Advertising Analysis
Considering Grant-Davie's constituents of rhetoric (exigence, rhetor, audience, constraints), and examine a piece of advertising accessible through YouTube. Deliver a brief and informal analysis of the advert you have chosen. Your analysis should explore and explain how each constituent shapes the advert and your argument should explore the degree to which the advert is effective or ineffective.
You might address the following questions as a starting point, but your analysis should not be written as a list of numbered sentences:
Exigence:
1. How does the company sell the perceived need for the product?
2. What underlying values underpin the need for this product?
3. What problem is being resolved by this product?
Rhetor:
1. Who is selling the product? (There may be multiple rhetors involved. The company might hire an advertising firm who hires a spokesperson).
2. What contributes to the ethos of the company selling the product/service?
3. What role does the rhetor portray regarding the persona assumed through the selling of the service/product?
Audience:
1. Who is the primary target audience for the product and how do you know?
2. What identities do the target audience embody as viewers of this advert?
3. Explore some differing roles the audience might embody in reading the advert in different ways.
Constraints:
1. What outside forces (positive or negative constraints) might enable or hinder the argument presented by the advert?
2. Are there any outside factors that might lead the audience to be more or less sympathetic to the message of the advert?
In order to address this prompt, you should read the Grant-Davie reading.
You might address the following questions as a starting point, but your analysis should not be written as a list of numbered sentences:
Exigence:
1. How does the company sell the perceived need for the product?
2. What underlying values underpin the need for this product?
3. What problem is being resolved by this product?
Rhetor:
1. Who is selling the product? (There may be multiple rhetors involved. The company might hire an advertising firm who hires a spokesperson).
2. What contributes to the ethos of the company selling the product/service?
3. What role does the rhetor portray regarding the persona assumed through the selling of the service/product?
Audience:
1. Who is the primary target audience for the product and how do you know?
2. What identities do the target audience embody as viewers of this advert?
3. Explore some differing roles the audience might embody in reading the advert in different ways.
Constraints:
1. What outside forces (positive or negative constraints) might enable or hinder the argument presented by the advert?
2. Are there any outside factors that might lead the audience to be more or less sympathetic to the message of the advert?
In order to address this prompt, you should read the Grant-Davie reading.
http://www.youtube.com/watch?v=Z7QFs7s8dVg&feature=relmfu&app=desktop
ReplyDeleteBy offering a seemingly compassionate and understanding view of the circumstances which exist to the target client, this product is designed to “help” those who are low in access to liquid cash. Pay Day Loans sells their services as a very easy, safe and secure way to gain access to cash. While it doesn’t mention the decision to be economically savvy, it does imply that “billions” of others use these loans, and so should you. The rhetor in the ad does not discriminate; it appears that anyone who signs the dotted line, regardless of their credit worthiness, will be a good fit. The visual illustrations in this ad seem to imply that younger Americans are the best fit. Regardless, Pay Day Loans are compassionate to your needs. They even subconsciously suggest some ways their audience can spend their generous windfall, on anything from rent to concert tickets
ReplyDeleteSome of the values that are sub-surface for this loan product and others like it, are rooted in poor money management, economic irresponsibility and outright consumerism. Unfortunately, more problems are probably being “created” for the consumer than may be solved. If used very carefully, and sparingly, this product could exist to be beneficial in a very few, select, extreme circumstances, like to save ones knee caps from a bookie, or perhaps to save someone’s life by funding an (in-expensive) medical procedure which an uninsured person may not be able to undergo otherwise.
ReplyDeleteWhen I watch this commercial, I like many others who spend money carefully, cringe. My take-aways are coincidentally very different from someone else who potentially searched this ad for its intended use, for the loan. Still, their take-away may be very different from another person, who may search this same ad as an auditor, for example, to protect against internet scams. The fact is, regardless of the audience, and their marketplace perception, the ethical value of this type of company is often considered questionable by many. Generally speaking, payday loan companies are predatory in their fees and policies.
