Rather then use informational means
to attract customers to their product, Audi chose to use a distinct approach to
attract customers and revenue. Audi, a reputable car company, instilled
rhetoric in order to connect with the intended audience on a more personal
level. The commercial begins rather gloomily as shamed boy leaves for his high
school prom unaccompanied by a date. However, when after his father entrusts
the keys to his Audi to him, a new sense of confidence is awoken. The boy’s
sudden transformation brought on by the acquiring of the Audi draws him to kiss
the beautiful prom queen, and subsequently endure a blow to his head from the
prom king. Afterwards, he is shown shouting with pride as he had finally
mustered up the confidence to obtain the girl he had longed for. Audi’s
strategy was to appeal to a man attracted to adventure, excitement, and speed.
In order to do so, Audi appealed to pathos and logos throughout their
commercial advertisement. At the commencement, they begin with the boy looking
at himself in the mirror, then immediately leaving in humiliation, lacking a
date and classy vehicle. When the car
suddenly rejuvenates the boy, Audi elicits a feeling of need from the audience
to obtain this type of confidence and adventure. The sounds of the engine and
implied speed are meant to appeal to a male audience’s sense of adventure, and
appeal to logos, or logic, through the implication of speed and luxury. Finally, the woman pictured in the kiss, and
the punch that followed appealed to a sense of male desire and humor. Thus, the
commercial succeeded to attracting the audience to the car. By catching the
attention of a primarily male audience via multiple aspects of the commercial
and appealing to various rhetorical devices, the intended purpose was achieved.
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| Audi Commercial http://www.youtube.com/watch?v=ANhmS6QLd5Q |
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