Audi Rhetorical Analysis 2013

The battle to achieve the status of the best luxury vehicle has been going on for as long as most can remember, and Audi is looking to put an end to it. Audi, one of Germany’s oldest automobile manufacturers, was first developed by August Horch in 1909 (“Audi History”). Although they were the first car to combine a 6-cylinder engine with 4-wheel drive, they have been long compared to BMW throughout most of their history. Audi recently released an advertisement that shows consumers that they are better than their competition. In their new advertisement, “Audi Friendly Competition,” Audi uses slander, factual information, and relatable situations to show car buyers that Audi is a better luxury vehicle manufacturer than their long-time competitor BMW. The purpose of the advertisement is to convince car buyers to purchase this car over others in showing that Audi is the “winner” when it comes to similar vehicular choices. The targeted audience, who is most likely conflicted in their decision to purchase either an Audi or a BMW as their vehicle, is convinced to invest their money in Audi. Through a montage of videos, the advertisement shows that in every competition there must be a loser. The scenes include a father beating his son in toy-car racing, two colleagues facing off in …show more content…
Advertisements are only considered effective if they relate to a target audience and increase sales. Some commercials today use unrealistic circumstances to try to get their points across and fulfill their purposes; therefore, these advertisements are not as effective as they could be. By using the familiarity of friendly competition, Audi is able to put together a well-rounded commercial with ethos, pathos, and logos. It shows that when buying a luxury vehicle, Audi never wants to be the, “loser, runner-up, second