Rhetorical Analysis of a Commercial

In: English and Literature

Submitted By karenleigh83
Words 1114
Pages 5
Rhetorical Analysis: Happier Than A Body Builder Directing Traffic
Insurance is known for being boring and tedious, something that nobody looks forward to dealing with. In their recent advertising campaign, however, GEICO stands out through their silly use of a body builder directing traffic and comparing him to how happy GEICO customers are. When you think about it, a bodybuilder is the perfect person to direct traffic. He's fit enough to move his arms around for hours at a time and he's big enough to be noticed by passing motorists.
In the commercial I have chosen to analysis, a bodybuilder is seen in the middle of a busy city street, flexing his muscles as drivers wait for their turn to navigate the intersection. All this is done in the name of directing traffic, and the wide grin suggests that he’s more than a little excited at the opportunity to show off his hard work with each point and wave. After about twenty seconds into the commercial, two guys are standing on top of a stage on the sidewalk in view of the body builder and they start a conversation:
Jimmy: “You know Ronnie, Folks who save hundreds of dollars by switching to GEICO sure are happy.”
Ronnie: “And how happy are they Jimmy?”
Jimmy: “I’d say happier than a body builder directing traffic.”
Ronnie: “He does look happy.”
At the end of the commercial, the company’s name and website are shown in the middle of the screen and the announcer says: “Get happy, Get GEICO. Fifteen minutes could save you fifteen percent or more on car insurance.” Click <ctrl> and the link here to see the commercial: http://www.youtube.com/watch?v=e6iJMtnxBxs
GEICO has had many different styles of advertisements ranging from the talking gecko to the cavemen commercials but the slogan that has stuck throughout is the "fifteen minutes could save you fifteen percent or more on car insurance". This slogan can be…...

Similar Documents

Rhetorical Analysis

...of the fake flamingo was even brighter than that of a real one, after asking a rhetorical question pointing out the absurdity of the overly excessive bright pink. Price incorporated numerous analogies and examples to beat around the bush. She for example said, ‘The plastic pink flamingo is a hotter pink than a real flamingo’, trying to engage the reader to think deeper and have them correlate the ‘ hotter pink than the real flamingo’, to the fake and plastic society she believes in. Through these examples, she is forcing the reader to realize, American society is hiding behind this fake identity, just like those famous hot pink flamingos. Reading prices essay, it eventually turned into a critical view of American pop culture. Her essay was written to a more mature audience, who she thought were knowledgeable of previous events, such as the Great Depression, and the event she mentioned about the hot pink car purchased by the famous musician Elvis Presley. Based on her knowledgeable audience, she had a strong word choice, and used the right amount of connotation to show her dislike towards ‘pink’. By the overuse of this, Price was able to grasp her readers mind out the fact that she truly felt American society was dark. The mixture of word choice, sarcasm, and examples, Price was able to conclude that she had a strong indignant feeling toward the fake American culture. In conclusion, the analysis done by Price, by the misleading trends of the 1950s shows her true ideas and......

Words: 395 - Pages: 2

Rhetorical Analysis

...Rhetorical Analysis No matter what fields you are in, we as academic writers will be familiar with rhetorical choices. Rhetorical choices play an important role in writing. They’re the “key ingredients” in a paper in order to capture readers’ attention and achieve writers’ purposes. When I was in Human Resource Organization Behaviors 101 class, professor Thomas Shirley assigned an ethics case for each group. I joined a group of five people and we got together for several group meetings. Finally, I was assigned to compose the “Ethical Analysis” section. Toward to the paper deadline, we produced the paper called “Starbucks: Friend or Foe.” The purpose of the assignment was to argue that whether the company’s decision was ethical when Starbucks fired employees for supporting unions and applied the four-component model of ethical decision making to this case. Discourse community is an essential factor when composing a paper. According to “Students Writing Handbook”, discourse community is a unique communication tool which people use to communicate with their readers within their fields (30). Since the paper was written for a required upper division major core course, the discourse community is all business majors. The genre was a general business paper with three sections: case summary, ethical analysis, and recommendations. We are college students are trained to become more professional in our careers. As a result, my group paper’s intended audiences were only Professor Thomas......

