[English] Rhetorical Analysis of Commercial
With today’s environment of elevated levels of freedom, everyone is required to convince others to consider his or her ideas. Similarly, the level of education and reasoning has greatly increased in the society and every argument has to be tailored for success when evaluated on the bases of various criteria. In the corporate environment, many producers and sellers may use a large percentage of their operational budget to inform, remind or convince the potential buyers to choose their product(s). This is done mostly using an argument, as it is a free market with many competing producers and sellers. This paper will look into factors that make an argument effective or ineffective. Factors such as assertions, warrants, proofs and concrete reasoning are considered to be very crucial for an academic argument. This will also be discussed (Plunkett 13).
One of the commercials that have captured public attention was for Pepsi Max that was done in 2011. The commercial was made by Pepsi Company to advertise the new Pepsi drink that it claimed to have had no calories and had great taste. The purpose of this advert was to inform and persuade people to use this drink as it had no sugars and tasted good. It featured a young couple taking the drink while sitting on a bench in what seem to be a public open space with a jogging truck. The couple seemed impressed by how the drink had no calories but had great taste. The audience for this commercial is health conscious people who are nowadays choosing without calories. The audience can also be said to be young people who like enjoying themselves in open spaces. Bearing in mind that this was also meant for Super bowl, youth and vibrancy is portrayed in this advert. The assumption being made in this advert is that the audience would be very interested in a great tasting drink with low calories (Plunkett 31). Additionally, the makers of this advert have selected characters that look fit probably to show that they are health conscious.
The ideas are developed by displaying how the black lady in advert finds out that the can has been labeled ‘zero calories’. The man in the advert affirms that the drink has a great taste. His expression shows that he is surprised by how a calorie free drink can taste that great. However, this advert lacks a part that would make the audience to prove that their assertion is true, it lacks basis for solid reasoning. There are problems with the argument as it is not backed by any evidence or concrete reasoning. It is only backed by a warrant from the manufacturer in form of a label ‘zero calories’. There are fallacies in the advert as well as irrelevant information. For instance, the conclusion by the black lady that the man was admiring the jogger cannot be factually established. Additionally, there is no evidence or logical reasoning showing how taking the drink leads to the effects that followed in the commercial.
The advert has the Pepsi logo on the Cans. The logo is designed as a striking image to always stick in consumers’ mind making them to choose it (Plunkett 58). The advert appeals to the emotions of the audience by the use of a relaxed environment in an open space which can evoke a feeling of relaxation in audience. As a result, the audience can associate the drink with relaxation. In this commercial, the distinguishing character of Pepsi which is associated with fun times and relaxation is depicted by the choice of relaxed scene; ethos is used. Additionally, most activities in this commercial are the ones done for fun and relaxation, for instance sitting in an open space, jogging among others. The credibility of such impressions cannot be easily established as it is not possible to determine if this product causes a relaxing effect.
Plunkett, Jack W. Plunkett’s Advertising & Branding Industry Almanac 2015: The Only Comprehensive Guide to Advertising Companies & Trends. , 2015. Internet resource.