Promoting A New Rice Wine

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.

In 2010 the ASPCA (The American Society for the Prevention of Cruelty to Animals) came out with a commercial that would shock the advertisement industry. The effectiveness of this commercial is proven, simply by watching the reactions of the commercial’s viewers. For those who have never seen the video it has a very sad and morose tone to it. The commercial begins with showing pictures and videos of suffering animals with the song “Angel” playing in the background. While this is going on the narrator of the commercial (Sarah McLachlen) is softly talking about the suffering and abuse that these unfortunate animals go through. Through many different rhetorical techniques the viewers are many times brought to tears after watching this

In ad A, the scene opens with dramatic music, fast camera shots and a tense narrative, all of which create a stressful mood. This tense beginning leads up to a shot of doctors huddled around an operating table, which soon emits a buzz. As soon as the camera pans down on the table to reveal the man from the Operation game, a voiceover introduces Geico. Because the patient is a game character, the mood of the scene immediately becomes much more lighthearted. Furthermore, the dramatic music and fast camera shots stop as soon as the voiceover introduces Geico. Because both the change in mood and the introduction of Geico occur almost simultaneously, Geico creates an association between the two instances. Along with ad A, ad B uses cinematography to create a harsh contrast between the tense atmosphere before the mention of Geico, and the relaxed one after the voiceover introduces the company. At the start of ad B, two armed guards and another man briskly walk down a dimly lit hall into a room where a prisoner and several other men reside. The dark lighting, realistic guard costumes and the intimidating sounds of armor clanking all contribute to the eerie and tense mood of the initial scene. In contrast, after the guards leave and the Ping-Pong table flips back dowm, the only sounds become those of men cheering. This drastic change in mood from an intimidating atmosphere to a festive and inviting one occurs at the same time as the voiceover advertising Geico, thus illustrating how the ad uses cinematography to create an association between Geico and pleasant environments. Similarly, ad C employs the same techniques in order to emphasize the fact that Geico relieves stress in tense situations. In this particular ad, the initial scene involves beeping alarms, flashing lights, sparking machines and a factory in disarray. With frazzled men and women panicking and

The emotion in this commercial is intended to make the audience feel sympathetic and compassionate towards the animals.

The ad, for "Creatures", shows an image of a moose eating grass. On top of the ad is the text “There’s plenty of room for all God’s creatures. Right next to the mashed potatoes”. On the bottom is the text “Saskatoon: STEAKS – FISH – WILD GAME”. The theme for this advertisement is: The meat is here, eat it. The purpose for this ad is to convince the audience to eat at the Saskatoon restaurant. The intended audience for the advertisement is hunters. The image of the moose eating the grass is something hunters know they want to be eating; they can better relate and analyze the reason for them choosing the image of the moose eating the grass. The image implies that the Saskatoon

In the world today, media is one of the major ways that companies and businesses sell or inform the society about their products. Television specifically uses commercials to get the attention of their audience by using language, sound, visuals, and persuasive strategies. The commercial, “A Boy and His Dog Duck,” was created by the company IAMS. This commercial is meant to persuade their target audience into buying IAMS food for not only one stage of their animal’s life, but for all stages of its life. The commercial that IAMS created, is quite effective for middle-class new mothers wanting their children to have a long-term companion.

This advertisement demonstrates equal amounts of each rhetorical appeals, ethos, logos, and pathos, at the start of the commercial the first rhetorical appeal that was presented is ethos.

Another illustration of the music in the advert reflecting the mood of the scene is during the world cup setting. The pace of the melody picks up and the dynamics increase to show excitement, joy and energy. It gets louder and even more instruments are added. In the millennium setting, the tune is at a very fast pace with many diverse instruments all playing at the same time, which gives strong emphasis on the environment’s joyful and ecstatic setting.

This advertisement also uses major topics in today’s society to draw people in. In the first section of the commercial, it uses whale extinction and McCarthy trying to save them. Secondly, it uses deforestation and the efforts to save the trees as another environmental draw-in. In the third slot, it focuses on global warming and the melting ice caps. And lastly, the commercial uses the extinction of rhinos (K. 2017.). This establishes Ethos by showing that the company is aware of the problems in the world today. These environmental issues have been a problem for several years, and there are many people that are concerned for them. By using them to pull people in, they are opening their audience to not only people who like the outdoors, but also to people who want to be heroes.

The video I have chosen was a 2016 Cheerios commercial displaying father’s dancing with their children. I personally feel the world is overfilled with marketing and advertisement schemes however, something about this commercial I enjoy seeing. It portrays pathos through its cheerful song and dance among happy, healthy children and their fathers. The audience, receives feelings of happiness, love, care and fun upon viewing it. The commercial is placed within the bright homes of several different families. Where they, with energy and happiness, present their own father and child dance routines. A healthy long living life, spent with family is a message everyone desires. It creates a connection with its targeted market; families and older adults. This connection is created through showing everyday families having breakfast and making the most out of the time they spend together. This also can also

Commercial advertisements create a strong presence in the media due to the power of persuading the audience to buy a certain project. The commercial is promoting the use of diet coke and using Taylor Swift to do so. Diet Coke is a sugar free, soft drink that is very popular, it is promoted and distributed worldwide by Coca- Cola. Coca- Cola spends nearly $3.499 billion in advertisements yearly (Investopedia, 2015, 1). This ad catches the eye of the audience with the use of Taylor Swift and the adorable kittens. In this commercial, it is clear that with every sip the pop-culture singer takes of the Diet Coke, more kittens seem to appear in the apartment until the whole apartment becomes invaded with the tiny kittens. This advertisement efficiently delivers the point to the audience during the commercial video by encouraging them to drink their product Diet Coke while trying to increase the consumption of their product, attract more viewers, and sell more of their product.

The ‘Dove Evolution’ advertisement is a perfect example of postmodernism advertising and complements the above discussion of hyper reality. The advertisement presents the full process in creating a billboard worthy advertisement. Firstly, the segment provides a behind-the-scenes look at how the model is, essentially ‘created’, and shows the audience how the ‘original’ image becomes the final product, unlike modernist advertisements which just presents an already final and ‘beautiful’ product. Emphasis on the use of photo-shop illustrates how technology has become a tool in modern day advertising and highlights Baudrillard’s (1994) view that the people of today live in an ‘unreal’ and fake world. Filming and disseminating this process “allows us to live without the illusions that modernity dangled before us” (Hart pg 9) The background classical music that has been slightly distorted illustrates Hart’s (2004) belief that “Postmodernism takes what it likes from high culture (classical music) and puts it to work in popular culture (advertising)” (Pg 8, Hart, 2004), further illustrating the idea that postmodernism involves removing “things out of their contexts, fragmenting them…and, well, playing with them” (pg 8, Hart, 2004). The final cut shows the billboard up, without showing the process of how that image came to be, reiterating Mills (1956) argument that the public would be unable to tell that it is a hyper-real image. This advertisement exemplifies Harvey’s (1990)

Absolut’s beautiful “Anthem” commercial was the result of a collaborative effort by a group of artists, who created art installations in scenic locations around the world. The art pieces in the commercial spell out the core philosophy of the company, "See something different in an ABSOLUT WORLD." “Anthem” is a both literal and symbolic manifestation of

7.What is the denotation of the advertisement? 8.What is the connotation can we infer from the advertisement? 9.what discourses are present? (need to include bias) 10.What presentation have been communicated?

At first glance the advertisement seemed so simple and to the point, but the image has an emotional pull that people still cannot resist. We see a beautiful woman basking in the glow of the night’s sky. In the background we see the castle, which represents her