Analysis of Commercials

In: English and Literature

Submitted By OSUbuckeye232
Words 1007
Pages 5
The little Vader makes his way across the house as he attempts to use the force on miscellaneous objects while accompanied by the Star Wars theme music. Failing to elicit a response from a dog, a washing machine, and several lifeless objects, the little Vader sits at the kitchen counter, flustered. As his father pulls into the driveway with a 2012 Volkswagen Passat, little Vader dashes into the driveway while dodging a hug from his father. With all the concentration he can muster, the little Vader directs his arms at the car as he tries to turn it on. Seeing this, the boy’s father starts the car with the touch of a button. Shocked the little Vader staggers back, aghast. Initially, I felt a sense of hilarity while watching this ad. This emotion stuck throughout and does not change even after the ad is over. Most importantly, the use of comedy in this ad resulted in me remembering it, making it an effective 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…...

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