The first modern Olympic Games were held in 1896, making the event over 120 years old. As the years progress, the Olympic Games grow in both popularity and coverage. As the 2016 Olympics began, there was an estimated view count of over 30 million in the United States alone (Littleton, 2016). This great popularity was followed by some of the most captivating commercials on the air, including Tide’s “Small but Powerful” commercial featuring Olympic gold medalist Simone Biles. The “Small but Powerful” commercial effectively sells and promotes its product with excellent use of strategic advertising claims: patriotism, weasel words, and celebrity testimonial.
Tide’s “Small but Powerful” commercial first aired during the 2016 Rio Olympic Games. The …show more content…
As it opens with U.S. gymnast Simone Biles, it shows a sea of supporters all sporting the red, white, and blue colors of the United States. As the commercial quickly builds in momentum as the gymnast performs her routine the crowd grows in excitement, effectively getting a hold of viewers and engaging them in the commercial as if they too were a part of the audience. The audience, colors, and usage of the nation’s flag gives the commercial a feeling of nationalism and effectively makes viewers relate Tide Pods to desirable characteristics of the …show more content…
Weasel words are used in practically every commercial on and off the air as it is an effective way of manipulating audience opinions about a brand. For example, many brands include the usage of phrases such as “better than the leading brand” or “3 times more powerful than competitors”. This sways viewers’ opinions about certain products and will overall affect their choice while in stores. According to experts, advertising companies manipulate language by including “linguistic innovation, metaphors, rhetorical questions, present tense, active verbs, and the avoidance of condescending language” to contort the opinion of consumers (Schaffer, 1998). Weasel words are an effective advertising strategy that can completely change the overall view of the product or brand
Tide’s “Small but Powerful” commercial first aired during the 2016 Rio Olympic Games. The …show more content…
As it opens with U.S. gymnast Simone Biles, it shows a sea of supporters all sporting the red, white, and blue colors of the United States. As the commercial quickly builds in momentum as the gymnast performs her routine the crowd grows in excitement, effectively getting a hold of viewers and engaging them in the commercial as if they too were a part of the audience. The audience, colors, and usage of the nation’s flag gives the commercial a feeling of nationalism and effectively makes viewers relate Tide Pods to desirable characteristics of the …show more content…
Weasel words are used in practically every commercial on and off the air as it is an effective way of manipulating audience opinions about a brand. For example, many brands include the usage of phrases such as “better than the leading brand” or “3 times more powerful than competitors”. This sways viewers’ opinions about certain products and will overall affect their choice while in stores. According to experts, advertising companies manipulate language by including “linguistic innovation, metaphors, rhetorical questions, present tense, active verbs, and the avoidance of condescending language” to contort the opinion of consumers (Schaffer, 1998). Weasel words are an effective advertising strategy that can completely change the overall view of the product or brand