Throughout the history of advertising there have been many emotional commercials. Commercials that emphasize a relatable and powerful main idea that is subtly, or not so subtly, woven in with the product that is being advertised. A famous examples is the Extra Gum 's commercial, entitled "The Story of Sarah and Juan". This paper will summarize the commercial, followed by a glimpse at the ways in which the commercial reinforces classist, racist, and sexist overtones. Also, included is an analysis of the immaterial values portrayed in the commercial and how they connect with the product that is being advertised. To begin the commercial, a soft, slow, simple piano and vocal cover of the song "I Can 't Help Falling in Love" starts as Sarah …show more content…
He takes it, but not before the two lock eyes emphasizing the moment. It then goes to a scene where the two are in Juan 's car outside of what appears to be Sarah 's house. They are smiling and looking at each other. Just before they kiss, Sarah hands Juan a piece of Extra Gum. As she leaves, Juan is shown drawing on the Extra Gum wrapper. The commercial then goes into grouping of different scenes throughout different seasons and events in Juan and Sarah 's lives. The scenes include Sarah and Juan playing in the snow, frolicking in the sun, and going to prom. Juan is again offered gum by Sarah during these occasions and is seen drawing on another wrapper as Sarah is sleeping elegantly on a picnic blanket. The commercial then takes a (very) temporary dark, dark turn as the two are arguing in a room full of boxes. This argument is saved when Sarah offers Juan a piece of Extra Gum. Then the two are at the airport saying goodbye as Sarah is leaving. After saying goodbye Juan is busy again drawing on his most recent gum wrapper. They are then shown facetiming each other briefly until Sarah returns to Juan 's side and they are happy again. In the next scene Sarah gets a call from Juan and goes to an art gallery …show more content…
There are many times throughout the commercial that I recognized the strengthening of classist, racist, and sexist values. Looking at the advertisement and emphasis on gum as a whole is an extremely upper class concept. In the United States, we may not realize this, but in other countries, people are starving each day. They would look at this commercial and not even understand the concept of gum much less why it is a vital component of falling in love. People all over the world are so thankful of even the most basic foods purely to keep themselves alive. They would probably be confused about the purpose of the gum. In this way, the commercial is automatically aimed at an upper class audience. The couple in the commercial is Caucasian. Do only White people chew gum? It seems that this may be another hint at who Extra 's audience is, but this time focused more on the target audience 's race rather than class. Finally, sexism and sexuality targeting is shown almost immediately when Sarah drops her books and Juan as her "knight in shining armor" is there to "rescue" her. We see more sexism in the scene when Sarah and Juan are coming back from a date and Juan is driving. A sexism example is seen again at the end when Juan is the one to propose, not Sarah. The couple is homogeneous. They are portrayed as a stereotypical straight, White, couple that can easily afford to buy lots of gum. Since the imagery portrays a a natural progression between a straight couple, it reinforces a
The commercial uses a much more easy-going tone to aid in the process of connecting the audience with the young boy in the play. In addition, it serves to slow down the
In Advertisements R Us by Melissa Rubin, she analyzes how advertisements appeal to its audience and how it reflects our society. Rubin describes a specific Coca-Cola ad from the 1950’s that contains a “Sprite Boy”, a large -Cola Coca vending machine, a variety of men, ranging from the working class to members of the army, and the occasional female. She states that this advertisement was very stereotypical of society during that decade and targeted the same demographic: white, working-class males- the same demographic that the Coca-Cola factories employed.
Annotated Bibliography Introduction: Examine different kinds of advertisements and the problem at hand with how they perpetuate stereotypes, such as; gender, race, and religion. Thesis: The problem in society today is in the industry of social media. In efforts to attract the eye of the general population, advertising companies create billboards, commercials, flyers and other ads with stereotypes that are accepted in today’s society. Because of the nations’ cultural expectation for all different types of people, advertisement businesses follow and portray exactly what and how each specific gender, race, or religion should be.
This commercial draws on the viewers emotional well-being through the dialogue of the characters. The first words said in the commercial are, " Never give up on the ones that you care about and, always remember the good things." That statement is strong and will immediately catch the reader 's attention. The little boy also said, “I looked everywhere.
