From the advertisements attached below.
Explain what techniques the advertiser used to persuade the audience and determine if those techniques were effective or not. You may want to consider the following:
- What is being sold? Was it easy to figure out?
- What is the general mood of the commercial and how was it established? Think about elements such as lighting, music, color, the speed of the frames, etc.
- What visual images were used to sell the product? Did they enhance or detract from your appreciation of the product? Did the advertisement utilize any rhetorical appeals pathos, logos, ethos)? Any literary devices such as metaphor, alliteration, symbolism, etc?
- Who is this advertisement most likely to appeal to? How do you know this?
- Were there actors, voice-overs, or text used to present the message? Would something other than what was used have been more effective?
- How would you rate the overall success of the advertisement to sell its product? Could they have done something different to enhance its persuasiveness? After viewing the ad, would you want to buy the product?
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Chevy commercial- Maddie
https://youtu.be/3t6bLugtJkQ?si=SOvyH5rCnsbgUt6g
Analyzing the Chevy Commercial - "Maddie"
1. What is being sold?
The Chevy commercial titled "Maddie" primarily sells the emotional connection and reliability of their vehicles, showcasing how a father's Chevrolet truck has been a constant in his daughter's life as she grows up. It was relatively easy to figure out that the advertisement was promoting Chevy trucks due to the prominent display of Chevy vehicles throughout the commercial.
2. General mood and establishment:
The general mood of the commercial is sentimental and heartwarming, established through soft lighting, nostalgic music, and warm color tones. The progression of frames from childhood memories to significant life moments creates a sense of continuity and emotional attachment to the Chevy truck. These elements work together to evoke feelings of nostalgia and family bonds.
3. Visual images and rhetorical appeals:
Visual images of the father and daughter bonding over the Chevy truck enhance the emotional appeal of the product. The advertisement utilizes pathos by tugging at the audience's heartstrings through the portrayal of family moments and sentimental value attached to the vehicle. Additionally, the use of ethos is evident as Chevy positions itself as a brand that values family connections and reliability, strengthening its appeal to consumers.
4. Target audience:
This advertisement is most likely to appeal to individuals who value emotional connections, family relationships, and reliability in products. The focus on sentimental moments and the enduring presence of the Chevy truck makes it appealing to those who seek a vehicle that can be a part of their family story. The advertisement targets consumers looking for a brand they can trust and associate with cherished memories.
5. Presentation elements:
The commercial features visuals of the father and daughter, accompanied by a voice-over that narrates their bond with the Chevy truck. The combination of visuals, voice-over, and text effectively conveys the message of enduring reliability and emotional significance of Chevy vehicles. Alternative approaches, such as using a different narrator or incorporating customer testimonials, could have enhanced the effectiveness of the message.
6. Overall success and persuasiveness:
The advertisement successfully captures the audience's emotions and creates a strong brand image centered on family values and trust. The use of storytelling and emotional appeal makes the commercial memorable and relatable to viewers. To enhance persuasiveness, Chevy could have included more practical features or benefits of their trucks to complement the emotional narrative. After viewing the ad, many viewers may feel inclined to consider Chevy trucks due to the emotional connection established in the commercial.