Question

Watch a commercial. Analyze its use of rhetorical devices giving specific evidence regarding what its messages are and how it's conveying its messages. Don't only talk about the words in the commercial, but talk about the visual information, the music, the editing, whatever other things in addition to words the commercial conveys. Please include a link to the commercial in your post.

Answer 1

Commercial link: https://youtu.be/sYfedDB06oM

Commercial Product: Heinz Ketchup

Tagline/Message: ''Thick and Slow''

The commercial begins with the character (Matt LeBlank) standing on a rooftop, playfully holding and juggling a bottle of Ketchup. The character is young, stylish, energetic and yet has an ample amount of time. The ambiance has been chosen to be that of Sunset. The commercial begins with a slight noise of the traffic and is then taken over by a soft rock music that is slow, rhythmic, relaxed, and carefree.

This sets up a very relaxed and homecoming mood for the viewers. The character's presence in the commercial and the slow and relaxed music generate a vibe that is relaxing, carefree, playful, and confident.

The character places the Ketchup bottle at the edge of the roof with confidence. The camera shot being a Close Shot of the character where he gestures in confidence that the bottle is set. He casually looks back showing faith in the pace of the Ketchup and then gracefully jumps across. He then opens the door of the roof from when rays of Golden Light gush in. He comes down the stairs of the building very musically and playfully. He is shown to be very casual and relaxed, stepping down the stairs and sliding down the railing with Parallel Cuts with the Ketchup that is very slowly moving out of the tilted bottle. Intermediate shots of the rhythmic footsteps and the graceful moves of the character have been shown.

These establish the confidence in the product and also the subtly represent the characteristics of it i.e., it's graceful, relaxed, and Slow yet confident. As the bottle is placed tilted, as soon as the first shot of the moving Ketchup is shown, the next shot is of the character opening and exiting a door that lets out a lot of Golden Light. Next, the parallel editing of the Ketchup and the character moving down the stairs establish a comparison of their pace. The shots of footsteps enhance the relaxed mood and also the confidence.

The character then reaches an Hot-Dog counter and orders an hot-dog. The guy asks if he would need Mustard or something on it but the character declines. The girl looks back and smiles at him. He then times and places his Hot-Dog in accordance with the Ketchup Bottle and the Ketchup drops on the Hot-Dog. The Counter Guy looks in amazement. The character eats the Hot-Dog and winks at the Girl.

This establishes understanding and coordination with the Ketchup and also shows that charming and smooth. It ends with the message that its also different from everything else and nothing else is needed if you have this.