A Rhetorical Analysis Essay Project
of 2015 Super Bowl Commercials
By Shane Bruno
English 12 with Mr. Smith at CNHS
Universal Pictures: Tomorrowland
2015 Super Bowl Commercial
Mr. Smith's English 12 Essay Project
Rhetorical Analysis Essay
By Shane Bruno
27 September 2015
Today, Go See Tomorrowland
“What if there was a place, where nothing is impossible, where you can build whatever you are crazy enough to imagine, a place where you could actually change the world. You want to go?” These are the words spoken by George Clooney in the trailer for Disney’s new movie, Tomorrowland. We have all been to the Disneyland theme park in person or in heart. The futuristic theme park with all the new technology, spaceships, and other futuristic items. A world we would all want to live in. Now Disney has made a movie entering deeper into the world of Tomorrowland. In the 2015 Super Bowl commercial, Disney skillfully use Ethos, Pathos, and Logos to persuade its target audience to escape into the future in its new film.
The commercial is trying to get people excited about Disney’s new movie “Tomorrowland”. The ad opens up with the Disney castle flashing Disney underneath, with the arc of light over the castle. The next shot has a teenage girl staring up at her ceiling at night. Her ceiling is the starry night sky, with a rocket ship hanging from it.
Then it shows the teenage girl picking up a coin from the ground. The coin has a big letter "T" on it; when the girl picks it up she is suddenly transported from some office to a grassy field. She drops it and then is back in the office. She then touches it again at night in a field, and is transported to a futuristic looking city. The commercial continues to show looks into the future, and shots of George Clooney. While this is all happening George Clooney is talking about this new world that you can go to. Then he says, "Want to go?" Then it ends with a rocket ship taking off, and the screen saying, “The future awaits.” I think the commercial does a good job in making people want to know what this world is all about. It creates curiosity.
What Tomorrowland has that most movies right now don’t is originality. However the commercial does omit any sort of plot other than the transporting coin. It also omits the movies antagonist. None of the characters names are mentioned in the commercial. The commercial foregrounds the sleek look of this mysterious city. It shows you enough to get an idea of what its like, but you want to know more about the city and this mysterious place. The mood of this commercial is very adventurous, and targets young kids, probably between 6-13. The commercial also targets moms who might have a crush on George Clooney. That was a good casting by Disney to get full families to go to the movie.
The commercial uses ethos, in three different ways throughout the trailer. They use ethos first by flashing the Disney castle. The Disney name has a lot of credibility in movie making. The second way they used ethos was showing what other films the director has directed. The two other films they showed were Incredibles and Mission impossible. Both were critically and financially acclaimed movies. The third way they showed George Clooney starring in the film. Clooney is respected actor who has a lot of Charisma. George Clooney himself will sell a lot of tickets.
The commercial also uses pathos also in the commercial. When it shows clips of the futuristic city. The emotion they try to create within you for this commercial is awe and curiosity. Clooney’s quote makes, “What if there was a place, where nothing was impossible, where you can build whatever you are crazy enough to imagine, a place where you could actually change the world. You want to go?”, makes you wonder what this world is like. You are curious to see all the things people are crazy enough to create. You also wonder what bad creations these people come up with.
The commercial doesn't use any logical arguments or logos. The only time it uses it is at the end. It says "the future awaits". It implies you need to see this so you can see the future. It doesn't use logos very much because it uses pathos and logos very well.
The commercial uses pathos and ethos well in the commercial. It doesn't use logos well. Overall the commercial makes you want to see the movie. It creates this sense of wonder that makes you want to know what this world is like. So do you want to Go? Disney has done a great job with this commercial. Millions left the Super Bowl determination to go to the future.