Nissan’s
Superbowl commercial for 2015 relies heavily on an appeal to pathos in
an attempt to be effective. Nissan already has automatic ethos from
being a well-known car manufacturer, so the commercial does not have to
spend any time explaining what Nissan is or how reliable its cars are,
etc. Additionally, the purpose of the ad is not really to explain the
advantages of all of the different cars produced by Nissan, but rather
to stand out from amongst all of the other commercials during the
Superbowl and just gain awareness and popularity as a result of the
commercial. Nissan does this by portraying a story of a boy growing up
while his father is away most of the time racing cars. This story
attempts to appeal to the pathos of the general American population who
is watching the Superbowl by portraying the story to which many American
families with working parents can relate (the working parents feel as
though they have missed watching their children grow up because they are
always at work, which is a common feeling amongst many American working
families). The Harry Chapin song in the background aids in this appeal
to pathos by sounding sad and regretful, which attempts to cause the
viewer to feel sad a regretful as well. Additionally, Harry Chapin died
in a car crash, so an inferred meaning of the use of this song could be
that Nissan is trying to prove that their cars are safe, so that will
not happen if you drive a Nissan car (which is shown through the part of
the commercial when the father is in the car crash on the track but
manages to walk away from it unharmed because he was driving a Nissan
car). The commercial ends, however, on a happy note when the father
comes to pick up the boy, immediately before the commercial puts up the
Nissan logo, which helps the audience to make the connection between the
happy feelings and Nissan and makes them, even subconsciously,
associate happy family feelings with the car and want to buy that brand
of car.
http://www.msn.com/en-us/video/watch/superbowl-commercial-nissan-supernumberwithdad/vi-AA8RWIw
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