A group of six strong men, participate in a passionate game of wheelchair basketball. The soft, beautiful notes in the background, ascend into the air and stay there. As the game ends and the group of men leave the gym together, a man’s deep, determined voice says, “ dedication, loyalty, and friendship”. “Guinness:Wheelchair Basketball”, by director Noam Murra, incorporates all the sounds and emotions that show above. This commercial was released September 2013 on tvs everywhere across the country. The message of this commercial makes it clear that Guinness believes in the idea that friendship and great character qualities will help you live a better, peaceful life in the long run. To convey Guinnesses message across, Murra establishes ethos, exhibits word choice, and demonstrates pathos.
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Murra first demonstrates his credibility by using all the men in the commercial. All the men in this commercial seem to be very trustworthy because they appear to have such great character qualities by doing something nice for their friend. Another way he demonstrate credibility in the commercial, is by having written words appear at the end of the commercial. This demonstrates credibility by letting people know how long Guinness has been around, and change everyone’s opinion of the beer to say that it must be great to be around so long. A quote that also establishes their credibility is, “The choices we make reveal the true nature of our character.” This establishes credibility by using this statement to show togetherness and sportsmanship to bolster the reputation of Guinness since that was what all these men were drinking. This is one of many ways that Murra conveys Guinnesses message across in this
Murra first demonstrates his credibility by using all the men in the commercial. All the men in this commercial seem to be very trustworthy because they appear to have such great character qualities by doing something nice for their friend. Another way he demonstrate credibility in the commercial, is by having written words appear at the end of the commercial. This demonstrates credibility by letting people know how long Guinness has been around, and change everyone’s opinion of the beer to say that it must be great to be around so long. A quote that also establishes their credibility is, “The choices we make reveal the true nature of our character.” This establishes credibility by using this statement to show togetherness and sportsmanship to bolster the reputation of Guinness since that was what all these men were drinking. This is one of many ways that Murra conveys Guinnesses message across in this