Week #5 Rhetorical Analysis - Audi

Audi achieved some pretty big goals in this Superbowl Sunday commercial.  First, Audi identified their audience as the biggest audience at any given time during the year, during the Superbowl.  They understood the competition of other advertisers and the great need to engage the millions of viewers.  Second, the emotional strings were played well. We are drawn in by feeling sad for this kid without a prom date.  The story dramatically changes when his dad gives him courage through the use of the car (Audi).  The kid races to the prom, parks in the principal’s parking space, walks into the prom with all the confidence and courage in the world and kisses the prom queen.  He leaves the prom with a black eye from the prom queen’s boyfriend, but a big grin showing us, it was all worth it.  This commercial engages us emotionally, tells us a story in a very short amount of time, and leaves us with the answer to the cure for lack of confidence or lack of courage, Audi. 

I believe this commercial was effective, as it had people talking the next day if they had seen this commercial and identified it as the “Audi” commercial.  So the Audi Company was effective in getting their name marketed after the commercial through people talking about it.