I was searching through popular Super Bowl ads and came across this famous commercial. On the left is a star football player, "Mean Joe" Greene. On the right is a young, cute adoring fan of his. Basical what happens is "Mean Joe" Greene is finished with his game and the fan approaches him and offers his Coca-Cola to the football player. "Mean Joe" gladly accepts the coke, and then tosses the kid his jersey out of appreciation.
I will be using Toulmin Analysis for this commercial, and analyzing exactly why Coca-cola did what they did. The claim for this advertisement is pretty simple; Coca-cola is trying to sell its product. This claim, of course, is no surprise. Companies produce these high-dollar commercials to make their product known as much as absolute possible. Since the commercial contains a football player, the audience is probably mostly geared to males of all ages.
The data is a mixture of the use of celebrity and the typical "cute" factor. People will want to buy the product if the famous Joe Greene likes it, wanting to be like him. Also the little kid is really cute, and puts an affectionate feel to the commercial. "Mean Joe" Green might be one of the toughest, strongest football players, but he also shows his affectionate side when he tosses the kid his jersey.
Warrants for advertisements also seem to be relatively simple. In this particular advertisement, the warrant is that the audience enjoys Coca-cola. These marketing specialists assume that people that are watching are actually interested in their product, when it may not always be the case.
The link to this advertisement can be found here (http://listphobia.com/2011/02/08/10-most-popular-super-bowl-ads-of-all-time/)
This is a great old commercial. I think this commercial is targeting men and women, this is why they use a cute little kid. If they were targeting men specifically, they probably would have done something with a hot blonde.
ReplyDeleteNice work with your claim and evidence. However, might some of the warrants be that the audience knows who "Mean Joe" Greene is and/or will value his preferences?
ReplyDeleteI think that the maker of the commercial is banking on the fact that the audience knows mean joe greene is one of the best player's so if he is drinking a Coke then that must be the best soda.
ReplyDeleteI agree with Allie that the commercial is geared towards both men and women. They had both the football player as well as the little kid to capture both audiences. I think the main warrant is also the audiences association with "Mean Joe" Green.
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