Adam Case
English 100
Rhetorical Analysis
24 October 2017
Celebrity endorsement in Persuasion
Penny Hawkey the scripter in the (Mean) Joe Greene Coke commercial which premiered during the Major League Baseball in 1979 then later on in the year in the Super Bowl XIV. In this commercial you see that Penny Hawkey has tried to convince you to buy a coke. “Hey kid catch” Joe Greene says throwing him his jersey after drinking the coke the boy offered him. She uses the technique of celebrity endorsement, symbolism, and pathos. This commercial has been seen as one of the best of many super bowl commercials over the decades and has won both a Clio award and a Cannes Gold Lion award.
At the start of the commercial you already see the celebrity athlete limping off the field. By including (Mean) Joe Greene this makes this a celebrity endorsement. They use him as a sort of way to the public, a lot of people knew who he was during that time frame. Even if you weren’t a sports fan, he had a catchy nickname in which people would remember that name it’s a type of thing to stick in your brain. Using celebrities often get commercials to be remembered as well. When people look back on that celebrity being in that commercial they will more than likely remember the brand or company they were advertising for. Symbolism is a strong way to gain your audiences reasoning and this coke commercial is no different. The boy in the commercial is supposed to represent an innocent nature you can tell he is obviously a fan of his team by his amazement and fear of meeting Joe Greene. While Joe Greene is represented through the media as mean through his appearance and of course his nickname. More importantly the symbolism of coke is where the commercial grasps its audience. Case 2 The coke is kind of like a gateway for these two people. The kid saw that Joe Greene was having a rough game, so he offers him a coke which in term gives the audience a sort of way to make sense of why a coke would be there. The coke is there as a beverage to Joe Greene …show more content…
It did lack a lot of other things in its commercial. Like how there were no logical statements about coke that makes them different from their other contenders. However a persuasion of a product doesn’t need facts, statistics, or a professional recommending it. This commercial won awards even though it is missing other persuasive techniques. Its all about how the audience thinks of the company and what reflects upon that audience. Although logic is great to have, emotion seems to trump logic most of the time.
Case 3
Obviously the coke commercial was trying to appeal to the audience and to get them to buy a coke. The techniques portrayed in the commercial were all used in almost the same effect in that it was to persuade. The celebrity endorsement made the commercial be known by a wide audience and to connect with that celebrity. While he symbolizes something to the audience and the boy being one of his fans as the public in this case and coke being the gateway to them. While the feeling all together was through the use of
English 100
Rhetorical Analysis
24 October 2017
Celebrity endorsement in Persuasion
Penny Hawkey the scripter in the (Mean) Joe Greene Coke commercial which premiered during the Major League Baseball in 1979 then later on in the year in the Super Bowl XIV. In this commercial you see that Penny Hawkey has tried to convince you to buy a coke. “Hey kid catch” Joe Greene says throwing him his jersey after drinking the coke the boy offered him. She uses the technique of celebrity endorsement, symbolism, and pathos. This commercial has been seen as one of the best of many super bowl commercials over the decades and has won both a Clio award and a Cannes Gold Lion award.
At the start of the commercial you already see the celebrity athlete limping off the field. By including (Mean) Joe Greene this makes this a celebrity endorsement. They use him as a sort of way to the public, a lot of people knew who he was during that time frame. Even if you weren’t a sports fan, he had a catchy nickname in which people would remember that name it’s a type of thing to stick in your brain. Using celebrities often get commercials to be remembered as well. When people look back on that celebrity being in that commercial they will more than likely remember the brand or company they were advertising for. Symbolism is a strong way to gain your audiences reasoning and this coke commercial is no different. The boy in the commercial is supposed to represent an innocent nature you can tell he is obviously a fan of his team by his amazement and fear of meeting Joe Greene. While Joe Greene is represented through the media as mean through his appearance and of course his nickname. More importantly the symbolism of coke is where the commercial grasps its audience. Case 2 The coke is kind of like a gateway for these two people. The kid saw that Joe Greene was having a rough game, so he offers him a coke which in term gives the audience a sort of way to make sense of why a coke would be there. The coke is there as a beverage to Joe Greene …show more content…
It did lack a lot of other things in its commercial. Like how there were no logical statements about coke that makes them different from their other contenders. However a persuasion of a product doesn’t need facts, statistics, or a professional recommending it. This commercial won awards even though it is missing other persuasive techniques. Its all about how the audience thinks of the company and what reflects upon that audience. Although logic is great to have, emotion seems to trump logic most of the time.
Case 3
Obviously the coke commercial was trying to appeal to the audience and to get them to buy a coke. The techniques portrayed in the commercial were all used in almost the same effect in that it was to persuade. The celebrity endorsement made the commercial be known by a wide audience and to connect with that celebrity. While he symbolizes something to the audience and the boy being one of his fans as the public in this case and coke being the gateway to them. While the feeling all together was through the use of