Establishing credibility is one of the most important agenda to accomplish when making a commercial. Once the audience believes that the creator's interest lies in providing them with the best possible product, they are more likely to buy what is being sold. In the 2017 Audi Superbowl commercial, the creators strengthen their argument, the endorsement for the equal pay for equal work, through conveying this concept from a male’s point of view. The father is the narrator and he expresses concerns for his daughter and ultimately about the rights of women. The concept itself already captures most of the female portion of the audience, but because this is told from a male’s perspective, it also engages the male audience. In addition, the company builds their credibility by somewhat digressing from their main purpose, to sell cars. The commercial merely mentions or promotes the business and the car’s performance. This shows the audience their genuine interest in conveying the message because it demonstrates that the company wants to address such sensitive issue even though it may cost them harm or cause potential backlash on their business
What an awesome article. I thin you did a great job at conveying the ethos of the Audi superbowl commercial and I found some of the comments you made to be very interesting and effective. For example, when you mentioned the fact that the company barely discussed their product, cars, and was laser focused on relaying the message they attempted to share. Their credibility in this case, did not lay in the performance statistics of the car but rather in the companies cultural associations and beliefs.
ReplyDeleteI agree with and like what you said in this post. I like how you pointed out how putting the commercial in a male's perspective gives men a reason to be invested into the commercial and sympathize with Women's Rights. I like how you mentioned that this commercial was made to show that Audi cares about Women's Rights, and that Audi is putting themselves on the line because people against WOmen's Rights may not like Audi anymore, but I don't think you mentioned the reverse; people that are for Women's Rights will appreciate Audi more.
ReplyDelete-Justin De Burgo
I like how you make sure to include that the narrator is a man. As a man, the father himself has received all the privileges of a man including equal pay. If that narrator were a women, it would not have the same effect because it could be implied that there are selfish motives included as well.
ReplyDeleteNice post! At first when I viewed this commercial, I thought the ethos would be that Audi itself since they are a well known company. But after thinking about it, a car company and an effort to increase women's rights do not correlate. After reading your post though,it makes so much sense for them to use a male speaker to establish their credibility. It appeals to both the male and female audience. I am wondering if the speaker was a woman, if the commercial would have been as effective and convincing. Nice work!
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