I really enjoyed writing about the hilarious commercial from last years Super Bowl featuring Betty White, and have consequently decided to continue with the topic on humor and rhetoric with this years Volkswagen Superbowl ad. This was definitely my favorite of the evening. Why is it funny? Because we have a dog who wants to chase a car (as most dogs instincts make them want to) but cannot because he is not in shape & he cannot keep up. He does a lot of weight loss tactics that we as people would do. Not eating, swimming, and eventually he is able to reach his ideal weight.
So wheres the rhetoric? Well the commercial suggests that the new models of Volkswagen's are so fast that not even dogs can keep up with, and will resist eating just to be able to be alongside it. Now as intellectual human beings, we know quite well that animals do not intentionally starves themselves even if they were a little overweight. Even clearer, we know that animals, even the bigger ones are not usually hindered from participating in physical activity, we know that elephants run too!
So is this commercial effective? Sure, we have a good feeling now associated with the new Volkswagen but who is really convinced that this car is quicker than others although it is clearly not built or even looking like a sports car. Hmm, well overall I'd give it a B. The commercial had many views because it was during the Superbowl and if it was made to be solely to be entertaining it did well. But am I more likely to buy this car. Ehh, probably not!
I think this ad has potential to be very successful because Volkswagen is already an established brand, and the ad appeals to pathos. Since the brand name is already well-known and has a good reputation, the company does not need to focus on proving to the viewer that Volkswagen cars are reliable and high-quality. Instead, I think the appeal to ethos comes in the entertainment quality of the ad, which focuses on an appeal to pathos by using the dog, a relatable situation of wanting to lose weight, and the upbeat, uplifting music. People can laugh because the dog is acting as they would, and they end up rooting for him. When he reaches his goal in the end, the audience feels the fulfillment of a happy ending, making the ad effective.
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