The ad I have chosen to analyze is a BMW ad. It shows a naked man on top of a naked woman, obviously there’s an assumption of sex. The girls body is very nice and sexy. But when you look at her face, it is covered. Atop her face is a two page spread in a magazine that displays a shiny, sleek, red BMW. The only caption on this ad is, ‘ The Ultimate Attraction.’ This ad may be controversial to some but it uses ethos, logos, and pathos to lure their main audience; males.
The way this ad uses ethos is just by showing the familiar BMW logo. The logo is a blue and white, checkered emblem. BMW is a well trusted company and it is known to be a fancy, high end brand. Therefore, just by putting the logo on its ad it shows the credibility of it and what they are advertising. The logo is small and in the corner. It is the last thing you would notice on the ad. The marketers are using a little bit of ethos by having the logo on the ad but based on the placement and size their main focus is pathos and logos.
Logos is used by showing the natural process of attraction. The ad shows a man on top of a woman with a car on her face and the caption is, “The Ultimate Attraction.” It uses the logic that most men are attracted to women and that lust towards them is the strongest attraction they feel. Then it uses irony against the logic by putting a spread magazine with a car advertised, on her face. It is ironic because it goes against the logic of natural attraction and says that now the number one attraction for men is the new BMW. Logos, like ethos, is only minor used, which means pathos is the main advertising tool in this ad.
Pathos is the most predominant technique used for this BMW ad. The ad displays a naked man and woman, obviously implying sex. Because of human hormones, lust or sexual feelings are some of the strongest feelings or emotions we have. The definition of pathos is ‘A quality, as of an experience or a work of art, that arouses emotions.‘ Both sex and the persuasive power of pathos have ‘strong emotions’ in their definition. BMW relies greatly on that link to get their point across for this ad. This ad uses pathos by reminding you of those strong sexual feelings you have and then relates it to their product.
The audience of this ad is men; all ages of men. It is probably targeted mostly towards men in the forty to fifty age group. At first I thought it was for younger men because the man shown in the ad is young, but the longer I looked at the ad the more I ‘saw.’
The product being sold is is a BMW which are expensive cars that only people with a steady job, forty to fifty year olds, could afford. That is also the age when people go through their ‘middle age crisis.’ One of the things attached to that crisis is irrational buying, which most often is buying a car. In addition to the previous criteria, the audience of this ad would be attracted to women and power, which a lot of males do. I get the idea about power from how the man is portrayed in this ad. He looks strong, powerful and in control, and somehow he looks free; non-committed.
Those are all characteristics that, I think its safe to say, most men want. Therefore they want to be just like the guy in the ad, which may include owning a BMW. I’ve explained why the ad is for ages forty to fifty, and what the implied audience likes, but I have yet to explain why it has to be men.The message I understood in this article is that a male would rather make love to his BMW than his significant other.
Therefore, you are saying he thinks more about his car than women. By placing a magazine over her face and writing “the ultimate attraction,” is completely offensive and degrading to women. A way to convince a woman to buy a product is not by offending her. By making this ad that is degrading to women, BMW not only lost fifty percent of potential costumers, but they also got ‘blacklisted’ and put onto a controversial ad list.
Overall I think this ad would be successful. Although it is offensive to women, and does not lure them, the main target of BMW was not women, it was middle aged men. The ad convinces its audience to buy their product by using ethos, logos, and pathos. BMW did a good job at targeting a very specific audience with it.
Courtney from Study Moose
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