Which Super Bowl Commercial was the Most Effective? (Class Activity)

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Super Bowl commercials in the past used to focus on selling a product. The logic went like this: millions of people are watching, this is our chance to sell. The goal is still–to sell products and services, of course–but the presentation has changed.

This news article says “Companies started to create stories with their advertisements and focused less on selling the product itself. Super Bowl commercials almost always tell a story, connecting with the emotions of their viewers. That is what makes these commercials so effective.”

Super Bowl commercials, therefore, have become tools of rhetoric. The goal is to connect with viewers and tell a story. This can be done, of course, in a variety of ways. A commercial can connect with you by making you laugh, making you cry, making you aware of a problem, and making you feel empowered. If a commercial is memorable, it has done its job.

Your mission for the following task is to watch the advertisements from the super bowl, and decide which commercial was the most effective at connecting with its audience. Then write an explanation of which rhetorical appeals and/or devices were used to connect with viewers.

Perhaps the commercial you chose appealed to the audience’s sense of credibility and trust by inserting a professional athlete in the ad.

Maybe the commercial appealed to the audience’s sense of logic by inserting statistics into the message.

Or perhaps the commercial appealed to the audience’s sense of pathos by showing puppies. Ah, so cute.

Or maybe the commercial featured alliteration to get you to remember the message.

So once again, your mission is to watch the advertisements from the super, and and decide which commercial was the most effective at connecting with its audience. Then write an explanation of which rhetorical appeals and/or devices were used to connect with viewers.