New Fantanas Fanta commercial
The commercial is indeed persuasive employing every element of rhetorical in its correct length and taste. The commercial runs for thirty one seconds, which is just enough time to catch the attention of the audience without being boring any segments. The commercial employs the three, ethos, logos and pathos collectively meshing up into a product that addresses the objective. This paper shall illustrate the use of the three persuasive styles in the commercial. In overall, it should be appreciated that the commercial effectively employs other forms such as sound effects, impressive background coloration and a cast that the audience is likely to be at home with.
Ethos relate to the ethical appeals of a commercial. In this regard, the ethical appeal can be gathered from the nature of the cast involved in the presentation. The cast can be categorised into two groups. The main cast and the minor accompanying cast. The main cast consist of the trio, Summer, Melody and Isabela. They impress on the audience. One they tend to remind the audience of a previous performance. In fact, the commercial runs as the Fantanas are back. The three have the celebrity status that enable the commercial catch the audience’s attention. It can be argued that they appeal to the audience. They carry with them an unmatched credibility. One cherishes and appreciates their swift movement and coordination. They can easily and complement each other accordingly. Their silent impresses on the audience who is left yearning to see and hear more of them. The speaker abrasively exploits that opportunity to drive the point home. He quips, “The Santanas are back, looking for a fourth Santana.” Finally when their chance to talk comes, they do not fail to impress. The commercial initially introduces them in style starting with Summer then Melody and finally Isabela.
The minor cast also play their role effectively. The audience easily buys into their message. This is because of the ethical appeal inherent in them. For instance, first man appearing in the commercial just after the speaker mentions heat and boredom impresses on the audience. He is soon backed up by the background group of people who appear bored and tired of the heat. The commercial then moves swiftly to capture Summer who is at the beach. This is a satisfactory remedy from the heat and boredom. It gives the commercial some sense of ethical appeal.
Pathos refers to the emotional appeal in a presentation. The commercial employs pathos in a way that appeals to the audience effectively. They play around with the audience’s emotions through their strategic moves and motions. For instance, they start off by suggesting that the country is boring and heated. The speaker communicates this softly but firmly. He suggests that the place is filled with heat and boring. To back this up, the cast is made to present a case of boredom and heat. The background cast which seems to be near a bus station best illustrates this. They appear consumed in their activities but bored to the bone. This creates a mental impression in the mind of the audience. It strokes their emotions and presents a scenario reminiscent of every day to day affairs. After effectively creating such a situation, the motions moves to Summer who is by the beach side complete in beach gear. One only imagines the shift in the mind of the audience. From the boredom pictorial to the beach emotions, where Summer seems to be full of energy and vigour. This effectively arouses emotions of the audience. The speaker grabs the opportunity and connects the remedial measure represented by Summer to fanta and by extension, the Fantanas. This use of emotional appeal is more than perfect. The commercial does not stop at that. They then swiftly but tactfully showcases the three celebrities. They represent the opposite of boredom.
Their world is full of energy, vigour and psyche. Take the example of Summer who is by the beach enjoying the fun and refreshment and looking happy and relieved. This is followed in quick succession by Melody who is complete in her musical gear, the guitar and looking happy and composed. Soon, Isabel is shown appearing as though she is in for a modelling show complete with photographers covering each move. This set of independent shows by the three evokes emotional appeal on the audience. The contrast of the three’s situation and the bored lot previously depicted effectively conjures emotional appeal on the audience. The audience leans towards the three. They would want to be in the picture of the three rather than be confronted by the situation of the other bored lot. The commercial then swiftly showcases the three in a stage enjoying a jig. Their moves on stage are coordinated and complementary. The audience’s emotions are now at peak. The point has already been driven. Then the big question is posed by the speaker. This is an opportunity of a lifetime and the three are out to get the fourth Santana. The collection would be made from the audience. This impresses the audience. Everyone feels emotionally part and parcel of the Santanas and would want to be the fourth character. The commercial takes the opportunity to showcase the Fanta drinks. Thy show the three idols seeping through the bottles, effectively stroking the audience’s emotions once again.
Logos connotes the application of logic that is reasoning. The commercial employs logic systematically. First it suggest that the world is bored and heated. The logical consequence of such a world would be for man to seek for a mitigation. The commercial suggests the solution. They show Summer at the beach, Melody with the guitar and Isabela doing some cat walking. These three activities from a logical perspective are recreational and devoid of heat or boredom. They serve to address the boredom. The Santanas are then show on a stage doing a jig. This too is relaxing and entertaining. The impression derived of the series of activities is that the Santanas and to an extent Fanta is refreshing and relieving. They make another logical score in the mood that accompanies the three idols. The manner in which they sip the drinks is swift, relieving and satisfying. This makes a logical case that the drinks are refreshing. In addition, the background that accompanies their presentation is welcoming and logically suggestive of fun, relaxation and pleasure. For instance, the doves flying over the beach in which Summer is shown and the shiny stars in Melody’s appearance with the guitar. Moreover the sound effect is employed to suggest relief, fun and adventure.
In conclusion, it would be appreciated that the commercial employs logos, ethos and pathos in an effective way. It also finely intertwines the presentation with welcome sound effects. Overall the commercial achieves its purposes in as much as conveying the message home is concerned.
Works Cited
Bearden, William O. Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research. New York: Sage, 2009.
Lester, Martin Paul. Visual Communication: Images with Messages. New York: Cengage Learning, 2006.
The New Fantanas Fanta Commercial. n.d.
