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A Rhetorical Analysis Of Advertising

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Before determining whether the advertisement is effective or ineffective the purpose of the advertisement must be understood. Hyundai Motor Company, established in 1967 and the world’s largest automobile manufacturing plant in Ulsan, South Korea, produces over 1.6 million vehicles annually. Hyundai strives to create vehicles that live by their motto, “New Thinking. New Possibilities.” In the TV commercial, Kevin Hart plays an overprotective father who lends his daughter’s date the keys to his car, a Hyundai Genesis. Throughout the commercial Kevin Hart uses a new feature, the Blue Link Car Finder, to track his vehicle and is able to follow his daughter and her date throughout the night. The main claim the advertisement makes is if parents were to purchase the Hyundai Genesis they would be able to track and know where their child …show more content…
The advertisement ends with the Hyundai symbol and in small white letters states, “With purchasing the Hyundai Genesis, it is equipped with a Blue Link Car Finder feature. Smartwatch must be paired to smartphone with cellular or internet connection. Smartphone must be in 1-mile radius of vehicle’s location to display searched location. Blue Link subscription required.” In the advertisement Kevin Hart is able to track the car as it goes to the movies from his house using his smart watch. This part of the ad is deceitful and inaccurate. The Blue Link Car Finder is only able to be used when the car is within a 1-mile radius, which is not what is shown in the advertisement. This information is withheld during the actual commercial, but yet shown at the very end of the advertisement in small not clear font. If the intention of the advertisement is to persuade people to purchase the Hyundai Genesis, then why would the merchants withhold information that is necessary for a customer to

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