Outside influences which could impact a consumer’s decision making could be numerous. Imagine if a news article ran on the front page highlighting the story of a little old lady who was tricked into taking a loan for her medication, then lost everything she owned as collateral for failure to repay the exorbitant interest outlined in the fine print. This could be impactful. Other potential impacts to the loan company from outside influences could include changes in the current interest rate environment, also lending guidelines at banks based on their access to Federal Reserve loans. Imagine if lending guidelines are relaxed; people might turn to a bank with their loan application first for more favorable terms.
ReplyDeleteI chose to explore this particular advertisement because of the depth of fundamental issues one can analyze within the discourse. As the Gran Davie Essay outlines, a rhetor must contemplate an audience. I felt that the discourse explores, within a Rhetorical situation, the topics of manipulation, ethics, and the need to identify ones audience. There are many layers to this type of advertisement which can tie nicely to this weeks reading.
ReplyDeletehttp://www.youtube.com/watch?v=dP3r3SPXgKs
ReplyDeleteThe company plays on the feelings of insecurity in the youth of today as the pressures of being perfect and looking "good" seem to matter more and more in this growing superficial world we live in today. Acne is something that most people have to deal with especially as a teenager and this is who they are appealing to. This product is suggesting that not only does one get clear skin but one can also gain confidence. The rhetors use this to play at the heart strings of those who do have acne as well as low self-esteem. By defining the fundamental issues of a superficial subject matter the rhetors are in a position of power to manipulate rhetoric. This advertisement displays that many others have used this product before with excellent results, including well known celebrities therefore implying that "if they do it then why shouldn't I?" attitude. This is smart as most of the audience with acne are teenagers who are very susceptible to pop culture and "star power".
One of the rhetors is Guthy-Renker, which is a direct-response marketing company that specializes in celebrity endorsed products through paid-programming which is apparent in the Proactiv brand. The Proactiv team, along with Guthy Renker,actors, and celebrities such as Katy Perry all contribute as rhetors to this product. The rhetors want to portray a sort of "miracle" solution to getting rid of acne and looking beautiful and this is what some audiences see when they view these commercials. Someone struggling with the battle of acne and who doesn't know what to do is susceptible to an advertisement like this where a celebrity that you know or may even like is going through a similar situation and has gotten through it. It makes the audience feel like they are not alone and can really have "beautiful" skin like their favorite celebrity. Whereas, someone else who has seen many acne advertisements and has had unsuccessful results can look at this ad and not believe a word and believe that it is nothing more than a scam. There are many outside influences that can contribute to an advertisement relating to beauty and vanity because that is a sensitive subject that is sought after and wanted by many. In this particular advertisement I believe the rhetors understood the exigence and was able to appeal to audiences worldwide dealing with the very universal problem of acne.
http://www.youtube.com/watch?v=WbRpSAaJq-8
ReplyDeleteThis product is directed to teenaged girls in the demographic of 13-19 years old and plays on the thought that having beautiful skin makes you a generally happier person. The presumed identities of the audience this ad was created for would be those who are generally unhappy with the condition or appearance of their skin. The company uses the tagline “it’ll make a morning person out of you” giving its audience the thought that the product will be necessary for being happier and more energized in the mornings. The rhetors of the advertisement include the dermatologists at Clean & Clear, their marketing team, the actresses in the commercial and even the singer of the song that is used. However, the creators of the commercial did not take into account the outside constraints of how well the product really works and how consumer reviews may affect its sales or appeal to its general audience. I think this commercial directly ties into one of Davie’s points. “Rhetors’ conceptions of audiences may lead them to create new roles for themselves- or adapt to existing roles – to address those audiences. Rhetors may invite audiences to accept new identities for themselves, offering readers a vision not of who they are but of who they could be.” This argument holds up in the thought that the audience believe they will become a “morning person” after the use of this product, a statement which, simply, is not applicable to all.