Words: 1410 - Pages: 6

Analysis of Commercials

...advertisement. This Volkswagen Passat commercial uses ethos, pathos, and logos to make it such a successful advertisement. The ad uses these rhetorical strategies with different levels of effectiveness, however. In my opinion, the strongest of the three techniques is the use of pathos. This commercial is a prime example of pathos being utilized to persuade an audience. Pathos is the use of emotion to persuade the audience and this ad evokes a number of different emotions. I feel like the most effective emotion is humor. Watching the little Vader trying to use the force was priceless to watch. I remember seeing this commercial during the super bowl with my friends. We all laughed out loud when we saw the little Vader chasing his dog down the hallway with his hands aimed at the dog. The funniest part of the commercial comes at the end when the father turns the car on. Seeing the little Vader astounded at the car was even more hilarious than the rest of the commercial. Another emotion used in the commercial is adoration. One cannot help but find the little Vader irresistibly endearing. The use of these emotions would most likely appeal to adults with families. It is a car commercial, so it obviously is not tailored toward children since they do not buy cars. The fact that the people featured in the commercial are a family suggests that the intended audience is family oriented people. Personally, I found pathos to be the most effective rhetorical strategy used in this ad. The......

Words: 1007 - Pages: 5

Rhetorical Analysis

...12 December 2013 Rhetorical Analysis American Psychiatric Association spoke about ADHD and the steps and processes for caring for the disorder. CDC explained how ADHD had increased every year and the average age for a child to diagnose is seven years old. Boys are more affected with ADHD than girls are. Medical treatment for ADHD also increases due to medication and seeing specialist. Social relationship for a child with ADHD has it downfalls. CDC said “Parents report that children with a history of ADHD are almost 10 times as likely to have difficulties that interfere with friendships” (American Psychiatric Association, 2013). Also children with ADHD show more injuries and hospital visits than a child without ADHD. Lastly the cost of being diagnosed with ADHD can cost over millions of dollars that will included medication, health care, and treatment. From the high percentage of ADHD being diagnosed in children parents’ income have decreases because of the cost of disorder. ADHD has increased since 2003 till 2011. It states that children between the ages of 4-17 have been diagnosed with ADHD. ADHD has increased numerous times throughout the years. Due to the increase of ADHD study have shown that children are having problems with social skills, parents keeping up with medical bills, the cost of ADHD and how dangerous it can be being diagnosed with ADHD. Social skills average that 7% of children are diagnosed with ADHD. Having mental illnesses and functional impairments...

Words: 647 - Pages: 3

Rhetorical Analysis

...Jason Francis Herbert Pimlott Rhetorical Analysis November 13, 2012 This essay argues that the Globe and Mail (G&M) article, ‘Don’t Teach Until You See the Whites of Their Eyes’ (18 August 2012), is persuasive with its primary target audience of G&M readers. Clifford Orwin, the author of this article, is a professor of political science at the University of Toronto. Furthermore, the main focus of this article deals with the fact that: “Real education requires real teachers and students, not disembodied electronic wraiths.” Through the rhetorical analysis of this editorial, this paper will demonstrate that its persuasiveness can be attributed to four key aspects: through an emphasis on the use of deliberative stasis; its use of ethos and logos; and through its effective use of rhetorical imagery. Before the case can be made for understanding how and why this article is persuasive, we need to begin with setting the context of the issue or exigence to which the article was responding and whether that response was timely and appropriate. To understand the exigence of this article, the interpretation of Orwin’s implied audience is necessary to grasp how the two concepts within exigence, kairos and phronesis, both link text, context and audience together. Through an extensive analysis of the assumptions made by Orwin, the implied audience consists predominantly of instructors. Moreover, Orwin’s motto: “Don’t teach until you see the whites of their eyes.” Also used......

