The Force Rhetorical Analysis

The Volkswagen Passat commercial “The Force”, using “Star Wars” imagery and associations, effectively uses persuasive appeal as well as other techniques that are directed to the viewer’s emotions and subconscious to help increase sales. It brings out feelings of caring and goodness, and cultivates a subtle desire for something better in life. It makes the viewer want to be a part of the perfect lifestyle it is portraying. The ad’s main purpose is to convince the audience that the Volkswagen Passat is the ideal car for a typical middle class American family. “Without this car, a family cannot be completely happy” is the feeling it is designed to foster. While the ad effectively displays ethos, pathos and logos, it also uses techniques such as setting to further draw the audience in. The scenes are neat, clean, and without conflict. Humor, compassion, and empathy all work together to deliver to the viewer a message which will elicit a specific response. This response: “ I need this car to feel this satisfied. I want to go out and purchase this car”.
The advertisement begins with a young boy walking around his house in a Darth Vader costume, while the recognizable Star Wars theme music is playing …show more content…
It does this consistently throughout its duration. The setting of the ad takes place in a suburban home that is very well maintained. The lawns are mowed, the trees are trimmed, and the streets are clean. The ad is presented to make the viewer believe that is just a typical weekday for an average family in an average suburban neighborhood. This could be a place common to just about anyone. This could even be “your”