Ford Truck

http://www.youtube.com/watch?v=LQI_jiNnEgs

In the commercial, a man with a very masculine, authoritative, and somewhat cocky voice explains why the Ford F-150 line of trucks is the best; because it is the best selling line of trucks in America. He makes fun of the fact that other truck companies have to come up with obscure and less convincing reasons as to why their trucks are superior. In terms of visuals, the words that he is saying are displayed on the screen in a creative fashion which helps show the context of what he is arguing. There are also graphics to go along with what he is saying and at the end there are bold images of a Ford truck busting through a gate, hauling a trailer, dropping firmly from the sky, and just looking generally majestic while driving up a slight incline.

This commercial is effective because it undermines all the other truck companies by simply stating that the consumers are choosing Ford and the consumers are who really matter because they are the ones evaluating the trucks and choosing the brand of truck that they believe to be best. The commercial gets into the viewers head and tells him or her that people just like them believe that Ford trucks are the best so they should share that belief as well. This is powerful manipulation because its not even the man on the commercial telling the viewer that Ford trucks are the best, its the man stating the true fact that other viewers and consumers say that Ford trucks are the best. The question posed is which truck company is the best and the claim is that Ford is the best due to its high sales, which is something that is irrefutable because it is based in statistics. The commercial appeals to the consumer’s desire to get what is best and most popular. It makes people want to buy a Ford truck because so many others have chosen Ford and been pleased. It also does not allow for the viewer to ask whether another truck company could be best because it flat out says Ford is the best since most people choose Ford. The commercial is very good because it gets straight to the point and contains an argument that few people will question. I find it interesting that it conveys the message that other truck companies try to manipulate the consumer by claiming that they have the best of various unimportant features, when really Ford is manipulating the viewer by saying that the other companies have bad reasons as to why their trucks are the best. Overall, the commercial does seem very sincere and genuine at first watch, so i believe it is very effective.

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Direct TV’s “Get Rid of Cable” Commercial

It’s no secret that Direct TV and cable have had a long standing rivalry.  With a much larger variety of channels and options, it’s a surprise that Direct TV hasn’t stolen all cable subscribers. However, with a great line of comedic commercials that persuade consumers to stay up to speed and not get left behind, Direct TV may win this battle.

This clip starts off with a man, whose cable is “on the fritz.” He pounds his fist on the couch in frustration and monkey see, monkey do, his toddler daughter  follows by slapping the table. Years later as a teenager, she slaps her teacher’s lunch tray onto the ground, getting her expelled. She ends up hanging out with the undesirables, and tying the knot with one of them. She then has a baby with a dog collar. No one wants a grandchild with a dog collar.

This commercial targets the average middle aged, lower-middle class man as the audience. Direct TV appeals to the audience’s emotions by making them feel like they deserve better. The speaker of the commercial has a very factual, yet forceful voice. This appeals the audience’s emotion by making them feel almost fearful for themselves and their family’s well being. It is almost as if Direct TV allows them to take control of their life. The average joe may have been ok with cable before, but it’s time to take a stand. There is no need to settle, people deserve Direct TV and collarless babies. Direct TV knows that family is an important value among society, and they show that cable could put family values and morals in disarray. They acknowledge that cable is a clear competitor, show an example of what it can do to families.

They show their evidence using  chanticlear fallacy. They use it by persuading the audience that because this man had cable, he ended up with a baby wearing a dog collar.This commercial answers the audience’s question of why they should switch to Direct TV. Direct TV is claiming that they are better, because clearly, cable leads to dog collared babies. Their proof behind this claim is the clear step by step scenario of how people with cable end up.

Direct TV and their line of comically competitive commercials persuades consumers in the audience to switch to something better, and to not settle. It uses many different techniques, especially chanticlear fallacy, to tell the audience, it’s time to take control and take what they deserve. Don’t settle for cable, because cable causes babies with dog collars.

Godaddy’s Sexy Meets Smart Campaign

GoDaddy has always used a women sex appeal to promote/sell their product to their audience. This recent superbowl advertisement rose sales by forty percent. Danica Patrick, who as always been a spokes person for GoDaddy, starts off the commercial in skin tight clothing to show off her body for the majority of the male audience watching the superbowl. This will draw in the attention of any man watching the game to see an attractive female on the TV. Then the camera pans over to Victoria Secret Model Bar Refaeli and she is described as the sexy side to GoDaddy. The next camera shot shows Jesse Heiman who looks like the stereotype of a modern day nerd and he is described as the smart side of GoDaddy. When the come together they are the perfect match also referring the a relationship and the two start to make out. When the camera goes in for  a close up the slogan “When sexy meets smart your small business scores” to end the commercial.

