Mercedes Benz Ethos

1381 Words 6 Pages
The Mercedes Benz’ “Close to Our Hearts” advertisement utilizes professional rhetoric to alter it’s audience’s mood with auditory and visual cues in order to evoke emotions and thoughts that tie the company and audience together in hopes that the audience may be persuaded to purchase a new vehicle. Because this is a marketing strategy by Mercedes Benz to connect with consumers, it is fairly obvious that the speaker in this commercial is the brand themselves. With Mercedes propagation of this video it has created its own occasion which does not align with the holidays often observed in the English speaking countries where this advertisement was released. Most often a product purchased by middle aged persons with established careers, Mercedes …show more content…
Afterward introduced to the audience is another professional; this time a stonecutter. As the stonecutter toils into the night working on a seemingly perfect diamond he is not satisfied until the cut is perfect. The last of the preparatory stimuli is a scene of an interaction between a child and a nepotistic tailor. The aforementioned scenes are used to prepare the target audience in a way that allows the brand to insert itself into the consumer’s mind by the association of positive feelings, despite the more deviant goals of corporations being evident.
Ethos is often used to describe the rhetorical plea to one’s trust using arguments of legitimacy and credibility. Mercedes uses craftsmen throughout its “Close to Our Hearts” campaign in order to associate quality, precision, and dedication to workmanship with the Mercedes brand. In the opening scene a Belgian town is shown late into the night as the camera pans into a watchmaker’s shop window. Because Belgium is renowned for the quality of their watches, a sense of quality is immediately inserted
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Human emotion is intrinsically linked to several inputs including empathy and musical influence. Throughout the commercial, light, almost magical, music accentuated by chimes plays. Referring back to the initial scene with the Belgian watchmaker, the beat is quick and light invoking feelings of wonder and serenity while the watchmaker carefully restores what can assumed to be a familial heirloom of a watch deduced by the worn leather band and newly polished brass. The watchmaker literally instills life into the watch as the action is inserted. The following scene of a bride-to-be is standing somewhat dismayed on a dressmaker’s pedestal as the music slows in conjunction with the speed of the camera. Humans perceive mood differently while speed of motion and music coincide as mentioned in Michael Schutz’ musicological review “Seeing Music.” “Performers used slow and smooth movements to convey sadness, large and fast movements for happiness” (97). Mercedes exploited the brain’s laziness that connects the music and speed of movement to convey emotions in order to make the audience artificially sad so that the audience may be brought up with the bride-to-be when her dress is altered to perfection simultaneously while the music and speed of motion increase. The greatest appeal to emotion in this commercial is in the last scene between the tailor and the child. A child walks in as the music volume lowers and the movement

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