Advertisement Portfolio

By Kevin Tovson

Advertisement 1: Nike Soccer

Analysis

Claim: The claim in this ad is that the World Cup will be a very exciting event to watch, and also that through Nike, you too can be a star. Although it doesn’t mention this, it is clearly hinted throughout the ad.

Speaker: The speaker of this ad is Nike. Although they are advertising the World Cup, they incorporate their product in the ad.

Purpose: This ad shows the caliber of the World Cup and to illustrate how important soccer is to the world and also to showcase famous athletes that wear Nike apparel. By advertising this idea, it leads people from all over the world to watch the World Cup and to purchase Nike apparel all at once.

Audience: The primary target audience is soccer fans around the globe, while the secondary target is people who watch sports on TV or play sports.

Ethos: Nike establishes their credibility to the audience by showcasing world class athletes using their product in the World Cup.

Pathos: Nike adds pathos by utilizing strong images to evoke emotion in the viewer. By bringing the fans to the field with such intense drama, the audience feels connected to the game and will more likely watch the World Cup and buy Nike apparel.

Logos: Nike incorporates logos by using expert testimony, showing a wide range of athletes using their product to its potential. It is logical to think that if a pro athlete is wearing Nike cleats, I should too.

Techniques: This advertisement uses three main techniques, these being bandwagon, testimonial, and repetition. It integrates bandwagon through the plethora of players wearing their product, which persuades them to do it because others are doing it. The ad uses testimonial by showing famous soccer players using their product to the World Cup, which adds to the products reliability and persuades the viewer to buy because of the famous person’s opinion about the product and to watch the World Cup. Finally, the ad applies repetition with an advertisement within an advertisement, ads for Nike around the soccer field as well as repeated images of the logo throughout the video.

Advertisement 2: Old Spice

Analysis

Claim: The claim is that if your man wears Old Spice, he will smell like the person in the video, which is hinted to be very good.

Speaker: The speaker of the ad is a male who represents Old Spice.

Purpose: The purpose of creating this ad is to persuade consumers to buy their deodorant.

Audience: The primary target audience is men from 15-29, and the secondary target is females in a relationship with a male, who will promote Old Spice to their boyfriend.

Ethos: Old Spice uses ethos by appealing to absurdity found in the complete “perfection” of the man. This absurdity adds a degree of credibility in his humor and wit.

Pathos: The ad appeals to the audience’s emotion by using sarcastic and weird humor as well as an arrangement of different scenes to evoke amusement in the viewer. This aspect of the commercial will last a long time and will promote the product intensely.

Logos: The ad uses logos by forcing the audience to logically see the exaggerated humor in the advertisement. By doing so, they connect with the audience and prove that they know how their audience thinks.

Techniques: This advertisement exploits two major propaganda techniques, being bandwagon and repetition. By using a very muscular man with extreme charisma, the audience feels that they need to be like him to be accepted by their girlfriend or people in general, and the only way to be like him is to smell like him. Also, repetition is used by the man repeating phrases like “Now look at him” and “Smell like me” to persuade the audience to buy Old Spice.

Advertisement 3: Hyundai

Analysis

Claim: Hyundai claims through this advertisement that the Hyundai Coupe is a very fast car.

Speaker: The speaker of this ad is Hyundai.

Purpose: The purpose of this ad is to persuade the general public to by the Hyundai Coupe because it is very fast.

Audience: The primary target audience is car buyers who favor speed in a car, but the secondary target audience is the general public who purchase cars.

Ethos: Hyundai establishes its credibility by showing the dog’s tongue. Hyundai proves that the car is fast by using this image, and the fact that the tongue is basically wrapped around its head causes the viewer to come to the conclusion that the Coupe is a very fast car with the ability to do that to a dog’s tongue.

Pathos: The ad uses pathos by adding the image of the dog’s tongue flipped around its head. This image evokes laughter (emotion) in the audience and again furthers its point that the car is fast.

Logos: This ad incorporates logos by pointing out that the Hyundai Coupe goes “0 t0 100 km/h in 8.4 sec”. This fact proves to the audience that the car is indeed fast, and are not making false claims.

Techniques: The main propaganda technique that this advertisement uses is testimonial. The ad depicts a dog with its tongue around its head. Instead of a famous figure, Hyundai chooses its expert as the one animal who knows how to test how fast a car is going: a dog.

Advertisement 4: Oreo

Analysis

Claim: The claim that this advertisement is saying is that Oreo is “Milk’s favorite back to school cookie”. The viewer knows that this is a false claim, because milk is not sentient, and thus cannot form an opinion.

Speaker: The speaker of this ad is Oreo.

Purpose: The purpose of this ad is to persuade the audience to buy cookies , especially for the back to school occasion.

Audience: The primary target audience of this advertisement is students and the secondary target is parents who have children who are students.

Ethos: Oreo establishes its credibility by making a bold claim that Milk’s favorite back to school cookie is Oreo. By claiming this, Oreo has a source of popularity within the milk, so the cookie must be good, despite the audience knowing that this isn’t true.

Pathos: The ad utilizes pathos by evoking laughter in the viewer because the Oreo cookie is shaped like a book. This visual picture makes the Oreo cookie seem to the viewer to fit in with books, and will go great with back to school.

Logos: The logical approach in this ad is that if milk thinks Oreo tastes good, then myself or my child going back to school will certainly like Oreo.

Techniques: This ad uses bandwagon, repetition, and testimonial to persuade the audience. It incorporates bandwagon by saying that other objects enjoy Oreo so you should too. It emphasizes repetition by stacking many books on top of each other. Finally, it uses testimonial by claiming that Oreo is “Milk’s favorite back to school cookie” to send the message to the viewer that milk is an expert on what types of cookies are the best and if milk loves the cookie, then the viewer will love it too.

Advertisement 5: Seat Belts

Analysis

Claim: The claim this advertisement is making is to always wear your seatbelt. They also claim that without it, you will not be safe and are prone to serious injury or death.

Speaker: The speaker of this ad is Sussex Safer Roads.

Purpose: The purpose of this ad is to convince the audience to always wear a seatbelt, and may save your life. The ad highlights both the positive outcome of wearing a seatbelt and for one of the most important reasons to wear one, for ones you love.

Audience: The primary target audience is car drivers who choose not to wear seatbelts, and the secondary audience is people who ride in cars.

Ethos: Sussex Safer Roads establishes its credibility by showing a saved life because of the seatbelt, and is also ethical to save a life.

Pathos: The ad appeals to emotion by displaying extremely emotional images of life, through illustrating a situation where a seatbelt saved a man’s life and with glitter.

Logos: The ad appeals to logic in the sense that it would be logical to wear a seatbelt and be safe than to not wear a seatbelt with the possibility of injury or death.

Techniques: This ad uses loaded words, testimonial, and transfer. It has loaded words by incorporating the campaign slogan “embrace life” to convince the audience to wear their seat belts, testimonial by displaying somebody that has gone through the situation where a seatbelt saved his life, and transfer by illustrating very emotional images of the wife and child as the seatbelt and the glitter flying across the advertisement.