Analyzing Advertisements
The first advertisement that I will look at is the very first iPhone ad, by Apple, "Hello".
(URL: https://www.youtube.com/watch?v=6Bvfs4ai5XU)
I chose this Ad because of interaction with iPhones, nearly on a daily basis. I was interested in the origins of the iPhone and wanted to see how such a revolutionary piece of technology was advertised. The first thing I noticed about this commercial was the actors. There is a fast-paced display of characters in movies and cartoons, all answering a landline phone, or an old antenna mobile phone. The characters are very diverse, in race and gender. Most of the characters speak English, however, some speak in foreign languages. The music in the background is uplifting acoustic guitar, piano, and drums; this gives the series of fast-paced video clips a fitting background so that the clips are not the only things that are happening. This advertisement literally repeats the word hello into a phone, however, it is, without directly stating it, creating a context for the devices being used; that of wired and stationary phones.
This advertisement primarily uses logos, and pathos in their video. The logos or logic in this video is in the representation of phones. For a new product to be released. It is logical that one compares it with other things that fall within its category. In this ad, phones are the subject, so Apple sets up the context of what they will be affecting: phones. It is also logical to have a portable, compact, and simple tool to communicate with people via cell phone calls. The introduction of the iPhone is a revolutionary outlook on how to make communication more logic and reasonable. The pathos in this ad can be seen in the emotions of the many characters that are shown as they answer the phone. Some answer with sadness, some with frustration, however, most answer with excitement. This exciting answering to calls mirrors how Apple thinks people will react to their new product. They think that they will be excited about this amazing new product, and hopefully greet it with curiosity and intent to inquire more about it.
This advertisement is not completely about selling the product to the viewers. It is more of an introduction to viewers to get them excited about this mysterious product. This a very effective way of getting the audience engaged in what is being revealed and makes them want more, thus giving Apple the advantage because Apple has the information they are seeking. I would say that this ad is a very good way to set up a new product due to its creative way to relate pop-culture to the audience, as well as set up a context for the subject that Apple is going to revolutionize.
The second advertisement that I will look at is "The Man Your Man Could Smell Like" by Old Spice.
(URL: https://www.youtube.com/watch?v=owGykVbfgUE)
I chose this advertisement because I remember how it went viral when it was released. The advertisement shows a muscular shirtless man in a bathroom, and then, transitions to different locations throughout the commercial, such as a boat, and then a beach. Though there is no music being played, the man keeps the flow of the commercial constantly moving by speaking to the audience and commanding them, a relationship known as a para-social relationship. He uses a constant flow of commands such as "look at your man. Now back to me" and repeats this several times. He also uses "look down, back up, where are you?" to transition to the next scene where he is on a boat. The entire commercial is done in one shot that lasts for 30 seconds. The advertisement is literally conveying the advantages of switching from lady scented body wash to Old Spice. It is interesting that the target audience, which is established from the very first line, "hello ladies," are females who have male partners. The product if for men, however, the advertisement is delivered to women, in the hopes that through the comedic delivery, the female viewers will show their partners.
This advertisement uses logos and pathos to persuade the viewer into getting their partner to buy Old Spice body wash. Logos, or logic, in the ad can be seen in the progression of the benefits that are produced by the speaker. The speaker uses himself as a sexual and desirable object. He refers to himself as "the man your man could smell like". This logic shows that in having your male partner switch to old spice, he will become more like "the man your man could smell like", a symbol that can bring you what you desire such as being on a boat, or "two tickets to that thing you love". He states that "anything is possible when your man smells like old spice and not a lady". The pathos in the commercial comes from the speaker. He is passionate about switching to old spice, and in conveying this product to the audience he is, in a way, benefiting the men and women. He is benefiting the men by giving them an option to smell like Old Spice and not a lady, as well as benefiting the women in that their men won't smell like ladies, and that once he switches to old spice, "anything is possible." The passion in the commercial is evident in the urgency of the script; it is constantly moving forward and transitioning through each location within one take. The "man your man could smell like" is passionate about giving you anything and everything that you desire such as the two tickets, or the diamonds.
This advertisement was extremely successful in bringing profits to Old Spice. It's use of humor and an engaging script allowed the audience to be pulled into the commercial. This advertisement was successful in persuading me primarily because of its humor. I thought the script was very smug and clever. With the combination of the one take while being able to transition to several different locations, this advertisement contained an amazing amount of motion and humor. Though the ad does not speak to the actual varieties of the product and its qualities, the advertisement relies on humor and persuasion to sell. Nonetheless, this commercial still was able to bring the audience in and sell the product.