Words: 2331 - Pages: 10

Rhetorical Analysis

...Rhetorical Analysis - Sports in America James Michener author of Sports in America argues that each sport is subject to specific criteria to explain his arguments and criticisms with the commercial direction it is heading. James Michener was an avid sports participant while young and feels that it helped to strengthen his character. He was also in the Navy during World War II where he knew various leaders both with and without the experience playing various sports. He also traveled the world observing many cultures, both present and historical, where the spotlight had been placed over sporting events. Along with his personal knowledge and research, he brings up and gives a brief summary of nine different materials written by other authors. These pieces shine a negative spotlight on the preconceptions about sports and help to lend weight from other perspectives. James Michener does an excellent job using the three different appeals to argue his criticisms against sports commercial direction. James Michener uses various ethical appeals to show his credibility with the reader. He starts by stating in the fourth paragraph, “I am by nature a participant rather than a spectator, and my whole sympathy lies with the sandlot where boys are playing rather than the stadium where professionals are offering an exhibition.” This helps to show that his perspective on sports comes from having been a participant, which matches my own personal view. To avoid being prejudiced against...

Words: 1422 - Pages: 6

Rhetorical Analysis

...Rhetorical Analysis Revised Draft “The first time to many teens have the sex talk with their parents they’re telling them that they are pregnant, parents if you teen has a question about sex don’t assume they are doing it. And teens, if your parents aren’t talking to you about sex don’t assume they don’t care. Teenage pregnancy is 100% preventable. Start talking.” This statement is said at every commercial break and at the end of every episode following, resources that can be utilized if you become or are pregnant and need support services. Hampton effectively convinces her audience that teen pregnancy is a life changing experience through the ABC Family’s hit show the Secret Life of the All American Teenager. As Hampton directed a show that resembles these hardships and possible outcomes of having the responsibility of being a teen parent, she goes in depth about the different events and obstacles that may be faced. Parents are so strict when it comes to their teens becoming sexually active that when they become sexually active they feel that they can’t talk to their parents putting them at a higher risk for teen pregnancy due to the miss use of contraception. Secret Life was created to spread awareness about safe sex and the responsibilities of being sexually active. Throughout this show Hampton demonstrates the difference between adoption, abortion, and miscarriage. By having each represented in an episode and having different characters throughout the show act these...

Words: 1306 - Pages: 6

Rhetorical Analysis

...Rhetorical Analysis This speech was given by President Roosevelt on Monday, December 8th, 1941, before the congress to ask them to declare war against the Empire of Japan. Japan had just launched the attack against Pearl Harbor killing hundreds of Americans. President Roosevelt went in front of Congress and the House of Representatives to ask then to declare war on the Empire of Japan for the attack on Pearl Harbor, the day before. He said “that day was to be a day which will live in infamy.” Only hours before the Japanese attacked, the American government and the Japanese government were in talks about having a continued peace in the pacific. One hour after the bombs started falling the Japanese Ambassador to the United States and his colleague delivered a response to a recent American message ”stating that it seemed useless to continue the existing diplomatic negotiations. The message contained no threat or hint of war or of armed attack.” (Roosevelt – 1941) The distance from Japan to Hawaii makes it apparent that the Japanese Ambassador knew about the impending attack for quite some time. Yet the attack was a complete surprise for Hawaii. The president goes on to tell of all of the other places that Japan launched surprise attacks that day and the amount of life lost. He says that this will never happen again to the American people and no matter what we will win against this enemy. And that our people and our territories are under the threat of......

Words: 375 - Pages: 2

Rhetorical Analysis

...Rhetorical situations are constantly occurring in our lives. But how do we recognize them? A rhetorical situation can happen in anything from an argument with a friend to something on a much larger scale like a presidential campaign speech. We see small rhetorical situations in commercials and even magazine and billboard adds. Rhetorical situations can be complicated so it is important for us to know how to properly analyze an argument but first we need to know what they are. Keith Grant-Davie defines a rhetorical situation as “a situation where a speaker or writer sees a need to change reality and sees that the change may be effected through rhetorical discourse.” (105). This definition is a little tricky but he later goes on to explain that within a rhetorical situation he finds four constituents: exigence, rhetors, audiences, and constraints (106). The Winter Park Florida advertisement book written by the WP Chamber of Commerce, is a great example to see how the four constituents can be used in an advertisement to create a well-made argument that attracts an audience. The first constituent, exigence, isn’t too difficult to determine in this piece. In the essay, “Rhetorical Situations and Their Constituents, Keith Grant-Davie defined exigence as “some kind of need or problem that can be addressed and solved through rhetorical discourse” (105). In otherwords it is the issue or challenge in an argument. The goal. In this brochure the exigence is quite clear, to get people...