GoDaddy uses a very attractive female and a not so attractive male that you typically wouldn’t see. This shows that using Godaddy’s product has the perfect balance of sexy and smart to make your website the best site possible. They are promoting that anything can happen and it can be very good for that small business if you can compare the kiss in the commercial to the successs of a business. The target audience for this commercial are male entrepreneurs 21 to 45. Using the women’s sex appeal to attract the male to watch the commercial and think about hiring GoDaddy. GoDaddy added 10,000 new customers and profited greatly from this commercial.

Breathe Happy

Beachy sand dunes, wispy white curtains and lots of windows. Febreze has mastered the art of finding the perfect phrases to lure their customers in.

Febreze Air Freshener was introduced in 1998 and was given its name to convey the product’s primary result, a fresh breeze. The commercial begins with a slide saying “Meet Susan and Erica” followed by “Out shopping we asked them to be part of our experiment”. Meanwhile, two women were approached by experimenters and entered a room where they were blindfolded. They are both soon led into a filthy room with furniture that’s terrible odor has been masked with Febreze. Throughout the commercial, the frames flash back and forth between when the two women were participating in the experiment and when they were being interviewed about their experience.

The main question the viewer is prompted to question is whether they are using the best air freshener that’s out there. As a response, Febreze makes sure to exaggerate that their product is, in fact, the best of the best. They emphasize how Febreze creates a fresh, clean and calming atmosphere no matter what environment you are in. It’s seen as better than the other air freshener products because the strong scent can overpower any smell.

A huge point of focus this commercial displayed were on the warrants. They created an overwhelmingly filthy environment to film in with dirty couches, blankets and even a dog to overemphasize the power of their product. If they hadn’t made the room look like it had such extremely poor conditions, the viewer may not have been as impressed with the effect Febreze had on the furniture. They also put a lot of thought into the speakers. They created an image of two every day women, a mom and her daughter, walking down the street who were randomly chosen. Immediately, the viewer creates an attachment to the ladies in the commercial because they believe they’re “one of us” and not just marketers trying to promote a product. The viewer then has the mindset of “Oh that could have easily been me.” They also set up situations as though they were being interviewed, and since the viewer relates to the women testing the product, they trust the reaction that they see. In addition, the commercial introduces itself saying they’re running an experiment which automatically cues the viewer to assume the actors are professionals in the field and know what they’re talking about.

In order to make the commercial more appealing to viewers, the camera tends to change its angle very often. The different camera locations make the actors feel more personable and casual, as opposed to stiff and formal.

Heinrichs stated that seduction is manipulation. In this commercial the biggest seduction is by the way the directors convinced their audience that the reaction of the two women were completely genuine. The viewer is furthermore manipulated through the over exaggeration in the roughed up setting, the many different filming angles and a feeling of trust in the educated experimenters.

Asus’s Eee Pad Commercial

https://www.youtube.com/watch?v=f4Najhjp18g

 

Piano Music. A woman with flowing hair. Interested? Well I was drawn to stay and watch through the whole commercial because it is not often that a commercial actually tells a story. Moving from shot to shot, the scenes showcase a woman’s journey through various locations in Japan. The video showcases the woman using the tablet with many various uses. The commercial uses a splendid use of riveting piano music combined with visuals to almost emotionally connect with the woman; because we to treasure the journeys we take, and the things that we bring with us.  The commercial ends with a simple description of the tablet, along with an ending shot of the woman holding her Eee Pad Slider saying: My journey, My life, My Eee Pad Slider, the last seconds of the commercial showcase the brand Asus, and its motto.

With virtually no dialogue, the commercial counts on its visual and audio abilities to entice the viewer to keep on watching until the end. The commercial appeals to a wide audience because it showcases not only a woman’s journey, but one in Japan; a country that not many Americans visit often. Unlike many other competitors’ commercials, who love to blatantly state all of their strengths and pros of owning their brand of product, Asus stands above the rest because they are able to captivate the audience to stay instead of trying to sell themselves and see who comes. Asus’ motto is Inspiring Innovation; Persistant Perfection. With this commercial, not only have they showed that through plain but stunning visuals and a soundtrack, they can showcase their product as well as other companies who depend on using sex to sell, or an absurd combination of humor and/or action to get an audiences attention. In this commercial, they don’t have any claims against competitors, just the subtle one that you can use the tablet for various uses

Dove

When you shower, are you really just rubbing “scum” onto your skin?

