Product Placement In 'The Longest Ride'

Television advertisements have been a part of pop culture for years, these quick minute long clips gain the popularity of its viewers through humor, shock, or simply good salesmanship. The ShamWow infomercial has become one the most well known television ads in America. Its popularity came from its snappy dialogue, believable offer, and enthusiastic spokesman. But what made this infomercial so successful? Today I will be analyzing how the ineffective use of the appeals of ethos and kairos, and the highly effective appeal of logos and pathos effect the audience in the ShamWow commercial.

Media is everywhere, it became a part of our life. We are exposed to thousands of ad messages every day and it's hard to imagine how it would feel to live without them constantly surrounding us. Today we see ads in print publications, TV commercials, emails, on different products, massively scattered in sport venues, and it’s even spreading into public spaces. In his documentary, Morgan Spurlock delivered a fascinating satire of the process of placing products into movies and tried to delve into the nature of advertising in our society.

When it comes to the topic of commercials, most of us readily agree that commercials are irritating. Where this agreement usually ends, however, is on the purpose of the commercial. Whereas some are convinced that commercials are meaningless, others maintain that commercials tell a story. Effective commercials are repetitive and illustrate a story. Marketers use rhetoric marketing, the art of persuasive speaking and writing, when persuading an audience to buy a product. Rhetoric marketing is especially effective through the illustration of a story. It is effective because the marketer is able to relate to the consumer with a story or message. Advertisers also use the appeals of logic, credibility, and emotions to intrigue interest in a company. Coca-Cola’s advertisement, “Falling,” depicts the product as a confidence building companion suitable for young love through a series of logical and emotional appeals that visibly promotes the brand’s credibility.

Every day, companies present the people with advertisements everywhere they go. Advertisements have become very prevalent in today’s society nowadays focusing in on a negative connotation. Advertisement has become an effective way for producers to display their new products. In present day, they come in forms of billboards, flyers, e-mails, and even text messages. It is widely known that companies create advertisements to persuade people to buy specific products or goods; however, it is not widely known that advertisements can make a negative impact on today’s society. The companies manipulate people’s mind and emotions, swaying people by new promotions and therefore generating a strong desire to fit into the society, that causes them to make inessential expenditures. Advertisements pose a critical impact on the American culture.

With the emerging technological innovation, several companies have adopted different marketing techniques to make themselves popular and gain ground in the competitive market space. The use of television commercials has been one of the most utilized technique to disseminate information about products and services that are branded by particular company or organization (Gass and Seiter 23). When one watches television, he or she is always bombarded by several commercials with many marketing messages which are repeated over and over during television commercial breaks. Most of these television commercials utilize several similar persuasive or rhetoric techniques aimed at luring one either to buy, vote, or to otherwise influence him

Commercials, such as the 2012 Chevy Silverado Super Bowl commercial, have become part of people’s everyday life, constantly shocking, exciting, and engaging people with the meaning behind them. People see commercials every time they turn on the TV and file the information away for later situations, such as information about a cell phone data plan or a new vehicle just announced available. Each commercial watched promotes some sort of cause, object, or idea that companies want to sell to the common person. Commercials use symbolism, imagination, ethics, logic, and emotion to sell these things using their promoting techniques, one strong example of these things in action being the 2012 Chevy Silverado Super Bowl commercial.

Recently, Fenty Beauty released a commercial onto Instagram, Twitter and Youtube. This is the ideal method for displaying the makeup line because commercials have motion, which allows the viewer to see the use of the products in various looks. This advertisement shows a wide variety of people from different cultures and parts of the world. This makes it relatable to almost all people watching it because people automatically connect to advertisements where they see people that they associate with themselves. Therefore, by using this technique people will have a positive image of the brand and are more likely to buy the products. Along with the use of diverse models, there were animations of the products all linking together. By showing models in various shape, skin colour and background, Fenty Beauty focuses on an audience that has been rarely targeted. The audience for the makeup line are people with darker skin tones. The market for this audience was nearly untouched so there was definitely money to be made. This advertisement is also very unique in the way it shows its products. It has an aesthetic feel and makes itself visually appealing by using varying shades of colour, shapes, and camera angles along with upbeat music synced animations keeps the audience engaged. This creative use of visuals make it more appealing to the audience so that they are more likely to buy the product. The visuals show all the products in the product mix. The packaging of the products in the

The main purpose of commercials and advertisements is to persuade the viewer to purchase the product that is advertised, but not all commercials are successful in this endeavor. Companies, such as Budweiser and Kleenex, appeal to the viewers’ ethos, logos, and pathos in order to influence them to buy the advertised product(s). In order to appeal to each of the categories, companies use different tactics to catch viewers’ attention. The use of ethos, logos, and pathos can make or break an advertisement based on how it is being used.

The film includes many exclusive interviews with representatives of some of the world’s most popular brands and brands which have revolutionized marketing. It also features opinions of many well-known advertising

Over the last few decades, American culture has been forever changed by the huge amount of advertisement the people are subjected to. Advertising has become such an integral part of society, many people will choose whether or not they want to buy a product based only on their familiarity with it rather than the product’s price or effectiveness. Do to that fact, companies must provide the very best and most convincing advertisements as possible. Those companies have, in fact, done

Attitudes are evaluations of people, objects, and ideas. (Akert, 2013) Cognitively based attitudes are based on thoughts and beliefs one has about an object, and this attitude provides pros and cons of an object, so we can decide if we want to be associated with it or not. Affectively based attitudes are based more on people’s feelings and values than on their beliefs about the nature of an attitude object. (Akert, 2013) The elaboration likelihood model is the umbrella for this topic, because it explains the two ways in which persuasion can change someone attitude. The two ways are persuasion through the central route and the persuasion through the peripheral route. The elaboration likelihood model refers to processing the message which is related to the cognitively based attitudes. Persuasive communication is most successful in changing attitudes when going through the central route because the audience is motivated, whereas with the peripheral route the audience is not motivated. Now I am going to discuss the routes of persuasion through advertisements in detail.

Imagery and emphasis can create memorable commercials. Emotions inside of commercial viewers are used to sell products in modern day society. Commercials are careful of how they use symbolism inside of their advertisements. Vivid coloring can inspire powerful positive feelings in a viewer, but grim coloring could create a negative feeling. People could feel positive feelings when considering to buy a product such as the Apple iPad. Scenes within the Apple commercial help to inspire the thought through strategic marketing. The commercial makers were careful in their placement of imagery and product placement. They also had intelligent choices in who they chose to narrate their commercial.

The naked brand documentary highlights the fact that advertising can be more than a company selling its product to the consumer, but a way to connect with the consumer to deliver exactly what they want while still making profits.

When analysing all of the advertising around us, sometimes we don’t look at what the true message of a commercial really is. We live in a world that is controlled by mass media and because of this advertisers are trying harder each year to outdo themselves and their competitors. Rhetors use techniques in their advertisements such as fantasies or surrealism to catch the attention of their audience. Companies like Audi pour millions of dollars into their marketing teams to make sure their cars look the best and attract consumers. Commercials that are shown on television today are great examples of rhetorical artifacts because of the many techniques being exercised by the rhetor. Analyzing this through the lens of rhetorical

The message conveyed through the advertising appeals influences the purchasing decisions of consumers. In this case, the advertisement was aired by Carl’s Jr fast food restaurant to advertise their new “all natural burger”. It was aired during the Super bowl because majority of the audience, men and woman, are watching the game. And it makes it easy for them to put their product out because most people that watch the Super bowl just watch the commercials.