Whole Again Commercial Analysis

“We wait. We hope. We pray. Until you’re home again,” a quote given by Oprah Winfrey, introducing the commercial entitled, “Whole Again.” This commercial was aired by Jeep in 2013 during the SuperBowl XLVII, at which time America had been at war for the previous 12 years. In this advertisement Jeep intends to persuade its audience with the use of Ethos by using a well-respected and influential narrator. But even more persuasive than the establishment of creditability, is the way Jeep appeals to the emotional side of it’s audience, creating an opportunity for it’s viewers to empathize with the families and loved ones of American troops, as well as offer hope to a nation who is in an emotionally fragile state. Immediately Jeep established creditability by introducing Oprah Winfrey, who has been referred to by CNN and TIME as the most powerful and more influential women in the world. Having Oprah narrate the commercial tells the audience that she agrees with the message that Jeep is sending its viewers. “The Oprah Effect” is an expression that is used to describe the effect that being on Oprah’s TV show …show more content…
While these first words are being spoken the commercial shows a wife watching her child’s basketball game with a “seat left open,” next to her, showing empathy and touching the hearts of everyone who can relate to what that kind of situation feels like. There is a home where one might be missing a father, son, or brother, where a family leaves a porch light on, symbolizing “a light left on,” for when their loved one will return home. As the commercial continues, it shows clips of families with empty chairs around the table, mothers with their children and the absence of a loved