Rhetoric Analysis of Audi “Daughter” 2017 Commercial

In the contemporary world, digital marketing plays an essential role in commercials. In this case, the commercial begins with children riding analog locomotive models; ideally, this scene is not impressive to the targeted audience (Berko). Even though the commercial aimed at attracting many people, the first scene is not attractive.

With the advancements in technology, a commercial is likely to use modern techniques to showcase a product. Such a commercial should show the benefits of the car mode. For instance, the commercial should explain how the car is luxurious.

Even though the primary purpose of this commercial is to showcase the speed of the new Audi model, the driving scene does not show the intended use.  Additionally, the commercial meant to attract potential customers; the ad does not show potential customers or how the product may benefit them. Moreover, the ad does not show the properties of the product.

For a commercial to attract customers, it may display the features and the effectiveness of the product (Colley et al.). For instance, most commercials of Coca-Cola tend to show that people can feel refreshed after taking Coca-Cola products.

Ideally, Audi motors do not target children. Furthermore, children would not use Audi cars in racing. The commercial uses children to advertise products that they would not buy in the short run. In some cases, a commercial may not be attractive to the elderly or those who are willing to buy a car.

The ad would have used a light-hearted tone to attract many potential customers. The audience and tone play a vital role in an advertisement.

If the tone is encouraging, and the product directly attracts the main audience, the advert may be sufficient. In this case, the advert does not show many descriptions of the product. As a result, the commercial may not be adequate for its intended purpose.

The commercial uses a motivating tone by encouraging the daughter. Despite the motivational tone, the commercial uses a dark tone. The scene represented in the commercial does not reflect the modern lifestyle.

Since Audi motors are used in car racing, the ad would have included a real racing using the Audi cars. The advert does not show an honest assessment of the car’s condition. Even though the music used in the commercial is encouraging, the business fails to address the importance of a good car advert.

The narrator focuses on the daughter rather than the car (McLeay et al.). However, the commercial used a motivational tone to motivate the young generation. Ideally, the next generation will determine the future of many companies.

If a company’s products do not attract young people, they may not be attractive to the millennials. In this case, the advert tries to motivate young people that, despite their ambitions, they can get their dream car.

In regards to style, the author uses logos or appeal logic to convince the audience to use logic or reason. Notably, the commercial does not demonstrate the modifications or the unique features of the car.

Although the author intends to show the audience the speed of the vehicle, the commercial does not demonstrate these features. Therefore, the advert may fail to meet its intended objective. Logos mar is not effective in a commercial that targets a broad audience.

Since many people will reason differently, the message of the commercial can be interpreted in different ways. Some people may not understand the intention of the advert. Such misunderstanding may not prevent the advert from meeting its intended objective.

Cars are some of the most delicate products since consumers need to know more about what they want to buy. For the company to ensure that customers understand the descriptions of the product, it should use both pathos and ethos.

Pathos aims at persuading the audience on the advantages of the product. In this case, an effective persuasion can be generated by describing the features of the car. The audience may have some rhetoric questions hence leading to misunderstanding of the commercial (Nermend and Duda).

For instance, someone would ask, what is the relationship between the daughter and the new Audi car model? Ideally, the advert does not answer this question.

On the other hand, ethos tries to convince the audience of the author’s credibility or character. Ethical appeal plays a vital role in marketing. Many customers are looking for more credible authors who describe a product without exaggerations.

The lack of credibility can affect the company’s reputation following negative comments from buyers. If a buyer buys a car with different specifications as expected, the company’s reputation may be at risk.

In many cases, people prefer long commercials since they may be time-consuming. An author may omit some information to avoid making the advert too long. In this case, the author left the description part to make the advert short. However, the omitted information is more important than the entire advert.

The author can claim that there was no need to explain the specifications of the model to make the advert more attractive. The last scene was chosen to attract the audience. In other words, many people would want to know more about the Audi car after watching this commercial.

The need to know more about the commercial may be a strategy to attract those who are willing to buy a car. The rhetoric aspect in this commercial is that the first scene shows the daughter riding on a toy, yet the main objective of the advert is to promote Audi cars.

The writer does not introduce the product or even talk about it at the beginning of the commercial. Instead, the information about the car is provided at the end of the advert. YouTube channel is the most effective platform to get many views.

Unlike the company’s website, many people are likely to access YouTube. By featuring a child in the commercial, the advert is expected to get many views. Research indicates that many adverts include children since they can convince their parents to buy the products.