http://www.youtube.com/watch?v=MTgeUVOxl8E
ReplyDeleteFor this blog assignment, I decided to look for the makeup product that I am currently using to think more critically about the commercial and to analyze in the way of Grant Davie has taught me. After watching the video, I realized that the company sells the perceived need for the product by using the world’s famous supermodel that has not only the perfect skin but also the ideal body figure which every women dreams of having. The commercial was targeted towards the audiences who like to wear makeup, people who has imperfect skin or even to the advertising supermodel’s fans. The commercial presented the idea that their product is capable of making flawless perfect skin, and by displaying an example via covering the golf ball with their makeup, they showed the audiences that their product is able to make their pores disappear. In this specific commercial, the rhetors, which generally generate motivation of the audience, were the company itself, and the advertising supermodel Adriana Lima. In the commercial, Adriana Lima gives hope to the audiences for the perfect skin, and at the same time, creates bigger desire to buy the product. The targeted audiences might explore some differing roles in comprehending the advert in different ways. Some audience might simply watch the commercial because their favorite model is advertising the product, some may be looking for a new makeup, or some might be watching it just because it was on the television. There are also some constraints as well. Audience with already perfect skin would hinder the argument presented by the advert because they are not in need of any makeup that includes full coverage ability. Or for the audience who previously have used the brand’s product and disliked the product may be less drawn to the advertisement. Personally, supermodel’s perfect skin and their supreme body figures seemed unrealistic which can also be another factor for constraints of this particular commercial as well.
http://www.youtube.com/watch?v=Iu_JqNdp2As
ReplyDeleteThe company of this advertisement sells the perceived need for this “product”, or in this case donation, by displaying images of animals in the animal shelter that appear to be sad. This appeals to the pathos of the viewers by forcing them to see these animals that are in need of help and it makes the viewers want to do something about it. By making a donation people are able to help the animals in the shelters and it also makes the viewers feel better about themselves. The rhetors of this advertisement are the ASPCA, the company that is accepting the donations, Sarah McLaughlin, the spokesperson and singer in the commercial, and the workers that are briefly shown in the commercial. The rhetors of this advertisement are shown as genuinely good people who care for and help these animals in need. The target audience for this “product” is basically anybody that has a credit card. It would mostly appeal to older people who are generous and compassionate. This commercial is made to be extremely sad so that the viewers feel compelled obligated even, to donate their money. Many people know that this is the goal for commercials like this one, so to avoid feeling badly they will avoid watching the commercial altogether. This could hinder the company by causing fewer donations because viewers feel like they are being conned or cheated.
The advertisement puts together a skit of two women shopping. Now while one of the women does not have a good choice of car insurance , inferring the old man dangling and antagonizing this woman with a dollar being the only amount she has left over from after paying her insurance. As oppose to her friend who has State Farm insurance ( the man she calls up and tells her an amount of $150.00 is her balance after paying them ) referring to her being able to save a decent amount of money while being with that company, or so State Farm tries to pursue. Basically portraying that choosing them the audience will save money if they chose their corporation. The audience that would relate mostly to this Ad would grab the attention of women. Seeing that women do have more of a tendency to splurge and shop, the fact that they would be able to have an increase of money in their bank accounts would grasp them in. A group that would probably seem to disagree would with this advertisement would be the obvious rival insurance companies ( Progressive, Geico, etc.) Along with people who side that these companies are what they prefer might also sense a disagreement within the message.
ReplyDeletehttp://www.youtube.com/watch?v=A3IV22FJIbc
http://www.youtube.com/user/OldSpice?v=YlFl1OKRnEM
ReplyDeleteThis rather nonsensical Old Spice advertisment begins with a football player who is sitting in a locker room before a game. He is smelling deodorant with a triumphant smile, while a force sings in the background about how fresh and ready to win he is. Alas it is not to be as the camera zooms out and the singer tells the football player, "Actually, nevermind you're in a snow globe in a dollar store."
