While definitely attempting to appeal to its audience in
order to sell its product, this 2017 Audi Commercial argued for much more than
simply a new car. By filming and releasing this commercial, Audi reveals their
desire to fight for equal pay for equal work in America. In this commercial,
Audi focuses on the steps our society needs to take to create gender equality
nationwide. The stasis theory is very effective in this argument, as this car
company centers its attention on the actions that are essential for this
problem. At the beginning of the video, we hear the father of a young girl
curiously question how he is going to tell his daughter that she will always be
worth less than any man she ever meets. In a sense, he questions, what should
we do about this inequality? What actions will allow his daughter to be equal
to men? Why should he have to tell his daughter that she is not equal to men?
The answer is, he shouldn’t! Audi stresses that fathers should not have to tell
their daughters that they are valued less, and they should be telling them that
they have the skill, intelligence, and power to do anything that a man can do! Along
with many other companies, Audi decided to join the fight for the equal pay of
women all around the world. Audi uses this fearless, young girl to prove that
women should not be valued less than men and that they should not have limitations
in the workforce! Audi offers this proposal, revealing the good consequences
that will come if a woman is treated equally, which is reflected through the
little girl defeating the boys her age in the race. Audi uses this commercial to
prove that they stand with women and the equal pay movement, which makes their
car brand much more attractive to people who have the same beliefs.
Audi definitely used this commercial to the best of their ability. It concisely advocates for equal pay, and equality in general, with a simple yet effective message. They are still using their brand in the commercial, but it's as much about standing with a movement as it is selling their car.
ReplyDeleteI believe that Audi is using the message just to gain sympathy from others at the time as the topics of equal pay and equality for all women is a heavily discussed topic currently. By people seeing this stance from the company, they are more likely to buy into their product, as it now comes with a good message.
ReplyDeleteAudi uses a great deal of pathos in this commercial by saying stuff like "imagine if you ask your daughter if her grandpa is worth more than her grandma". The intended audience seems to be the upper level, corporate working class considering that an Audi is a fairly expensive car. Also, the wage gap seems to be more significant in positions of higher power. This commercial helps build up their ethos and let consumers know that Audi is a brand that supports this cause.
ReplyDeleteNice post! I definitely agree with what you believe is the Major argument. In addition to what you said, I believe that another argument was that women are worth more than what they are portrayed as by society. If this young girl can win the race against the boys, it reveals that there is potential for women to excel far above what they know of themselves. Including this argument will even grab the attention of companies who maybe refused to hire as much women. They will see that women are a lot more capable, and will offer them a chance to pursue greater opportunities.
ReplyDeleteI think it's interesting to see how Audi influenced their audience, as I have never seen a commercial take a political stance completely unrelated to the product, with little advertising of the product itself, just to establish credibility and create an association with good ethical standards. I would definitely focus your presentation on ethos, as this is clearly the ultimate goal of all appeals presented in the commercial.
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