Dove had many women with a variety of soap brands wash a mirror to see if soap scum remained after a rinse. Women were in shock and speechless when they realized that their bar of soap had left long streaky lines of this “scum”. Then the screen pans over and the young woman who used the Dove bar had a completely spotless mirror reflecting her delight. It finishes with the words “the truth is clear”.
The obvious question here is which product will clean skin while leaving it grime free. The announcer states that “every woman washed mirrors. Some using soap and others, Dove”. Dove brand is conveying the message that their product isn’t just soap, it is better. The spokesperson for Dove believes that the unique blend of cleansers and moisturizers make it the best. Other brands of soap do clean your skin, however they leave a scummy soap residue aftermath. When the quote “the truth is clear” comes across the screen it makes it seem almost as if other brands of soap have lied to us by not telling us that they leave soap scum on our skin. Women in today’s society place a high value of importance on cleanliness and hygiene. Many would be driven crazy by the thought of this soap scum layer on their skin even though it is invisible. Personally I believe that if the soap layer is invisible and I don’t notice it, why should it matter if it is there. They can easily get potential customers to pay more for their product by making them feel like they are failing to properly cleanse themselves and this is the only solution. People feel they need the “special” ingredients in the Dove white soap bar to feel at ease and without it the thought of grime may overwhelm them. Sometimes ignorance may be bliss.
The voice of the announcer is made to be a strong and confident woman in order to connect to her audience of female users. It is natural for women to trust other women’s opinion and is a common tactic utilized to sell to these consumers. Dove’s advertisement uses an emotional appeal through the commercial’s visualization of repulsion on many women’s faces, as well as a logical appeal through the experiment with the mirrors to ultimately prove to the customers that Dove really is the best.

Audi 2013 Commercial

 

 

Audi starts this commercial with an unconfident teenage boy dressed and ready to go to his senior prom. His mom, though trying to support the fact that he is going alone, does nothing to help him. Just before the teenager walks out the door, his dad throws him the keys to an Audi 2013 parked in the drive way. A quick flash of him in the driver’s seat and we can already start to see the confidence rising. Confidence almost sells as much as sex and advertisers know it.

From this point on, Audi continues to show the teenager’s increase in confidence throughout night, even going so far as to have him kiss the prom queen, who appears to be the prom king’s girlfriend. A quick shot of him afterwards shows the teenage boy driving and having what appears to be the time of his life, not even seeming to remotely care about the black eye that is now on his face. His confidence is through the roof, and Audi proudly tells us that bravery is what defines us, aligning their vehicle with a sense of doing something brave.

Confidence is the driving force behind this product. Throughout the commercial, the viewer can clearly identify that it is because of the Audi 2013 that the teenager gains the confidence to kiss what the viewer can likely infer is his crush at prom. In his mind, he has gone from zero to hero, not caring about a thing. Even the viewers were drawn to this commercial (which aired during the Super Bowl) as they were able to select it out of three options that Audi provided as potential commercials to air. The commercial was obviously targeted to the 22-30 age group who want to display their new found confidence and fruitful careers. All in all, this commercial did exactly what was intended for it to do.

So God Made A Farmer

The name Paul Harvey may not mean much to our current generation, but to the generations before he was iconic. Paul Harvey was a radio broadcaster for ABC for roughly 40 years during which he appealed to the average conservative American family. The fact that Dodge Ram decided to base an entire commercial on one of his segments suggests they had a very specific goal in mind.

The commercial begins with a picture of a field and lone cow as the text “Paul Harvey” appears at the center of the screen. The silence is filled only with background radio static until Paul Harvey’s voice comes in. The second image that appears is a small farm church with a cross over the doorway. The commercial consists entirely of farming pictures that convey different themes and correspond with Paul Harvey’s commentary.

This commercial targeted a very specific group of people right from the start. It looked to appeal to those who need trucks for practical purposes, such as farmers. The themes focus on hard work and family tradition to connect with the values of their intended audience. This commercial doesn’t explain it’s product until the very end which allows the viewer to be absorbed into the commercial without realizing it is advertising. The fact that it only uses images and no video clips forces us to identify the meaning of the picture. Each picture is accompanied by Paul Harvey’s soothing voice which nudges us towards identifying the meaning that Ram wants us to find. Such as when Harvey says “God looked down on his planned paradise” while the image shows an aerial view of a farm. This targeting of practical truck owners comes as a change in the Chrysler company’s philosophy on Ram trucks. They took the popular Dodge Ram model of truck and created an entire branch for Ram trucks with the focus of reaching out to practical truck owners instead of casual truck owners who buy for image. The focus on farmers appeals to that community.

