Summary Of Dear Kitten Advertising

This advertisement was played during the Super Bowl, so the Snickers company knew how important it was to make a great advertisement in order to keep the audience as entertained as possible. Since the Super Bowl is always such a big event, it would have the potential to draw millions of new customers. The incorporation of football in this advertisement keeps the attention of viewers, while showing off the Ethos and Pathos appeals to get the Snickers Candy Bar the endorsement they desired. Although Snickers is a very popular brand of candy already, utilizing the chosen celebrities and the time in which they aired it, adds to the desire of a Snickers Candy Bar.

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.

The reason for this is that from the advertisement one could sense an appeal to our sense of identity, self-interest and emotions. It added some amount of excitement and humor. A positive image was created from the video about the Papa John’s Pizza and it really made me feel persuaded to buy the pizza.

For this essay I will be using the commercial made by Budweiser for the 2015 Super Bowl, “Lost Dog.” This advertisement is about a tiny lost puppy getting far away from home and most importantly, the friendship between this puppy and some Clydesdale horses. In the beginning of this commercial, the puppy is shown hiding under some hay, and then he proceeds to jump into a random trailer which initially gets him lost far from home. There is no dialogue in this commercial aside from the music in the background, but the advertisement shows the distress of the owner through facial expressions and scenes where he puts

Because the advertisement was aired five months after the September 11 incident, there were intense emotions among the American citizens. Budweiser was aware of this and created a commercial with strong emotional appeals. With pathos loaded, the advertisement seems to appeal to the viewer’s emotional senses. In the beginning, a character in the form of a man is fascinated by the horses. The image of the horses is reflected in the glasses of the windows. Business takes place in this area, but he takes a break from all the activities to watch the passing horses because of the awe factor that the Clydesdales stimulates. Thus, as an audience, I will resonate with the man by showing the same reaction. The behaviors of the man are expected to the audience how they should react as well. They are expected to stop every activity they were performing and understand the powerful message conveyed by the majestic creatures.

Advertisers all have one goal in common, that is an ad that is catching to a consumer’s attention. In today’s fast paced society there are so many selling products and charities. As I exam the advertisement for the American Society for the Prevention of Cruelty for Animals (ASPCA), I will show how they use the pathos, ethos, and logos – also known as Aristotle’s Theory of Persuasion.

The commercial appeals to the audience’s pathos more than anything. Animals, especially dogs, have a way of pulling with human heartstrings. “...they can be used to transfer desired meanings to the products with which they are associated” (Phillips 1). In other words, using animals in advertisements can link advertised products to the feelings that are associated

The first, and most prominent, reasoning behind the commercial is emotion, or pathos. An argument should include an emotional connection to the audience to make logic and credibility more humanizing. The two-minute video primarily includes clips of previously abused animals, the staff caring for them, and singer Sarah McLachlan talking about how the viewers can help. Reason one that the argument is effective in the use of emotion would be the use of animals. The clips used include dogs, puppies, cats, and kittens whimpering or looking “sad.” These were meant to evoke an emotion to the individuals, and hopefully ignite the compassion needed to donate to ASPCA. It gained popularity from the sadden reactions of people, and for good reason. To quote

To start with, in the first couple of scenes of the commercial, an animal is following a person around. In the following scene, two people come face to face and they talk about the animal’s name. Then, there is a flashback scene explaining the name of the animal. Towards the end, the commercial advertises its product with an animal in different ways. At the very end, there is a flashback scene of a human and an animal.

Each year the SuperBowl commercials generate exceptionally high advertising revenues due to this event's ability to attract a very broad audience. Advertisers pay close attention to the demographics and psychographics of the viewers, looking for an opportunity to speak directly to their core demographic and psychographic segments with clear, compelling and emotionally stirring messages. The costs of producing and airing a SuperBowl commercial are so significant that many advertisers complete extensive tests of their concepts and multiple versions of their ads before choosing the best possible one for the expensive time slots purchased (Vranica, 2012).

Advertisements are made to persuade you to buy a certain product that a company wants you to purchase. In a Buick commercial called “Big Game” that aired during the super bowl contains a lot of different techniques to persuade you to buy their car. It is about a pee wee football game that has Cam Newton playing quarterback. This advertisement targets the American population well because it uses the most popular sport in America, and incorporates one of football’s biggest stars. It also uses little kids and a super model to appeal to a different demographic of viewers. Ethos and pathos are used to appeal to viewers in different techniques, while the lack of logos gives the viewer little factual information about the Buick cars themselves.

Of course, the Super Bowl can be considered the most watched television recording in American history. As a result of withholding the attention of such a vast audience, many commercials are showcased during the Super Bowl games, creating a commodity in which those commercials are watched more than the Super Bowl games themselves. A mass amount of viewers can unquestionably be beneficial to advertisers seeking to sell their products and services. However, benefits are not the only things these ads invoke, detriment can occur as well, as seen throughout history among a variety of television commercials. The Coca Cola commercial, displayed during Super Bowl XLVII, is one of the most recent commercials that has been scrutinized. The Coca Cola

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.

This art of persuasion is famously known around the Super Bowl breaks. Companies annually invest massively into the production of commercials that air during the Super Bowl breaks. The shocking quality of the production has reached the point where now, a portion of the viewers are simply watching the football game just for the cunning commercials.

The viewer sits on the couch, nestled inside a cozy, warm blanket with a large bowl of buttery and salty popcorn on his lap. His heart starts racing as the movie reaches its climax. Just as his lungs stop breathing and his eyes grow wide with fascination, the channel changes to an old advertisement that he’s seen a thousand times. Ads like that one appeal to the three main techniques that have subliminal messages to viewers. These different techniques have proven to be effective with television watchers. Advertisers use these three techniques to target a certain audience.