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Analyzing a video commercial
Chanel beauty talks: “Gloss Only” with Lily-Rose Depp-Twist your Lipstick!
Lipsticks are the magical tools for woman to make up that make them more beautiful. Lots of
producers and designers rack their brains to advertise many way with commercial to catch people’s
view. News photos, paintings, and advertisements are the three major of communication through
images. However, a video commercial is almost the best way to delivery their thoughts and purpose that
catch more costumers. Because many people have the television or other vision player such computers
and cellphones that people can see and hear the objects. It is almost the popular way people would like
to use. Chanel designer use this impact to make people to buy the produce. That is two pretty and
famous women are talking the bright lip top coats.
First, there are two beautiful women in that ad. They are talking with each other. The lipstick, of
course, is the topic. The little older woman introduces new Rouge Coco Gloss Chanel top coats to a
younger girl. There are three colors black, orange, and gold. Those three colors’ functions are deeper the
color, warm up the color, and bright the color. The older woman said, the orange color is good for that
girl because of her lip’s color is pink. The black is better for herself because of her lip’s color is deeper
red. After their wore the top coats, their lips look like brighter than before. They put the gold top coats
in the middle of the lip to highlight it after that. They are really happy for their change. I think after the
woman like me want to make myself more pretty watched the change, I am pretty sure I would like to
buy it.
Second, the purpose that those two in the Ad is to have specific customers which is want to be a
pretty women. Lucia pica, who showed in the Ad, is a designer of Chanel. She is famous , smart, and
pretty. She worked with supermodel, well-known magazines, and big-name advertising. Because her
experience, she has the quality to explain what is the pretty. It is seem like if you use Chanel beauty ,
especially use the special top coats, you will be beautiful like me. Another pretty girl in the ad, it is the
same meaning in this Ad. She is really pretty, younger woman. She is adorable. Every girl want to have
her face and to have sexy lip like her. The age of those two women is represented costumers’ age too. It
is 16 or 18 above.
Conclusion, this video Ad has two pretty and famous women in talking the produce to catch their
specific customers. It is impressive. After you watched that Ad, you will buy the lip top coats to bright
your lip to make you brighter.
(This is a sample that my teacher gave us)
Visual Analysis
Advertisements can use a number of different ways to appeal to us as consumers. The
three main appeals involve logic, emotion, or credibility. For example, to sell a product, a
company will hire a famous celebrity to endorse that product, using the celebrity’s credibility to
gain customers. An ad can outright tell you the facts of a product, and allow the consumer to
make a logical decision to go out and buy it. Or possibly a commercial can develop emotional
storylines, or show delightful videos of happy children to try to appeal to consumers emotionally.
The Budweiser “Brewed the Hard Way” commercial, which aired during the Super Bowl in
2015, uses all of these appeals to try to convince people to buy their product.
First, they establish credibility of their product within the 60-second commercial. A
worldwide, dominant name in beer, they have no problem with flaunting this credibility. In the
first 3 seconds, every frame has the word Budweiser in it. They first show a huge sign atop a
building that says the product’s name, and then, throughout the rest of the ad, the familiar
Budweiser logo can be seen in the top right corner of the frame, not to mention the shots behind
the big, bold text on the screen, which show people enjoying Budweiser, a brewer inspecting
hops, and glimpses at the brewing process. They acknowledge their credibility immediately,
claiming that they are “proudly a macro beer.” It then establishes that the product has been
brewed since 1876. They also claim that their beer is “brewed the hard way.” They also explain
that “there’s only one Budweiser,” suggesting to the audience that their product is unique and
superior to its competitors. Near the end of the ad, the big text tells us “this is the famous
Budweiser beer” while showing previous Budweiser advertisements and logos, to once again
describe how long their product has been brewed and enjoyed. This ad’s purpose is almost
completely to express the credibility of the product, as it has been enjoyed so much for such a
long time.
The logical appeals in this ad are incredibly scant. There are but a couple instances in the
commercial that appeal to the logic and reason of the audience. By the half-minute mark, they
have expressed a few facts. They try to convince the audience that their product is high-quality.
In attempt to do this, they ensure the consumers that the beer is beechwood aged; they also imply
that it has been brewed the same way since 1876, and they explain the fact that it is “brewed for
a crisp, smooth finish.”
