical, and logical appeals. The Nike commercial from 2012, the Chevy commercial from 2014, and the promotion featuring Cam Newton demonstrate distinct approaches to connecting with viewers. Understanding how each commercial uses visual elements, narrative structure, and rhetorical appeals helps uncover the techniques behind their effectiveness and target audience engagement.

The Nike 2012 "Find Your Greatness" Commercial

This commercial begins with a simple, solitary rural road with a figure in the distance. As the figure approaches, viewers realize it is an overweight boy jogging, emphasizing the universality of striving for personal greatness regardless of physical appearance. The commercial employs pathos by depicting the boy's struggle and determination, evoking feelings of support and encouragement among viewers. The early morning setting reinforces the idea of dedication and commitment. The emotional appeal is reinforced by the narrator's inspiring speech about potential and perseverance.

Furthermore, ethos is present as the commercial displays the Nike logo and the boy wearing Nike apparel, linking the brand to qualities of effort and achievement. Logos appears subtly through the voiceover, appealing to viewers' rational understanding that anyone can pursue their goals, regardless of their current fitness level. The combination of emotional and logical appeals creates a compelling message, inspiring viewers to redefine their perceptions of 'greatness' and associate Nike products as catalysts for personal achievement.

This commercial effectively uses pathos to resonate emotionally, encouraging viewers to support their own aspirations, and reinforces the brand's ethos through visual cues and narrative context. Its understated approach enhances credibility while motivating the audience to recognize that greatness is accessible to all.

The 2014 Chevy Commercial Depicting a Bond Between a Dog and Owner

This commercial showcases a long-term relationship between a dog and her owner, illustrating their shared experiences from puppyhood to adulthood. Through a series of visual scenes, the commercial emphasizes the enduring loyalty and companionship that define their bond. The emotional tone is heightened by a melancholic background music track, and facial expressions convey sadness at moments of separation, such as the implied decision to "put down" the dog.

The commercial appeals to pathos by evoking feelings of nostalgia, love, and loss. Viewers who have experienced similar relationships with their pets may feel a deep connection, evoking empathy and emotional investment. The narrative suggests that just as the dog has been a constant in the owner’s life, Chevrolet vehicles are dependable and present throughout life's journey, symbolizing loyalty and trust.

In addition, the commercial employs ethos by associating Chevrolet with reliability and long-term support. The emotional storytelling encourages viewers to reflect on their personal relationships with pets and see Chevrolet as a trustworthy companion for life's adventures. The subtle use of emotional storytelling and visual cues effectively foster positive brand association based on loyalty, care, and reliability.

The Cam Newton Commercial Promoting Children's Health

This commercial features NFL quarterback Cam Newton speaking directly to a young boy, encouraging him to eat healthily and exercise regularly. The tone is lively and humorous, with playful banter between Newton and the boy, which serves to entertain and motivate children. The commercial's use of humor engages the audience emotionally (pathos), creating positive associations with healthy habits.

Logos is evident as Newton emphasizes the benefits of healthy eating and physical activity, appealing to parents’ and caregivers’ rational understanding of the importance of a healthy lifestyle for children. The endorsement by a successful, well-known athlete (ethos) lends credibility to the message and inspires confidence in the advice being given. The commercial uses humor and escalating teasing to make the message memorable, emphasizing that being "big and strong" is a desirable goal achievable through proper nutrition and exercise.

Overall, the commercial combines emotional engagement through humor and friendly interactions, logical appeals about health, and credibility via Newton's endorsement. The lighthearted approach aims to motivate children and reassure parents that adopting healthy habits can be fun and rewarding.

Conclusion

Each of these commercials masterfully employs the three classical rhetorical appeals—ethos, pathos, and logos—to achieve its specific purpose. The Nike commercial inspires perseverance through emotional storytelling and subtle brand association. The Chevy ad leverages nostalgia and emotional bonds to position its vehicle as trustworthy and dependable. The athletic endorsement commercial appeals to children’s aspirations and parents’ concerns about health, combining humor and credibility to promote a lifestyle change. Collectively, these ads illustrate that understanding and harnessing rhetorical strategies is essential to creating impactful and memorable advertising campaigns.

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