The 2017 Audi commercial brings forth the issue of gender inequality specifically regarding the “equal pay for equal work” using Super Bowl, one of the most popular televised medium, as a platform. It is reasonable to believe that this commercial targets the entire nation and has the ability to do so due to its vital nature that arouses conversations about the topic and spreads the idea widely even to the non-viewers of the football game. The creators take advantage of the auditory and visual aspects of a television commercial to enhance their argument and to capture the audience's interest. The series of subtle but crucial, reflective questions in the beginning such as “Do I tell her that despite her education, her drive, her skills, her intelligence, she will automatically be valued as less than every man she ever meets?” demonstrates an appropriate use of the demographics of the audience because the viewers of the NFL ranges from the age of 18 to ages older than 50; thus, most of the audience have the prior knowledge and the ability to relate to or to think back to the history of the women’s rights movements. In addition, the movie-like film production and the simple languages used to address the issue contributes in drawing in the younger audiences as well. The content also fits the audience because almost half of the NFL fans are female who are likely to care about the “equal pay for equal work” controversy.
Great post! I really love that you chose to address how by using the Superbowl platform, there was no escape for the public to not hear this message. In addition to the targeted audience(s), I believe that it also appealed to the logos of the audience. In the video, the speaker says, "Do I tell her that her dad is worth more than her mom?" This rhetorical question really gets the audience thinking because logically, if both parents are in a child's life, the child will love both the mom and the dad equally because the parents show a generous amount of affection to the child. Therefore to pose this question, the audience now know that if they will not favor their dad over their mom, then why should that be the case in our workplaces?
ReplyDeleteSuch an interesting post! I recall watching this ad during the super bowl and thinking about how much dialogue it would spur across the nation. I enjoyed your detailed analysis of the importance and significance of this commercial airing on the Super Bowl stage. Obviously, it address the general super bowl viewership, but in repeatedly using words like, "her" it emphasizes the more specific target audience probably of middle aged to millennial women.
ReplyDeleteThis is a well-written post! I love how you were able to draw parallels between the elderly who may have witnessed the Women's Right's Movement and its relation to the commercial. I wonder if some of them are thinking about some of women's progress that has happened over that span of time. Also, do you think some approve or oppose the progress? But let's hope that's not the case.
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I like that you included the age range for the intended audience. This is a wide range of audience and like you said everyone in within this age group is educated to a certain point about the feminist movements. Some of the people have even been alive to witness the change in the mindset of the feminist movement. Depending on multiple factors, the intended audience has a wide range of opinions/views and the use of the direct questions may have a stronger impact that one may think.
ReplyDeleteI enjoyed your analysis of the audience of this Audi commercial. I remember witnessing this commercial firsthand. In addition to being directed towards a more mature audience, I believe this appeals to young girls that would want to compete with boys their age, as the girl in the commercial does. While the older viewership would most likely have some exposure to the second-wave of feminism, the younger population would be more knowledgeable of this newer wave of feminism today. I think the commercial was brilliantly timed to stir up conversation on the issue, while allowing Audi to benefit from its support of feminism.
ReplyDeleteExcellent post. I thought the best thing you did here was use statistical evidence to back up your arguments, like using audience age to guess background on the issue, and I found the statistic that women are almost half the NFL audience to be very surprising and a very good point. Dakota
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