To finally speak of the emotional appeals of the ad, this commercial uses some
questionable techniques. First, they claim that their beer is not brewed to be “fussed over.” This
is the first sign that this ad is, in fact, somewhat of a passive aggressive attack on microbrewers
and craft beer drinkers. They use footage of a stereotypical mustachioed hipster smelling his
tulip glass of dark beer as the visual for this scene. Later, the ad explains that Budweiser is
“brewed for drinking, not dissecting.” These words are overlaid on video of three more
stereotypical, facial hair-toting, glasses-and-cardigan-wearing “hipsters” seemingly inspecting a
flight of beers, passing glasses to one another. Finally, Budweiser is going to let all those
pretentious craft beer drinkers “sip their pumpkin peach ale” (a reference to an actual beer which
is brewed and sold by a microbrewery recently acquired by Anheuser-Busch), while they “brew
some golden suds.” The ad suggests that if you’re a beer drinker that doesn’t drink Budweiser,
you’re an outcast; if you like craft beer, you’re a hipster. Since no one wants to be an outcast,
Budweiser is the best choice for all beer drinkers.
In summation, this ad is effective to an extent. It seems able to build up support, but only
from Budweiser’s established, loyal consumer base. Though it has uses great tactics to establish
credibility, it lacks a great deal when it comes to logical and emotional appeals, especially for the
craft-beer-drinking demographic. The ad arguably alienates this demographic, does not really
appeal to non-beer drinkers, while catering only to its fans, the Budweiser drinkers.
Advertisement Used:
Budweiser/Anheuser-Busch. YouTube. N.p., n.d. Web. 9 Feb. 2015.
Page 1 of 2
LOGOS (Message/Subject)
Argu
ARGUMENT/
MEDIA
(Author/Speaker)
ETHOS
(Audience)
PATHOS
Logos: Rational/Logical Appeals.
• Appeal to logical reasoning ability of the audience through use of facts, case studies, statistics,
experiments, logical reasoning, analogies, anecdotes, authority voices, etc.
• Are the writer’s claims reasonable?
• Is there sufficient evidence to support those claims?
• Does the speaker make logical conclusions?
• Does he/she talk about counter-arguments, other opinions or points of view?
Pathos: Emotional Appeals.
• Appeal to beliefs/feelings of the audience.
• An appeal of pathos can move an audience to anger or tears as a means of persuasion.
• These appeals may attempt to invoke particular—often extreme—emotions (i.e. fear, envy,
patriotism, lust, etc.).
• An appeal of pathos may stem from shared values between the author and the audience, or from
an argument that caters to an audience’s beliefs.
Ethos: Ethical Appeals.
• Appeal based on the character, persona, and/or position of the speaker.
• This kind of appeal gives the audience a sense of the author as competent/fair/an authority
figure.
• Such an appeal may highlight the author’s trustworthiness, credibility, reliability, expert
testimony, reliable sources, fairness, celebrity, etc.
Using the Rhetorical Triangle to Analyze Media Messages
The media: Advertisements (often TV shows and movies as well) are visual arguments. They attempt
to persuade readers to buy a product/viewpoint using the same kinds of appeals authors use when
Page 2 of 2
constructing a written argument. So, when you analyze a piece of media, it is important to remember
the rhetorical triangle. Ask yourself:
•
•
•
•
•
•
Who is the author?
How is the author trying to represent himself/herself?
What is the message and how is that message coming across?
Is the argument logical/emotional?
Who are the intended receivers of the message?
Is the argument having its desired effect on those receivers?
Some Questions to Consider (not all at once, of course):
The Author
• Who is the author? Is it a firm trying to sell you a product or a service, a public organization
seeking to inform you about its policies, a politician trying to win your allegiance, an interest
group or media member trying to change your opinion about an issue? Other?
• What is the ethos (general credibility) of the author?
• What is the ad trying to accomplish? In other words, what is the sender’s “problem?” There is
often some kind of communication problem behind an ad or campaign. For example, the
authors may seek more awareness on the part of the receiver, or more legitimacy for
themselves. Are you aware of any problems the sender (company) may be having within that
specific industry, market, or area of activity?
The Message
•
•
•
•
•
What product is the ad trying to sell?
Are there any hidden meanings the receiver is intended to observe? Do any connotations come
to mind when you view the media?
What ideologies or values does the piece of media invoke? In other words, what cultural
images, discourses, concepts, myths, etc. are used when making an appeal?
What visual features of the ad—if any—immediately attract your eyes? What does the layout of
the ad accomplish? The text?
How does the media connect concrete features with abstract values? In other words, how does
the presentation of the message communicate deeper/abstract meanings (our values/norms) in
addition to the simpler meaning (what is being sold)?
The Receiver
• Who is the audience? What individuals/groups are intended to receive the message?
• Is the media having the desired affect on the targeted audience?
• Are the logical/emotional/ethical appeals working?
• Is the audience being persuaded to buy what the media/advertisers are selling? If yes, why? If
•
not, why not?
If the desired message comes across effectively, might there be any consequences for the
receivers? For society as a whole?
…
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