I believe this commercial is alluding to the idea that if men use the Old Spice product, not only will they be fresh, they will be triumphant in whatever manly thing they attempt. This blatant message is slightly masked by the twisted but humorous ending. I found this tactic to be very effective in it's attempt to make you forget that it's just another advertisement.
http://www.youtube.com/watch?v=O4-e4nlfdRI
ReplyDeleteIn this rather strange commercial, the company Eagle Man Insurance's motivation is to sell car insurance. It presents the need in a clever way making it appear the fairly young female driver got in a accident and had no insurance prompting the need for car insurance. It is promoting it's product in this showing accident's happen because the world is a dangerous place and there is a strong need for vehicle insurance that Eagle Man can provide. Eagle Man insurance is clearly the seller of the product and it does so through their mascot, a man in a bald eagle costume. The company also uses the two woman actors to sell their product having them marvel at the Eagle Man's low rates. The company tries to show they are looking at for people that can afford typical insurance because the Eagle Man swoops down on the lady's car. In this they create(or attempt to create) a persona of protector that looks out for it's clients and people than need insurance. I would say the primary target audience for this commercial would be drivers that need affordable insurance, practically young college student age people that don't have a high income. They make this evident because the driver doesn't have insurance already, the two women in the car are somewhat young, the car itself isn't a expensive vehicle, and they both marvel at the low rates Eagle Man provides. Audience's role will effect how they perceive the product. For example, a man of low income that is relatively new driver may perceive be sympathetic towards the argument for this insurance while a man of high income with a nicer car will perceive it as a cheap and ineffective argument for this insurance. This insurance clearly had lot's of restraints in making it. The rather poor acting suggest a financial restraint of hiring good actors. A positive constraint may be competition from more known insurance companies pushed the company to not make a typical commercial but stretch to be different resulting in the commercial shown. Perception by the audience of other insurance companies or economy would be constraints effecting how the audience perceives this product.
Overall, the company attempts to reach it's target audience in a clever way and provides a clever way to show it's low rates. However, I would say the commercial does a poor job because it's extremely cheesy and it's difficult to look past the poor acting.
This commercial is for the Secret brand deodorant that lasts up to 48 hours and does not leave behind marks. The company is selling this particular deodorant with their primary target audience as women, having the audience feel like they need this product because they would not like to be in the situation that woman in the commercial is in, or to experience the embarrassment that she would be feeling. Woman watching this commercial would feel the need to purchase the deodorant because they would not like to personally experience that embarrassment with deodorant residue and so they can feel safe with a deodorant that can last them for a long time. The problem women would resolve by purchasing this product is so they never have a "#whitemarksfail" themselves. The rhetor portrays a scene of a date with a man and a woman, which is influential to women so that they will never be that girl on the date with "ranch dressing" arms. The identities that the audience will take on while watching this commercial are hopeless women desperately wishing that they never have to experience that embarrassment the girl on the date is going through. Many women watching this commercial will also feel grateful that was not them, humored because of how the girl spits her drink out over the man from embarrassment, but women watching this could also be curious to find out more about the Secret 48 hour deodorant.
ReplyDeleteI think that a negative constraint this commercial might have on certain viewers could be that a woman has been in a situation similar to the date portrayed in this commercial and it would only be a reminder to the particular woman watching this of her past experience causing her to reflect on old memories she does not wish to dwell on. At the same time, that could also have a positive effect on the woman with a similar experience because the woman would only be more curious to find out more information on the secret deodorant. An outside factor that could effect the audience viewing this commercial could be if a male was watching this commercial, he might be less sympathetic towards the woman's embarrassment because he would probably not quite understand how armpits and deodorant marks could be a problem while wearing sleeveless shirts. This commercial ties in with Grant-Davie's rhetorical review by having examples of exigence, rhetor, a particular audience, and negative constraints.