(URL: https://www.youtube.com/watch?v=6Bvfs4ai5XU)
I chose this Ad because of interaction with iPhones, nearly on a daily basis. I was interested in the origins of the iPhone and wanted to see how such a revolutionary piece of technology was advertised. The first thing I noticed about this commercial was the actors. There is a fast-paced display of characters in movies and cartoons, all answering a landline phone, or an old antenna mobile phone. The characters are very diverse, in race and gender. Most of the characters speak English, however, some speak in foreign languages. The music in the background is uplifting acoustic guitar, piano, and drums; this gives the series of fast-paced video clips a fitting background so that the clips are not the only things that are happening. This advertisement literally repeats the word hello into a phone, however, it is, without directly stating it, creating a context for the devices being used; that of wired and stationary phones.
This advertisement primarily uses logos, and pathos in their video. The logos or logic in this video is in the representation of phones. For a new product to be released. It is logical that one compares it with other things that fall within its category. In this ad, phones are the subject, so Apple sets up the context of what they will be affecting: phones. It is also logical to have a portable, compact, and simple tool to communicate with people via cell phone calls. The introduction of the iPhone is a revolutionary outlook on how to make communication more logic and reasonable. The pathos in this ad can be seen in the emotions of the many characters that are shown as they answer the phone. Some answer with sadness, some with frustration, however, most answer with excitement. This exciting answering to calls mirrors how Apple thinks people will react to their new product. They think that they will be excited about this amazing new product, and hopefully greet it with curiosity and intent to inquire more about it.
This advertisement is not completely about selling the product to the viewers. It is more of an introduction to viewers to get them excited about this mysterious product. This a very effective way of getting the audience engaged in what is being revealed and makes them want more, thus giving Apple the advantage because Apple has the information they are seeking. I would say that this ad is a very good way to set up a new product due to its creative way to relate pop-culture to the audience, as well as set up a context for the subject that Apple is going to revolutionize.
The second advertisement that I will look at is "The Man Your Man Could Smell Like" by Old Spice.
(URL: https://www.youtube.com/watch?v=owGykVbfgUE)
I chose this advertisement because I remember how it went viral when it was released. The advertisement shows a muscular shirtless man in a bathroom, and then, transitions to different locations throughout the commercial, such as a boat, and then a beach. Though there is no music being played, the man keeps the flow of the commercial constantly moving by speaking to the audience and commanding them, a relationship known as a para-social relationship. He uses a constant flow of commands such as "look at your man. Now back to me" and repeats this several times. He also uses "look down, back up, where are you?" to transition to the next scene where he is on a boat. The entire commercial is done in one shot that lasts for 30 seconds. The advertisement is literally conveying the advantages of switching from lady scented body wash to Old Spice. It is interesting that the target audience, which is established from the very first line, "hello ladies," are females who have male partners. The product if for men, however, the advertisement is delivered to women, in the hopes that through the comedic delivery, the female viewers will show their partners.
This advertisement uses logos and pathos to persuade the viewer into getting their partner to buy Old Spice body wash. Logos, or logic, in the ad can be seen in the progression of the benefits that are produced by the speaker. The speaker uses himself as a sexual and desirable object. He refers to himself as "the man your man could smell like". This logic shows that in having your male partner switch to old spice, he will become more like "the man your man could smell like", a symbol that can bring you what you desire such as being on a boat, or "two tickets to that thing you love". He states that "anything is possible when your man smells like old spice and not a lady". The pathos in the commercial comes from the speaker. He is passionate about switching to old spice, and in conveying this product to the audience he is, in a way, benefiting the men and women. He is benefiting the men by giving them an option to smell like Old Spice and not a lady, as well as benefiting the women in that their men won't smell like ladies, and that once he switches to old spice, "anything is possible." The passion in the commercial is evident in the urgency of the script; it is constantly moving forward and transitioning through each location within one take. The "man your man could smell like" is passionate about giving you anything and everything that you desire such as the two tickets, or the diamonds.
This advertisement was extremely successful in bringing profits to Old Spice. It's use of humor and an engaging script allowed the audience to be pulled into the commercial. This advertisement was successful in persuading me primarily because of its humor. I thought the script was very smug and clever. With the combination of the one take while being able to transition to several different locations, this advertisement contained an amazing amount of motion and humor. Though the ad does not speak to the actual varieties of the product and its qualities, the advertisement relies on humor and persuasion to sell. Nonetheless, this commercial still was able to bring the audience in and sell the product.
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