This ad has a heavy emphasis on achieving and striving for greatness and links achieving and striving for greatness with the consumption of Gatorade. This commercial features prominent athletes across a wide range of sports. They include, Eli Manning, David Tyree, Dwayne Wade, Kevin Garnett, Abby Wambach, Serena Williams, LaDanian Tomlinson, Torah Bright, Jeff Gordon and Michael Jordan. The visual techniques are very prominent throughout this advert. Quick cuts between athletes and other sports create a quick flow to the ad. As well after every two or three athletes shown a Gatorade bottle is slammed onto a table, each bottle reading something different. Quotes such as “no excuses’ or “bring it on”. This helps the viewer to link the greatness and accomplishments of the athletes to the fact that they drink Gatorade. Cultural context plays an important role in this ad. It is assumed that the viewer has a reasonably understanding of sports in the US. In order to understand certain components of the ad, for example the helmet catch by David Tyree in super bowl 42 or that Michael Jordan is jumping in the air because he had hit a game winner in the NBA finals against the Jazz. However, this advert doesn’t just include highly decorated athletes it also includes unknown average everyday athletes such as skaters, street ballers, wheel chair basketball players and recreational soccer players. Gatorade…
To begin Jozui states that, “Advertisers frequently use the testimony of a celebrity to support a claim”. I most definitively agree, for example as an avid TV watcher I have seen a good amount of commercials and whenever there is a big company (Pepsi) trying to promote a new product, there is almost always a celebrity in the ad. I usually do not care for the celebrity, but for their definitely will be a huge fan watching who will care. In addition, they greatest combination of a commercial has to be the “athlete promoting athlete gear”. “A football star touts a deodorant soap, a tennis pro gets stamina from Brand X cereal”, as people watch these they see their “heroes” and believe that if they do what athletes do they can become like them.…
When we refer to the ethos of the commercial, which means the arguments referred to the characters, this commercial has a lot of them. The first example is the supermodels that show this product. This is a good rhetoric strategy because supermodels have a perfect body that no matter how cheap or ugly this product is it will look good on them. This is really important because it gives security to the consumer that they are buying a “good” product. Another ethos is the use of expensive cars and explosions. This makes the product look better because we can assume that they spent a lot of money in this commercial and at the same time it entertains the viewer.…
Everyone knows about the gas prices rising, and Esurance uses that to there advantage. Raise you hand if you would pay for gas today if you knew the price was going down tomorrow. Who would right? We need to use gas every day and we pay so much to buy it.…
[First topic sentence signals the first point that will be defended within this paragraph]. One of the professional athletes used in the commercial is NASCAR driver Carl Edwards who states, “To be the best, you have to eat the best!” (Subway). Edward’s message (logos) is pretty clear in what he is trying to convey, telling the audience effectively (pathos) that eating Subway is the best solution to whatever people’s nutritional or physical goals are because according to Edwards, who is a renowned professional athlete, he knows what is the best. In addition, while Edwards is speaking, he is dressed in his NASCAR uniform and speaks in a forceful manner using hand gestures to really accentuate his message, which helps strengthens his point and, hopefully, his credibility to his audience. All of these illustrate inappropriate authority because Carl Edwards is only a NASCAR driver. His ability to drive behind a wheel has nothing to do with his knowledge on nutrition (ethos). His approach, however, is effective because Edwards is a professional athlete, and it may appear convincing and compelling to others who are not educated in healthy eating. His appearance shows that he is serious about Subway sandwiches. Subway’s use of inappropriate authority allows them to capture their audience in an uncanny manner to help sell their…
Now that they came up with a product, the next most important topic to discuss was advertisement. They needed to know exactly how to market this product. When Gatorade first came out, the advertisements displayed to its viewers how the efficiency level rises when you use their particular item for consumption. One of the keys to effectively advertising can be seen through repetition. Gatorade utilizes this tool through the three “R’s”: rehydrate, replenish, and refuel that marks each bottle (Gatorade). Now that Gatorade’s popularity began to rise, they wanted to expand their product across the world. The company started casting commercials with…
We also believe longer-term growth in athletic participation will be reinforced as the aging Baby Boomer generation focuses more on longevity. In addition, we believe consumer purchase decisions are driven by both an actual need for functional products and a desire to create a particular lifestyle perception. As such, we believe the credibility and authenticity of our brand expands our potential market beyond just athletes to those who desire to lead an active, healthy, and balanced life.…