http://www.youtube.com/watch?v=rArt5GfPxds
http://www.youtube.com/watch?v=dP3r3SPXgKs
ReplyDeleteThe rhetors is in this commercial are the dermatologists mostly, But Katy Perry is a big factor in this too. the audience for this commercial is literally all ages young and old, if you have acne you most likely don't want it there, the exigence is that it clears your skin up from blemishes, it is a very great product, not in the actual impact it has on you, i have never tried it therefore i do not know if it works, but in the sense for the rhetors. in today's society to a lot of people are very uncomfortable with they're body and would buy something over and over again if it helps them. With all the super stars with they're flawless skin and everything else people strive to be like that and would do anything for it. Having a star like Katy on the commercial will reach out to more people because if a person is a fan of her and they see she uses it they will be all for it.I do not see any negative restraints on this commercial only positive,the rhetors even have other women speak for they're product and back it up I see every one of Grant-Davie's rhetorical review exigence, rhetor, audience and positive restraints.
http://www.youtube.com/watch?v=H3R-rtWPyJY
ReplyDeleteThis advertisement portrays to the audience of everyone, worldwide. The AT&T commercial 'It's not complicated' intrigues others by showing an adult male in a classroom sitting with 4 little kids at a table. He asks the kids simple questions that they elaborate on and answer from their perspective. The rhetor, such as the male, gets information about topics for example, 'Which is better, faster or slower?' from a simpler point of view; a kids point of view. Now, it's not just the fact that he's talking to kids that makes this commercial an interest, it’s the response from the kids make that is hilarious and amusing. Not only does the question he asks make you think but make you laugh after you have heard the kids response.
The commercial underlines why you should buy the product by simply making a simple point from kids and saying ‘Faster is better.’ Portraying that AT&T is a faster and better cell service.
Even though this commercial seems to be perfect there are negative constraints. Such as, if a person were to already have a cell service, they would have no reason to buy or recognize AT&T and the advertisement. Also the commercial could just give people a good laugh but in the end they don’t really know what product the company was trying to sell enabling their ability to buy their product.
http://www.youtube.com/watch?v=BOh0kbS3SCk
ReplyDeleteThis advertisement is directed to young teens struggling to get rid of their acne. The teens shown in the commercial are all trying different acne treatments and "home remedies", in an attempt to get rid of their acne. The teens in the commercial used ridiculous treatments such as a vaccum, magnets, sea kelp, glowsticks, and toothpaste. Another teen in the commercial shows a box full of acne treating products that have failed to get rid of her acne. The rhetors show that the teens in the commercial have tried everything to get rid of their acne even the most ridiculous things and all of them have failed. This is true for most teens insecure, unhappy, and struggling to get rid of their acne, they think they have tried it all and still haven't found a solution to their acne. Later on in the advertisement a girl that was previously struggling with acne talks about her doctor perscribing her epiduo and saying it actually works. Rhetors try to emphasize how "easy" it is to get rid of your acne with epiduo and it actually working. After that girl talking about epiduo actually working, more teens go talk to their doctor about perscribing them epiduo, and like the first girl, the other teens' acne gets better. This advertisement includes very silly music and teens acting silly at the doctor to show more of a childish relation to teens in order to keep their attention. The advertisement has a clear audience and a clear message being shown. The audience can easily find interest in this product and the advertisment can easily manipulate the audience because of their relation.
http://www.youtube.com/watch?v=NoVW62mwSQQ
ReplyDeleteThe company Apple, is trying to sell their phone (iPhone5) by showing how much it is used to capture photos or videos. The company uses a wide range of individuals ranging from the ages of 13-45 and how they use the iPhone to capture special moments during their day. Apple also uses emotion to help sell the product by showing a father filming his daughter at gymnastics practice, or a young girl in a bunny suit taking a picture of her self and laughing. An outside force that helps to contribute to this is the music they play in the back round of a calming piano. Apple is targeting the everyday person that loves to take pictures, ranging from the ages of 13-45, showing that the iPhone is easy to use for both the young and older age. The audience can relate to this advertisement because who doesn't love to take photos or videos and share them with friends?
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ReplyDeletehttps://www.youtube.com/watch?v=JpqiyFPdHZ4
ReplyDeleteAnyone who cooks can relate to the fact that chopping onions can be a big hassle, especially if large quantities are involved. Even more so for the elderly and beginner cooks who may not have the expertise or coordination to efficiently use a knife. In convincing for the need of his “Quick Chop” product, Billy Mays states with gusto that it fulfills their every need for convenience and can quickly, safely, easily, and effectively chop various foods and even ice.
