Gatorade's Use Of Ironic Techniques Used In Advertising

What is the best way to produce a commercial? You make it comical, possibly have a celebrity, or even have some real facts! How about all three, that is what Gatorade did in their “sweat it to get it” commercial. This commercial intends to target almost anyone who enjoys working out, and particularly National Football League fans. It starts with a customer wanting to purchase a Gatorade, but the clerk explains that he didn’t earn it and that you have to “sweat it to get it”. Mid-debate a third party enters, who you would consider a good person to ask on this topic since it is reigning National Football League Most Valuable Player Cam Newton. He sides with the clerk and the customer is left without Gatorade. The commercial uses as many rhetorical …show more content…
All of these are ways to include Ethos, Pathos, Logos, and repetition; and in this case the entire commercial is basically repetition to some degree.
The entire argument between the customer and clerk is them repeating themselves. Repetition is used in this commercial to show that you have to work to get the Gatorade, because it is not supposed to be used as just a regular drink. The technique of repetition is difficult, because it can be annoying if it is not used in the correct way. Gatorade uses it well in this advertisement to reiterate the point of having to earn the Gatorade in a comical way. The first time repetition is used is when the clerk states “You have to sweat it to get it, burn some to earn some, take action for extraction.” The clerk uses three ways to say the same …show more content…
It is ranked the eighth most valuable beverage company, and the highest ranked sports beverage company by a longshot. In this specific commercial the store they are located in almost exclusively sells Gatorade products. The producer shows an example of ethos by having a very knowledgeable worker to inform the consumer. The consumer may not have thought the clerk was qualified to tell him he would not sell him the Gatorade, but with his quick replies and serious demeanor the customer quickly learns the clerk is not joking. A more qualified person like Cam Newton comes in and backs up the clerk leaving the customer in confusion. Gatorade being such a successful company has been under scrutiny for their product being unhealthy. This commercial was produced to show that in order for the Gatorade to have its full effect and not be harmful to you, it needs to be used under the right