Ethos water uses the appeal of ethos by having a huge celebrity represent the company in their advertisement. Matt Damon is shown in the advertisement kneeling down next to an African child, who is showing…
One of Gatorade’s most noteworthy strength’s is its commanding share of the “active thirst” market, approximately 80%. (Portfolio.com) This makes Gatorade a cash cow for the Pepsi Company as growth is fairly calm. As evident by its impressive share of the market, Gatorade is an extremely popular brand and has outstanding brand recognition and loyalty. The company currently offers three lines of products: its Performance Series, Thirst Quencher, and Propel Fitness Water. The Performance Series appeals to athletes participating in demanding physical tasks and includes energy bars, nutrition shakes, specialized sports drinks, and energy drinks. The Thirst Quencher line offers the original Gatorade formula in a variety of flavors varying from the original flavors to morning flavors to Latin-inspired flavors. The Propel Fitness Water line offers an alternative to water drinkers who want a little more flavor and vitamins that water bottled water doesn’t have. All three of these lines combine to cover much of the sports drink market and beyond. Athletes need a way to refuel while they are engaging in their physical activities and Gatorade offers a solution. Unlike water, Gatorade drinks contain electrolytes that athletes lose when they sweat. Gatorade also has a wide array of flavors for consumers to choose from while water only has one. Most energy drinks are at least lightly carbonated and heavily caffeinated…
Advertisements apply the three rhetorical appeals of logos, ethos, and pathos through its imagery and text. The Tylenol PM advertisement appeals to ethos by the text in the top and bottom of the page. The saying “We give you a better night, you’re a better you all day,” shows Tylenol’s reliably and assures that their mission is to make sure the customer is put first. The text on the bottom states that Tylenol PM “relieves pain and helps you fall asleep and stay asleep.” This further displays Tylenol’s reinsurance between them and the viewer that the product can help relieve pain and provide help to fall asleep.…
Peyton Manning is generally regarded as one of the best quarterbacks of all time. Since being drafted in 1998 by the Indianapolis Colts, he has gone on to win multiple Most Valuable Player Awards, numerous important football games, and even a Super Bowl.…
The Creation of Gatorade Product Features Current Branding Strategy Demographic Competition SWOT Analysis SWOT Continued Marketing Objectives Marketing Objectives Continued Citations p. 1 p. 2 p. 3 p. 4 p. 5 p. 6 p. 7 p. 8 p. 9 p. 10…
Sports have existed as long as people have existed. People have been enjoying a recreation and leisure as an innocent activity or extreme exercise to compete against one another since Roman times. Gatorade has been the main face of sports drinks for dehydration as long as sports have existed. Gatorade’s ad is very convincing and influential, and they do this by explaining the most obvious effect in the human body after any kind of physical activity, dehydration. Dehydration’s definition is when the body lose large amount of water, however water isn’t the only thing that is lost in the human body. Since 1965, gatorade has evolved from being just water to sports drink and the image that enhances athlete’s performances, and the games haven’t been the same since. Now athletes are better than ever before, and gatorade insists to change the game again to improve the performance of an athlete or anybody else takes a sport seriously. This is how gatorade sells.…
An example is the LeBron James Beats headphones by Dr. Dre commercial on YouTube. It depicts LeBron James working out with the headphones and it also shows how people want to be like their famous athletes, which makes the consumers buy the product. LeBron also makes people think that if they wear the headphones they will make the consumers feel motivated and strong. LeBron James makes a lot of money by advertising for Dr. Dre, Kia, Powerade, and Nike. This is an escape from society to individuals because they want to be like their famous athlete, but it is hard because there are limited spots on a famous sport team. According to Jack, “America’s consumer economy runs on desire, and advertising strokes the engines…” (Solomon 167). In American society, everyone has a strong desire to buy products and especially when the new products come out. Individuals will want to buy all the new products because they are the ones that are trending in society. People are going to want something more for example the Beats headphones because a really good basketball player was advertising…
Advertisements are everywhere. From billboards, to magazines, to newspapers, flyers and TV commercials, chances are that you won’t go a day without observing some sort of ad. In most cases, companies use these ads as persuasive tools, deploying rhetorical appeals—logos, pathos, and ethos—to move their audiences to think or act in a certain way. The two magazine ads featured here, both endorsing Pedigree products, serve as excellent examples of how these modes of persuasion are strategically used.…