A Rhetorical Analysis Essay Project
of 2015 Super Bowl Commercials
By Taylor Daniels
English 12 with Mr. Smith at CNHS
Taylor: Jurassic World Super Bowl TV Spot
2015 Super Bowl Commercial
Mr. Smith's English 12 Essay Project
Rhetorical Analysis Essay
By Taylor Daniels
My entire life I’ve always enjoyed movies. When I was a kid my favorite movie was Jurassic Park, I loved the dinosaurs and all the action. Now Universal Studios has unveiled the trailer for Jurassic World, and I can’t help but have the feeling of nostalgia. One of Universal’s main tools is using the success of the original Jurassic Park, which draws, in my generation as well as a new generation of kids and adults alike that enjoy action and dinosaurs. In the following I will be addressing how Universal Studios is using ethos, pathos, and logos in their commercial to sell their movie Jurassic World.
First this commercial uses ethos, allowing the audience to see the author's credibility. Universal Studios is one of the top movie producing studios in the nation, they start out with the implication of being credible because they have been in the industry for many years and they do this by putting their logo at the beginning of every movie they are associated with. In this commercial they put their logo at the end letting the audience know that it is their movie. This action displays ethos. Another form of ethos used, is the executive producer on the movie, Steven Spielberg, one of the most admired writers, directors, and producer. A legend in Hollywood. Steven also directed the original Jurassic Park in 1993 which was a huge success and won many awards including awards for its stunning visual effects. In the commercial, in between transitions, they let you know that Steven Spielberg is an executive producer, by putting his name up in a gothic stone type font, which matches the theme of the entire commercial.
Another form of ethos used is the credibility of the actors in this movie. The leading male role was casted to Chris Pratt. Chris Pratt is an a-list actor in the industry right now because of his role in Guardians of the Galaxy in which he played Star-Lord. There is also the fact that Chris Pratt is an attractive 35 year old with muscles and facial hair. They did this to attract a female audience because this movie’s demographic is primarily males.
Pathos is used in the commercial when the audience is emotionally attracted to it, an example being the dinosaur roaring multiple times. This can make people feel multiple ways. One reaction to this is fear, a lot of people go to movies to feel fear on some level, they want the movie to scare them. Another reaction people could have to this is nostalgia. So many people saw the original Jurassic Park, and the T-Rex roar was one of the most iconic things from it. When the new dinosaur roars multiple times in the trailer, it causes them to remember the good times they had at the movies when they saw the first one. Universal is trying to use this memory to draw the attention of old Jurassic Park fans towards the new one.
Another form of pathos is their casting choice of Bryce Dallas Howard, as Claire Dearing, an attractive redhead wearing a lab coat. The commercial starts out by showing her in a lab coat, which almost every guy will find attractive, but if that wasn’t enough, later in the commercial, there is a quick close up of her in a tank top sweating while holding a flare. This method is used to draw a bigger male audience to the movie, once they get a little taste of what she looks like, they will want to go see the entire thing to see more of her.
Another genius form of pathos used in this commercial is the background music. About 20 seconds into the commercial, they begin to play the original Jurassic Park theme song that has been slowed down and played on piano. This is genius because the theme song from Jurassic Park was one of the most iconic things that came from the movie. Once people hear this they will be drawn into the movie and want to go see it. For example, when I first saw this trailer and heard the music it gave me chills and a sense of nostalgia, which invested me more into the commercial, making me want to see it more so.
As for logos there was barely any that I found in this commercial, there is little logic to paying ten dollars to see a film about dinosaurs because dinosaurs don't truly exist. The emotional and ethical appeal, here, the commercial authors know, are much more persuasive than logical ones.
In the Jurassic World Super Bowl trailer, Universal uses various forms of pathos and ethos and uses little logos to try and sell their movie. They use the Jurassic Park theme song to create an emotional attachment, and the movie being made by Universal establishes credibility. We won't know if it worked until summer of 2015, however I think that it will work out pretty well for them.