A Rhetorical Analysis Essay Project
of 2015 Super Bowl Commercials
By Zach Duckworth
English 12 with Mr. Smith at CNHS
Mercedes Benz: Fable
2015 Super Bowl Commercial
Mr. Smith's English 12 Essay Project
Rhetorical Analysis Essay
By Zach Duckworth
7 Period English
We have all heard of the story “Turtle and the Hare”, a classic tale showing how slow and steady wins the race. However with this retelling from Mercedes-Benz, we come to know a newly born classic with the all new Mercedes AMG GTS. The commercial’s new Turtle and Hare story is a twist of modern society, with publicity and pre commercial ads that act as a hype factor for the “Big Race.” The hare is conceited and over-confident while the tortoise is confident and wise, wise enough, with a little help, to speed though with a win. Creating a new memorable form of the already loved story. Leads the audience to see how an old tale can create a new way to think of a car, a culture, and a brand.
To an average viewer, they may think of the intended audience being a younger crowd, with the animated characters and corny one liners delivered through a fable. However, woven in though the text, imagery, and characters used, it has truly created an ad ment for all ages and both genders. First off, the commercial is a classic story that all age groups will recognize and the animation gives the younger ages somthing to pay attention too. The middle ages will enjoy the imagery and performance of the car. The true target audience however, is an older and wealthier generation, but the intended purpose of the ad is to also inspire a new generation to have Mercedes in mind when buying their first car and for the rest of their life.
The short film shows ethos by having top notch animation, scenery and characters. It also had the branding of one of the most well known car companies, Mercedes-Benz. When you see an ad, tv show, or movie, you base a lot of judgement on the detail of animation and CGI along with a well put together story line. All of this causes the viewer to feel excited and trusting of the product being shown even before it is. At the end of the commercial the Mercedes-benz logo is shown and the slogan “ Best or Nothing” is said. This causes you to believe that what is being shown is legit, just based on the credibility that Mercedes-Benz holds with the three pointed star and the generations of well made cars.
There is not a lot of logical appeal, logos, going on in this commercial, however the commercial does argue that if you buy a mercedes you’ll get a brilliantly crafted machine by expert engineers. The commercial takes you to the Mercedes AMG factory in Affalterbach Germany, which is clean, sophisticated, and shows the precision of each technician working on the cars. This speaks logically, that when you purchase an AMG you are buying a well made, clean, precision machine crafted by clever German engineers in the lush hills of Affalterbach.
There is a lot of pathos and emotional appeal shown, the ad is actually relying on it to sell the brand and the car. The commercial plays on the key element that everyone has experienced, a childhood and with that the knowledge of a classic tale of the Turtle and the Hare. This is meant to excite you and make you feel young again, until the twist in the middle when the turtle gets into his new AMG and races past the hare. Mercedes has worked hard to come up with an ad that has you rethink what a sports car can be and in such a competitive market with Porsche, BMW, and Audi, it has done just that. By changing how the story played out they think it will also change one's point of view. By trying to slowly convert the diehard Porsche lovers and the young BMW teenage fanboys, Mercedes will expand their following drastically, changing their image from old and luxurious to fast and sporty.
I very much enjoyed this commercial and anticipated it for weeks with its first “hype” videos shown on YouTube. Even with the amount of time and money put into it, there are some weaknesses shown. There are a few cheesy one liners said that make it a little too cartoonish not enough fairy tale like. Also, the time it took to actually show the car was too long, it should have been introduced earlier in the ad, so the car could let all of its beauty sink in for a bit longer. However, the strengths outweigh the weaknesses, The lead actor as the new AMG GTS. And it is a born star. An old tale can create a new way to think of a car, a culture and brand.