Rhetorical Analysis #1- Volkswagen Video
For my rhetorical analysis journal I choose to use the “VW Unpimp” advertisement for the humor it injected while attempting to sell a new model of a car. I think the audience is clearly directed at those who can drive and in particular the newly licensed male drivers, upperclassmen in high school and slightly older drivers looking for their first car. This commercial is effective at hitting their intended audience because those interested in their first car are looking for something that will make them seem attractive and of course will “look cool.” Something even more elementary that is evident within the commercial is the need to feel sexually attractive, what better way for a male to feel attractive to a woman than with this brand new Volkswagen. Both the “cool” factor and sexual appeal are demonstrated in this commercial presenting us with opportunities to analyze the pathetic and logical appeals, as well as the logical fallacies in the commercial.
Pathos, the primary appeal in this advertisement, employs a humorous and hip German engineer, a man who is clearly keeping pace with modern times as well as young and extremely attractive woman who seems to be his sidekick or assistant. From the manner that they dress to the way that they speak it is made evident to the viewer that they are hip and cool in the way many young people with their first car want to feel, in a funny way. Jason, the young man, portrays the image of a teenager wanting to feel “cool” by flaunting what he believes is an acceptably “cool” car. Through pathetic appeal, the ad’s employed actress makes Jason feel as though his car isn’t good enough, effectively making the viewer feel as though their idea of a “cool” car is not what they thought, and that the only car that is cool enough is the new model Volkswagen. This, I think, blends right into the logical appeals the commercial uses in that simply if you want to be socially “cool” buy this new model Volkswagen. Logically if Jason really wants to be socially acceptable then he needs to get rid of his car, The Flame, and get the car they are selling. This provides the ad’s logical fallacy.
Here we see the commercial’s abuse of the rhetorical appeal of logic, a post hoc fallacy. In the commercial we have the man dressed in all white, a relatively “cool” guy, trying to persuade Jason and viewers to get the new edition of the Volkswagen, a car he himself probably drives. Next we have the man’s beautiful assistant who is dressed identical to the man helping to persuade us in the purchase of this car. Together this forms the belief that because this man drives this new Volkswagen, he was able to attract this woman to be with him. The car being the cause and the effect being his beautiful assistant. Due to societies mentality about pretty woman and cars this commercial makes for a very effective advertisement for young drivers, males in particular, looking to get a nice car that will make them seem “cool” and attractive.
2 comments:
I completely agree with your analysis. The commercial evokes a certain coolness with the use of humor and focus on pathos to appeal to the audience's emotions. Your analysis of the post hoc fallacy was very effective and made me look at the advertisement in a new light. The commercial was essentially saying that if you want to be cool and attract beautiful women then you must drive this car. Of course, this is misleading but nevertheless effective as an advertisement.
I agree with the majority of your analysis. The commercial was most defiantly trying to use a sense of humor to advertise the product as being "cool." However, when I was watching the video I felt there was a lack of logos. I felt that the logic you're referring to in the commercial is more of an attempt at emotional appeal rather than an appeal based on reason. Other than that I agree 100% with your analysis!!
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