Words: 919 - Pages: 4

Rhetorical Analysis

...Angelica Garcia Instructor Albright English 101 18 April 2015 Rhetorical Analysis of Pillow Pets According to the American Academy of Pediatrics (2005), the average child watches about four hours of television a day and sees more than 20,000 commercials each year. "In 2000 alone, U.S. toy companies spent more than $837 million on advertising their products." (Shah, 2010, ). Pillow Pets have been around since 2003 (http://mypillowpets.com/about/), and have steadily built their brand through carefully crafted advertisements which appeal to children of all ages and genders, as well as their parents. "What began with the simple goal of transforming a simple stuffed animal into a functional item for children has grown into an amazing jungle of popular retail and wholesale products." (http:/mypillowpets.com/about/) The widespread allure of the Pillow Pet is the key to its success, as evidenced by their successful internet commercial. It hits all the right notes, including the "Four Ps" of marketing which include product, place, price and promotion. (Calvert, 2008, p. 206) The ad incorporates "production features like lively action and sounds designed to grab a child's attention" (Calvert, 2008) For example, consider the upbeat, female voice used in describing the Pillow Pet. The marketer's message is delivered loud and clear, via a pleasant female voice, possibly of a mother who knows what a child wants and needs, who also understands that parents need justification to buy......

Words: 1920 - Pages: 8

Rhetorical Analysis

...Rhetorical Analysis Pitching new ideas is certainly not something that can be completed easily. It takes a specific thought process to be able to convince an audience about nuclear waste removal techniques. Whenever anything that deals with nuclear waste is brought up people tend to panic. There are many things that can go wrong, but if handled correctly all of these problems can be avoided. Trying to explain to someone that nothing will go wrong is the hardest part. Over the years there have been many horror stories of disasters from nuclear related projects. Although he seems to do an adequate job of informing about nuclear waste removable solutions, in his essay, “Nuclear Waste”, Richard A. Muller actually does a poor, ineffective job of communicating his ideas by using an poor pathos, a pathetic logos, and a piteous ethos. Richard A. Muller’s poor use of pathos does not develop a connection with readers. For instance, Muller changes topics from talking about nuclear problems to bringing up terrorism and creating gas bombs for harm. His ideas for nuclear waste are one aspect, but he makes poor connections to help the reader understand and get an idea of what he is talking about. In addition, Muller suggests that people should not panic about radioactivity in the water supply in Los Angeles; it is bad that he associated radioactivity with Los Angeles because many readers view it as something extremely negative even though he explains not to worry. He builds a poor......

Words: 909 - Pages: 4

Rhetorical Analysis on Heidi Klum’s Carl’s Jr. Commercial

...The Carl’s Jr. “Jim Beam Bourbon Burger” featuring the beautiful Heidi Klum, is one of the company’s top ten commercials. It begins with the model dressed as a parody of Mrs.Robinson's from the movie “The Graduate”. She continues the commercial by asking a young man name Benjamin, located across the room if he likes bourbon burgers; then takes a big sexual yet nice bite of the burger in her hand. Walking across the room she stops the young man from leaving while shoving the burger into his mouth to bite. He then notices and confronts Ms. Klum of trying to seduce him as she gently touches on her body. The narrator for the commercial then says, “ With a taste of bourbon, it’ll make a man out of you.” Carl’s Jr. commercials like this one knows what crowd they are trying to reach. This commercial does a fantastic job on introducing the product and getting your attention, while making great use of pathos logos and ethos. Carl’s Jr. is an american based fast food restaurant that continues to expand in different countries. The restaurant was founded July 17, 1941 in Los Angeles California, by the founder Carl Karcher. Investing with his wife Margaret, Carl started off with a few hot dog carts that eventually grew into a drive-in restaurant where they decided to sale burgers. Throughout the years Carl’s Jr. continued to expand as it opened over 1,000 restaurants in fifty years. In the Late 1990’s the company started to notice the decrease in sales so they turned to their......

