STUDENTS, IMITATE THIS MODEL.
A Rhetorical Analysis Essay Project
of 2015 Super Bowl Commercials
By Julia Kennedy
English 12 with Mr. Smith at CNHS
Jublia: Tackle Toe Fungus
2015 Super Bowl Commercial
Mr. Smith's English 12 Essay Project
Rhetorical Analysis Essay
By Julia Kennedy
Feet have always been looked down upon. My opinion of them is no different. In fact, I am a severe case. And like my fellow podophobic comrades, the only thing I fear more than feet are infected feet. I have always taken pride in my hygiene, and when I see people who don't share this value, I'm taken aback by their negligence. Luckily, toenail fungus is something that can be easily treated if the proper precautions are taken.
In the 2015 Super Bowl commercial the thesis is clear: Jublia, an ointment to relieve toe fungus, is an effective and easy solution. Toe fungus is an infection that can start out as small, but can escalate into something much bigger. To establish it’s ethos and build trust with the audience, the commercial cites the FDA and doctors well informed on this specific topic. In addition to the credible sources cited, the commercial also employs inclusive verbiage to reach its target a common audience. The animations used in the commercial are elementary, demonstrating that it is directed at children as well as adults. However, over these childish animations, the authors of the commercial utilize credible sources to build trust within an older audience.
The author in this commercial is introduced as an announcer. The announcing voice plays on the ears of the audience, dramatically reading the commercial’s script in the hopes of exciting its potential customers. In addition to catching the attention of the audience, the booming voice of the announcer makes the commercial more intriguing; He listing off the pros of Jublia as if narrating plays in a football game. The fungus football player is on the field, beating away the nasty toe fungus while the commentator grunts out the facts, statistics, and general information about the ointment. The author’s approach is strong but not off putting. By exhibiting confidence while also building an exciting tone, the announcer taps into the emotions of its current testosterone driven Super Bowl viewers.
Throughout the commercial, medical claims are made to make a few logical appeals to the audience. There are many references facts provided by the FDA as well as doctors. It also says exactly how to apply it and for how long (48 days). By citing sources that claim that Jublia is a proven treatment to clear up toe fungus and be effective, the commercial taps into the audiences logical side. This evidence proves the products legitimacy because it shows the audience exactly how it can be used and that it is proven to work. Using evidence and reason, the commercial pushes the viewers to consider its product because of the sources referenced claiming its reliability.
Throughout the commercial, there is a foot on the screen that is animated, with a football on it’s toes. This gives the commercial a light and humorous feeling and paints toe fungus as something that it is not. In creating this less serious undertone, the commercial breaks down the social implications of toe fungus that portray it as irreversible, as well as something to be embarrassed about. The commercial creates light of this situation and turns it into an everyday issue.
In this commercial, the use of humor, statistics and entertainment turns an otherwise undiscussed issue into something that is common among people of all backgrounds. The transfer from the actual Super Bowl to a toe fungus commercial could be something awkward, but with clever animation and creative verbiage, it makes the situation funny, rather than serious. In addition to its light hearted undertones, the authors of the commercial barrages the viewer with statistics and evidence that support its product. By combining all these elements into one commercial, the authors successfully give its audience persuades the viewers that feet are not to be feared, but… With the right meds, gross feet can….an incentive to go out and buy its product.