Most football fanatics sit and eagerly watch the Super Bowl in dreams of their favorite team making an unbelievable play that leads to victory. On the other side of the spectrum, others watch the Super Bowl for the well thought out commercials that are broadcasted during the big game. Every single advertisement is full of rhetoric devices that may appeal to viewers to try and keep them watching. Quite often, many of these commercials can be far more entertaining than the actual Super Bowl itself. Millions of dollars are what companies spend just for seconds of screen time in an attempt to persuade viewers to buy their product. One such commercial, BMW’s advertisement for their 2015 BMW I3, employed many rhetoric and persuasive methods. The
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They use this technique in a very humorous way. One important element for any persuasive argument is to sympathize with the audience. Katie Couric and Bryant Gumbel, being as popular as they are, share the same confusion about the new features and technologies the car offers. (0:29-0:45). This laughable confusion between the two is something the audience can share and sympathize with. Sympathy is also achieved in this advertisement by telling a short story through an amusing skit rather than just tossing off logistics, as many automobile commercials typically do. Humor is an important emotion that draws the audience further in, and BMW excelled in this case. The tone between Couric and Gumbel is simply humorous. The skit begins with 1994 on the same soft light gray background as mentioned before. (0:02-0:04). Following this is a humorous clip where the two are more than confused about the “@” symbol and the concept of the internet, two things that are both so common in today’s world. Viewers can sympathize and laugh at this shared comical confusion. BMW also uses the emotion of desire during this commercial. Following the clip from 1994 is a scene that opens with a message on that soft light gray background stating “21 years later”, which corresponds with the change of time and new ideas. Subsequently, is a scene with a seemingly brand new, fresh off the lot BMW …show more content…
BMW does an exemplary job by mentioning the cars unique features such as the use of wind power and electricity to power the car along with an empty hood. (0:46-0:55) Nearing the end of the advertisement, a voice over comes in to play and a soft message on a light gray background states, “Big ideas take a little getting used to.” This is not an open statement regarding the features of the car and how they are the next big trend in the automobile world. The message that BMW is trying to convey is that these new ideas may be challenging to understand. Concurrently, they are mildly implying that these ideas might be misunderstood now, but in time people will look to this specific car as the new standard when compared to other automobiles. Another use of logos employed by BMW was an acknowledgement made by both actors, Katie Couric and Bryant Gumbel. Many aspects of the car confuse the actors, mirroring how the upcoming of the internet confused them in 1994. This is BMW’s way of saying that the company understands that many people may not comprehend the new features of the car. Subsequently, there is the suggestion that these technological advancements will all be relevant in the future, meaning it will be the norm for all automobiles
They use this technique in a very humorous way. One important element for any persuasive argument is to sympathize with the audience. Katie Couric and Bryant Gumbel, being as popular as they are, share the same confusion about the new features and technologies the car offers. (0:29-0:45). This laughable confusion between the two is something the audience can share and sympathize with. Sympathy is also achieved in this advertisement by telling a short story through an amusing skit rather than just tossing off logistics, as many automobile commercials typically do. Humor is an important emotion that draws the audience further in, and BMW excelled in this case. The tone between Couric and Gumbel is simply humorous. The skit begins with 1994 on the same soft light gray background as mentioned before. (0:02-0:04). Following this is a humorous clip where the two are more than confused about the “@” symbol and the concept of the internet, two things that are both so common in today’s world. Viewers can sympathize and laugh at this shared comical confusion. BMW also uses the emotion of desire during this commercial. Following the clip from 1994 is a scene that opens with a message on that soft light gray background stating “21 years later”, which corresponds with the change of time and new ideas. Subsequently, is a scene with a seemingly brand new, fresh off the lot BMW …show more content…
BMW does an exemplary job by mentioning the cars unique features such as the use of wind power and electricity to power the car along with an empty hood. (0:46-0:55) Nearing the end of the advertisement, a voice over comes in to play and a soft message on a light gray background states, “Big ideas take a little getting used to.” This is not an open statement regarding the features of the car and how they are the next big trend in the automobile world. The message that BMW is trying to convey is that these new ideas may be challenging to understand. Concurrently, they are mildly implying that these ideas might be misunderstood now, but in time people will look to this specific car as the new standard when compared to other automobiles. Another use of logos employed by BMW was an acknowledgement made by both actors, Katie Couric and Bryant Gumbel. Many aspects of the car confuse the actors, mirroring how the upcoming of the internet confused them in 1994. This is BMW’s way of saying that the company understands that many people may not comprehend the new features of the car. Subsequently, there is the suggestion that these technological advancements will all be relevant in the future, meaning it will be the norm for all automobiles