Rhetorical Analysis Of Volkswagen

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Over 17 million cars and trucks are sold around the world every year. Amongst the plethora of car companies aiming to convince shoppers that their car is paramount, marketing teams ought to go the extra mile. By developing a persuading advertisement, companies are more likely to sell their products. On February 6, 2011, Volkswagen aired a Superbowl commercial for the first time in over ten years. This commercial would be one that awakens the inner child of millions. By employing pathos, ethos, and logos rhetoric techniques, Volkswagen is able to appeal to consumers in order to sell their new car. In the commercial, a young boy dressed as Darth Vader from the Star Wars films struggles to use the force on objects throughout his house. After…show more content…
By displaying the innocence of the boy, it might help families who watch the commercial relate to their own children. Secondly, we see the mother in the commercial who appears slightly irritated with her son since he’s been trying all day. This character choice might help other parents relate to a situation where they’ve gotten annoyed when their child gets too involved with pretending to do something. Finally, we see the father at the end of the commercial who wants to assist his son when pretending to be Darth Vader. By showing a father who helps his son believe he was successful with using the force, it demonstrates a loving and caring relationship. This might make fathers who watch the commercial want to go out and buy the car to be that loving and caring dad. The advertisement’s stylistic choice is effective due to how they tell a story and use supportive rhetorical techniques. First, Volkswagen does this by pulling people in with the rhetorical technique of pathos. By creating a scenario within the advertisement which consumers can relate to, the viewer tends to feel a sense of familiarity and emotional attachment. The scene in the commercial that acts as the strong emotional trigger is the final scene where the young boy uses the force on the car. Whether it’s a parent watching the commercial or someone thinking back to their own childhood, there’s a way they can relate to it. For parent’s watching the commercial, they might imagine a

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