A Rhetorical Analysis In A Commercial

‘Daughter’ Audi, in their commercial “Daughter,” portrays a lone young girl racing against boys while her father watches from the sidelines, contemplating how he should address the injustices of the world around her. The purpose is to persuade viewers to believe that Audi is the best car company because it believes in equality of the genders. Audi’s “Daughter” unsuccessfully uses pathos by adopting a disillusioned tone in order to appeal to the inequality women feel when confronted with the disadvantages they are subjected to. Audi’s commercial begins with close-up shots of young boys that possess a menacing and malicious countenance. Both appear to be staring at someone off-screen and they make threatening gestures toward whoever it is they’re looking at. Their faces do not suggest competitiveness, but rather an intense hatred directed at this other racer. Both boys fit the stereotypical ‘bully’ description: they’re both larger, …show more content…
The girl looks victorious; connecting that to the theme of the commercial, this could be because she has just proven to society that women can be and are equal to men. They climb into their Audi and the screens fade to black and proclaims their belief in equal pay and equality for all. Audi blatantly ignores that women and men are paid the same; the ‘pay gap’ is there in a certain sense. Women take more time for maternity leave, health related issues, and the balancing of families. Women make different career choices--which may influence how much they make annually--because their priorities are different. Audi instead immediately jumps to the assumption that all men look at women and think ‘Well she’s female, so she’s less than I am’, which is unfair. Their commercial could have been executed in a smarter way, rather than rushing to sexist comments that turn the audience away from their