The logos used by Audi in their 2017 car commercial is overall,
very effective. For sure, Audi uses logic to persuade its audience to purchase
their cars by focusing on gender equality and the movements that they support.
In a way, Audi is basically stating that since they support gender equality, people
should buy their cars over other cars. The producers of this commercial
specifically utilize logos when the voice of the father reveals current gender
standards and facts about how men are valued more than women. By doing so, they
focus in on how society wrongfully looks down on women, and seconds later, they
contrast these viewpoints with their own, which uncovers that Audi disagrees
with common opinions, and values women equally to men. At the end of the
commercial, “Audi of America is committed to equal pay for equal work” appears
on the screen, proving that they have joined the movement and support the fight
for women. This logic appeals to the audience very strongly, convincing women
all around that Audi supports them, which increases a woman’s desire to
purchase their product. However, this commercial definitely chooses to leave
out some important statistics, including for example, the fact that Audi’s
executive board only includes two women out of 14 total people. Or, perhaps,
the fact that only 12% of Audi’s senior management is female. By not including
these facts, the audience is blinded from the truth, and forced to believe that
Audi fully supports women in the workforce. As a result, the logic used in this
commercial was successful, but primarily because it tricks the audience into
believing Audi is an active supporter of the equal pay for equal work movement.
This is a great article, especially enforced by the facts discussed at the conclusion . of the post. I found the analysis of the Audi superbowl commercials logos to be very strong, and I think mentioning the fact that “Audi of America is committed to equal pay for equal work” was placed in the commercial is an important thing to mention. I particularly found interesting the statistics you provided in your conclusion regarding Audi's executive board and senior management and how the commercial represents a false commitment.
ReplyDeleteI really like how you incorporated your own research into the analysis because it not only proves their logic is not entirely true, it also hurts their ethos as they are not following through with their statement. I think these facts show that companies, in general, rarely ever tell the truth which helps them sell their products but can harm their ethos if people ever find out.
ReplyDeleteWow! This post blew me away! Your incorporation of outside research to juxtapose Audi's front office against their stance on gender equality was alarming, yet fascinating. I personally was a fan of the commercial because it produced varying conversations on the issue of gender equality, however, it is upsetting to find that a company as big as Audi does not follow their own precedent.
ReplyDeleteI really like your analysis of the commercial and I'm impressed by all the details you posted. With questions like "Do I ask my daughter if her mother or father is more important?" appeals to logos because the person asking the question is expecting the audience to answer that both are important hence agreeing with the idea that women are equal to men. Good job of looking up more statistics on Audi such as 2 out of 14 employees are women. Most of the audience that saw this commercial may not have thought to look up these facts and simply been convinced that Audi supports women equality but statistics like these convince me that the company does not.
ReplyDeleteThis is an awesome post! I really like how you gave a link to show that Audi doesn't practice what they preached in their commercial. It seems as if the company was using emphasis of gender equality as a ruse to attract those who advocate for issues such as gender equality.
ReplyDelete