There is an ever growing number of people interested in cooking nowadays. This is witnessed by the amount of cooking shows there are on television. The cooking culture is a big part of everyone's lives since most people encounter the need to prepare food at least occasionally. Having a tool that makes a common and difficult task much more easy definitely has a place in our market.
Cooking and eating is a very important activity. It's one of the traditional binding forces in families and may involve everyone in the household. People are very appreciative of the quality in food and see originality, ingenuity, dedication, patience, and caring as values from the effort in cooking. The aspiring cook can help to personally expand on these with just a small premium of $19.99.
From the way he displays himself while convincingly selling innovative products on TV, Billy Mays is an attention magnet. In the beginning of many of his commercials he aggressively announces his name, often achieving a perception of himself from his viewers as friendly and confident, but also can to a lesser extent annoy them. His popularity alone implies to people about the quality of his products and when he guarantees that they are the best, he evokes peace of mind for many. He talks forcefully throughout the entire commercial to grab the attention of anyone who is in close proximity of the television. The commercial has a fast-paced flow as it constantly changes scenes while demonstrating the chopping ability of the product. It does have a mesmerizing effect and may elicit the belief that owning one will garner wonder, envy, and even the admiration from others. Case in point, the scene where the older lady and younger child are both seen expressing joy while using the product together.
Some experienced cooks may argue the value of this product. For instance, knives have many purposes in the kitchen and if a novice doesn't gain experience in its use from the comparatively easy activity of chopping, then the learning curve for a harder activity, such as fileting, will be much more imposing.
The durability of the product is also questionable. Although Billy does state that his product has the “muscle” to chop through even tough vegetables like potatoes, there is no guarantee that it will last even after a day of heavy use. Alternatively, a chopping knife is usually very durable and of excellent quality at a much lower price. Most people probably see the commercial as blatant nonsense and sense a scam.
In this discourse the announcer uses his “patented” booming voice, popularity on TV, and flashy demonstrations to force his way into the attention of cooks, even causing people who don't cook to imagine themselves as one. It's a strategy that can, a lot of times, become grating. Nevertheless it creates ostensible benefits in viewers' minds.
The company sell the beer by using the most common way of selling products which is satisfaction and sex. The quench of the thirst by drinking the beer, is represented by the quench of the sexual yearn by using the woman that appear when all the beer was finished. The values of this commercial is self satisfaction, which means treating and satisfying oneself. Thirsty beer is selling this product. The ethos of this commercial is contributed by the name of the product. The name is thirsty beer which symbolize it's refreshing effect and how it will quench and satisfy thirst. The rhetor assume that most males are more likely to buy beer that's why it's primary seller is a half naked female.This product will attract mainly male buyers because they use the woman as a object to attract males to buy the beer. Women viewers might want to satisfy there husband or men by buying this beer. But some women might be offended or not attracted to it because of it main targets were men. The male viewers eye would be caught by the attractive female. The man continually drinking all the beers will attract males or females because it symbolize that it might be very enjoyable. Many people watch this might not buy or drink beer so this wont be paid much attention to. The quality of the beer was not elaborated on so many people won't really have a feel of how it tastes.
ReplyDeletehttp://www.youtube.com/watch?v=MX145Tu4MHY
Whether cutting off a young teenagers ponytail off or making a pigeon take a nice one on a boys electronic device, every sour patch kid commercial finishes off with a sabotage or crime that in the end, is forgiven. These sour patch commercials always have a little gummy bear that does something wrong, feels bad afterwards, and is forgiven by the teenager that appears in every commercial, which gives meaning to the phrase "It's sour...then it's sweet". In this commercial, the rhetor portrays a mischievious little gummy bear that in the end becomes something sweet, when he is afraid to pay the consequence. Just like the gummy, the company who sells the sour patch kid candy, wants to give the impression that the candy it is selling is just like the gummy bear in the commercial, sour and sweet. The target for the company are kids, teenagers most obviously since they are the ones mostly interested in buying candy. Since the majority of the audience this candy commercial is trying to advertise to are less intelligent about how the company tries to sell them the candy and are sometimes ignorant to any message the candy commercial gives, these kids are going to buy the candy either way because in the commercial, its advertising what looks to be a cute, sympathetic bear.