Words: 1118 - Pages: 5

Rhetorical Analysis

...Rhetorical Analysis Scott Schmidt ENG 112 1/31/15 Robert Zacny Rhetorical Analysis Just picture that you are flipping through your favorite magazine, and all of a sudden an advertisement catches your eye. In the ad, a family stand together, smiling, Christmas tree in the background, each one holding their very own Winchester rifle; well everyone, of course, except mom. Could you imagine the lawsuits that would ensue, (no pun intended)? This particular ad was used in a Sears Catalogue book. My personal interest in guns, coupled with the absolute absurdity of this advertisement, is why I chose this particular ad to study. The following is a rhetorical analysis of this 1937 advertisement placed in a Sears Catalogue. How this ad appeals to the logos, ethos, and pathos are topics this analysis will further examine. This ad was printed in 1937, which was a very dark and dangerous time for America. The nation was facing a great depression, American icon Amelia Earhart disappeared, and the Hindenburg is blown up while docking, killing dozens and completely destroying American’s faith in passenger carrying airships, thus; successfully destroying the airship era. People were desperate, afraid, and for many, their futures were, at best, utterly uncertain. In the ad, a husband, his wife, and their three sons are standing in a group together depicting a red wall behind them. Part of a Christmas tree can be seen peeking on the lower right corner of the frame, while the dad......

Words: 1397 - Pages: 6

Rhetorical Analysis

...Rhetorical Analysis The world is full of opportunities and dangers, no one knows what will happen next period. The difference between winners and losers is that winners are always with courage to challenge for the future. In this speech, Tiffany Shlain, a filmmaker, give some advice about this. She recounts in her commencement speech about some difficult periods of her life, such as having no money to shoot an important scene, the internet bubble, and her father’s death. Shlain’s purpose is to convey the idea that regardless of her difficulties, she was always full of boldness and confidence. She adopts pathos, ethos and logos in this speech to teach them how to become confidence and effort for their dream. It is effective to appeal to those students who have just graduated and feel confused about their future. Every author in their speech uses many interesting stories or making suspense in order to gain their audiences’ attention, which applied the pathos. In this speech, Shlain appeals to pathos to catch those students’ attention. She addresses that “Students went to the library because it was the only place to look things up, there was no World Wide Web!” and that her friend “finally told her boyfriend, she loved him, and she said she did it via email! And I cc’d his family, and I bcc’d his two ex-girlfriends.” Those two quotes show two different situations. First quote shows the students have to go to the library in order to get information before the internet is......

Words: 999 - Pages: 4

Rhetorical Analysis

... Rhetorical Analysis of Geoffrey Miller’s The Smartphone Psychology Manifesto Rhetorical Analysis of Geoffrey Miller’s “The Smartphone Psychology Manifesto” Geoffrey Miller (2012), a psychology professor at the University of New Mexico, has conducted many psychological studies over the years, however, he claims the emergence of the smartphone has forever changed how current and future studies will be conducted. In the article “The Smartphone Psychology Manifesto”, Miller’s credibility and presentation of facts clearly portray a pro smartphone perspective to his audience. He argues that the smartphones are “powerful computers” (p. 223, para. 7) that will continue to develop for decades. One of Miller’s main points in this article conveys how smartphones can present real-world behavioral analysis that would “revolutionize all fields of psychology and other behavioral sciences” (p. 221, para. 1). In the article, Miller successfully uses his experience with psychology, facts pertaining to the advancement of smartphone technology, and persuasive appeals directed at his readers’ curiosity about this technology to convince them that smartphones are ultimately becoming the best research method for quickly collecting enormous amounts of precise real-world data during psychological research. Miller (2012) focuses on persuading his audience initially through his abstract, appealing to reason, or logos. He does so by stating that “although smartphones were not designed for......

Words: 1089 - Pages: 5

Im Ji Yeon | The Exorcist (44) | Venon BluRayRip AC3 5.1