The most important aspect of this commercial is the pathos, for it is ripe with emotion. This emotion is also emphasized by the mood of the commercial, which evokes very pertinent emotions. Similarly, the ethos and logos of the commercial make the gum brand look very enticing due to the commercial’s focus on the emotional aspects of the gum. Likewise, the commonplaces that the commercial focuses on play an important role in making the advertisement more applicable to the common viewer. Overall, the Extra Gum advertisement effectively persuades the viewer to purchase the
With the alarming number of smokers, agencies spend billions of dollars every year on anti-smoking advertisements. Anti-smoking agencies enlighten audiences of the negative consequences of smoking and try to persuade them to stop. The visual I chose to analyze is a commercial engendered by an anti-smoking agency called Quit. The advertisement, “quit smoking commercial” shows a mother and a son walking in a busy airport terminal. Suddenly, the mother abandons the child, and after he realizes he is alone, he commences to cry.
Donovan Bell-DaCunha Professor Sharon Burns ENC 1101-20497 6 February 2018 Analysis of Budweiser Commercial “Puppy Love” Everyone one loves a story about cute puppies and friendship. In Budweiser's 2014 Super Bowl commercial “Puppy Love” it tells one. The purpose of this commercial like any is to convince the audience of the message its promoting. In the advertisement it uses the three tools of ethical persuasion: logos, ethos, and pathos.
Allowing the audience to see the connection between the dog and the girl allows for them to build a connection persuading them to buy Chevy’s products. Along with pathos being created through the woman's emotions as life changes, it is also used through the use of a mellow sounding melody that creates a soft, comforting tone for the audience. By adding Maddie to the ad along with using this type of music allows the audience to feel comfort with chevy. Chevrolet uses this type of emotion to show the audience they will have a trusted vehicle through whatever life brings them and that the company will always be there. According to Pooja and Shukla, authors of Rhetoric in Televised FMCG Advertisements and Its Impact on Viewers, without effective advertising, “audiences may get irritated and respond negatively with reactance, distrust and avoidance” (Pooja and Shukla 3).
This demonstrates the immediate affection that Luis develops, even though there was no interaction between the two. Luis follows his love and meets the girl at her house. After briefly conversing through sign language, Luis returns to the junkyard and begins searching for the part that she requested. Luis
The announcement features several characters, including the Caucasian Chef, African American business man, Caucasian student and group of teenage mixed races at a public event. The message behind this ad is under Taylor
Watching the commercial, the intended audience for an adult man with a son. I say that because the main character’s are an old man and his son. This commercial instills values like the past meaning reliving what you loved and also family. It’s not effective because it doesn’t use the Rhetorical Appeals like Ethos and Logos but, it does include Pathos which makes it somewhat good. Pathos is a Rhetorical Appeal that the commercial does portray in many forms.
The different environments and situations exhibit that everybody is diverse, yet equal. The scene with the puppy and another scene where a father and his young daughter ask Google what sound a whale makes, are especially heart-melting. The other way in which the commercial attracts success is by using micropropaganda. A catchy melody plays all throughout the length of the video.
The advertisement described the impact of the doritos by having the father and his friends betray his gender by dressing as princesses. This grabs the audience attention by using pathos- having the audience connect with the little girl and her father’s relationship. The commercial allows viewers to see that the Doritos could bring out a side of you that anyone has ever seen and a relationship builder. The target audience for this commercial would be for younger kids and mid age adults because it would grab the younger children attention with the scenery and mid age adults because of the humor and the fact that they are a
The intended audience in this commercial is the everyday person. According to Statistic Brain Research Institute, “96% of the world’s population can recognize Coke just by their logo”. With that being said, most age groups will buy the product because of taste and marketing techniques. While watching “Love Story”
This paints a picture for society of how women are expected to be and portrays a sexist ideal of how women should act in a society that enforces the idea that women only exist for the convenience of others in a heavily male dominated society. The commercial enforces the idea that the man is always right based off of the wife’s interactions with her husband and Papa Eddie. The women in this commercial is clearly the victim in the situation and does not deserve to be treated this way, but society has conditioned women to believe that she is not the victim and that the unhappiness of her husband is all her fault which