The commentary describes tasks of incredible hard work but modesty at the same time. It focuses on diversity of purposes which gives us the idea of power from strength but something else as well. The credibility comes from Paul Harvey’s segment as well as the description of a farmer because they are considered trustworthy. When we finally we see the Ram truck we see it as a practical machine as opposed to a flashy car. This idea coincides with Chrysler‘s principle of “Design with purpose”.

Since it doesn’t immediately show us the product it is selling, we don’t immediately recognize it as the typical advertisement we are used to. This allows to relax and enjoy it without realizing we are being persuaded. The tagline “For the farmer in all of us” connects us to the commercial and makes us feel practical by purchasing a Ram truck. I believe the commercial is effective because the company’s goal for this branch is to target practical truck owners, and it does that well.

Nike: FInd Your Greatness

Nike continually comes out with inspirational commercials that make the viewer want to get up from their seat and do something. A year ago, they used the motto “Find Your Greatness” during the London Olympics to inspire people young and old around the world

Nike has a history of revolutionizing the advertisement world. They started a brand based off the worlds greatest athlete at the time, Michael Jordan, and has erupted into a multibillion dollar business. They’ve created many of their own slogans including the infamous “Just Do It” and others like it. They introduce comedy into their commercials but also have a sense of motivation.

This video was played during the London Olympics. The commercial starts out showing all of the different London’s around the world varying form Ohio to Jamaica, and from Norway to South Africa. It talks about how there is no publicity, no one watching, or no one criticizing your every move. But that doesn’t mean the athletes in those towns aren’t great. Just because they aren’t in the Olympics doesn’t mean they aren’t great. The speaker tries to crush the viewer’s spirit by saying people are born with greatness, giving no hope. But then he says that greatness is for all who want to work for it. He indirectly inspires the viewer by persuading he or she that greatness is for anyone who wants it, all you’ve got to do is find it. Some of the techniques Nike use are that they create a godly figure out of the speaker. The speaker is never seen yet he has this powerful voice that is demanding to be heard. The viewer has no choice but to keep listening.

This commercial was aimed at all aged athletes and students to show them that anything is possible. At the time period when this commercial was played, all eyes were on the Olympics. Every kid out there was seeing their hero competing for their country. They watch in awe as their hero wins the gold. Now all they want to do is be just like them. Many kids will never make it to the Olympics, so how will they find their greatness? This commercial is telling the viewer that there is greatness wherever you want it to be. Whether it’s the A you got on your last test, or the piano recital you just perfected. No matter what you do, you can find greatness. As Nike’s slogan puts it, “Greatness is where ever someone is trying to find it.”

Berlitz “Sinking” Commercial

Until seeing this commercial, I had never heard of Berlitz adult language courses. To be honest, Rosetta Stone is the first language education company to come to my mind; however after experiencing 40 seconds of pure empathy for the poor man seen above, I can say that I will most definitely remember Berlitz.

This commercial features a young man seemingly at the first day on the job as a German Coastguard. At the start, the audience is confused by the older man speaking German, which previews the young man’s feelings towards the end of the commercial when he is confused by the person calling in on the radio. Similarly, his tone suggests that he is explaining how to use everything in the control room. We can tell that the younger man is not listening by the way he fails to make eye contact with his elder, and seems to be looking around the desk out of curiosity. Once the explanation is over, he slaps the rookie on the back, and we know that everything is up to him now. He begins to get acquainted, adjusting his seating position a few times, looking around the room a bit. His naivety allows the audience to develop a feeling of familiarity and even some fear for what is to come.

Just as he is settled in, the radio comes to life abruptly, startling the audience a bit. The rookie, however, seems slow to react. He looks around seeming quite reluctant. Then, when the person on the other side of the radio explains that “(they) are sinking,” he responds with questionable English: “What are you sinking about?” This suggests that he is not well-educated in the English language, and the effects of his stupidity could be disastrous.

Now when I first watched this, I felt horrible for him. Realistically, he could have caused a crisis for the German Coastguard! This is how the audience is supposed to feel. They experience these emotions of guilt and empathy that will thus drive them to invest in Berlitz language education to avoid devastating situations like this.

Towards the end of the commercial, the feelings that the audience experience provide them with a sense of trust in the Berlitz company when it reads, “Improve your English,” with Beethoven’s Symphony No. 9 playing in the background, suggesting a greater sense of knowledge that comes with the classical music.

The makers of this commercial utilized the art of persuasion by, in a sense, guilt-tripping their audience. The use of the confusing German language, naive rookie, and dangerous situation provides an exaggerated view of what could happen when people are not educated in foreign languages.