ReplyDeletehttp://www.youtube.com/results?search_query=sour+patch+kid+commercials&oq=sour+patch+&gs_l=youtube.1.0.0l10.1858.366
http://www.youtube.com/watch?v=9gspElv1yvc
ReplyDeleteThis commercial opens with "In the Arms of an Angel" by Sarah McLachlan. It is so popular that as soon as you hear this song you know almost immediately what emotional roller coaster you are about to be sent on. This advertisement to help homeless animals feeds off of pathos. It appeals to the emotional side of us all. It convinces people to either donate money to their fund or to adopt from a shelter. I know because of commercials like this one we no longer go to breeders and instead adopt from local animal shelters. The rhetor in this commercial is the SPCA and what ever actor our actress they choose to hire. (in this case it is Sarah McLachlan) The actor or actress plays the role of a loving, caring animal care taker who is looking out for the animals best interest. The purpose of this commercial is to not sell a product but instead rally up donations for a cause. The targeted audience is anyone who is compassionate and willing to donate to helpless animals. This advertisement is heart wrenching so people feel obligated to donate and guilty if they choose to do otherwise. A major obstacle this company has to overcome is the fact that people don't like to look at these poor animals on television. I myself turn off this commercial every time it comes on just because I hate seeing animals in misery. The fact that people turn off this commercial hinders donations because they don't get the phone number or address in which they can then sign up to donate. Overall it has a positive effect in getting people to donate because of its emotional content.
For the purpose of this exercise, I am going to discuss an advertisement for the Augusta ironman triathlon. I have selected this advertisement, as a friend of mine has entered into the event and I found his discussion to partake in this event somewhat foolish. However, the concept of a person electing to participate in a 140.3 mile challenge consisting of a swim bike and run peaked my curiosity to learn more about the event.
ReplyDeleteThe advertisement I discovered on you tube was a video advertising the event, it opened showing a picturesque landscape and highly conditioned athletes’ entering into the river for a 2.4 mile swim, it then cut to a scene of a pack of again extremely fit men and women cycling through the mountains of Georgia and the commentator discussing the 112 mile bike ride. The final scene of the advertisement showed exhausted but elated athletes crossing the finish line after running 26.2 miles.
It is obvious that this advertisement is targeted towards highly competitive skilled and conditioned athletes, as evidenced by the participants who were in amazing physical condition with muscular physiques. My thought about the advertisement is that it is geared to highly skilled athletes. The paradigm of the average or below average athlete may be that they have not reached the level to participate in this event thereby excluding the demographic.
The company does not, in any particular way sell the product. It could be extrapolated that the reputation of the company promoting the event precedes itself. The company promotes the value of the participation by selling to the consumer the status of being called an “Ironman” subsequent to completing the event. It could be assumed that within the athletic community that reaching the status of being an “Ironman” brings a level of respect and status.
The company who owns the Ironman events is the World Triathlon Corporation, also known as the WTC. Additionally, they work in conjunction with a company called Active who advertises and manages the sign up for the event. The Ironman event series have been in existence for many years and the reputation of the company is apparent when researching Ironman triathlons. The particular spokesman for this event has a deep confident voice which draws in the listener, he has the unique ability to captivate and excite the listener.
When considering this advertisement objectively the WTC appears to be limiting their potential income due to the demographic they are targeting. Every participant in the advertisement is a young attractive athlete with impressive physical attributes. By using strictly these types of models in their advertisements the average athlete may feel as if because they do not have the appearance or the youthfulness of the models in the advertisement, they should not attempt the event.