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The advertisement that has been chosen to have utilized persuasive technique is the Diet Coke, Stay Extraordinary. The advertisement encompasses the world of painters, fashion designer, doctors, directors and even the celebrities surrounded by thousands of fans. The advertisement involves people from different background to indulge into the extraordinary taste of “Diet Coke”. The beverage is presented in the advertisement in a way that everyone can enjoy it at any point of time. It is shown to portray the ease that it brings to everybody. Diet Coke is promoted to show that nobody is extraordinary from the beginning but hard works and efforts make him so. Therefore the basic line of the advertisement is to promote the idea that everybody has the capacity to be extraordinary and with right choice he can achieve the desirable.
The commercial is said to have used the persuasive technique because it has applied ethos and pathos together in the advertisement. The advertisement has used ethos by projecting a song called “Sweet Disposition” by The Temper Trap in the background to catch the attention of the viewer which would arouse the interest of music lover as well. The advertisement also has people from different background making it more realistic which increases the credibility of the product(Danciu, 2014). It would certainly create the interest to buy the product and also the brand name is something that comes along with trust. Naturally a brand like Coca-Cola has its own trust values in the market fulfilling the criterion of ethics and credibility. Since the advertisement shows many people it attaches the people immediately with the people featuring in the advertisement (Boyland & Halford, 2013). People from different background can easily relate to that of the artists shown in the commercial. Therefore the use of pathos makes it more persuasive.
The persuasive techniques are used to attract the viewers or the consumers by building a connection between the product and them( Kenechukwu, Asemah & Edegoh, 2013). The use of the song, the brand name and the execution of the advertisement by covering people with different profession are nothing but an effort of winning the confidence and trust of the consumers. Ethos as suggested by Aristotle is about the reputation and in this advertisement the reputation of the brand and the song that had been used. The pathos is the emotional quotient added in the advertisement and that not necessarily has to make everyone cry (Andrews, van Leeuwen & van Baaren, 2013). Rather the emotional quotient involved in the advertisement can make everyone excited and gives rise to be more involving into works and perform better. This commercial does so by bringing all professions together which generates the oneness that the beverage is capable of creating.
I believe that the advertisement has cleverly chosen different professions to make the people relate psychologically and emotionally. Apart from that the trust issue that is expected to be attached by the brand is also there to grasp the attention of the viewers. Therefore the ethos by using both a well celebrated song and with application of pathos by implementing emotional sphere of different people is genuinely executed.
Andrews, M., van Leeuwen, M. L., & van Baaren, R. B. (2013). Hidden Persuasion. 33 psychological influence techniques in advertising.
Kenechukwu, S. A., Asemah, E. S., & Edegoh, L. O. (2013). Behind advertising: The language of persuasion. International journal of Asian social science, 3(4), 951-959.
Danciu, V. (2014). Manipulative marketing: persuasion and manipulation of the consumer through advertising. Theoretical and Applied Economics, 21(2), 591.
Boyland, E. J., & Halford, J. C. (2013). Television advertising and branding. Effects on eating behaviour and food preferences in children. Appetite, 62, 236-241.
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